CLIENT:
Mazda North America

CHALLENGE:

• Mazda was facing challenges with tracking the conversion results of search engine referring traffic across their website. There was no way to quantify if search engine marketing was successful in achieving desired sales results.
• Mazda needed to develop a search engine marketing platform that measured results from all of their interactive marketing efforts as they converted to inventory searches, quote requests and dealer inquiries online.

EYETRAFFIC SOLUTION:

• EyeTraffic Media worked with Mazda's Corporate Marketing Team to develop a marketing plan that included a core set of key performance indicators (KPIs). Additionally, Omniture's SiteCatalyst and SearchCenter were applied to measure all online marketing campaign performance by monitoring KPI volume.
• Once these performance indicators and measurement tools were in place, EyeTraffic Media rebuilt and managed all of Mazda USA's natural and paid search engine marketing efforts.

RESULTS:

• Traffic originating through pay-per-click (PPC) paid search has the second highest conversion rate of key performance indicators of any advertising media leveraged by Mazda today, with natural search having the best conversion rate of KPI for MazdaUSA.com.
• According to Google and Compete, Inc. data, when compared to other similar automobile manufacturers, MazdaUSA recognizes a much higher click-through rate across several key category segments at a much lower cost per KPI than the competition.
• Overall KPIs increased 67% in total from 2008 into 2009.

CLIENT:
Georgetown University School of Continuing Studies

CHALLENGE:

• The continuing professional studies school sought support in generating prospective student leads and strengthening their online presence for all continuing education programs, including new curriculum additions.
• The continuing studies school wanted to boost attendance to their program information sessions.

EYETRAFFIC SOLUTION:

• EyeTraffic provided strategic direction on the development of new website components that would help drive prospective student lead conversion.
• Search engine optimization (SEO) and pay-per-click (PPC) paid search programs were launched to help drive targeted traffic and to position the professional studies school on premier continuing education keywords across major search engines.
• EyeTraffic also launched targeted local media buys across online news publications, industry journals, and social networks to continue to fill the lead pool with prospective local students.

RESULTS:

• Increased online student applications over 150% month-over-month.
• Achieved information session attendance capacity for all sessions post campaign launch.
• Qualified prospective student leads through information request forms up over 250%.
• Increased website traffic from organic search sources 31% within the first 60 days of the SEO campaign.

CLIENT:
BlueCross BlueShield of Kansas City (BCBSKC)

CHALLENGE:

• BlueCross BlueShield of Kansas City (BCBSKC) discovered that their Web site was not attracting the traffic they had expected. As a result, it was affecting their ability to capture and enroll applicants for individual health and dental insurance.
• Frustrated by competitors' higher rankings in search results, and lower than desired public awareness of the breadth of their offerings, BCBSKC called EyeTraffic Media.

EYETRAFFIC SOLUTION:

• We performed a thorough review of the BCBSKC Web site, as well as those of their competitors, and conducted collaborative fact-finding sessions with BCBSKC team members in IT, sales and marketing.
• EyeTraffic began an expedited program to optimize the BCBSKC Web site for search engine recognition, and to direct traffic to Web pages related to direct-to-consumer insurance products.
• A paid search marketing program was introduced to offer faster, almost immediate, search engine results.
• The long-term program goals focused on two key tactics: key word phrasing and a linking program.
• Our deep research and expertise allowed us to quickly identify key words and phrases that consumers used in searching for their offerings, and then utilize these findings to improve our natural and paid search efforts. The key words and phrasing also provided valuable input for other traditional marketing outreach activities.

RESULTS:

• After less than one year of implementation, BCBSKC is averaging 60-90 new customers each month via their Web site, at an acquisition cost of less than $10 per application submitted.
• The success of the program was immediate and tangible. The project has been expanded to tap new markets and create awareness while providing ongoing reporting, linking, key word testing, and discovery programs.