SEA strategy
SEA
SEA Sytrategy Avesco Rent
With its agency Eminence, Avesco Rent launched search campaigns with three objectives in mind: boosting profitability using a high-performance bidding strategy, generating as much traffic as possible to its site and increasing the number of requests for quotes.
SEA strategy
104%
Increase in the number of impressions
SEA strategy
287%
Increase in the number of clicks
Objectives & challenges
Avesco Rent's objectives and challenges were as follows:
  1. Create visibility on the Google Search engine via SEO and SEA, in both French and German
  2. Generate online quotations, requests and calls
  3. Facilitate internal website navigation
  4. Control the cost per acquisition
Our approach
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Avesco Rent created a new website and changed their domain name.

 

Eminence was first mandated to set up the SEO strategy and then to drive traffic to the new website via SEA campaigns.

Our Strategy

The SEO set-up phase:

 
  • Definition of the themes on which Avesco Rent wanted to position themselves

 

  • Benchmark search trends to identify keywords

 

  • Competitor analysis

 

  • Definition of the key performance indicators (KPIs)

 

  • Definition of the SEO strategy via the creation of a breadcrumb trail optimization of categories and products, editing meta titles and meta description tags

 

  • Implementation of meta titles, meta descriptions, URLs, alt images, etc.

 

  • Implementation of Google Tag Manager
 
 

Active Server Provider (ASP) Strategy:

 
Depending on the type of SEA campaign chosen (Google Search ads, Display ads, mobile ads, video ads, or shopping ads), it is possible to focus on either visibility, conversions or website traffic.
 
Other factors to consider when launching SEA campaigns include the company’s field of activity and their initial brand reputation.
 
In the case of Avesco Rent, the brand was already well known; therefore, we did not need to orientate our strategy towards brand awareness.
 
Eminence therefore opted for Google Search campaigns that boosted both the website traffic and increased the number of online conversions (requests for quotes).
 
Eminence set up a tracking plan to monitor and optimize Avesco Rent’s digital strategy.
 
Our tracking tools allowed us to collect the following information:
 
  • Conversions
  • Traffic by channel
  • User behavior
  • Purchase and conversion funnels
  • Measure the quality of visits and leads
  • ROI and turnover

Results

104%
Increase in the number of impressions
2,87
Increase in the number of clicks
3,21
Increase in the number of conversions
-0,89
Cost per conversion improvement

Summary of SEO performance from March 2018 to October 2018

0,78
increase in the number of sessions
0,62
Increase in the number of conversions
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Clients testimonials
Avesco Rent
Développement du site web
From the very beginning of our collaboration with the Eminence agency, we were impressed by their extreme reactivity. Eminence team provided us with a detailed marketing plan in record time. Always attentive, the project managers adapted to our demanding context, they were able to adapt the marketing plan throughout the process. They created a trustworthy relationship with our teams. Thanks to Eminence, we have achieved a level of excellence in digital marketing and I can only highly recommend them!