How PPC Drastically Changed DreamBox Learning’s SEO Game Plan
Client: DreamBox Learning
Challenge: Develop a paid search campaign and optimize a website that would increase conversions; a brand new product in a class of its own seeks to find its niche and the preliminary research seems to be heading down the wrong path.
Background: DreamBox Learning developed a web-based math game for young children in order to hone skills in both arithmetic and critical thinking. When DreamBox started working with Portent Interactive, their Internet marketing strategy was non-existent and their website was in need of some expert help. DreamBox knew that in order to increase sales of their product, they needed to show that they were authorities on and connected with their target audience.
Developing a PPC Campaign
To test search engine marketing, the keyword list DreamBox began with was focused niche terms that would bring the traffic needed to launch this new technology. Since there had been nothing like the product before on the market, Portent began comparison studies and research for the industry. Preliminary keyword research suggested that DreamBox should target high volume niche search terms such as “online math games,” “kids math games,” and “math games.”
Using these and similar keywords to start, Portent learned that these terms were not the most effective in targeting their desired user base and creating the conversions needed. It turned out that, with their sophisticated product, an even deeper niche keyword list was needed in order to stay away from similar online games in free and much less refined spaces.
Even though this keyword list had far less volume, and was predicted to be a secondary traffic source in their paid search campaign, it was far more relevant despite these terms being early buying cycle terms. This niche was so perfect for DreamBox that they were able to move visitors through the conversion process much more quickly and efficiently.
We knew that we found our niche.
The keyword diversity grew further with these niche terms that targeted a specific audience. In turn, this led to more conversions. In just two months of launching the product to the public, the paid search campaign was built upon a foundation of highly relevant and specific keywords that were driving both visitors and conversions. And, as you’ll see, it changed the face of SEO as well.
SEO Takes a Turn
Due to the success the PPC campaign had on increasing site traffic and conversions, the most relevant and successful keywords were then examined more closely and used to drive DreamBox’s search engine optimization efforts.
Each of the niche key terms led to content specific creation on the site and each existing page of the site was fully optimized to include this strategy. The original key terms were well researched and still played into Portent’s overall master plan, but were augmented to bring the conversions and SEO presence needed for success. These niche terms and higher traffic terms walked hand in hand to create a presence in a space where no one like DreamBox had ever existed before.
As a result, conversions and organic search traffic more than doubled in a period of just one month. Over the following month, both the number and rate of conversions doubled again. DreamBox had a quality product to begin with; they just needed a sophisticated Internet marketing strategy to drive their sales and forge a new path for their new technology.
After seeing all the PPC and SEO changes implemented, DreamBox Learning saw their monthly conversion rise an average of 300%. Portent saw to it that their Internet marketing strategies were placed on a well-researched and tested foundation to ensure continued success in the future.
For more information on how Portent Interactive can forge a path to success with PPC and SEO for you, contact us.