JBA was retained earlier this year to provide SEO/SEM for a large NW healthcare facility. We took this function over from another company so there was some groundwork already in place. We did a campaign and competitive analysis which gave us insight into what was working and what wasn’t. The JBA difference is that we are continually watching the KPI (key performance indicators) and refining the process, not just monthly or weekly but usually hour by hour. This allows us to make changes to the campaigns based on trends, costs, and responses. At times we’ll pause a campaign if the prices go too high and wait for them to readjust. We also watch for news and media trends to anticipate and react to outside issues that affect traffic. We consistently test new ads, testing both single key word ads and long tail lead ads. We track the metrics, comparing day over day, week by week, always searching for ways to increase the CTR (click through rate) and looking to drive down our CPC (cost per click). We define and test parameters to refine the CTR/CPC to target high value leads vs. all possible clicks. We marry this effort with a SEO (search engine optimization) effort.
And the Results:
- The client has seen an increase month over month of 20%-40% in traffic
- The CPC rate has dropped dramatically meaning that they are getting more responses for less money
- We have refined their key words to be specific to the ones that generate the right responses, quality over volume works best
- They are getting 10-30 direct Google phone calls monthly
- They are now on the first page nationally and in first position locally
- Their organic unique user traffic is up dramatically
What does this mean to us? The client has more than doubled their budget already and is now considering tripling it again. It’s all based on the ROI!