A leading technology company in the security space carried out paid search (PPC) campaigns and search engine optimization (SEO) efforts as part of their broader marketing strategy. After a significant period of lackluster results, they looked to Launch Marketing to elevate these programs and deliver measurable ROI via strategic advisement and program management services.
Launch’s guidance and program execution delivered a more than 260% improvement in click-through-rates, a 35% reduction in costs per click and a 300% increase in Quality Scores to generate more qualified leads from the organization’s PPC campaigns. Perhaps more importantly, Launch guided the organization’s transition to assess the effectiveness of their campaigns based on Conversions, a measure of how many individuals completed the campaign’s desired goals and at what cost.
In just the first three months of search engine optimization work, Launch helped the organization rise more than 160 ranking spots across the keyword phrases they sought to be found for in online searches. This included several high priority keywords that did not appear in the top 50 search results at the start of the program moving into the upper echelon. Additionally, these SEO efforts illuminated content points of emphasis for the organization’s competitors and provided a path for sustainable SEO results.
At the onset of the engagement, Launch analyzed past performance and approaches and completed in-depth keyword research to inform modifications to the organization’s PPC account and campaign structure. Low performing ads and campaigns were removed and replaced with engaging and relevant ads aimed at their target personas. Additionally, Launch implemented demographic, geographic and interest targeting as well as deeper focus on negative keywords to reduce the number of wasted impressions (the showing of ads to those outside their target profile).
For search engine optimization, Launch helped the organization first define its overall goals and keyword phrase targets. An audit of the organization’s website (and that of its key competitors) was then completed to identify benchmarks and opportunities for quick ranking wins. Applying these findings to the pages earmarked for ranking their respective keyword targets helped them move ahead of their competitors on priority keywords. Launch also advised on deeper site architecture and publishing processes that could be further applied for additional SEO gains.
With significant and sustained momentum and effective measurement in place, the organization is poised to continue getting more from its search engine marketing efforts.