Search Engine Marketing Case Study: Analytical Investing
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See how a pay-per-click advertising campaig helped a stock and investing Website increase its visitor traffic and subscriber sign-ups. See how to expand an ad campaign while maintaining a low CPC.
Problem
Analytical Investing, a stock ratings service, launched its Website, www.analyticalinvesting.com, in early 2004. The web site offers free trial subscriptions for its investment research services. Despite having an appealing site, the company found itself receiving a meager amount of Internet traffic and signed up few subscribers. In May 2004, they were referred to Apogee Web Consulting LLC, and we initiated a search engine marketing strategy.
Goals
- Increase traffic and boost free subscriptions.
- Get immediate results to help beta test the Website.
- Keep initial Internet advertising budget low since free trials yield no revenue at the outset.
Solution
Because of the need for immediate results, we launched a PPC (pay per click) advertising campaign on one search engine in May 2004. We created a PPC ad campaign on an additional search engine in June 2004. The PPC ads were improved as needed, bids adjusted and new keywords added every few weeks. Due to expensive bids on primary keywords, we researched secondary keyword phrases in order to expand the ad campaigns while maintaining a low CPC (cost per click). In August 2004, we created a PPC ad campaign on an additional search engine.
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