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SEM Case Study |
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Industry: Online Higher Education Sector: B2C Prior to GDMI’s involvement, the client had been running internally paid search campaigns on a variety of online platforms. The purpose of these campaigns was to drive individuals interested in attaining higher education degrees (bachelors, masters and doctorates) to the website and encourage them to apply for their program of choice. These applications were then reviewed on merit and accepted or rejected on their program. The client was experiencing significant difficulties in efficiently managing these campaigns. It was determined that most of the traffic being driven to the website was woefully unqualified and there was significant waste in the campaign. With no conversion tracking in place and 70% of all leads generated from geographical locations that were of no benefit to the client and sources of fraud (Nigeria, etc), the situation was further compounded by branded natural search rankings that included extremely damaging third party comments. GDMI launched a comprehensive, multi-faceted campaign that included paid search, natural search optimization, press release syndication, brand protection and web development. The campaign was optimized month over month for improved metrics as well as relevancy. The client not only has a better cost per conversion, but also an end to end tracking capability in order to measure keywords all the way through to new customer sales via their internal CRM. The campaign cost per conversion was improved while at the same time scaling the budget significantly. During the course of the campaign, GDMI not only rebuilt the very large client website, but also built a series of themed niche lead aggregating microsites. We also built independent 3rd party higher education industry review and reference sites. Finally, we worked on the main search engine and social media platforms to not only raise the awareness of the brand, thereby improving the client’s online credibility and lead generation capabilities, we also overcame various negative reviews that were adversely affecting the brand identity. Contact us today to learn how GDMI can partner with you. |
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