Search Marketing
We launched Mohawk Electro’s new website at the beginning of 2009. We monitored their baseline traffic, and more importantly, geographically compared traffic sources (interested parties) to sales. Click here to see the initial web report.
We optimized their site to perform better with organic search, and began a PPC (pay-per-click) campaign, targeting specific keywords across the US. This translated into a dramatic increase in traffic and a lower bounce (rejection) rate, as we were able to funnel leads directly to the appropriate landing page content they were searching for.
After comparing PPC campaign click locations with actual sales, we noticed a large number of click-throughs were coming from west coast states like California, where they were not translating into direct sales. Placing geo-modifiers in our PPC campaign enabled us to maintain traffic levels while concentrating the PPC campaign on regions that were resulting in RFPs, slowly expanding west through Texas.
Search Engine Marketing is NOT ‘Set It & Forget It.’
Remember Transformers, the summer blockbuster of 2009? Our client was marketing a very different kind of transformer and it wasn’t the kind that changed from a car to a robot. Thanks to careful monitoring of our PPC traffic, we were able to modify the campaign and avoid burning unnecessary funds, as internet searches for Transformer movie news accelerated and clicks for the term "Transformers" went through the roof.
From the launch of Mohawk Electro’s site, we have taken a niche B2B firm and made online leads and RFPs an integral part of a business that continues to show growth.