THE ASK: A HVAC company sought to increase their web traffic in an effort to
increase online leads. To help achieve this, the company partnered with Nexstar Digital
Agency Services to launch a full-scale search engine marketing campaign across Google, Yahoo, and MSN/Bing.
WHAT WE DID: Our search team worked closely with the HVAC client to determine the most relevant home service-related keywords. We customized a search campaign that maximized impressions and clicks through its highly targeted keyword list across the tier-one search engines. As the campaign ran, we performed ongoing optimization through changing ad text, adding and removing keywords as needed, and changing our CPC bids, to ensure qualified traffic and reduce the CPC rate.
RESULT: Through our continual optimization, our SEM tactics resulted in 257,499 impressions and 1,406 clicks over the three-month campaign. Our average search position for the flight was 4.5, meaning that our ads consistently showed up in the top four or five ad spaces on the tier-one search engines.