Case Study: How a House Cleaning Service ramped up their business, while decreasing their Cost Per Sale by 461%
This company, like many service-based maid service columbus ohio businesses, wanted to increase the number of new clients they acquired every month and grow their business. They identified the Internet as being a great way to do this but they had several hurdles to overcome first:
• They knew very little about Internet Marketing and how to go about implementing an online campaign,
• They had no website. This is fairly common for many franchises and local service based companies. While 30% of media exposure happens on the Internet only 1% of small business advertising is spent on the Internet.
• When searching for their services online (e.g. “maid service worcester ma”), almost all the results returned were either their competition, or directory listings of maid service providers. Their potential clients were being driven straight to their competition.
• As a franchise they were getting some leads through the corporate web site but had no way of tracking the effectiveness of this house cleaning cleveland ohio and they were not able to customize this to suit their local market.
They were referred to a company that specializes in generating leads for local businesses. The goal was to create an online presence and turn this into a lead generating asset. Following the companies philosophy of building a web presence that would deliver maid service south shore ma long term results and be an asset, the solution was implemented in a 3-step process:
• A Pay-Per-Click (PPC) campaign followed by a
• Lead generating, Search-Engine-Optimized web site – specifically optimized for the local area followed by
• Search Engine Marketing strategies were then applied to drive the site up the search engine rankings for specific targeted phrases such as maid services boston ma
It was done in this order so that the PPC campaign could be used to determine the best keywords to optimize the website for, allowing us to drive the highest quality traffic at the lowest price to the site.
However, before going ahead with the campaign we felt it was really important to establish a baseline. It is one thing to generate leads House cleaning andover and sales but at what cost? What would be regarded as a success? Fortunately they had been tracking their sales and therefore we could analyze their return on what they had spent on media such as Yellow Pages and Yellow Book.
This gave us a baseline to work from sunsetter columbus and we knew we could make a dramatic improvement on this baseline.
The PPC campaign was broken down into the following steps:
1. Register a new domain and get it hosted
2. Keyword research – identify those keywords that people are using to search on the major search engines, Google, Yahoo, MSN, etc. Typical keywords need to include the geographic region such as ‘maid services cape cod‘
3. Group keywords and set up PPC Campaigns. It is really important to group similar keywords together as this has a major effect on the effectiveness of the campaign.
4. Generate ads and landing pages. This is where the rubber meets the road. For every group at least two ads were created and then specific cleaning services danville Landing Pages were created to match these ads.
The PPC campaign would drive over a hundred and twenty five visitors a month to their new domain name. While its primary goal of acquiring new leads was very successful, they average 10 online sign-up leads a month with it, it also gave us the maid service nh keyword phrases that would be used to get the web site listed well on the search engines.
Armed with the knowledge from the PPC campaign, the web site was launched in mid-March. In doing the site development it was important to maintain their Cleaning services Bethlehem pa corporate branding and then the information obtained from the PPC campaign was used to ensure that it would be listed high up on the search engines by using the relevant keywords and geographic area such as house cleaning new jersey. This will drive prospects to the site.
A number of different strategies were used to get the site well listed. These included both on-site and off-site strategies and they were planned and executed so that there would be a steady increase in the results that would be sustainable over the long term. As opposed to many companies that only focus on generating PPC leads and are not too concerned with the quality of the website they produce, a different approach was taken. One option could have been to just replicate the corporate site. This has a couple of drawbacks that we find unacceptable. Firstly the site can easily be flagged by the major search engines, like Google, as a duplicate site and banned. That is never good!
In addition, by only focusing on PPC, many of these companies are putting their own interests ahead of those of the client because of their business model. Building a web site that performs well on the search engines has two great positives. It can dramatically reduce the cost per lead as you do not directly pay for the traffic generated. With PPC you are paying for every click and therefore every leaf filter lead. In addition you are investing in your web site as an asset. If you decide to cut back or stop your PPC campaigns then the web site will still be generating leads.
The results were immediate. They saw a 50% increase in visitors in the months of March and then an additional 50% in April. The biggest increase was in May, once the site started to get listed on the search engines and started to move up in the rankings. The month of May saw almost 100% growth in visitors over April. Additionally, many of the web pages on their site are ranking in the top 10 on various search engines for the terms we targeted, ensuring a continual flow of new traffic. Getting a ranking in the top 10 is important as that puts the site on the first page of the search engine results and this gives a huge boost to the amount of prospects that get to the site.