Pest Control – SEO and PPC
LOCAL SEO AND PPC
Our client is in the pest control business, one of the most competitive industries in Florida. The results we’ve achieved for Turner Pest Control were featured by Google in a case study and have contributed to the company’s remarkable growth in multiple cities.
Our local SEO and PPC work has resulted in:
How we made it happen.
Turner’s Director of Marketing Stacy McKinney had been tasked with revamping the company’s marketing strategy and knew she needed a partner to expand its online presence. From the Google case study:
“After extensive research on Google Partners, McKinney turned to digital marketing agency DAGMAR in January 2015. DAGMAR quickly analyzed performance issues, ad group segmentation, and keyword selection problems using data from Turner’s PPC program.”
For SEO, our initial research pointed to signs that prior SEO tactics had left the client with a Penguin penalty from Google that negatively affected search rankings. We created a penalty recovery program in addition to our other SEO services and were able to gain substantial traffic in just the first three months.
“Once I met the team at DAGMAR, I knew 100% that I wanted to engage them, that our campaign was going to be successful, and that this was going to be a fantastic partnership.”
Turner Pest Control has locations in several major Florida markets, so we developed a content strategy that included adding location-specific content to the client’s website and focusing on sets of keywords unique to each market.
We rebuilt the company’s PPC campaigns from scratch, segmenting them by time of day and ad groups by services, then fully optimized all campaigns. The result is a higher conversion rate, more efficient ad spend, and greater control over the consumption of the budget.
We’ve also set up call tracking numbers that allowed a level of conversion analysis that was unprecedented for our client. Using call tracking numbers and a third-party application, we can clearly segment phone call conversions that originate from AdWords mobile ads from call conversions originating from landing pages. This gives us complete attribution data for all conversion types and concrete cost-per-acquisition and ROI numbers for our client.
Ongoing PPC management includes frequent monitoring of budget consumption and adjusting according to weekly and daily patterns. Overall, the cost per conversion has been reduced 73% since rebuilding the PPC program.
“Our SEO and AdWords positions are up significantly and our leads are up over 200% from last year.”
Turner also regularly calls on us to create a diverse range of content, including email blasts and letters to customers, web pages, banner ads, brochures, video scripts, and more.