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The Institute is a renowned provider of psychological and counseling services in Australia, as well as an industry leader in psychology education and training.
Project Description
When it comes to online marketing, there is no one-size-fits-all approach. What works for one company might not work for another, and what works today might not work tomorrow. This is especially true when it comes to SEO, where the rules are constantly changing.
Institute is a perfect example of this. The requirements were:
- Increased web traffic
- Cost-effectiveness
- Brand awareness
- Long-term traffic generation
- Effective and continual SEO
- Better target audience understanding
Our Analysis and role
Unfortunately, Institute’s SEO marketing strategies were not effective, and as a result, they failed to generate any conversions. This case study will explore the reasons for this failure and solutions introduced as measures of the deviations. Our role encompassed the following:
- Research
- User flow
- Keyword planning
- Building website links
- Understanding target audience
- Deployment
- Analytics
- Support and maintenance
Project Overview:
SEO-first strategy and website maintenance go hand in hand. The development of site architecture and content is critical to improving visitor experience and SEO. Institute was helped using the most effective SEO strategies.
Among these were revamping the website into a search-friendly one, increasing visibility, enhancing the user experience, and increasing the number of visits to the website.
The tactics considered included developing an integrated site-wide keyword strategy, determining user intent and arranging the site’s content, and providing post-launch SEO monitoring to address difficulties.
This stage entailed increasing organic search traffic and ranking for primary keywords. increasing registrations and making people aware.
Project Synopsis
It was critical to deconstruct the problem at each stage of the process before presenting and implementing solutions.
One reading this might be wondering where Institute went wrong with their Google Ads campaigns. Let’s take a closer look.
- First of all, Institute failed to track conversions properly.
- This led to campaigns that were not profitable.
- The ads were not targeting the right audience.
- Institute made some basic mistakes with its account and Google Analytics settings.
- This caused Institute to miss out on valuable data that could have helped improve their ROI from Google Ads.
- Overall, Institute’s failure to generate conversions can be attributed to bad SEO marketing strategies and a lack of understanding of how Google Ads works.
Spending on Google Ads can be an effective way to increase visibility and reach, but it can be a risky investment if the conversion rate is not what was expected. Though Google ads are a powerful tool, it is important to ensure that the conversion rate is up to the mark to maximise the return on investment. Under this umbrella, the common challenges faced were:
- High investment in Google ads
- Difficulty in measuring return on investment from Google ads
- The dearth of an established organic reach to start with
- Inability to set and adjust the criteria for ads
Institute’s activities were scrutinized to identify what optimization strategies may be employed at both the micro and macro levels to improve overall performance. The common protocol called upon for the following steps:
- To maximise the return on investment, analysis of the effectiveness of the ads to understand why conversion rates are not up to the mark became a priority.
- The next step followed the evaluation of the target audience, the ad content, and the placement of the ads can all affect the success rate.
- The third and one of the most important steps was dedicated to adjusting the criteria of the ads, or the budget allocated, to achieve the desired result.
The successful strategies for Institute
The execution of effective and strategically planned processes determined success.
Organic reach
Institute was first supported with the idea and methodology to use organic reach. Organic reach can also be a useful tool in addition to Google Ads. Creating content that resonates with the target audience is key to increasing visibility and boosting conversions. By taking a holistic marketing approach, Institute ensured their investment in Google Ads is used most effectively.
Pay-per-click
Pay-per-click (PPC) advertising is a powerful tool to promote products and services online. The use of PPC has helped businesses reach more potential customers and increase their visibility in search engine rankings.
ROI
PPC helped Institute in three ways, measuring the effectiveness of their strategies, measuring the reach to target specific audiences, and measuring and tracking return on investment (ROI).
Google analytics
One of the ways that PPC helped Institute is with the setup of Google Analytics. Google Analytics provides businesses with insights into their web traffic, allowing them to identify which keywords are driving conversions and which campaigns are producing the most leads. With the use of Google Analytics, Institute can now analyze its campaigns and make adjustments to maximize its ROI.
Google tag manager
PPC helped Institute with the implementation of Google Tag Manager. Google Tag Manager is a powerful tool that allows Institute to manage its website tags, such as those for analytics, remarketing, and conversion.
Facebook pixel
PPC has helped Institute with the implementation of the Facebook Pixel. The Facebook Pixel is a tool that allows businesses to track how visitors from their website interact with their Facebook ads. This allowed Institute to personalise its ads and target specific audiences, resulting in higher conversion rates.
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3 Key Takeaways From Institute’s Failed Attempt
On studying Institute’s failed case, one can draw some key takeaways.
First and foremost, understanding the nuances of Google ads is critical for the success of your campaigns. This means knowing about factors like ad rank and conversions.
Secondly, investing in the right SEO marketing strategies will help you generate more conversions from your campaigns.
Lastly, never neglect long-term SEO efforts such as content optimization and link building as they can help you build brand awareness and trust over some time.
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