authentic digital has a high level of technical ability, brand awareness, and knowledge of the right tools. The fact that I had met David Cranwell (authentic digital General Manager) was the main aspect that made us choose Authentic digital and the partnership helped accomplish our marketing goals
Hamish Baker,
CA Founder and Director of Baker Accounting
Project Summary
Baker Accounting is a well-established accountancy & business advisory firm specialising in serving New Zealand’s small business sector. authentic digital has been managing strategic Google Ad and SEO campaigns for Baker since 2020 that have successfully improved Baker’s digital presence and lead generation.
Main Objective
A disruptive force in NZ‘s accounting sector, Baker is renowned for its innovative, cutting-edge finance solutions, so we wanted to build a marketing strategy to highlight that. That’s why our initial step was to develop a strong branding plan that focused on Baker’s fresh, tech-savvy and value-added qualities. This is a crucial step in the first stages of a marketing campaign, as it sets the tone for all digital content, messages, and communication.
Based in the Ponsonby/ Grey Lynn area, Baker Accounting wanted to expand its local clientele, therefore the PPC and SEO campaign needed to be specifically geo-targeted and strategically segmented to resonate with each community and business industry in the area.
Strategy
Paid Search Marketing Campaign (PPC)
The PPC strategy was phased out in three stages and used Google’s Display and Search Network with exclusive geo and audience targeting to ensure the right demographics were reached.
First, we used Google Display Ads to build brand awareness before moving on to the next stage where Google Search (Text) Ads were launched to generate leads. through highly relevant and specific searches. Through comprehensive data analysis and monitoring, we built credible audience segments and used highly relevant, specific keywords within the search campaign.
Search Engine Optimization (SEO)
Developed a customized SEO strategy for Baker Accounting which included a 15-step process to maximise the client’s Google My Business Listing. We carried out major technical improvements and link-building projects which significantly increased the website’s quality and made it more user-friendly.
As part of our content marketing tactics, authentic digital collaborated with Director Hamish Baker to create authentic, high-authority content for the demographics we identified.
Results
41%
Increase in CTR
50%
Increase in Conversion Rate