90octane received a 2009 Silver Key Award from the Colorado Chapter of the Business Marketing Association’s Gold Key Awards program for a strategic pay-per-click (PPC) advertising program. The conversion-driven marketing agency executed the program for Atlas Copco Construction Mining Technique USA LLC, the US sales company of the world-leading provider of industrial productivity solutions.
The program effectively targeted equipment owner/operators and brokers interested in pre-owned water well drilling equipment. 90octane developed a microsite featuring an interactive rig locator to serve as the landing page for prospects who clicked the ads. In only eight months, the program generated hundreds of qualified leads at a very low cost per lead. Efforts also resulted in high-dollar rig sales.
read more »
Posted by: Sam Eidson, Partner
What should you focus on to improve your search engine visibility? It’s a moving target and it should be customized to your competitive advantages, but here are some important factors:
- Onsite content – Make it keyword-rich, but keep it contextual for the audience. Make sure your copy is text, not images. Use headings and bullets to your advantage.
- Navigation and folder structure – Ensure navigation is standard and keyword-rich, for both search engine spiders and users. Create URLs with keyword strategy in mind.
- Backlinks – Think quality, not just quantity. Steer clear of link farms and don’t waste time building links from weak, irrelevant sites.
- Meta data – Focus your meta data efforts on creating strong, unique Title and Description on each page.
- Off-site content – In addition to backlinks, other off-site content can have a big impact. Focus on optimization and online distribution of press releases; your blog; articles the staff authors for online trade publications; listings in internet yellow pages and vertical directories; and even social networking sites.
- Site performance – Load time, proper 404 and redirect formats all play a role.
- Keyword strategy – The tactics above don’t help if you haven’t focused on the right keyphrases.
Posted by: Jenny Bachner, Media Specialist
You’ve done a lot of work to prepare for your lead generation or lead nurturing campaign. You’ve assessed the audience, strategized offers, determined the best timeline, drafted a media plan and created a landing page based on conversion marketing best practices. It’s easy to let the details of the program’s final execution slip under the radar. But how you craft your landing page’s registration form(s) is too important to pass over.
The registration form is ideally your prospect’s final destination. So take advantage of these tips for making yours as user-friendly as possible:
Posted by: Leslie Russell, Senior Marketing Coordinator
Analytics tools provide tremendous insight into the activity that is taking place on your website. These tools, such as Google Analytics or Omniture, reveal how users reach your website by disclosing the keyword phrases that are driving traffic, generating the best performance and helping drive the highest conversions. Plus, Analytics tools will break down your top-performing keywords based on paid traffic and organic traffic. All of this can be a big help in your search engine marketing (SEM) campaigns.
By narrowing in on the data that these tools make available you are able to expand your keyword list based on your most successful keywords with the help of other keyword tools. Once you’ve identified the best performing keywords generating the highest ROI, you can use Google’s Search-Based Keyword Tool to find additional keyword phrases related to your top terms.
read more »
Posted by: Nikki Johnson, Marketing Coordinator
There are now advanced segmenting options available in Google Analytics to help advertisers better understand the behavior of “micro-segments” within their visitor base. The new ways to segment an audience will give advertisers “actionable insight” into identifying different users, tailoring offerings toward these users, and driving conversions on the site through search engine marketing and other channels. According to Avinash Kaushik’s blog, you can segment users into three main segments: Visitor Source, Visitor Behavior, and Desired Outcome. These are recommended for a few key reasons:
- Branded Search Keywords: Distinguishing how many users visit your site using branded keywords versus non-branded keywords is helpful in determining your level of brand awareness. Also, it might be useful to compare the site behavior of visitors who already know your brand to visitors who do not. Do they visit more pages? Do they spend more time on a specific page? read more »
Posted by: Lauren Klostermann, Project Manager
Google Analytics has recently released a feature with the assistance of two companies, Mongoose Metrics and LivePerson, which allows users to integrate telephone leads and live chat with its services.
The way it works with phone leads: you use a trackable phone number in an online campaign, and then when the number is dialed and connected, the phone server tracks a visit to a hidden page within your site with a special tag. Google Analytics is then able to show the data. Analytics will go so far as to show the date and duration of the call.
read more »