The Situation
Portable Storage is a leading provider of mobile storage containers with locations across California and Arizona. The company needed to revive their disappointing online sales and rental numbers after spending thousands of dollars on a bloated Pay Per Click (PPC) campaign to drive traffic to an outdated Web site. To revitalize their online image and generate more sales and rental leads at a lower cost, they needed an overhaul of their current web presence and a fresh, targeted approach to their online marketing strategy.
Strategy
Our marketing experts immediately set out to perform an intensive analysis on the storage industry as well as the four largest metro markets covered by Portable Storage. A polished, search engine-friendly site redesign was developed to target this demographic, incorporating more advanced functionality like a quick quote form and Flash elements for a modernized look and feel. The comprehensive market analysis results were then utilized to geo-target the Search Engine Marketing strategy, thus driving a significantly higher level of quality traffic to the Web site. The landing pages were optimized to improve conversions and help the new site achieve top ranking in Google searches.
Results
Within the first couple months of managing the PPC campaign, we were able to cut conversion costs by 53%. Soon afterwards, the cost per conversion was slashed by 81%, which allowed the company to streamline their marketing efforts and generate more business at a lower cost. The optimized campaign began to bring in more leads at about half the cost of an industry-based lead generation company. Within eight months the Google advertising spend had been reduced to a third of the original budget, and the company was soon saving thousands of dollars each month while generating more leads. Portable Storage was also able to utilize the extensive market analysis data to better understand their customers and provide a higher level of service.