Online Marketing Client

Since the launch of our SEO campaign, over 80% of the Online Marketing Client' 45,000 keywords rank within the top 10 search results.

Since launching the Online Marketing Client's Paid Search campaign, we have generated an average monthly lead volume between 3,500 – 4,000, while maintaining a CPL around $8 – 33% less than campaign objectives.

Situation

• The Online Marketing Client is a national network of non-medical, private duty home care agencies that provide senior care, elder care, personal care, respite care, and companion care.
• LSF was engaged to develop a direct-to-consumer online marketing program for the Online Marketing Client in October 2004. The goal was to improve overall site traffic and increase lead volume.

Phase 1 Approach

• LSF initially launched an Search Engine Optimization (SEO) campaign in October 2004, developed to optimize the Online Marketing Client's site to geographically target potential customers.
• Our efforts included building easily-updatable content so that the optimized pages can allow for new locations to be added quickly and easily.
• Keyword maintenance is performed on an on-going, monthly basis to support high organic rankings within the engines.

SEO Results

• Since the launch of our SEO campaign, over 80% of Online Marketing Client's 45,000 keywords rank within the top 10 search results.
• Optimized geo-targeted pages are easily updated every month with no down-time and no detriment to search engine rankings.

Phase 2 Approach

• In an effort to expand our reach into the target universe and generate additional lead volume, LSF launched a Paid Search campaign in March of 2007 as part of an integrated multiple-listing methodology.
• We initially launched a paid search campaign on Google and layered on a phone tracking program to optimize via phone and web leads.
• The paid search campaign was expanded to include Yahoo in October 2007 and will be expanded to MSN and Ask.com in April 2008.
• Our performance goal is to maximize monthly lead volume, while executing a $12.00 or lower CPL metric.

Campaign Results

• Since launching the Online Marketing Client's Paid Search campaign, we have generated an average monthly lead volume between 3,500 – 4,000, while maintaining a CPL around $8 – 33% less than campaign objectives.