InhouseCIO Case Study: Taking Local Online Marketing

to the Next Level

Presented by:

Dave Nazha of InhouseCIO & Regan Riley of Marcel Media

2010

• In the Spring of ‘10 InhouseCIO wanted to create a new PPC campaign.

2010

• Marcel Media launched a Paid Search campaign with InhouseCIO. Marcel Media made weekly optimizations to the site to improve quality traffic and conversions.

2010

• In December InhouseCIO sees conversions triple since first month of launch.

2011

• Marcel Media is launching an SEO program with InhouseCIO.

InhouseCIO: Partnership with Marcel Media

2

InhouseCIO is a professional IT Services firm that works with small and

medium sized businesses globally. InhouseCIO provides your business with an

assigned dedicated team that manages and monitors your IT operations.

Service Offerings:

• Unlimited Support

• Flat Monthly Fee

• Rapid Response Times

• Proactive Preventative Maintenance

• Dedicated Team Assigned to your Company

• Network and Server Support

• Computer Support

• 24/7 Monitoring

• Cloud Solutions

About InhouseCIO

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InhouseCIO needed a more customized online marketing solution.

After several years of working with vendors who they paid to run

their marketing campaigns, their team was looking for an agency

to partner with to grow their business.

The InhouseCIO team was interested in working

with an agency that focused on communication

and customization. Their previous vendors had

used an automated, off-the-shelf solution which

initially drove an increase in website leads.

InhouseCIO was now looking for a solution that

focused on the quality of the lead versus the

quantity of website traffic.

The Problem

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• 17 months ago InhouseCIO partnered with Marcel Media and

launched their first Paid Search/Pay-Per-Click campaign.

• InhouseCIO worked with the Marcel Media team to identify campaign goals and benchmarks.

• They identified that their focus was to increase website traffic to Inhousecio.com, but more importantly to drive highly qualified leads that would lead to conversions.

• By continually tweaking ad copy and optimizing keywords, they started to see an increase in lead submissions and identified which campaigns were driving the greatest ROI.

• Targeted analytics tracking and reporting.

The Solution

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InHouseCIO: Overview

Marcel Media Services

• Pay-Per-Click Management

• Landing Page Testing

• Google Analytics

• Reporting

Campaign Goals

• InhouseCIO wanted to utilize paid search to drive quality

online leads via form submission.

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• Google AdWords

• Keyword optimizations

• Bid management

• Keyword variations

• Creative copy development & testing

• Managing daily budgets

• Advanced Google Analytics Tracking

• Goal and conversion tracking

• Acquisio

• Additional bid optimizations

InHouseCIO: Project Details

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Identifying campaign goals early on helped to evolve the campaign

and identify the type of traffic InhouseCIO wanted to drive to their

site. The focus was on conversion metrics and identifying which

types of traffic converted into a customer.

Currently, most of the leads InhouseCIO receives are prequalified

and exactly the type of customer InhouseCIO is looking to target.

Traffic Stats:

• Leads have increased tripled

• Conversion rate is up 64%

• The value of the lead has increased exponentially

• After 12 months of ongoing campaign optimization the revenue

increase was up 31%

The Value of a Lead: Quality vs. Quantity

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• Over the past 18 months InhouseCIO’s paid search campaign has

brought in over 6,000 website visitors

• Paid search has accounted for 50% of overall traffic to the site, making

it the highest traffic-driving medium

• Of those visitors 90% of those are unique, making it the largest source

of new visitors to the site

• Website metrics have improved across the board, meaning visitors are

finding what they are looking for after clicking on an ad.

• Pages per Visit is up 48% since launch

• Average Time on Site is up 63% since launch

• Bounce Rate is down 18% since launch

InhouseCIO: Paid Search Campaign Results

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Top Converting Keywords:

• IT Companies

• Computer Services Chicago

• IT Consulting

• IT Support

• Small Business IT

• Technology Consulting

• Chicago IT Consulting

• Outsource IT

• IT Outsourcing

• IT Services

Top Performing Keywords

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InhouseCIO has recently increased their budget for long term SEO.

InhouseCIO is adding cloud solutions domains, websites, etc… to

optimize.

More reporting and analytics to look at now with SEO campaigns

along with PPC. Looking to compare results on:

• Traffic

• Conversions

• Lead Quality

What’s Next?

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THANK YOU!

QUESTIONS?

#MMSEM11

Summary

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