American Shutters
AMERICAN shutters® stands out as one of the top shutter specialists in South Africa, presenting a diverse selection of shutters that cater to various materials, styles, finishes, and budgets. Since 2015, Big Web Media has served as the preferred partner for AMERICAN shutters® in SEO and PPC initiatives. An early SWOT analysis revealed that while the client faced only a few true competitors, the online market was crowded with numerous rivals on both national and geo-targeted fronts. After reviewing the client’s PPC budget, organic rankings, website user engagement, and conversion rates, we determined that the resources allocated were inadequate for achieving optimal visibility for relevant keywords. Consequently, Big Web Media developed a strategy aimed at optimizing the budget while concentrating on five critical objectives. Our solution involved reducing lost impressions due to low-quality ad scores and enhancing rankings for essential keywords, supported by targeted, goal-oriented content. We conducted a thorough analysis of quality scores to boost ad click-through rates, supplemented by a competitive gap analysis to identify keywords where competitors had an advantage. Though we aimed to increase overall impression share within the confines of the client's budget, we also focused on directing the most relevant traffic to appropriate landing pages to enhance engagement and conversions. The results of our initial campaigns and SEO efforts have been excellent, showing consistent month-over-month growth, and we are committed to continually refining this strategy.