Search With a Sharper Focus

Case Studies

Paid Search Management - Education
Organic Search Management - Financial
Internet Yellow Pages - Home Services

Industry: Education

Overview:

A fine arts school that had recently undergone a name change desired an increase in search engine exposure and volume of online information requests from potential students at an efficient cost.

Advertising Objectives:

  • Increase search engine exposure
  • Increase information request form volume via Web site

TMPDM Process and Solutions:

  • Performed extensive keyword research and determined best targets
  • Keyword selections per curriculum and traffic-driving potential
  • Collaboration with Yahoo and Google - keyword creative recommendations
    • Testing of three creative messages per keyword groups
  • Established campaign bids utilizing school's historical campaign data
  • Daily bidding monitoring to ensure exposure
  • Implemented proprietary tracking tags; tracked back-end performance/lead volumes
  • Presented weekly performance reporting -
    • Impressions, clicks, click rate, lead volumes, conversion rates and cost/lead
  • Executed weekly campaign optimizations
    • Creative messaging, bid adjustments, keyword adjustments and budget alterations per traffic patterns

Results (over 12 months):

  • 40% site traffic increase from paid search campaign referrals
  • 15% information request increase via client's Web site
  • 68% increase in search engine lead volume

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Industry: Financial

Overview:

Financial Institution was in need of more qualified traffic in order to gain customers in a very highly competitive space.

Advertising Objectives:

  • Increase exposure within the search engine arena in a very competitive industry
  • Gain as many top 10 rankings as possible on the major search engines (like Google and Yahoo) for keyword phrases that would convert visits into customers

TMPDM Process and Solutions:

  • Transition Meeting: Onsite tandem transition meeting with client-side SEO and Web Development teams
  • Site Analysis: TMPDM performed full site analysis to discover Web crawler and indexing capabilities
    • Based on site analysis, TMPDM made recommendations for site modifications:
      • Site Map, keyword additions and content increases on sub pages
  • Competitive Analysis: TMPDM conducted an intense competitive analysis on company's top five competitors
    • Used findings to gain higher page placements on search engines
  • Keyword Research: User popularity studies, recommendations for list expansion, and meta tag creation
  • Keyword Submission: TMPDM believes in manual submissions because the search engines prefer this method over the use of automated submission tools
  • Reporting and Optimization: Reporting and optimization recommendations were provided on a monthly basis in addition to a quarterly competitive analysis

Results (over 7 months):

  • Volume of number 1 rankings increased 1,937.5%
  • Volume of Top 5 rankings increased 1,877.8%
  • Volume of Top 10 rankings increased 1,879.2%

Industry: Home Services

Overview:

A national home service company wanted to increase their local search visibility online while driving qualified leads to their Web site at a cost-effective rate.

Advertising Objectives:

  • Secure competitive priority placements on the top Internet Yellow Pages sites within appropriate categories.
  • Drive qualified leads to the national Web site at a maximum cost per lead

TMPDM Process and Solutions:

  • TMPDM performed a detailed competitive landscape analysis on all of the top Internet Yellow Pages sites for the client's top 5 national and top local competitors
    • Conducted in order to determine the placements needed to gain maximum visibility at the most cost-effective rate
  • Category research was completed in order to understand the amount of traffic and estimated click/leads that would be driven to the client's site as a result of the advertising
    • Used to ensure that the advertising placements being recommended would generate an acceptable click-to-lead rate.
  • Client's advertising was placed on the top three Internet Yellow Pages sites (Yellowpages.com, Superpages.com and Yahoo! YPs) based on the estimated high annual traffic and low estimated cost per click/lead rates

Results (over 12 months):

  • Average click through rate (CTR): 4.06%
  • Average cost per click (CPC): $1.12
  • Average cost per lead = $15.60
  • A total of 2,221 sales were completed as a result of the recommended Internet Yellow Pages placements
  • Total sales as a result of these campaigns equaled $1.5 million dollars for an average campaign ROI of 15:1
  • Due to the success of these initial campaigns, all advertising was renewed in 2006 in addition to two new annual placements on CitySearch and DexOnline.com