The document provides three examples of digital marketing campaigns: 1. A large multifamily housing company saw decreased traffic and increased costs, so a team analyzed the site and campaigns, finding issues like duplicate content and broad keywords. Changes increased traffic 15% and lowered costs. 2. A shoe company wanted to increase online revenue and lower costs. Analysis of paid search led to optimized campaigns that increased revenue 41% and lowered costs. 3. A custom shirt store launched an ecommerce site. Content developed from keyword research increased organic traffic and rankings. While success metrics were not fully shared, the client was reportedly happy with results.

1. Example 1
One of the largest publicly traded owner, operator and developer of multifamily housing in the
United States saw a decrease of unique visitors (25% in 2005) and their CPL (cost per lead)
increase to $75.
My team and I flew to the client’s headquarters, to meet with their Sr. VP and Assistant VP of
Interactive Marketing, as well as their in house interactive marketing team.
We performed a SWOT/online marketing analysis, competitive analysis, PPC assessment
(performance, spend etc) usability analysis, keyword marketing analysis and a search engine
visibility analysis.
The goals of the campaign were:
1. Increase visibility
2. Branding (online)
3. Lower the CPL
4. Manage PPC
5. Consult on new site design & launch
Our findings indicated the following:
1. All their PPC creatives were the same
2. The corporate name was included in the creatives, but there was no brand name
recognition online
3. Their bid terms were too broad
4. There was no PPC strategy
5. There was no value proposition on the site
6. The apartment search function was not limited (could only search by area, not
features, or rent price range)
7. The content on the page did not address their core audience (couples, singles with a
median income of $60,000+)
8. The apartment images were dated
9. The apartment descriptions were not detailed (square footage, amenities, floor plans
etc)
10. There was no keyword focus (meta tags, linking, content etc).
11. Many of the pages on the site contained duplicate content
12. Some inbound links were not within the clients industry
My role in the project was to coordinate and manage our content developers and web
analysts, perform keyword analysis, work with the Enterprise Team’s Interactive Marketing
Managers (IMMs) to manage text linking, paid linking, back link evaluation, directory
submission and review the client’s web analytics (client utilized Omniture).
Our web analyst performed a detailed search engine visibility analysis and suggested best
search engine optimization practices. We met the client for a copy strategy meeting. The
purpose of the meeting was to determine the tone and messaging for the on site web content
so it 1) helps with SEO, and 2) communicates to site visitors.
Since many of the clients pages were dynamically created, we worked with the clients IT staff
to build table in their SQL database that created unique title tags and meta tags, as well as a
unique paragraph for each property listing.
We analyzed the clients Google and Yahoo dumps, and developed local PPC campaigns
mapping to the clients geographical locations for their apartments.

2. The keyword and content development focused on 1) state/city (area) 2) neighborhoods (e.g.
upper eastside, NY, Buck Head, Atlanta etc) 3) types of apartments (e.g. studio, loft, 1
bedroom, 2 bedroom). On site content also highlighted specific neighborhood features
(Starbucks and/or Blockbuster nearby, “X” amount of movie theaters etc).
We are still working with the client (started SEO/SEM and PPC in February). However, we’ve
increased unique visitor traffic by 15%. PPC has reduced the CPL to $28 (clients ultimate
CPL goal is $11).
Example 2
A large “trendy” American shoe company wanted to increase online revenue, and lower the
cost per acquisition from $17 to $10 or below on Yahoo paid search only.
I requested their paid search dumps from Yahoo, reviewed the creatives, and analyzed the
landing pages for each paid search term. I organized the campaign to “branded” and “non-
branded” segments, prior to re-launching the paid search campaign. I also created
campaigns that were in line with the client’s other marketing efforts.
As the campaign progressed I performed the following instead of just bid managing:
• Web site traffic and click stream analysis (via web analytics)
• Conversion rate optimization
• Landing page creation and optimization
• AB testing
• Creative testing
To date revenues have increased 41%, and the CPA has averaged $10.
Example 3
A small brick and mortar store in New York City, which specializes in custom made men’s
dress shirts wanted to launch an ecommerce site.
My team and I met the owner and requested information about his business, clientele, etc.
We performed a SWOT/online marketing analysis, competitive analysis, and a keyword
marketing analysis.
The goals of the campaign were:
1. Increase awareness
2. Branding
3. Online revenue goal of 10% of total sales
4. Consult on new site design & launch
The client’s cost for custom shirts was competitively priced with department store men’s
dress shirts, which allowed us to focus the web content to compare and contrast custom
shirts v/s store bought shirts.
Our keyword marketing analysis indicated that there were a good number of organic
searches for tailored men’s dress shirts, which aided our keyword research.
We worked with the client to write articles that described materials used, how to correctly
measure for a custom tailored shirt, as well as accessories that go best with a custom tailored
shirt (i.e. cuff links). We also distributed the articles to specific directories, blogs, and other
related sites.

3. Four months into the campaign, the clients articles achieved top rankings for “custom made
shirt” and “best custom shirt” in Google. Average unique site visitors increased from 0 when
the site first launched to around 400/day.
Through web analytics, we’ve been able to determine that the site is experiencing a good rate
of unique visitors, increase of time on site, increase in return visitors and conversions. The
client has always been antsy on sharing actual online revenue numbers (and has not added a
correct revenue amount for conversion for web analytics). So we know the client is happy
and successful, but we are unable to determine if we’ve reached the original online revenue
goal the client set.