Education Umbrella

Background

Education Umbrella is a leading UK supplier of textbooks and learning resources, with 250,000 products available to schools and colleges. As competition became more intense (online spend on books overtook bookstore sales in 2014), the team needed a fresh digital marketing strategy to appear at the top of Organic Search Engines and raise their ROI through their other digital channels.

Site Reach were selected over other digital marketers for our experience in large scale SEO projects and PPC management; our brief was to increase quality traffic and conversion rates through Search Engine Optimisation and Pay-Per-Click marketing (Search, Display & Shopping).

"Our work with Site Reach has exceeded expectations. In only 6 months they have brought in hundreds of new customers and increased our organic and PPC revenue by huge percentages. With the constant feedback and communication it feels like having your own in-house team. After our first 6 month contract finished we immediately signed a new 12 month extension; they’re becoming an essential part of our businesses growth."

Ian Grainger

At a glance

Search Engine Optimisation

Pay-per-Click marketing

Conversion Rate Optimisation

Web Analytics

E-commerce SEO

Link Building

Facebook Advertising

Search Engine Optimisation Objectives

Devise a creative, content-led off-site SEO strategy to increase keyword rankings and drive relevant, converting organic traffic
Supply and implement regular On-site audits to improve SEO and UX
Keep well within the major Search Engines’ shifting quality guidelines

Pay-Per-Click Objectives

Increase new customer acquisition by focusing on ‘non-brand’ traffic
Lower Cost-Per-Clicks
Lower Cost-per-Acquisition across all campaigns
Create a highly optimised Google Shopping data feed

The Results

Following the completion of our technical SEO updates, our monthly focus on creative off-site marketing resulted in an impressive 225% increase in Organic revenue within 5 months.

The Pay-Per-Click campaigns were restructured and optimised, with tighter controls on keyword matching applied and clicks that were raising the CPA were removed. By refining the keywords to focus more on ‘non-brand’ traffic, Site Reach increased ROI by over 750%.

Crucially, we were able to attract high-value sales from relevant schools and colleges through a combination of RLSA, Search and Display activity.

We are constantly looking to grow and improve digital marketing strategies for our clients and we understand that every business is different and have individual requirements. We expanded our advertising reach for Education Umbrella across a number of platforms, including;

Bing Ads
Facebook Ads
Facebook ReMarketing
Amazon Marketing

Our optimised Shopping Feed generated an enormous ROI, making the client incredibly happy (and earning us this testimonial). Site Reach continue to work in partnership with Education Umbrella to improve their Organic and Paid Search performance, as well as launching their innovative new product ‘TECbook’ – an advanced digital platform that will revolutionise digital teaching and learning.