Impression

We are Digital Growth Specialists helping ambitious brands push boundaries and drive impact. We define and deliver integrated digital strategies that transform our clients from market players to market leaders, and keep them there.

Nottingham, United Kingdom
Founded: 2012
Staff: 103
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Skills
Paid Search
Search Engine Marketing
PR and SEO/Search
Content Marketing
PPC
Search Engine Optimization
SEO
Google Analytics Consultancy
Digital PR
Consultancy

and 5 more

Clients
Andertons
Cancer Research UK
e-days
Topps Tiles
Rutland Cycling
Vaillant
Clarins
Magnet Kitchens
Abigail Ahern
Virgin Wines

and 4 more

Sector Experience
Utilities
Energy
Retail
Automotive
b2b
Fashion
FMCG
Health
Home Improvement
Luxury

and 8 more

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Integrated strategy achieves 33% of unique visitor share

by Matthew Ahern

Topps Tiles pride themselves on being the biggest tile retailer in the UK, with over 300 branches across the nation. They sell a huge range of tiles to suit all budgets for every room in the home.

The Challenge

Since 2020, Impression’s SEO and paid media teams have been working with Topps Tiles, and last summer, Topps asked Impression to demonstrate the value of branded paid search versus solely relying on organic search, as well as how both can be integrated to improve overall performance.

Our existing paid search strategy was performing well, however, we saw the opportunity to push the account to the next level and help Topps Tiles dominate the market. Topps Tiles wanted us to investigate if paid search activity was cannibalising organic efforts. If it was, then this would provide the opportunity to invest time and budget elsewhere.

Whilst investigating, we also had to ensure:

  • That our efforts did not jeopardise overall revenue and ROAS for the business.
  • That Topps’ wider business goal, to secure one-third of all unique visitors in the market, was still a top priority

The Strategy

We set out to produce a robust testing methodology with a view to running this for four weeks, or until statistical significance was achieved. Findings would inform future strategy and determine where time and budget would be best spent moving forward.

We monitored activity throughout the testing period, looking at impression volume, branded traffic, CTR and conversions from the brand term in our control and test locations. These metrics allowed us to determine whether switching off Brand impacted visibility, traffic and on-site revenue.

How could we future proof our insights?

Too often when testing brand incrementality, businesses are sometimes inclined to switch off completely, and compare results either vs. previous period of previous year. This wouldn’t allow for context to be taken into account.

We chose a period where minimal external factors would come into play - stores were back open, lockdown had eased and no sales were running. Therefore, we could compare two test groups within a controlled period, and be confident that the results would sustain relevance.

The Results

We successfully achieved significant, actionable results through an innovative and collaborative approach. A test of this nature was entirely new but our client trusted our judgement.

We achieved 33.3% of unique visitor share, securing ⅓ of all unique visitors in the market by September 2021 (ahead of December’s target!)

Tags

digital strategy
SEO
Paid media
SEO Agency
PPC Agency
integrated campaign

Clients

Topps Tiles