Results

See how I have helped organizations like yours move digital marketing campaigns to the next level.

How I Brought Transparency and Accountability to a Paid Search Program in Disarray

A nonprofit academic institution in Pennsylvania offers 30 career-focused programs in ten different schools. It had a long-standing paid search marketing program that had been managed by a variety of vendors over time. By the time I began my work, the in-house marketing team was stuck with rigid and unresponsive campaigns.

Campaigns, ad groups, ads, and keywords fell into disarray. There was no segmentation by school or program. Reports were vague and unable to deliver essential KPIs and insights. The marketing team needed an overhaul so that they could understand performance and report KPIs to each school within the college.

Objectives

  • Segment paid search marketing efforts by school and educational program.
  • Provide a better way to optimize paid search marketing efforts.
  • Maximize for conversions and reduce the cost of paid search leads.
  • Deliver meaningful reports with actionable data and recommendations to improve metrics.

Solution

  • Build out a new search engine marketing (SEM) framework.
  • Conduct a competitor audit and keyword research using tools such as Spyfu, SEMRush, and WordStream.
  • Create all new campaigns and ad groups.
  • Bring transparency by working backwards from new executive reports.
  • Design a new reporting format and delivery system.

Key Results

  • Increased conversions by 125% while decreasing the cost per conversion by 50%.
  • Could trace results for each school, program, and prospective student lead.
  • Revived interest and dialogue with institution’s executives and academic leads.

IS YOUR GOOGLE ADS ACCOUNT A MESS?

Contact Me

How Good SEO Research and Planning Helped to Shake off Pesky SERP Competitors

Pennsylvania Lottery started receiving complaints from lottery players who were searching for PA Lottery but clicking and landing on misleading websites. The client discovered that several large infomediary websites were intercepting search traffic with basic, popular lottery search queries.

Pennsylvania Lottery wanted a new website, so the time was right for me to introduce the SEO research and strategy to reclaim top organic rankings.

Objectives

  • Identify how SERP competitors rank so highly for primary PA lottery keywords.
  • Discover keyword opportunities and competitiveness for ideal terms.
  • Understand the SEO requirements for a new website design and build.
  • Know how to measure performance while monitoring the competition.

Solution

  • Do a full competitor audit, detailing the SEO winning formula.
  • Research keyword search volumes, geographic modifiers, and ranking competitiveness.
  • Deliver keyword sets with guidelines for on-page optimization work.
  • Edit top-level page copy and metadata and train content teams.
  • Design the monthly report with primary KPIs and competitor monitoring.

Key Results

  • After six weeks, began moving the new website into top positions for basic, primary PA Lottery keywords.
  • Enticed more clicks to the site from SERPs with carefully crafted titles, descriptions, and snippets.
  • Increased organic search referrals to the website by over 200%.

NEED TO SHAKEY PESKY SERP COMPETITORS?

Contact Me