Last month, we were honored to receive a plaque from our client, Helitech, as recognition for the success achieved throught paid search. It is always rewarding to enable a client to improve the way it markets to an audience online, and in case of Helitech, we were able to quickly improve its paid search account structure to deliver better results.
When we took over the account mid-April of 2013, the Paid Search team implemented immediate account optimizations.
To ensure quality traffic to Helitech’s website, we performed extensive negative keyword expansion. We then removed broad match keywords, allowing us to gain additional control over the budget and drive the right audience to the site.
Keyword research is always a significant part of the account optimization. For Helitech, we researched relevant terms to identify search volume, understand search intent, segment the audience into campaigns and ad groups, and generate ad copy.
The campaign’s click-through rate (CTR) spiked once we made the initial adjustments, sending waves of qualified traffic to landing pages during Helitech’s most demanding time of the year.
Because revenue and profitability are centric to Evolve Digital Labs’ process, the account was flighted based upon industry trend analytics to correlate saturation, positioning, and expense with peak seasonality and opportunity.
Once the normal peak season ended, Evolve’s Paid Search team continued to maintain healthy lead generation, traffic, and costs per click (CPCs). The average conversion rate remains 4.25% for Helitech.
Thanks so much to Helitech for the thoughtful token of appreciation! It is a pleasure working for you.