Due to COVID-19, April saw a 95% drop off in trade and B2B customers. We saw a decline in clicks and impressions for printed and trade keywords showing a clear shift in demand to consumer and hospitality.
Needing to adapt quickly, we turned to Google Trends and saw a large spike for the search term ‘gazebo’. After discussions with the client and feedback from their sales team, we established that customers were buying gazebos for outdoor use at home or in pubs or restaurants.
Using this information, we established new B2C audience groups for Gazeboshop and carried out keyword research to identify relevant keyword targets to get Gazebeshop in front of the new audience.
We improved their onsite content by creating brand landing pages and we worked on optimising their website to appeal to a B2C buyer, careful as to which content we tailored to account for the B2B audience when it returns. We worked collaboratively with their internal web resource to improve the design of the product pages and also the content and targeting.