Client Success Story
Combined SEO & PPC Strategy Delivers B2B Company More Leads at Lower Cost
Carolina Liquid Chemistries, a B2B company for medical devices, needed a consistent pool in which to drive leads. Their website offers resources and product comparisons that assist their sales funnel, but they lacked the qualified web traffic to drive the number of leads they needed. In order to meet their aggressive lead goals, they tapped AIS Media to revamp their PPC campaign and execute a complementary SEO strategy.
The Outcome: Within 90 days, the client’s website ranked for more high-intent page #1 keywords, increasing the volume of quality web traffic and leads from search marketing – all while reducing PPC cost to acquire leads by 75%.
Our Action Plan
In order to meet the client’s aggressive traffic and lead goals, development of our SEO and PPC strategies required thorough collaboration. Our team researched high-value keywords that targeted decision makers in the client’s industry. Because Carolina Chemistries offers highly specialized products, it was critical that our team discovered terms that represented both the SKUs as well as relevant product categories to maximize exposure on high-intent searches.
The company’s existing PPC campaign offered our team additional insights into historic conversion data. From this data, we knew which keywords and ads were likely to convert, and which were spending excessively. Our team wrote new, keyword-targeted ad copy and guided landing page development to improve conversion rates. Because PPC offers conversion data far sooner than an SEO campaign, our team could effectively leverage data from PPC to incorporate into our SEO strategy.
During the keyword discovery phase, our SEO experts performed a technical audit to uncover site violations that would impede progress on organic rankings. When engaging a new client, our team always begins with a thorough technical SEO audit in order to ensure we have a clear runway for SEO. Fixing technical SEO violations is a critical step in our SEO strategy.
Following the completion of technical fixes, our team mapped the existing content to the finalized keyword list. This process required optimization of H1/H2 headings, page content, page titles, meta descriptions, internal links, and image alt tags. It also required guidance on SEO copywriting for keywords that were not represented elsewhere on the site.
The keyword optimization process not only improved organic search rankings, but also boosted PPC quality scores, allowing our campaign to bid less to rank higher in paid search results. Increased exposure on organic and paid results ensured the AIS Media team could help the B2B company meet their traffic and lead goals.
Results We Achieved
Page 1 Rankings
After execution of the SEO and PPC marketing program, our team had incredible results to show in only 90 days.
Increased exposure under paid and organic search results for high-intent keywords was the first step in meeting Carolina Chemistries’ goals. A 450% increase in organic page-1 keywords meant Carolina Chemistries no longer had to pay for every lead.
Organic Traffic Percentage Increase
The increased visibility on high-intent keywords had a direct correlation with gains on organic traffic. Increasing organic traffic by 27.95% allowed Carolina Chemistries to offer their product comparisons and resources to better position themselves against the competition.
Web Leads Percentage Increase
Initial results from our program exceeded lead projections with a whopping increase of 67.11% in only 90 days. Today, the company gains long-term value from their combined SEO and PPC campaigns.
“Our work with AIS Media has really paid off. These results are exactly what we want to see. We love when our competitors are left in our wake. Keep up the good work!”-Patricia Shugart, Chief Operating Officer