Water Corporation
The Water Corporation are the principal suppliers of water, wastewater and drainage services throughout the State of Western Australia.
Issue
By expanding outside of Australia into New Zealand, CVCheck faced the challenge of entering a new market with new competitors. At the same time, their business model changed from B2C to B2B. Bonfire was put in charge of revamping their existing search marketing strategy, both paid and organic, to meet their new objectives and improve their return on investment.
Methodology
The Bonfire team reviewed and restructured CVCheck’s paid and organic search activity to align with their new business goals. To engage new B2B audiences in both countries, the paid search campaign was segmented to target variables, such as geographic region and product type, as well as high-value audiences to reduce cost-per-acquisition (CPA). In addition, Bonfire’s approach to organic search included best-practice optimisation of keywords, ad copy and landing pages.
Results
By partnering with Bonfire, CVCheck has continued to grow and become profitable. The organic search strategy contributed a 16% increase in sessions year on year and 12.5% growth in transactions. The CVCheck website also dominated the top 10 Google rankings for the search queries “NZ Vetting” and “Police Checks NZ”. In addition, the paid search strategy contributed a 12% growth in revenue and an impressive 11% reduction in CPA. These results have not only proved the value of search marketing but also contributed to CVCheck reaching its highest share price in the last three years in December 2019.
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