President and co-founder
Lead generation requires us to blend a
bit of art and science to succeed
• Unlike ecommerce, our in-channel conversions may or may not lead to
revenue for our companies or clients.
– Our job is to test new strategies, then find the avenues where we can generate
good quality leads at a low enough cost, and finally leverage our strategies to
help close the deal.
• In this session, attendees will learn how to:
– Track and evaluate all channels to understand what is performing best.
– Balance quality vs. quantity in lead generation to keep both your CPA low and
your sales team happy.
– Operate beyond the initial lead to impact metrics further down the funnel to
where the real money is made.
Launch of Rutgers Online Professional
Master’s in Human Resource Management
• In January 2019, SEO-PR helped
Rutgers to launch an Online
Professional Master’s in Human
Resource Management program.
• Our objective was to generate
30 applications by Aug. 1, 2019.
– Students can complete the 12-
course Master’s program in as few
as 18 months and as long as 5 years.
– Tuition is $3,174 per 3-credit
course, or $38,016 for 12 courses.
Keyword research told us what people
search for, but Google Surveys told us why
• Google Surveys give you a quick,
cost-effective way to get
valuable insights into the minds
of your target audience.
– Ask up to 10 questions and select
from a variety of question formats,
like multiple-choice and star-rating.
– Run your survey on Google’s
network of publishers or mobile
app, then filter participants based
on demographics or set up a series
of screening questions.
Google Surveys expanded our target
audiences and identified important factors
• Survey found target audiences
included personnel, staffing &
recruiting, and talent acquisition
as well as human resources.
• Respondents with 4 or more
years of HR experience said the
follow factors were important
when selecting a university:
– “No GRE/GMAT required”,
– “Top-ranked university”,
– “Fully 100% online program”.
These important factors emphasized in
subhead of optimized multimedia release
Google Campaign URL Builder used to add
campaign parameters to URLs in release
• We used Google’s free Campaign
URL Builder tool to add
campaign parameters to URLs in
the release to track our Custom
Campaign in Google Analytics.
• We tracked the number of users,
new users, sessions, bounce
rate, pages/session, average
session duration, conversion
rate, conversions, and goal value
generated by our release.
Campaign included optimized landing page
about Online Professional MHRM program
Release shared with Emily Bader of ROI-NJ
and David Hutter of NJBIZ under embargo
Copy of release without multimedia
posted in news section of SMLR’s site
Google does good job of choosing version
of duplicate content to show in SERPs
• Doug Lederman, the editor of Inside
Higher Ed, wrote a roundup story on
Feb. 20, 2019, which included a
high-quality, relevant link to the
copy of the release posted in the
news section of the Rutgers site.
• Although the optimized multimedia
release was distributed to 271 news
sites, Google only shows the one
without multimedia on the Rutgers
site in its SERP, not the “duplicate
content” on the 271 other sites.
Campaign increased familiarity with
and likelihood to recommend Rutgers
• In late June, we used Google
Surveys again to measure the
impact of the campaign.
– Percentage of respondents who said
they were “familiar with” Rutgers
University had increased from 13.8%
pre-launch to 18.5% post-launch.
– Percentage of respondents who said
they were “very likely” to
recommend Rutgers to a friend or
colleague had increased from 16.7%
pre-launch to 19.0% post-launch.
Campaign drove 8,337 new users to
landing page and generated 694 leads
• Campaign drove 8,337 new users to the Rutgers Online Professional
Master’s in Human Resource Management landing page.
– 361 new users (4.3%) came from New Jersey.
– 3,215 new users (38.6%) came from the rest of the United States.
– 4,761 new users (57.1%) came from the rest of the world (113 countries).
• Landing page generated 694 leads (either clicked on the Apply Now
button on the page or the Apply tab in navigation).
– 200 leads (28.8%) came from New Jersey.
– 228 leads (32.9%) came from the rest of the United States.
– 266 leads (38.3%) came from the rest of the world (45 countries).
Launch campaign generated 38
applications worth $1.4 million
• We also evaluated the source/medium of the new users and leads in
– Optimized multimedia release generated 1% of the new users, but 8% of the leads.
– Google organic search generated 3% of the new users, but 19% of the leads.
– Google Ads generated 11% of the new users, but 18% of the leads.
– LinkedIn ads generated 81% of the new users, but 37% of the leads.
• More importantly, the campaign generated 38 completed applications,
worth up to $1,444,608 in tuition over the next 18 months to 5 years.
– 33 for Fall 2019.
– 4 for Spring 2020.
– 1 for Fall 2020.
Case study shortlisted for 2019 US Search
Awards in two different categories
• In the Best Integrated Campaign category, our case study demonstrates
that PR, SEO, display advertising, and PPC advertising can increase
brand awareness and generate leads at the same time.
– So, the distinction between above- and below-the-line marketing is obsolete.
• And in the Best Use of PR in a Search Campaign category, our case
study demonstrates that an optimized multimedia release, duplicate
content in the news section of SMLR’s website, and an optimized
landing page generated 4% of the traffic, but 27% of the leads.
– And measuring PR and SEO using the same set of metrics and KPIs used for Digital
Advertising – including pay-per-click (PPC) advertising – is a game changer.
– It means that we no longer need to treat PR and SEO as “faith-based initiatives”.