Case Study #1: Transforming Search Engine Marketing
Case Study #2: Playing Catch Up
The chart above shows actual client data. This is a particularly interesting
and clear case study because prior to and during this period the client
marketed only on the Web and only using Adwords. PPC had
been quite successful for the client, but the client felt that professional
attention to their PPC program would be beneficial.
As soon as Aderit began work on the account the client's traffic dramatically
increased. Correspondingly, there was also a large increase in PPC spending.
The large traffic increase was achieved by adding large numbers of relevant
terms to the PPC campaigns that the client had overlooked. In our experience,
this is entirely normal. While Adwords is set up so that
companies can create their own PPC advertising campaigns, PPC advertising
is so inherently complex that it takes a professional to get the campaigns
to perform anywhere near optimal levels.
Since the client already had a long track record of PPC advertising
and had an established, successful bidding strategy, we stuck with that
strategy during the first few days of our work on the campaign. However,
it was quickly apparent that the client's original bidding strategy
for PPC was unnecessarily high, and that CPC could be dramatically reduced
at the cost of only a modest reduction in traffic.
The client sells a product that is a considered purchase. Buyers do
not buy it the first time they come to the site. They think about it
and research the purchase. Typically it takes buyers anywhere from a
week to over a month between their first visit to the site and when
they actually buy. At time C the program had been in place a bit more
than a week, and the sales improvements began to show.
As the campaign progressed we began to get a usable amount of conversion
data. We determined that we had over-corrected a bit on tightening the
bidding strategy, and we began analyzing the data to identify where
increased bidding increased the ROI. This continued for about half a
month until we had dialed into the optimal zone for PPC spending.
Not only did the clients sales double as a result of Aderits enhancements
to their PPC program, their sales were much more profitable, too. Prior
to the PPC campaign enhancements the client earned $11.25 for every
$1 in PPC spending. After the enhancements this improved to $15.50.
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Case Study #3: Lead Generation for a Small Business
The online marketing efforts of The
Enneagram Institute are primarily focused on selling its online
personality tests, secondarily to support the sales of its worldwide
workshops and seminars, and thirdly to sell Enneagram
books written or endorsed by Don
Problem: The Enneagram Institute was beaten to the internet
by hobbyist sites, some of which were carrying The Enneagram Institute's
copyrighted materials from their books. The Enneagram Institute not
only had to play catch up, they had to protect their online intellectual
Solution: Aderit tracked down online copyright violators and
asked them to remove the violating copyrighted materials. With this
material gone, Aderit tracked down the sites that had linked to the
copyright-violating sites and told them that the material had moved
to The Enneagram Institute's site and to update their links. This caused
a large number of sites to link to quickly to The Enneagram Institute.
With improvements in on page
factors and a massive increase in the number of links, The Enneagram
Institute moved in four months from #4 to #1 on "enneagram"
on Google - where it has stayed since late '01.
The business results from this have been tremendous.
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Case Study #4: Viral Marketing
The nature of a hobby business is that delivering the product is enjoyable
to the business owner, but the other necessities of a business - such
as marketing - are just onerous work. For a hobby business internet
marketing can be a dream come true. After a bit of work setting up a
website, the customers just come to you.
Such was the case for this
nutritionist, Lifestyle Nutrition Management. For her most important
keyphrase we were easily able to get her a top
ranking on Google for "Boston nutritionist". In addition, we employed
targeted Google Adwords for a vast array of terms related to conditions
that are nutrition-related, such as weight
Now the site owner gets all the leads she can handle, with just a small
bill each month.
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Sometimes a business has the opportunity to get its customers to do
marketing for them. On the internet this is called Viral
Marketing. We found just such an opportunity for The
With the advent of blogging
huge numbers of people became instant online publishers. Their favorite
For years The Enneagram Institute has offered a
Enneagram test taken by hundreds of people every day. The viral
marketing strategy that was implemented was to offer test takers an
their personality type, which they could put into their blogs or
The main readers of blogs are other bloggers. These icons quickly caught
the eye of the other bloggers, and they had to take the test and get
their icons too. This has been self-perpetuating, causing thousands of sites to
to and advertise The Enneagram Institute.
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