Our client is an emerging, venture-backed SaaS solution for firms that need to protect online account and user data. Because their platform requires custom integration and is not a standalone solution, their average engagement is over $1M.
Our client’s target buyer is elusive. At each company, the decision maker could be found within the Product, Marketing, IT, or Compliance department. Their past experience with advertising on LinkedIn and Google had not borne any noticeable results. Our client came to us with the need to be wise about ad spend in order to prove ROI. Moreover, the competition in their arena has been heating up, and we pointed out to the client that competitors were starting to steal traffic from them by using Google Ads.
We put together an initial plan to launch Google PPC ads to bid on a very limited set of branded and non-branded key terms that were critical to their business. We wrote the ad copy, designed remarketing creative ads, and built out the campaign hierarchy and targeting strategy for each term in Google. We also worked with our client to produce dedicated landing pages for each ad campaign in HubSpot, and new blog posts and gated content to fuel a nurture series for new leads.
In addition to running new ad campaigns, we worked extensively with this client on organic search performance as a longer term strategy. From technical SEO improvements to backlinking strategies, we've been very focused on moving them up the ranks and edging out competition on core terms related to their product.
In the first six months of the ad campaign, we generated more than 700 visitors to our client’s website, influenced 400 of their existing targeted account leads, generated more than 20 form submissions, and identified 8 new prospects.
With the launch of remarketing ads on the Google Display Network, we were able to retarget users who previously visited our client’s website products and services pages and drove 12 view-through conversions. Users saw our ads and then came back to our client’s site and filled out a form within 24 hours.
When the campaign first launched, we saw that the conversion rate was low on our landing pages for our key terms and that our competitors were outranking us in average position on the page. To combat this, we did an audit of competitor landing pages and made recommendations to improve the client’s meta titles and meta descriptions. By implementing these recommendations we saw an 800% increase in the conversion rate month-over-month and continue to see strong results into the following months. We also increased our average position by 1 full position for each term.
On the organic side, gains in search positions have also led to increased traffic and website demo requests from organic Google site traffic.
We analyzed the top pages on the website that had keyword rankings in position 6-20 and wrote new title tags and meta descriptions to better align with the keywords we were ranking for. This helped improve our organic search click-through-rate which drove more organic traffic to the website and ultimately improved our rankings as well. User engagement and CTR are an often overlooked component of improving organic search visibility. We repeated this process a few times to continually drive more visibility and traffic from the existing content on the website.
Creating new content is always a critical part of a strategy to stay on top of search result pages. In order to determine the most impactful new content to create for the website, we researched keywords at all funnel stages that would be relevant to the business and have the right mix of search volume and competition level so that we could rank well in a reasonable amount of time and start to see gains in organic traffic.
Year-over-year we've been able to drive about a 60% increase in organic traffic and a 67% increase in organic impressions through the tactics laid out above.