Carpe Lotion joined the Digital Position family in 2017 with a strong base in retail, but their digital marketing efforts were weak. There was excess spend being completely wasted, money left on the table, poor account structures, and poor SEO. The main objective of Carpe Lotion was to beat out their #1 competitor who at the time had over double the traffic & sales than Carpe.
We jumped into the fold to overhaul their search marketing strategy. First, on the paid side we completely restructured the account. Branded CPC’s had begun to jump up as competitors aggressively tried to steer customers away from Carpe. We implemented Branded CPC limits to avoid unnecessarily large CPC’s from single instances where competitors were bidding astronomically high. We tested a variety of new bid strategies and optimized ads with office trademark language and extensions to dominate the space whenever anyone searched for Carpe.
On the SEO side, we optimized their “sweatopedia” educational content for SEO, avoided YMYL algorithmic devaluations by properly sourcing medical claims, added author bios, optimized landing pages with proper SEO targeting, and split their shopping experience to better target certain areas of the body that experience excessive sweating.