search engine marketing case study - epic cruises toronto
DESCRIPTION
The Green Lotus hybrid search engine marketing strategy has proven successful. Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates! Following a review of Epic Cruises (River Gambler) requirements, and completing a full competitive marketing analysis, Green Lotus has found that there are at least 3 strong competitors who offer cruise boat rental services in Toronto (Mariposa, Empress and Great Lakes Schooner). The Green Lotus strategy has focused on producing high quality leads, and maximizing the Epic Cruises online marketing budget. Green Lotus has implemented a (Organic & Paid) hybrid search engine marketing strategy with full traffic, leads and phone calls tracking. Key Takeaways - Green Lotus has succeeded in creating a highly effective and targeted campaign for Epic Cruises. - Green Lotus has demonstrated the efficiency of the campaign with the use of the latest email & phone leads tracking tools. - Green Lotus has provided the client with tangible and actionable insights throughout the campaign. - Green Lotus has delivered on client goals, getting quality and cost-effective leads. - The campaign has generated more than 700 leads in less than 4 months at a cost of $56 per lead, with a high conversion rate of 5.2%.TRANSCRIPT
Lead Generation
Case Study
Prepared by:
Bassem Ghali
Head of Client Strategy
Email: [email protected]
Tel: 647.405.2525
Overview
Following a review of Epic Cruises (River Gambler) requirements, and
completing a full competitive marketing analysis, Green Lotus has found
that there are at least 3 strong competitors who offer cruise boat rental
services in Toronto (Mariposa, Empress and Great Lakes Schooner).
The Green Lotus strategy has focused on producing high quality leads, and
maximizing the Epic Cruises online marketing budget.
Green Lotus has implemented a (Organic & Paid) hybrid search engine
marketing strategy with full traffic,
leads and phone calls tracking.
See what we have achieved in
less than 4 months!
Overall Analysis
Online marketing strategy impact on the website – overall
performance analysis:
Overall Visits: 114% increase
Organic (Non-Paid) Search Engine Visits: 415% increase
Avg. Organic Keyword Ranking: 281% increase
Overall Leads Generation: 674% increase
Campaign Start
Competitive Keyword Ranking
Competitive Keyword Ranking Analysis
This value is calculated from the average ranking position of all your keywords on the Google.ca search engine. Keywords that are not ranked are
considered as those with "the lowest keyword ranking + X" to compensate for extended results shown on search engine results pages.
281% increase in avg. Organic Keyword Ranking in less than 4 months
213% increase in Google Organic Traffic (40% of total website traffic)
Organic Traffic has generated an avg. of 5.4 email leads per day
More than 40% of all phone calls generated via SEO lasted more than
2.5 min
PPC Campaign Strategy
Landing Page with a
Conversion Rate of 5.2%
One of the most important aspects of a successful PPC campaign is the campaign landing page!
Green Lotus has optimized the
landing page to offer multiple points of conversion in order to increase conversion rate and campaign effectiveness.
User friendly design
Clear call to actions
Numerous conversion points
Tracked online contact form
Tracked and recorded calls
Paid Campaign Bidding Strategy
1.2 avg. Ad position on Google.ca search results page
103 Email leads & 194 Phone calls in less than 4 months!
$56 Cost per lead
215% Return on investment
Paid Campaign Performance Analysis
PPC Campaign Strategy Geo Targeting
Green Lotus Geographic Targeting tools allow clients to target specific locations, languages, and hours of the day for better campaign
performance.
Paid Campaign Summary Following the completion of a keywords and competitive analysis,
Green Lotus created an efficient keyword list that is highly targeted, and relevant to Epic Cruises.
1.2 avg. Ad position on Google.ca search results page
5.2% Conversion Rate (industry rate 2.8%)
$3.78 avg. Cost per Click
3.30% Ad Click Through Rate on Google.ca search engine
(industry rate 2.1%)
Overall Website Performance Analysis
15%
40% 20%
25%
Traffic
Paid Traffic
Organic Traffic
Direct Traffic
Referral Traffic
17%
46%
20%
17%
Leads
Paid Traffic
Organic Traffic
Direct Traffic
Referral Traffic
5.23% 5.38% 4.78%
3.17%
Paid
Traffic
Organic
Traffic
Direct
Traffic
Referral
Traffic
Conversion Rate The Green Lotus (Organic & Paid) hybrid online marketing strategy has proven successful.
Organic & Paid Traffic has generated the largest number of leads with the highest Conversion Rates!
Key Takeaways
Green Lotus has succeeded in creating a highly effective and
targeted campaign for Epic Cruises.
Green Lotus has demonstrated the efficiency of the campaign
with the use of the latest email & phone leads tracking tools.
Green Lotus has provided the client with tangible and actionable
insights throughout the campaign.
Green Lotus has delivered on client goals, getting quality and
cost-effective leads.
The campaign has generated more than 700 leads in less than 4
months at a cost of $56 per lead, with a high conversion rate of
5.2%.
Client Testimonial
As a small business we needed someone who could help us
reach our goals and explain things to us in plain English which is
what Bassem has done!
There is no doubt that ever since we started our campaigns
with Green Lotus there has been an increase in SEO visibility
and leads for our company. Green Lotus is the perfect solution
to our paid and SEO marketing needs.
Alison Rogers Director of Marketing at Epic Cruises Inc.