HD Brows is one of the UK’s leading cosmetics and eyebrow treatment suppliers and has featured in Vogue, The Guardian and Dancing on Ice.
The company commissioned StrategiQ to support its in-house team’s digital marketing strategy with our expertise in SEO and paid marketing. After assessing the client’s goals and needs, we crafted a strategy that comprised of four key elements.
We needed to evolve the brand’s on-page SEO and paid search bidding methods; assist with the domain migration back to HD Brows; drive more local traffic to salon pages through HD Brows’ Salon Finder tool, and produce relevant content to establish the brand as an industry thought leader.
To date, our implementations have yielded a number of positive results for HD Brows. As well as attaining position one and “zero” for several key organic search terms, there have been significant wins through paid channels.
In the first three months of managing the brand’s paid search account (January-March 2018), the average monthly lead total for brow training – an important KPI – grew by 82%, while cost-per-acquisition fell 43%. At the end of the first year, we’d grown brow training conversions by 50% year-on-year.
This success has continued in 2019, with year-on-year revenue through paid channels growing 48%. A large part of our strategy was evolving the brand’s paid search bidding methods, which helped reduce CPC by 51%, while increasing conversion rate by 27% and return on ad spend by 96%.
Meanwhile, our ongoing SEO work has moved HD Brows into positions 1-4 of the Google Maps Pack for all local keywords. Multiple featured snippets have been secured for brow and beauty-related longtail keywords, and the brand also appears in Google’s People Also Ask component for key search queries. This has led to a 28% increase in new site users and a 21% increase in organic traffic year-on-year.
More like HD Brows...