SEO India » Knowledge Base » Case Studies » Online Marketing Consultancy Case Studies

Online Marketing Consultancy Case Studies

Medicine and Healthcare

Achieved 70% increase in CTR and 42% increase in sales conversion ratio.

Client:
The client has a wide range of medical examining equipment and seating products, featured on two websites proportionally. A paid campaign was running on both the websites simultaneously, targeting two separate geographies. The client needed a faster and more efficient way of collecting leads/sales for both the websites.

Analysis:
We initiated the campaign with the identification of the client's business goals, and analysis of the existing Paid marketing campaign tactics. Our preliminary observation revealed that, both the websites were promoting the same set of products, thus resulting in duplication of efforts.

Further analysis revealed that the landing pages of the Paid Campaign were not in sync with the Ad text. The landing page featured all the products, which diluted the message and obscured the 'call to action' features.

Our Solution:
We structured a concerted plan for the management of the paid campaign, for both the websites. Our plan included the designing of multiple landing pages, each dedicated to a product category. This was implemented for both the websites.

Thereafter, we studied the visitors profile on the basis of demographies, and choices, and identified the most searched products. The Ad texts was designed, based on these finding.

Results:
In a short span of 3 months, the Click-Through-Rate (CTR) witnessed an increase of 70%. This achievement could be attributed to the in-depth analysis of the visitors profile and attractive Ad text used in the campaign.

The Cost-Per-Click (CPC) of the campaign was reduced by 30%, and this was achieved through prudent bidding for the most appropriate keywords.

The effective landing pages used during the campaign lead to an increase in sales conversion by 42%.

Health and Fitness

Effectively counteracted negative publicity in a span of 4 month.

Client:
The client provides innovative concepts for healthy diet and programs, and owns 5 websites with the same theme, with each website dedicated to one aspect of their innovative concept. While all the websites were managed satisfactorily, the associated cost was making the management of these websites inviable.

Challenge:
While the concept was appreciated by most of the audiences, more than 20 negative comments were posted by disgruntled users. These comments enjoyed top hundred ranking on Search Engine result pages (SERPs).

Solution:
We recommended the client to employ Online reputation management (a blend of comprehensive SEO and SMO) to the most authoritative website. We prepared an outlay of all the activities that were needed to be performed in order to achieve the objectives of the campaign.

The SEO campaign was recommended to enhance the reach of the innovative diet concepts and build brand awareness.

The SMO activities were designed to enhance the popularity of the concept amongst the targeted visitors appearing on social networking websites. The website was promoted through Forum participation and blog posting in related Online communities.

Results:
Within 6 months, the first two pages of Google SERPs constituted of positive comments made on the clients' diet concepts.

The negative remarks posted against the clients theme were pushed to the third page of Google SERPs, a result of our continuous marketing efforts.

The client's website also achieved a higher Page Rank ( PR 4 as against PR2) and was able to attract more classified traffic.

Travel and Tourism

200% jump in traffic volume

Client:
The client organizes Summer Camps for kids which involves a series of workshops, mini courses and adventure sports. They have been organizing camps for the past five years. With an intent of promoting their business Online, they launched a website. Until then, they were marketing their business through offline media. They initiated an in-house pay-per-click campaign, however, due to lack of professional management, they spent a sizable amount of money without achieving significant results.

Challenge:
The seasonal nature of the business was major obstacle, as the time window to achieve desired performance was restricted. The client had already invested a lot of time in experimenting with their paid campaign. During the same period, other summer camps had marketed and enrolled significant number of kids.

It was essential that a concerted marketing plan be designed and implemented without further delay.

The client also wanted to continue managing part of the campaign themselves, while outsourcing the remainder to us.

Solution:
We performed a strategic research on the targeted demographies of the business, and also analyzed the statistics of the existing Adword campaign. On the basis of the observations, we prepared a list of most effective keywords that would potentially attract interested visitors to the website. Following this, we developed an enticing Ad text for the campaign.

We recommended the client to start a SEO campaign in conjunction with the existing PPC campaign. This helped them in having a significant web presence for the following year.

Results:
Within the first two weeks, the paid campaign brought in an additional 73 new inquiries for the camp.

The traffic target for the first month was achieved in 20 days, which further grew by 200% in the second month, while the marketing budget remained constant.