a451 Search Engine Marketing

FTT Currency

FTT Currency is an SME Foreign exchanges and International Payments online retailer. The business prides itself on being fast, easy, cheap and secure. FTT Currency is a web based financial service using state of the art technology and an online system to delivers no nonsense international payments and transparent pricing.

Project Background

With a fantastic user-friendly Web site already in place, FTT needed to ensure that it received the best visibility possible. SEO, PPC and Social Media advertising were identified as important areas for the company to develop their online presence, which lead them to contact a451.

The key drivers for the implementation of a search engine marketing strategy were:

• To target potential customers globally
• Re-establish brand awareness
• Increase profit and maximise ROI
• Increase marketing footprint

Strategy

Understand the importance of industry knowledge; a451 started this project by analyzing competition and keywords to ensure that the phrases the website would be optimized for were correct and relevant. The site was then optimized to ensure good placements for the newly derived keywords within the search engines. This makes the site more visible to the search engines and will encourage improved natural listings.

Along side the SEO, a targeted PPC campaign was launched. Due to the competiveness of the market, the campaigns had to be creative to ensure that the budget was used effectively to give a good ROI.

Social media was used to support the brand, re-iterating the message that the international payments service offered is quick, simple, secure and the cheapest solution which is available to all.

A full search engine strategy, SEO technical advisory, SEO and PPC management was the solution. FTT Currency engaged a451 to deliver a strategy and ongoing management of both SEO and PPC campaigns.

RESULTS

 

Within the initial 3 month period the ROI was 120%, therefore the upfront investment had already paid for itself.

Following the initial period FTT continued to use a451 management service and keep achieving fantastic results. Overall traffic levels have increased over 380% with an increase of over 900% from search engines. The average ROI for the SEO investment was 10x fees to a451 and in ROI in Q3 reached 30x fees. The PPC campaigns have a CTR of 5% and a conversion rate of 4.44%, the ROI from investment in PPC is 5x budget.