Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low


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Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market

In this how-to SEM case study you'll follow the steps that led to a B2C company's 50% increases in web traffic and 35% increase in sales on organic search alone during the initial four months. You'll also learn how the company's PPC campaign experienced triple digit growth in PPC while lowering costs per sale.

* Travis Low, Director, Search Operations, Webmarketing123

Published in: Education, Technology, Business
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  • You need to have keyword rich content on each of your webpages, especially your homepage“If you don’t write about it, you’re not going to rank for it”Most Flash components cannot be read by search crawlers so you want to keep your flash elements to a minimum or have a html version of your website too.Keep your message simple and relevant to the reader while having essential keywords inserted. Most importantly, make sure it make grammatical sense. Search engines can tell when you are placing keywords on your page just to rank higher.
  • Content Siloing or Theme of your site.Internal links to other related content within the site. If you write about beauty and skin care and link to relevant content within your site about that, (CLICK) this essentially tells the search engines what theme of your site is about. On top of that, the inbound links you get from other beauty and skin care related sites, strengthens the theme and reinforces the authority of your website for search engines. As we discussed earlier, relevant inbound links are crucial to you site getting ranked higher.
  • Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low

    1. 1. How Webmarketing123 Increased Direct Sales & Web Traffic in a Crowded Market<br />Travis Low (@TravisLowSEO) <br />Director, Search Marketing<br /><br />June 18, 2010<br />
    2. 2. Outline<br />1. Clarisonic: The Company on a Mission<br />2. 5 Fundamentals of SEO: Recipe for Success<br />3. PPC Campaign Summary<br />4. Web Traffic & Sales Results<br />5. Key Takeaways: SEM for YOU<br />
    3. 3.
    4. 4.
    5. 5. Before SEO & PPC<br />Sales Distribution:<br /><ul><li> Products sold through network of distributors
    6. 6. Distributors sold other beauty products
    7. 7. Decision to ramp up in direct sales</li></li></ul><li>Before SEO & PPC<br />Website Presence:<br /><ul><li> 5 non-branded keywords ranked page 1 of Google
    8. 8. 10 ranked between pages 2 and 10 of Google
    9. 9. 7 did not rank</li></li></ul><li>Before SEO & PPC<br />Website Presence: Keyword Selection<br /><ul><li> Monthly searches
    10. 10. Competitor Ranking
    11. 11. Competing Web Pages</li></li></ul><li>Website Overview<br />Existing SEO and PPC:<br /><ul><li> Organic Search – Lacked structure
    12. 12. Pay Per Click – Too expensive
    13. 13. Perfect Candidate for Optimization</li></li></ul><li>The 5 Pillars<br />SUCCESSFUL SEO CAMPAIGN<br />Site Content<br />Meta Content<br />URL’s<br />Inbound Links<br />Keywords<br />
    14. 14. The 5 Pillars - #1 Keywords<br />Keyword Strategy for Clarisonic<br /><ul><li> Keyword Research and Competitive Analysis
    15. 15. Customer terminology, how do real people search
    16. 16. Analyzed Data Relating to Sales Cycle</li></li></ul><li>Before SEO & PPC<br />
    17. 17. The 5 Pillars - #1 Keywords<br />Competitive Analysis<br />
    18. 18.  <br />Screen clipping taken: 6/10/2010, 5:03 PM<br /> <br /> <br />The 5 Pillars - #2 Site Content<br />More content that is relevant to your keywords<br />
    19. 19. The 5 Pillars - #2 Site Content<br />More content linking to other relevant <br />pages within the site<br />
    20. 20. The 5 Pillars - #3 Meta Content <br />Consist of:<br />a) <Page Title><br />b) <Description><br />c) <Keywords><br />
    21. 21. The 5 Pillars #3A Meta Content – Page Title<br />Place keywords in firstor secondposition of page title for highest impact<br />
    22. 22. The 5 Pillars #3B Meta Content – Description<br />Place keywords in description of page. <br />Maximum number of characters is 150. <br />
    23. 23. The 5 Pillars#3C Meta Content – Keywords<br />Meta Keyword section has less impact.<br />
    24. 24. The 5Pillars - #4 Keywords in URL<br />Where we placed keyword in Clarisonic’s URLs<br />
    25. 25. The 5 Pillars - #5 Inbound Links<br />Other related websites pointing to Clarisonic’s pages.<br />Blog/Target Demographic Link -<br />Non-Profit Sponsorship Campaign -<br />Geospecific Internet Directory-<br />Company who endorses our product -<br />National Shopping Directory Listing -<br />A Fashion Blogger -<br />
    26. 26. Pay Per Click Campaign<br />High Level Summary<br /><ul><li>Managed 10,000 paid keywords
    27. 27. Increased conversion volume by 268%
    28. 28. Decreased cost per sale by 65%</li></li></ul><li>SEO Results after 6 months<br />Organic Traffic<br />Branded – Q4 2009 vsQ1 2010 <br /><ul><li>Up 42.67%</li></ul>Non-branded – Q4 2009 vsQ1 2010<br /><ul><li>Up 42.46%</li></ul>Sales from Organic Search<br /> Q4 2008 vsQ4 2009 - Increase<br /><ul><li>157% sales increase
    29. 29. 13% average value per sale increase</li></ul> Q1 2009 vsQ1 2010 - Increase<br /><ul><li>268% sales increase
    30. 30. 11% average value per sale increase</li></li></ul><li>PPC Results after 6 months<br /><ul><li>Q4 2008 vs 2009 </li></ul>80% increase in $ sales<br />7% increase in average value per sale<br /><ul><li>Q1 2009 vs 2010 </li></ul>155% increase in $ sales<br />9% increase in average value per sale<br />Conversions & Cost per conversion<br /> Q4 2008 & Q4 2009<br />202% increase in conversions. Reduced cost per conversion by 23% <br /> Q1 2009 & Q1 2010<br />365% increase in conversion. Reduced cost per conversion by 25%<br />
    31. 31. Planning for the Long-Term<br />1. Planting the seeds for new products<br /> - Begin optimization before new releases so we are well positioned when launched<br />2. Keeping on the pulse of keyword selection<br /> - Quarterly review of targeted keywords to ensure qualified traffic<br />3. Increase in PPC spending while reducing cost per conversion/sale<br /> - Continuously work to reduce cost while increasing sales<br /> - Continuing to add keywords, manage bids, A/B test ad copy, offers and landing pages<br />
    32. 32. Key Takeaways<br /><ul><li> Begin optimization now. Capitalize on your core keywords before the competition does
    33. 33. Doing SEO and PPC correctly requires full time resources. To get results, like Clarisonic’s, takes a lot of work and expertise.
    34. 34. SEO and PPC together is the most cost-efficient way to get more sales and leads for less money</li></li></ul><li>Contact us for a detailed Custom SEO or PPC Analysis of your site.<br />It Includes:<br /> 1. COMPETITIVE REPORT - Where you rank against your competition.<br />2. KEYWORD ANALYSIS - To show you other keywords people are using to search for your product/service.<br />3. SEARCH ENGINE FRIENDLINESS REPORT- Crawlability of Your Site.<br />Thomas Lim<br />(800) 619<br />
    35. 35. Clarisonic<br />Online Marketing Summit Attendees<br />Thank You..<br />