SEM Case Studies: Learning from Successful Campaigns
Search Engine Marketing (SEM) has become a crucial aspect of digital marketing. Implementing successful SEM campaigns hinge on knowing what works and what doesn’t work. In this article, we’ll explore case studies of successful SEM campaigns to learn what strategies and tactics were effective so that we can apply these learnings to our own campaigns.
Case Study 1: ‘Red Ball Express’
The American Red Cross launched a SEM campaign called ‘Red Ball Express’ aimed at increasing blood donations using an integrated approach of PPC and SEO. The PPC ads targeted individuals searching for phrases such as ‘blood donation’, ‘donate blood’ and other related keywords.
The SEO campaign focused on creating engaging and informative blog content that addressed the common concerns of people wanting to donate blood, including the process of donating blood, its safety and urgency. The content was optimized for specific keywords to achieve high rankings on search engines.
The results of the campaign were compelling. Within six months, there was a 30% increase in blood donations. The PPC campaign generated clicks at a 41% cheaper cost per click compared to the previous year. The SEO traffic increased by 43%, and the total website traffic increased by 67%.
Case Study 2: ‘Save Water Texas’
The Texas Water Development Board launched an SEM campaign to encourage water conservation using PPC ads, display ads and SEO techniques. They targeted keywords such as ‘water conservation’, ‘water-saving tips’, and ‘reduce water usage.’
The PPC ads included CTAs such as ‘Join the movement to save water’ and ‘Make every drop count’ that resonated with their target audience. The display ads featured striking visuals with the campaign’s message prominently displayed. The SEO campaign content was centered on water-conservation tips delivered in an engaging blog post format.
The results of the campaign were impressive. The PPC ads received a 7.8% click-through rate with overall conversions of 21%. The display ads reached over 4 million people with a 65% viewability rate. The SEO campaign received over 10,000 unique visitors in four months.
Case Study 3: ‘Tasting Australian Grapes’
Wine Australia launched an integrated SEM campaign using a combination of SEO, PPC, and social media to promote the Australian wine industry. They targeted people searching for phrases such as 'Australian wine,' 'tasting Australian wine' and related keywords.
The PPC ads had extended headlines and optimized ad copy that highlighted the tasting notes of the Australian wine. They showcased gorgeous images of Australian vineyards and wineries to attract users. They also used social media platforms, such as Instagram and Facebook, to share user-generated content with the hashtag #tastingaustraliangrapes.
The results of the campaign were incredible. The PPC ads increased the click-through rate by 269%, which resulted in 122% more leads compared to the previous year. The SEO traffic increased by 43%, and the number of sessions through social media increased by 120% compared to the previous year.
Key Takeaways
After examining these SEM case studies, some critical takeaways emerge:
- PPC campaigns are often a necessary evil. However, it's essential to optimize your ad copy and CTAs to attract users and reduce the cost-per-click while increasing conversions.
- SEO is a long-term game. The content should attract potential buyers and demonstrate expertise in the industry.
- Display advertising should be visually appealing and straightforward, with a clear and concise message.
- Social media campaigns should be integrated into the SEM approach to reach a wider audience and increase the conversion rate. Users can generate a lot of content, which is cost-effective and engaging.
The Bottom Line
SEM is an essential aspect of a digital marketing strategy. Gaining knowledge from successful campaigns can help us fine-tune and implement our SEM approaches. The case studies demonstrated the importance of an integrated approach and emphasized the significance of optimizing various SEM techniques to generate impressive results.