SEO & AdWords – Brandon Global IT

Landing Pages

Click Through Rate

Conversion Rate

As part of an on-going digital marketing project with Brandon that included web design, inbound marketing and marketing collateral, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) was a strategic priority.

Search Engine Optimisation

The SEO project focused around the keyword 'IT Support', each augmented with Ireland, Dublin and Galway. This was also targeted further to audiences based in and near Dublin and Galway.

This project started in Q2 2017 and ran until the end of August 2017, when I moved to New York.

As of 12th November 2017, Brandon Global ranked:

  • 1st in Map Pack for 'IT support Ireland'
  • 6th for 'Dublin IT support'
  • 9th for 'IT support Dublin'

The website itself was launched in January 2016 as part of one of my first projects with Brandon. In effect, the site came from nothing to the 1st page on Google in a very competitive market.

Search Engine Marketing

For the paid search campaign, the same landing pages were used as above - IT support Dublin, Galway and Ireland.

Using a Manual CPC bidding strategy, a number of ad groups were set up to target ads for specific pain points of the broad IT support service offering - data recovery, IT security, firewalls etc.

Each Ad Group had two versions of keyword matching (exact match and broad match modifier) and each group represented just one keyword variation.

For example, IT Support Dublin had two Ad Groups, one for exact match and one for BMM, and within each was the related keyword variant ([IT support dublin] / +IT +support +dublin).

This has resulted in a consistent stream of qualified, inbound leads and the following metrics:

  • 5.6% Conversion Rate
  • 2.6% CTR
  • 7/10 Quality score for most important keywords.
  • Ad Relevance and Landing Page Experience Average or Above Average for 50+ keywords

Summary

SEO and SEM combined with an effective website conversion funnel is one of the best ways to generate leads online. A robust search marketing plan will exceed ROI expectations with minimal management required on an ongoing basis.