Background

The team at COOK Food got in touch with us in September of 2019 needing a new perspective on their PPC activity, data setup and a new strategy to help maximise returns in this competitive space.

COOK Food specialise in making a large range of delicious, frozen ready meals made with fresh ingredients, delivered all around the UK. With microwaveable and oven-cookable options, COOK Food offers choices perfect for entertaining guests at dinner parties, meal boxes to take care of a week’s dinners and even frozen healthy ready meals for people who want to count calories!

Our first goals were to review and implement data tracking in order to achieve a solid handle on the returns from, existing paid activity, expand and increase the profitability of PPC campaigns, and devise and implement an SEO strategy to improve organic presence in the industry.

How Did We Do?

Our first priority was checking and improving the existing data analytics setup on the website; when we’d finished implementing and correcting the tracking setup, we were able to analyse the data to understand where money was being spent without much return.

After we could more easily identify these poor-performing areas, we began to restructure paid accounts, conducting in-depth research of the market and historical performance to understand which areas we should scale back, which to continue targeting, and where we could expand to take brand visibility to the next level.

This helped the business scale their paid marketing profitably, consistently hitting ROAS targets and scaling budgets to effectively capture periods of increased seasonal demand. The end result is well optimised paid account setups, better returns and a drive to test new areas of expansion.

What About SEO?

Our SEO performance has been just as impressive as our successes in the paid accounts. When we first started working with the business, there was a lack of content and several technical problems throughout the site - working with the development and ecommerce teams we quickly prioritised implementing fixes and improving the depth of content.

We strategised the best sections of the site to approach first, and began creating optimised content for categories, subcategories and product pages to improve our organic performance at every level of search intent.

We started to add new category pages onto the site, and even fed into new product development where we knew there was opportunity for the business to expand into new areas of the market.

This resulted in COOK Food increasing brand recognition, organic visibility, and an explosion in organic traffic to the site.