Captiva Helps Machinery Manufacturer Improve ROI
Challenge
Having initial success with CPC advertising, this leading manufacturer of equipment had expanded their CPC campaigns to include five programs: Google AdWords, Yahoo Search Marketing, Microsoft Adcenter, Looksmart, and Business.com.
With costs nearing $20,000 per month, Captiva Marketing was engaged to review analytics, CPC, and conversion data to determine the best course of action.
Strategy
As a full service internet marketing provider, Captiva was able to design and implement an entirely new strategy for the company that included an enhanced, search engine optimized website and completely refined CPC advertising program.
- Due to the low ROI, programs with Looksmart and Business.com were closed.
- The Google Adwords and Yahoo Search Marketing accounts were broken into multiple campaigns with numerous highly targeted ad groups complete with more exact matched keyword phrases. Negative keywords were also added to improve ROI.
- The new optimized website included landing pages for each ad group.
- The site’s navigation was updated so that all landing pages would be spidered and indexed.
- Every relevant page in the site was optimized for specific target keyword phrases and more powerful calls to action were implemented.
Results
Captiva was able to increase the number of leads by over 50% while reducing the monthly CPC budget by over 50%.
