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PPC Bookstore Case Study

About the Project

This project focused on enhancing the performance of a Prague-based online bookstore specializing in rare and unique Czech literature. Despite steady web traffic and a loyal niche audience, the bookstore faced challenges in converting visitors into paying customers. With rising competition from larger e-commerce platforms and limited resources for advertising, it struggled to scale its operations.

Our goal was to optimize the bookstore's PPC campaigns, refine its ad targeting, and align the messaging with its unique value propositions. This included leveraging data to drive decisions, understanding customer behavior, and creating a seamless user experience to encourage purchases.

Challenges, Problems, and Barriers

Challenge

Competing against larger, well-established bookstores that dominate the market with extensive resources and long-standing customer bases.

Problem

Ads were attracting irrelevant traffic due to ineffective targeting strategies, which wasted budget and failed to convert visitors into buyers.

Barrier

The absence of trust signals, such as customer reviews and guarantees, made it challenging to build confidence among potential buyers.

My Process

Initial Consultation

In-depth meetings with the client revealed their unique selling points, such as rare books, free delivery in the Czech Republic, and an underserved audience of Czech literature enthusiasts.

Campaign Audit

Using tools like Google Ads Manager and Google Analytics, I identified wasteful keywords (e.g., "free ebooks") and poor ad placements.

Keyword Research

Leveraged SEMRush and Google Keyword Planner to find high-intent keywords, such as "Rare Czech Books," and applied negative keywords to refine traffic.

Ad Copy Restructuring

Crafted ad copy emphasizing unique offers, such as rare titles and free delivery. Ads were also scheduled for optimal hours based on audience activity data.

Landing Page Optimization

Using Hotjar heatmaps, I identified user pain points and optimized the landing page with trust signals, customer reviews, and faster loading speeds.

Remarketing

Implemented Google Dynamic Remarketing campaigns to target visitors who had abandoned their shopping carts, using personalized ads showcasing previously viewed items.

Tools Used

Google Ads Manager: Monitored budgets, adjusted bidding strategies, and ensured ads were targeted correctly.
Google Analytics: Analyzed user behavior to identify high-performing keywords and refine ad targeting.
SEMRush: Conducted competitor analysis and discovered niche-specific keyword opportunities.
Hotjar: Used heatmaps to improve the usability and layout of landing pages.
Google Keyword Planner: Found high-intent keywords to drive relevant traffic.
Google Dynamic Remarketing: Personalized ads based on user interaction to increase repeat visits and conversions.

Results Dashboard

40% Reduction in CPC
Lowered average cost-per-click from 20 Kč to 12 Kč while maintaining visibility.

CTR Improvement
Click-through rates increased from 1.8% to 4.5%.

Conversion Rate Boost
Conversions improved from 3% to 8.5%, resulting in more book sales.

Introduction

In a competitive e-commerce landscape, staying visible in search results can make or break a business. This project focused on helping a growing online store specializing in eco-friendly home goods. The business faced challenges in reaching broader audiences and boosting its local customer base due to poor organic visibility and limited local SEO strategies. The opportunity was clear: to enhance search engine rankings and drive both local and national traffic through a strategic SEO initiative.

about project

The project aimed to transform the e-commerce business into a recognized authority in eco-friendly products, targeting both local and national audiences. Objectives included:

Improving organic search visibility.
Increasing local foot traffic through online searches.
Boosting online conversions and customer engagement.
The target audience was environmentally conscious consumers searching for sustainable home goods. The approach focused on combining technical SEO improvements, local SEO strategies, and content optimization.

Project scope and methodology

The scope of the project included the following key activities:
1. SEO Audit: Conducting a technical and content audit to identify key weaknesses.
2. Keyword Research: Using tools like SEMrush to discover high-intent and geo-specific keywords.
3. Content Development: Creating engaging and educational content tailored to user intent.
4. Local SEO Optimization: Setting up and optimizing the Google My Business profile, along with localized landing pages.
5. Link Building: Executing a backlink campaign to improve domain authority.
  The methodology emphasized data-driven decision-making and iterative improvements to maximize results.

Key challanges

Technical Deficiencies: The site had slow loading times, unoptimized images, and no mobile-first design.
Limited Content: Existing product descriptions were basic, and there were no blog posts or resources for users.
Poor Local Presence: The business was missing critical local SEO elements, including Google My Business and localized keywords.
Highly Competitive Market: Competing with larger, established brands required a creative, focused strategy.

Findings and analysis

Technical Fixes: Reduced load time by optimizing images, enabling lazy loading, and cleaning up unnecessary JavaScript.

Keyword Strategy: Integrated high-value keywords across product pages, category descriptions, and blogs.

Content Creation: Published a series of blog posts like “How to Create a Sustainable Home” and “Top Eco-Friendly Gifts for the Holidays.”

Local SEO: Developed dedicated landing pages for nearby cities and fully optimized the Google My Business profile.

Backlink Campaign: Partnered with sustainability-focused bloggers and organizations to generate high-quality backlinks.

Implementation

Keyword Insights: Many high-intent keywords were underutilized. Long-tail keywords like “sustainable home goods in Vancouver” offered significant opportunities.

Traffic Patterns: The majority of traffic stemmed from branded searches, with limited discovery from non-branded queries.

Technical SEO Issues: Page load times averaged 5.3 seconds, resulting in high bounce rates.

Customer Behavior: Local customers were searching for eco-friendly products but weren’t finding the business.

Results and achievements

Organic Traffic: Increased by 60% within six months.

Local Visibility: Gained a top-three position on Google for “eco-friendly home goods in [City].”

Keyword Rankings: 30+ targeted keywords reached the top 10 rankings.

Engagement: Bounce rates dropped by 25%, and session durations increased by 40%.

Revenue Impact: Sales grew by 35% due to increased traffic and improved conversion rates.

Recommendations and next steps

Content Refresh: Regularly update blog posts and product pages to maintain relevance and rankings.

Voice Search Optimization: Adapt content for voice queries as more users adopt smart assistants.

Expand Local Reach: Target additional regions with location-specific landing pages.

Competitor Monitoring: Keep an eye on competitor SEO strategies to identify emerging trends.

Quarterly SEO Audits: Ensure the site remains optimized as search engine algorithms evolve.

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