Alyans Metall

We built and ran a digital strategy for Alyans Metall, an online rolled-steel store: we set up and optimised paid search and worked on SEO in parallel. Together, paid and organic search gave the company a steady stream of customers.

Goals

• Bring a constant flow of customers to the site through paid search.
• Strengthen the site's search rankings with SEO.

Research

We analysed the website and its competitors and ran an in-depth interview with the client about their services, strengths and weaknesses. With Google Keyword Planner and Yandex Wordstat we mapped search demand and picked out the most in-demand product categories.

Campaign structure

We built more than 10 target groups: every product category got its own campaign with its own keywords.

Ads

The campaign combined several formats:

• search ads for people already looking for rolled steel;
• display banners for brand awareness;
• shopping ads that dynamically show the current range with photos, prices and descriptions.

This gave the ads both broad reach and precise targeting.

Results

According to Yandex Metrica, over one year the site generated 1,529 phone calls, 267 WhatsApp enquiries, 658 form submissions and 7,627 clicks to the contacts page.

SEO

After SEO optimisation the site earned more than 14,000 targeted visits from commercial search queries in a year.

The client's website

Project team

• Yaroslav Yasinsky: marketing