Monetise chief executive Taichi Hoshino says it was important to implement a strong SEO strategy to boost their position in Google’s search engine result rankings.
This campaign, which included targeted paid AdWords activity, resulted in them climbing from the bottom of the second page to number three in organic listings for company name searches.
However, paid keywords is something the company had previously steered clear of, due to the competitiveness of key search terms in their particular market – financial services – and the cost implications, says Hoshino.
Operating in a cut-throat keyword environment, it quickly became obvious that for a fledgling business attempting to go head-to-head with the big enterprises, Monetise was unlikely to see a return on investment (ROI) for their advertising spend.
Boosting organic search rankings
Google’s AdWords tool is just one marketing trend attracting the attention of online retailers this year – and for Monetise, the team’s primary objective was to be ‘searchable’ so their organic rankings rose.
“We allowed for a significant budget with the expectation that our organic ranks would go up quickly and, secondly, that our cost-per-click (CPC) would decrease substantially.”
Hoshino concedes that, luckily, both goals were achieved.
“At first, we had a max CPC bid set, but our average position in the ad rankings was not coming up as first. Despite the excessive cost-per-click [more than $3] we decided to bite the bullet for launch day.
“We had some good press and interest so we took away the CPC limit and let AdWords set the required bid amount to come to the top of the ads.
“By the end of that day, we were in the $1 range. Two days later we were in the $0.30 range and we’re hovering around half of that now. Through analytics, we discovered that over half of our traffic across the first 24-36 hours was paid.”
As our organic search rankings shot up, that number has since gone down, says Hoshino.
Justifying the cost of clicks
“It was an important lesson in doing all you can to make sure you’re searchable, especially at times where the interest is high. The cost of getting someone to land on your site may be high, but not getting the customer at all is potentially even more expensive!”
As with any effective SEO campaign, it’s important to figure out the five to 10 relevant keywords that someone looking for your product or services might type into a search engine, and secondly, getting a sense of how much it would cost to run a keywords campaign.