Inman-Murphy Pest Control

Overview

Inman-Murphy Termite & Pest Control is one of the fastest-growing pest control companies in the Memphis, Tennessee, area.

Results by the numbers

131%

Increase in organic traffic

35%

Increase in impression share

11%

Reduction in cost per conversion

The challenge.

The client was dissatisfied with its PPC results from another provider. The main campaigns weren’t performing well in conversion production, conversion rates, ad rank and other metrics.

Our work.

Our analysis pointed to the broad metro targeting settings and a search query investigation revealed a significant amount of search volume for several fringe communities within the main target area. This was leading to relevance issues with both the creative and the landing pages.

To improve the relevance of the campaigns, we targeted select metro areas through careful ZIP code performance analysis. We then inserted the corresponding city names into our keyword sets, ad copy, and landing pages, aligning our creative and messages to prospect searches in each market.

Let’s start writing
your success story.

Get in Touch!

The post Inman-Murphy Pest Control appeared first on DAGMAR.

Harrell & Harrell, P.A.

Overview

A great reputation and an investment in traditional advertising channels helped make this successful area law firm a well-known brand. Its investment in digital marketing, however, wasn’t showing good returns. Today, it has a strong online presence with search traffic and conversions up across the board.

Results by the numbers

142%

Increase in organic SEO conversions

67%

Increase in organic traffic

44%

Increase in mobile traffic

The challenge.

Our initial research showed that the client had minimal optimization of their website, which we also discovered they did not own. In spite of having multiple office locations, there was no local SEO strategy implemented that would help them strongly compete in each individual market. Site speed, an increasingly important factor for ranking and user experience, was also slow.

A look into the client’s Google AdWords campaigns also revealed several critical issues, such as poorly segmented campaigns, loose adherence to targeting rules, and traffic that was wasting the client’s PPC budget on search terms that were irrelevant to its practice areas.

Our work.

Our technical solutions for SEO included recreating the client’s law firm website on WordPress, implementing the proper 301 redirects, and reorganizing the services navigation menu. We also developed a local SEO strategy, which included best practices such as claiming all Google My Business listings, building citations for the client’s main location, and creating pages for each city the client serves.

In addition to regularly monitoring and adjusting SEO performance, we continue to create content focused on the client’s most profitable practice areas and markets to increase the site’s authority and relevance.

For PPC, we implemented precise location targeting, set up accurate conversion tracking, merged campaigns where appropriate, and took other measures to maximize the client’s cost savings.

More Case Studies

View Case Study

Batniji Facial Plastic Surgery Case Study

View Case Study

Contractor Connection

View Case Study

Turner Pest Control

Let’s start writing
your success story.

Get in Touch!

The post Harrell & Harrell, P.A. appeared first on DAGMAR.

Contractor Connection

Overview

Contractor Connection provided large insurance companies with referrals to a network of professional contractors. Its ongoing success prompted an expansion, offering consumers access to the same network. Angie’s List and other well-known competitors dominated the market, which was also the new focus of Amazon, Home Depot, and Lowe’s.

Results by the numbers

117%

Increase in targeted traffic

376%

Increase in organic conversions

174%

Increase in paid search conversions

The challenge.

Contractor Connection was establishing a new business model in a nationwide marketplace where competitors were already entrenched. Our task was to help Contractor Connection craft a digital marketing strategy to provide a foundation for building the company’s online presence with consumers.

Our work.

We started our PPC work with research into the client’s existing paid search keyword list. By matching the client’s database of available contractors and services to our keyword list by city and state, we were able to create an exclusion list that ensured ads were shown only in those cities where Contractor Connection could provide a contractor match.

Given the strength of competitors in the market, our SEO work focused on a local strategy. We created local content targeting tier two and tier three cities in which the client has service providers, circumventing the higher competition in tier one cities.

The customer sign-up process had been designed for submitting claims to insurance companies, which required detailed information. It was, however, too cumbersome for consumers, resulting in disappointing numbers of completed conversions.

We redesigned the sign-up journey using conversion rate optimization (CRO) best practices. This included reducing the number of steps required, adding trust signals, and crafting clear, helpful messages to give consumers confidence in the company and in the process itself.

Our work for Contractor Connection earned us a place in the finals of Search Engine Land’s 2015 Landy Awards, which recognizes excellence in organic and paid search digital marketing initiatives.

Let’s start writing
your success story.

Get in Touch!

The post Contractor Connection appeared first on DAGMAR.

Turner Pest Control

Overview

Stacy McKinney, Director of Marketing at Turner Pest Control, had been tasked with revamping the company’s marketing strategy and knew she needed a partner to expand its online presence. Turner had seen some success with SEO and their paid search traffic, but wanted significant improvement. The company’s previous SEO provider didn’t rank for their own search terms. We did, and Turner’s search was over.

Results by the numbers

62%

Increase in organic search traffic

287%

Increase in mobile device conversions

194

Average new leads per month

The challenge.

Before we talk with a client about prices or proposals, we do some digging to find out what they really need. In Turner Pest Control’s case, initial research pointed to signs that prior SEO tactics had had left them with a Penguin penalty from Google that was negatively affecting search rankings.

Our work.

We created a penalty recovery program in addition to our other SEO services and were able to show substantial gains in traffic in the first three months.

Because Turner Pest Control has locations in several major Florida markets, we developed a content strategy that included adding location-specific content to the client’s website, targeting unique sets of keywords for each market.

We rebuilt the company’s pay-per-click (PPC) campaigns from scratch, segmenting the campaigns by time of day and ad groups by services, then fully optimized all campaigns. The result is a higher conversion rate, more efficient ad spend, and greater control over the consumption of the budget.

We’ve also set up call tracking numbers that allowed a level of conversion analysis that was unprecedented for our client. Using call tracking numbers and a third-party application, we can clearly segment phone call conversions originating from AdWords mobile ads versus call conversions originating from landing pages. This gives us complete attribution for all conversion types within the campaigns and concrete cost-per-acquisition and ROI numbers for our client.

Ongoing PPC management includes frequent monitoring of budget consumption and adjusting according to weekly and daily patterns. Overall, the cost per conversion has been reduced 73% since rebuilding the PPC program.

Turner also calls on us to create a diverse range of content, including email blasts and letters to customers, web pages, banner ads, brochures, and more.

A word from the client.

“Our SEO and AdWords positions are up significantly and our leads are up over 200% from last year. Everyone at DAGMAR is an expert in their specific field, with great ideas and attention to detail.”
STACY MCKINNEY

Let’s start writing
your success story.

Get in Touch!

The post Turner Pest Control appeared first on DAGMAR.

The HCI Group

Overview

The HCI Group provides healthcare IT consulting and resources for electronic health record implementation in the U.S., U.K. and Middle East. When one sale can be worth millions, the pressure is high to get every ounce of performance from marketing. Our plan led to fast closure on a deal that had been in the works for a year.

Results by the numbers

43%

Increase in targeted traffic

10+

Increase in first page rankings

82%

Increase in lead generation

The challenge.

The client was aware of SEO and interested to see if it would increase conversions. They also had PPC services from another company that weren’t performing up to par.

Our work.

We provided national SEO, PPC and press release writing and distribution services. Within eight weeks, our client closed on a lead that resulted from our inbound marketing work with a hospital they’d been courting for more than a year.

We subsequently cultivated three additional healthcare systems that contracted with HCI through website leads.

A word from the client.

“We’ve gained multiple new clients as well as a general lift for our brand in the marketplace.
DAGMAR has a high level of knowledge in this space. Chris and Joe
always have a flexible and responsive ‘can-do’ attitude.”
GREG JONES

Let’s start writing
your success story.

Get in Touch!

The post The HCI Group appeared first on DAGMAR.

McGowan’s Heating & Air Conditioning

Overview

McGowan’s Heating and Air Conditioning serves residential and commercial customers in the Jacksonville, Florida, area. Companies in local service industries can’t afford to keep a low profile. We put all of our tools to work to carve out a solid spot for our client in the local marketplace, increasing organic web traffic by more than a third.

Results by the numbers

318%

Increase in targeted traffic

12+

Increase in first page rankings

74%

Increase in lead generation

The challenge.

Northeast Florida’s long summer season and large population means there’s a lot of competition among local heating and air conditioning contractors. While the 40-year-old company were actively using digital marketing, competitors were outranking them in search results. They also were ready to move beyond online Yellow Pages offerings that didn’t do much to support traffic to the company’s own website.

Our work.

At the outset, we provided SEO and PPC services. After our initial success, the client requested that we expand our work with them to include social media and involvement with their other marketing channels.

A word from the client.

“Our local search ranking, site traffic and web leads have
increased significantly. We couldn’t be happier.”
PHYLLIS REGULA

Let’s start writing
your success story.

Get in Touch!

The post McGowan’s Heating & Air Conditioning appeared first on DAGMAR.