Search Engine Marketing Case Study - Epic Cruises Toronto

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The Green Lotus hybrid search engine marketing strategy has proven successful. Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates! …

The Green Lotus hybrid search engine marketing strategy has proven successful. Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates!

Following a review of Epic Cruises (River Gambler) requirements, and completing a full competitive marketing analysis, Green Lotus has found that there are at least 3 strong competitors who offer cruise boat rental services in Toronto (Mariposa, Empress and Great Lakes Schooner).

The Green Lotus strategy has focused on producing high quality leads, and maximizing the Epic Cruises online marketing budget. Green Lotus has implemented a (Organic & Paid) hybrid search engine marketing strategy with full traffic, leads and phone calls tracking.

Key Takeaways
- Green Lotus has succeeded in creating a highly effective and targeted campaign for Epic Cruises.
- Green Lotus has demonstrated the efficiency of the campaign with the use of the latest email & phone leads tracking tools.
- Green Lotus has provided the client with tangible and actionable insights throughout the campaign.
- Green Lotus has delivered on client goals, getting quality and cost-effective leads.
- The campaign has generated more than 700 leads in less than 4 months at a cost of $56 per lead, with a high conversion rate of 5.2%.

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  • 1. Lead Generation Case Study Prepared by: Bassem Ghali Head of Client Strategy Email: Bassem@GreenLotus.ca Tel: 647.405.2525
  • 2. Overview Following a review of Epic Cruises (River Gambler) requirements, and completing a full competitive marketing analysis, Green Lotus has found that there are at least 3 strong competitors who offer cruise boat rental services in Toronto (Mariposa, Empress and Great Lakes Schooner). The Green Lotus strategy has focused on producing high quality leads, and maximizing the Epic Cruises online marketing budget. Green Lotus has implemented a (Organic & Paid) hybrid search engine marketing strategy with full traffic, leads and phone calls tracking. See what we have achieved in less than 4 months!
  • 3. Overall Analysis Online marketing strategy impact on the website – overall performance analysis:  Overall Visits: 114% increase  Organic (Non-Paid) Search Engine Visits: 415% increase  Avg. Organic Keyword Ranking: 281% increase  Overall Leads Generation: 674% increase Campaign Start
  • 4. Competitive Keyword Ranking
  • 5. Competitive Keyword Ranking Analysis This value is calculated from the average ranking position of all your keywords on the Google.ca search engine. Keywords that are not ranked are considered as those with "the lowest keyword ranking + X" to compensate for extended results shown on search engine results pages.  281% increase in avg. Organic Keyword Ranking in less than 4 months  213% increase in Google Organic Traffic (40% of total website traffic)  Organic Traffic has generated an avg. of 5.4 email leads per day  More than 40% of all phone calls generated via SEO lasted more than 2.5 min
  • 6. PPC Campaign Strategy Landing Page with a Conversion Rate of 5.2% One of the most important aspects of a successful PPC campaign is the campaign landing page! Green Lotus has optimized the landing page to offer multiple points of conversion in order to increase conversion rate and campaign effectiveness.  User friendly design  Clear call to actions  Numerous conversion points  Tracked online contact form  Tracked and recorded calls
  • 7. Paid Campaign Bidding Strategy  1.2 avg. Ad position on Google.ca search results page  103 Email leads & 194 Phone calls in less than 4 months!  $56 Cost per lead  215% Return on investment
  • 8. Paid Campaign Performance Analysis
  • 9. PPC Campaign Strategy Geo Targeting Green Lotus Geographic Targeting tools allow clients to target specific locations, languages, and hours of the day for better campaign performance.
  • 10. Paid Campaign Summary Following the completion of a keywords and competitive analysis, Green Lotus created an efficient keyword list that is highly targeted, and relevant to Epic Cruises.  1.2 avg. Ad position on Google.ca search results page  5.2% Conversion Rate (industry rate 2.8%)  $3.78 avg. Cost per Click  3.30% Ad Click Through Rate on Google.ca search engine (industry rate 2.1%)
  • 11. Overall Website Performance Analysis 15% 40%20% 25% Traffic Paid Traffic Organic Traffic Direct Traffic Referral Traffic 17% 46% 20% 17% Leads Paid Traffic Organic Traffic Direct Traffic Referral Traffic 5.23% 5.38% 4.78% 3.17% Paid Traffic Organic Traffic Direct Traffic Referral Traffic Conversion Rate The Green Lotus (Organic & Paid) hybrid online marketing strategy has proven successful. Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates!
  • 12. Key Takeaways  Green Lotus has succeeded in creating a highly effective and targeted campaign for Epic Cruises.  Green Lotus has demonstrated the efficiency of the campaign with the use of the latest email & phone leads tracking tools.  Green Lotus has provided the client with tangible and actionable insights throughout the campaign.  Green Lotus has delivered on client goals, getting quality and cost-effective leads.  The campaign has generated more than 700 leads in less than 4 months at a cost of $56 per lead, with a high conversion rate of 5.2%.
  • 13. Client Testimonial As a small business we needed someone who could help us reach our goals and explain things to us in plain English which is what Bassem has done! There is no doubt that ever since we started our campaigns with Green Lotus there has been an increase in SEO visibility and leads for our company. Green Lotus is the perfect solution to our paid and SEO marketing needs. Alison Rogers Director of Marketing at Epic Cruises Inc.