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 lead goals, they tapped AIS Media to revamp their PPC campaign and leverage the site’s organic rankings through SEO.
The Outcome: Within 90 days, the client’s website had stronger organic rankings, which resulted in increased web traffic and leads – all while reducing PPC cost to acquire leads by 75%.
“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
Our Action Plan
To produce more web traffic and leads, our team began our strategic process by researching high-intent keywords. These keywords represent search queries used by targeted decision makers in the client’s industry. Carolina Chemistries’ highly specialized products required keywords representative of their products’ SKUs as well as broader product categories to maximize exposure.
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. Based on this insight, our team took the strongest performance to develop keyword-targeted ads and landing pages.
During the keyword discovery phase, our SEO experts performed a technical audit to uncover site errors that would impede progress on organic rankings. We run a thorough technical SEO audit and schedule fixes to ensure the site is not penalized by Google.
Following technical fixes, we leveraged keyword research to guide optimization of H1/H2 headings, page content, page titles, meta descriptions, internal links, and image alt tags. This process also required SEO copywriting for keywords that were not represented on the site. Google requires keyword-centric content (including copy, imagery, videos) to understand and index the authority of the site to its keyword relevancy.
The keyword optimization process not only improved organic search rankings, but also boosted PPC quality scores. Higher PPC quality scores allowed our campaign to bid less to rank higher in paid search results.
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 the company 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.