Making a difference
Sky TV – SEO
Sky Logo
Absorb helped Sky to cut costs on their combined (PPC and SEO) search advertising spend by transitioning spend from PPC to SEO, helping to shape and manage this evolution. This resulted in CPAs for SEO that were as much as 75% cheaper than the equivalent PPC acquisition cost.
Sky TV – Social Media
Sky 1 Logo
In an innovative step we took Sky 1’s Gladiators to Facebook, creating an official hub for the show. Targeting the Facebook platform we achieved Sky’s second highest traffic driver for the campaign, at the lowest CPAs – a perfect result of high traffic volume at low cost.
Sky Arts – Social Media
Sky Arts Logo
For the Sky Arts channel, we promoted each show via related blogs, websites and forums – tapping into existing online communities and distributing articles and exclusive video clips. This resulted in thousands of internet users interacting with our content, a great success for a niche channel.
Lastminute.com – PPC
Lastminute.com logo
Using experience gained from working at Google, our PPC consultants worked to standardise and optimise Lastminute.com’s PPC activity across Europe. This included a full Best Practice review and a major pan-Euro restructure. The restructure introduced a more granular structure of the accounts that gives more control and visibility over performance and reporting. Managing and optimising the Lastminute.com PPC accounts, the Absorb team was able to hit volume and efficiency targets, even in difficult times for the holiday industry.
Lastminute.com – SEO
Having worked on a Tech Audit and benchmark review of Lastminute.com’s online presence, our SEO team has created a transition plan to achieve a breakthrough for Lastminute.com in natural search.
Our strategy and implementation has enhanced the technical credibility of the Lastminute.com website and had a great impact on lowering CPAs, helping Lastminute.com reach a stable position in the natural search listings.
NHS – Social Media
Absorb helped the NHS target an audience of young Londoners for a Chlamydia check kit.
Our Social Audit revealed:
NHS logo
- Key online venues to engage with the target demographic
- The online conversation surrounding Chlamydia
- Online venues to prevent negative sentiment around Chlamydia
Our Social Media implementation resulted in thousands of internet users interacting with the campaign
- 7 of the top 10 referring sites came from Absorb
- Our Social media campaign was so successful that the PPC campaign was taken offline
- Our use of video – using a Channel 4 Peep Show clip – resulted in over 3000 views alone
Microsoft Project – Social Media
Our social audit for Microsoft Project revealed:
Microsoft logo
- A disconnect between keywords used in the campaign and keywords driving search volumes throughout the category
- Excellent performance on branded keyword terms but almost invisible on very high volume generic keyword terms.
From this we identified key venues and subjects to communicate with:
- The most active forums, social network groups and specialist communities
- We earmarked hot discussion topics and their drivers
Finally, we presented back on threats and opportunities:
- Brand related discussion levels were very low- activity was needed to kick-start brand related conversations.
- Dearth of product advocacy – share of voice was inverse to market dominance.
- Passion around an emerging competitor – a threat that needs monitoring