The Challenge: Increasing Sales, Lowering Costs
Primus, a leading telecommunications provider in Canada, had been using search engine marketing to drive sales of its high-quality residential and commercial phone, long distance and Internet solutions but they were unhappy with the results. To jumpstart their ailing search program, Primus needed to increase sales and lower costs.
MediaWhiz partnered with Primus to understand their baseline of results, create a portfolio of highly relevant keywords that would improve search rankings, and determine how to optimize the campaigns to increase potential sales conversions at a lower Cost-Per-Order (CPO).
MediaWhiz Solution: A Coordinated Paid and Organic Search Campaign
After conducting a competitive analysis based on Primus’ previous results, the MediaWhiz PPC and SEO teams developed a keyword list and ad groups that included branded and competitor terms, geo-modified keywords, long-tail keywords and buying phrases. We then leveraged our innovative optimization technology and advanced bid management expertise to improve sales volume at the lowest CPO. For PPC, this included conducting ad copy A/B testing for each ad group and implementing negative keywords to maximize bidding power. SEO experts redirected non-performing terms to the Primus organic landing page to increase potential conversions and improved the Primus landing page’s ability to convert by adding an automatic date script near the “Order Now” button to create a sense of urgency.
MediaWhiz results: Answering the call to increase sales and lower costs
MediaWhiz exceeded the expectations of Primus improving profitability and reducing costs.
- Increased sales volume by 62% besting our initial performance pledge by 32%
- Decreased Primus’ CPO by 31%