100% Traffic Growth Without Increased Costs
1. INSIGHT
100% Traffic Growth Without Increased Costs
Reversing an overinvestment in paid search to generate cost-effective conversions for one of Iceland’s largest energy suppliers.
Orkusalan was undergoing a major rebranding initiative, which involved a forensic audit of their digital assets, including all website and marketing campaigns.
Datera was brought on to conduct an in-depth analysis and benchmark Orkusalan against key competitors. This immediately uncovered a major problem: excessive spending on paid search campaigns with minimal returns.
Paid search campaigns were driving up costs without a corresponding increase in conversions, indicating a clear need for a more strategic and measured approach.
CPC Rising Regularly
Indicated inefficient spending since traffic and conversions didn't follow
2. APPROACH
Analysing User Behaviour
Our approach was a data-led campaign restructuring and tracking overhaul.
Datera initiated a full overhaul of Orkusalan’s paid search strategy in an attempt to achieve better efficiency and results. This included several key steps:
- Comprehensive review of website traffic and user behaviour.
- Identifying high-value keywords that aligned with Orkusalan’s goals.
- Auditing website tracking and optimising conversion measurement.
- Redesigning search campaigns to prioritise ROI-focused keywords.
- Employing negative keyword lists to eliminate irrelevant traffic and undesirable clicks.
- Improving Google Quality Score to facilitate lower cost per click and better placements.
3. RESULTS
Doubling Traffic and lower costs
Datera’s efforts led to a doubling of traffic from paid search at the same cost. By restructuring campaigns, the Click-Through Rate (CTR) for Orkusalan’s paid ads increased from 7% to over 15%.
Increase in Traffic from Paid Search
At the same time, cost per click (CPC) decreased by 45%
Graph showing CPC over time
The long-term impact on cost is significant
- This significant gain has been maintained effortlessly, delivering a range of positive results.Currently, over 5% of visits from paid search convert into new customers.
Why Datera’s strategy worked and what made the difference
"Datera brought clarity to our digital marketing strategy. By restructuring our campaigns and identifying high-value keywords, they doubled our traffic without increasing costs. Their ability to deliver sustainable growth has had a lasting impact on our bottom line."
Magnús Kristjánsson, CEO, Orkusalan
The success of Orkusalan’s campaign was rooted in a seamless partnership and data-first approach. By combining deep insights with precise execution, Datera helped create a scalable and sustainable framework for long-term digital growth. The impact of these optimisations continues to deliver measurable results, ensuring that Orkusalan maintains its competitive edge in an evolving market.