Having specific landing pages improves quality scores. This is Google's way of rewarding websites that provide content relevant to the terms they bid on. For a generic keyword-only campaign, the click-through rates (CTR) of the old site were 6.73%, on the new site this has increased to 9.74%, a +44.8% improvement.

Click share are clicks that you've received within search divided by the estimated maximum number of clicks that you could have received. On the old site, the total click share was 16.70% this improved to 27.93%, a +67.27% increase.

The website overhaul provided us with the ability to comprehensively tag and track user actions via Google Tag Manager. Users who interact with the borrow and invest calculators are counted and newsletter signups and contact form fills are tracked. All of these are useful metrics to monitor, but tracking phone calls has proven the be the most important, due to the volume received by the client. With so many variables at play, phone calls are often the best way for Bricks to deliver a highly personalised service to their customers. Each conversion point has allowed us to report more comprehensively on PPC and other channels such as organic and Linkedin.