Services

Red Cow Media offer a wide range of services to clients, ranging from organic search (SEO) and social media to paid forms such as PPC, retargeting and Google Shopping. As we know it is vitally important to ensure conversion rates are as high as they can be, we also place a big emphasis on conversion rate optimisation (CRO).

Fully integrated campaigns always perform best, enabling us to bring in traffic in the short term through paid means whilst improving the more long term, high return on investment channels such as SEO. We do however work with clients who just require us to focus on a specific channel as others may be covered in-house or via different agencies. Our aim, no matter what the service, is to provide clients with the best possible return on investment, ensuring they are seeing real returns directly attributed to the amount they spend.

Each channel has its own positives and negatives and as we always endeavour to ensure that clients are fully aware of all the intricacies of their campaign, we’ve put together a brief summary of the different channels we work on and how they can help you achieve your business objectives.

SEO

SEO is our core service and what our reputation was built on when the company first founded. We not only practice what we preach by ranking at the top of Google for a variety of search terms, but we can give a lengthy list of references and case studies to back up our claims directly from our clients. Within SEO there are a variety of different areas we specialise in, this includes everything from local campaigns to mobile, rich snippets, content, audits and link building.

Positives: Provides the best return on investment of any channel within digital marketing by generating sales/enquiries at the lowest cost per acquisition. Importantly, it also gives continued visibility as with a paid campaign when you stop spending you disappear completely.

Negatives: It requires long term thinking; an investment needs to be made up front before the returns are generated in the following months. Dependent upon the competition level and the authority of the website, it can take anywhere from 2 months to 1 year to rank at the top of Google.

Retargeting

A service that can make a big impact to your bottom line. Retargeting is effectively a form of off-site conversion rate optimisation. It takes the visitors you have previously had and aims to encourage them to come back and complete their purchase by displaying ads for up to 3 months. Within retargeting there are various methods we can use to appeal to customers, one way is to use dynamic retargeting, which shows a customer the exact products they previously viewed in a carousel advert. Another is cross retargeting (or prospecting), this allows us to find similar companies and retarget to their pool of users.

Positives: Generates an excellent return on investment, our average across all clients is 13x with our biggest ever being 237x on Black Friday.

Negatives: You are potentially paying a second time to advertise to customers, therefore a good return on investment from it is essential to keep the overall cost per acquisition down.

Paid Search

PPC, Google Shopping and Display are all incorporated in to overall paid search campaigns. Get visibility for your website instantly and ensure you are paying as low a cost per click as possible resulting in maximum profit from sales. Our paid search team is headed up by a manager who was previously at Google, so you can rest assured that your account is in good hands. In addition to this we have official Google Partner status and senior account managers on hand should any issues arise. Our focus is to ensure your ads have the lowest CPC alongside the highest quality score, click through rate and position. This is the recipe to a successful campaign.

Positives: Gives you instant visibility at the top of Google, both in text format via PPC and image format via Google Shopping. Enables you to safeguard your brand and protect sales by appearing above competitors who may be selling your products as well.

Negatives: The cost per acquisition is much higher than all other channels and can be extremely expensive (£50+ per click) for certain industries such as gambling, insurance and law.

Social Media

This can be split in to two different forms, on one hand there is organic social media i.e. running Twitter, Facebook, Instagram channels, posting out on a regular basis and aiming to grow following. On the other hand there is paid social media, this gives you a lot of reach and generates sales by directing people from adverts to your website rather than to your social media page. When compared to PPC or Google Shopping it has a lower cost be acquisition and enables you to target users by demographic, interests and location. We see organic social media as your store front, enabling potential customers to see you are an active company and that they have somewhere to go if to ask questions. Paid social media however is where the real sales/enquiries are generated.

Positives: Once again gives instant visibility and is far more cost effective than PPC. It enables you to target users via interests, location and demographic as well as launching very cost effective brand awareness campaigns to reach large amounts of people for a matter of pennies.

Negatives: When you stop spending, your visibility will disappear. Paid social media advertising also tends to have a lower conversion rate than PPC and customers tend to be prepared to spend less, so very expensive items don’t perform as well.

CRO

Conversion Rate Optimisation. Perhaps the most underrated service that can have the biggest impact on a website. As an example, if your site currently has a 1% conversion rate and is generating 5000 sales per month, by increasing that conversion rate to 2% you are receiving an additional 5000 sales per month (10,000 in total) without needing to attract anymore visitors to the site. Our CRO is based on a combination of real user experience, best practice and evidence. We use everything from heatmapping to user focus groups to enable us to track in detail how visitors use the site, we can then hypothesise and trial changes through split testing.

Positives: Can generate a huge increase in sales overnight and can always be improved further.

Negatives: Sometimes web development time is required to make complex changes, which can incur additional charges if a client doesn’t have a development company.