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Lowering Lead Costs For A Nationwide Chain of Vocational Schools

May 2007 - Reciprocal Consulting initiates a marketing campaign for a truck driving school with nine locations nationwide.

This client came to us with a specific request - lower conversion costs and raise lead flow to replace newspaper advertising and other high cost marketing efforts.

We started by optimizing Google AdWords and Yahoo paid search. Within 30 days we lowered lead costs by 82% on Yahoo and 47% on Google Adwords. We also began running ads on keywords for similar types of vocational schools and found a rich vein of lead flow that was not being exploited by any of their competitors.

We then focused on natural SEO. We made recommendations to alter the ad copy and title tags on the site. We also recommended changes for site design and structure for best results. We signed up for paid placement programs that allowed custom ad copy in the search listings. Within the first month we started noticing results and within sixty days we were pegged at the number one spot in the major search engines for their top keywords. Several months into the campaign, we discovered they had an old domain that was parked with a duplicate site. We took the domain and put up a wordpress blog. We hired writers for the blog who posted every day with fresh content and articles and then linked those articles into their other sites.

Next we recommended ad retargeting programs, we increased conversion rates by recommending multistage forms for lead gathering, and by improving load times for images on the site.

Every week Reciprocal brings new ideas to the table for this company so that they can stay one step ahead of their competitors. By content matching and then site targeting ads we are able to test thousands of sites on the web for affiliate relationships and banner placements.

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