TSG - Case Study

How the UKs largest supplier of business systems and services to the SME market achieved a 350% increase in results from search marketing.

Background

Technology Services Group (TSG) is a supplier of business systems and services to the SME market in the UK. The company turned to Search Laboratory after spending significant sums on Google. Although TSG’s Google expenditure was generating a response, the cost per enquiry was very high.

TSG found that the cost of clicks was rising dramatically, and although there was an increase in enquiries, this was not directly attributable to the paid serach campaign.

Search Laboratory took over the campaign management to rectify the situation.

The Analysis

Detailed tracking showed that many of the searches were bringing in irrelevant traffic. Even though the keywords being used seemed relevant, Google was showing the ads for unrelated terms and therefore there was a large amount of wastage.

Ian Harris, Director of Search Laboratory, explains other issues found: "The challenge was to attract local business to a national company. TSG is a UK-wide company but most businesses sourcing for a supplier for their business systems tend to look locally. Because of this, when they use a search engine, many include their town name in the description of what they are looking for. We accommodated this in revised search phrases".

The landing pages also were not resonating with customers. They used industry jargon and TSG brand names for services.

Recommendations

Search Laboratory provided a set of recommendations including:

• Pay Per Click ampaign redesign to target the relevent keywords more precisely. Minor web site changes to improve search engine optimization.
• Landing page optimization to increase conversion rates.
• Use of towns and regions in the search terms.
• The addition of large numbers of negative keywords to filter out unwanted traffic.
• Statistical management of the keyword bissing in order to maximise conversions.

The Results

Some key performance increases were measured as follows:

• More Enquiries
  The number of enquiries significantly increased. These were not tracked correctly prior to Search Laboratory’s involvement so the actual uplift is not quantifiable.
• 350% Increase in Traffic
  Traffic increased dramatically due to appropriate bidding.
• Visibility
  TSG have now full visibility of the campaign and know the highest converting keywords, ads, services etc. This information is used to focus all on and offline marketing.

Conclusion

After only 1 month the client saw a 350% increase in conversions. Over a year later, continuous optimisation has seen further significant improvements in both the quantity and quality of conversions. This has been possible due to a combination of quality PPC management as well as Search Laboratory’s unique statistical bid management software.

For more information and to find out how search Laboratory can increase your on line performance, please contact us now .