Search Engine Marketing Strategy and Pay-Per-Click Campaigns
The main challenge our client was facing with his website is a complete lack of presence online. Their traffic levels across the board on different search engines were rather small, because a lot of it was coming through his social channels that were a lot more optimized. Client’s direct and social traffic channels were the main sources of leads for our client, but search engine traffic was practically non-existent.
We wanted to test out different keywords quickly and we proceeded to research high intent and very relevant keywords that we thought would work well for our next part of the program that entailed local SEO.
Our first goal with launching SEM campaigns on Google and Bing was to identify the ‘buying” or high intent keywords that convert well, and identify our core demographic that would respond best to our client’s message on his website. Our paid search ad strategy was focused around high quality conversions that bring in business consistently.
This means we tracked our online conversions down to offline sales data and paired the two, to identify which specific keywords are high intent keywords that would work extremely well with our local SEO strategy.
Our primary focus was on maintaining the following metrics:
- High quality scores
- Consistently high click-through-rates
- Split testing ads
- Multivariate landing page testing
- Maintaining a high enough search impression share to ensure we maintain leadership in the local markets
- Maintaining 1st ad position leadership
- Continuously identifying high intent keywords to test long tail and short tail keywords for profitability
- Optimizing performance around specific hours of the day
- Hyper-targeting our audience at the right time to maximize chance of conversion
- Increasing and lowering bid adjustments for specific geo-locations to ensure we reach the perfect customer when they’re ready to engage with the client’s message
- CPC: Using third party software for bid management to ensure we stay competitive in the market place and use our budgets where it matters most and keep our cost-per-click reasonable enough to maintain the traffic levels and conversion rates
- Putting more budget into high converting campaigns, according to conversion data.
- Analyzing Google analytics data to measure keywords that had high bounce rate and low time spent on site.
Display Re-Marketing – bringing back valuable customers to improve conversion rates
Leveraging re-marketing campaigns was another essential component of this client’s strategy to ensure we brought cold traffic that was initially engaged back to the website, but didn’t complete the signup form yet. This type of campaign helped us convert valuable site visitors into real customers, by reminding them about a relevant offer they probably forgot about.
By spending an extra couple of dollars a day per conversion on the re-marketing campaign, we were able to leverage the engaged cold-prospects and warm up their interest through valuable content and turn them into high quality leads and potential customers.
Local SEO Strategy & Optimization
Our goal with search engine optimization was to focus on keywords that were high intent and those that would convert well from organic sources. Unlike many agencies, that rank clients on the first page of Google for relevant keywords, we tested our local SEO strategy thoroughly, before we launched it, with our pay-per-click campaigns, to get relevant precious data that would shape our local SEO strategy in the long term.
This means as long as we ranked our client at the top of Google, we would ensure the keywords that brought in traffic to the site were highly targeted and relevant enough from a conversion standpoint. The client would get leads that weren’t just interested but were interested enough to sign up for his program. It’s a long term process with a lot of moving parts, but with some due diligence we were able to refine our keywords and identify what works best.
Our careful and tested local SEO approach is one that we always implement with our local SEO campaigns, and that’s exactly what we’ve done here. The results were based on proven and tested SEM data that was driving the local SEO strategy.
Our strategy was focused on:
- Optimizing local business listings
- Building out local citations in relevant directories
- Reaching out to various bloggers in similar niches to exchange articles with relevant content and links
- Anchor text optimizations
- Interlinking content onsite
- Increasing site speed on mobile and desktop
- Optimizing social profiles and building authority on specific topics by spreading the message on relevant social platforms
- Making all pages on the website mobile responsive
- Fixing technical issues onsite like broken links, missing alt tags descriptions for images, missing or duplicate meta descriptions, titles tags and addressing duplicate content
Measuring our results on monthly and quarterly basis, from the start of the SEM campaign and up to 6 months in, we were able to increase the client’s conversion numbers by 25% and achieve efficiency on the same budget throughout the entire period.
Our CPC also saw a 30% reduction over the 5 months period, increasing the client’s traffic and improving the conversion rate from 0.98% to 1.23% within the 6 months period. Continuous improvement of CTR was another key component and we were able to lift the CTR from 1.9% to 3.9% over the 6 months period.
First page local Google ranking results for 90% of keywords were achieved after a 9 month period. Our strategy allowed us to rank for 90% of the keywords we selected from our PPC campaigns. Continuous on-page and off-page optimization with external and internal link building strategies brought us a constant increase in rankings over the duration of the program.