Weichert Corporate Housing engaged DefinedLogic to create a new search engine marketing (SEM) strategy. Following implementation of the new SEM strategy, Weichert realized an increase in traffic on its two branded domains. Premierny.com's total traffic increased 61.61% and weichertcorporatehousing.com increased 106.52%. The increased web traffic from the SEM campaigns also produced 576 form conversions across the two websites during the first half of 2016.

1. Weichert Corporate Housing, a leading furnished apartments services company, engaged
DefinedLogic to create a new search engine marketing (SEM) strategy to drive additional leads
through the company’s website. Following implementation, Weichert realized an increase in traffic on
both of its branded domains. Premierny.com’s total traffic has increased by 61.61%, and
weichertcorporatehousing.com rose by 106.52%. Also, the increase in web traffic that resulted from
the SEM campaigns produced 186 form conversions on weichertcorporatehousing.com and 390 form
conversions on premierny.com during the first half of 2016.
SEM Case Study
20,427
106.5%
16,334
95.5%
61,163
127.4%
Sessions Users Pageviews
403
186
Conversions SEM
Conversions Non-SEM
Sessions Users Pageviews
Conversions SEM
Conversions Non-SEM
15,123
61.6%
11,800
59.4%
49,844
39.7%
360
390
weichertcorporatehousing.com
premierny.com

2. Ad Copy Creation
One of the key drivers of success for Weichert is the quality of the Ad Copy. By targeting the intent of the user
and anticipating the search phrases for a particular industry, the ad copy acts as a bridge to convince users that
quality content awaits their click. Using this approach, we were able to compete more cost-effectively for the
most productive keywords by raising ad quality scores on Google.
Keyword Research & Modeling
The first step to achieving SEM success is to identify the specific business objectives for the campaign. Once
identified, documented and approved, extensive keyword research is required to develop a keyword imple-
mentation guide and financial model. Based on monthly query volume, competition rating and suggested bid
data, we map the Ad Groups, Keywords, and Ad Copy for implementation.
Comprehensive Analytics & Google Tag Manager
A web analytics tracking strategy must be customized and implemented specifically to measure success
against documented business objectives. Using Google Analytics in alignment with the tracking strategy
allows us to define user engagement events that will track actions, such as form submits or call to action clicks.
Tracking metrics across multiple marketing channels offers critical insights into the most successful channels.
Implementing Google Tag Manager (GTM) allows for more detailed analytics insights.
Reporting Drives Continuous Improvement
A monthly report and an advisory meeting are critical to achieving and maintaining consistent search engine
marketing success. The monthly report delivers key insights into how efficiently the campaign spend is being
allocated and optimized for each campaign. Moreover, the report provides web conversion data for measuring
the success rates of each campaign. The report expounds on data that enables critical optimization decisions
to continue to lower costs and drive higher quality conversions.
AdWords Organization & Optimization
A strong foundational structure within the AdWords Campaign needs to deliver the right content to the right
users. Similar keywords organized into Ad Groups with corresponding personalized Ad Copy for that set of
keywords allows Google to help optimize specific keyword ads and the campaign overall aligned to the client’s
business objectives.
Keys to Success