Case Study - Sonans - SEO, PPC & Display

Objectives

With very limited experience running online marketing campaigns, in April 2007 Sonans approached the bigmouthmedia team in Norway with the following goals in mind:

  • Achieve visibility in the main search engines and on external web pages to drive traffic to www.sonans.no
  • Raise awareness of the Sonans brand amongst young people aged 15-26
  • Increase conversions with a minimal pre-defined investment and obtain an optimal ROI

Our Solution - PPC

Bigmouthmedia kicked off the campaign by defining and implementing the PPC strategy, which focused on:

  • Covering through a PPC campaign a total of 2500 broadly matched keywords related to education.
  • Reaching Sonans’ potential students through targeted advertising and an extensive use of content networks with both text and display ads
  • Achieving results with a pre-defined maximum cost per conversion of NOK 3000

Results - PPC

  • Cost per conversion on average 83% lower than the maximum acceptable cost
  • Number of student applications increased with 33% from July 2007 to July 2008
  • In the same period the total campaign costs remained at the same level
  • 15% drop in cost per conversion in the period July 2007 to July 2008

Our Solution - SEO

After five months doing PPC, bigmouthmedia used the data obtained from the PPC campaign and Google Analytics to launch the SEO efforts, centred around:

On-page optimisation of the site for both users and search engines, including technical analysis of the website, organic market strategy, keyword analysis and design consultancy for the new Sonans site

External optimisation through link building in directories, online PR, implementation of Google Maps and incorporation of social media elements such as Facebook and Twitter.

Training Sonans staff on key digital marketing issues such as copywriting and meta tags to ensure future site optimisation in both code and content.

Results - SEO

  • 7784 links to the Sonans site (great for the Norwegian market) and a PageRank increase from 4 to 5
  • Sonans ranks high for most of their most important keywords, which generate a lot of their organic traffic
  • Overall organic traffic, taking into account sector seasonality, has increased over 300% YOY October 2007-2008

Our Solution - Display

In October 2007 bigmouthmedia launched Sonans’ display advertising campaign, which included:

  • Target the 15-26 age group through demographic segmentation on relevant websites and the use of variety and innovative tools, such as advergaming, to attract their attention
  • Determine the best channels and distribute the budget between portal sites, advertising networks, social media and niche sites according to seasonality and seasonality peaks
  • Analyse available data to calculate CPC and click-through-rates for different sites, continuously making adjustments to improve campaign results and exclude poor performers
  • Use of bigmouthmedia’s close connections with different online advertising networks and websites to negotiate the lowest prices possible on behalf of Sonans.

Results - Display

The accurate targeting of the display campaign run in February 2008 resulted in all available school places being taken up by new students after just one week

The sites recommended by bigmouthmedia, such as the social network www.nettby.no and the MSN advertising network, lead to a dramatic increase in traffic

The InGame advergaming initiative, although not tracked in Google Analytics due to technical reasons, received very positive feedback from the target audience

The display advertising reinforced the effect on the PPC campaign: increased display spending resulted in a traffic increase to www.sonans.no from Google and Yahoo

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bigmouthmediaAlla tjänster inom Digital MarknadsföringKontakta oss Sökmotoroptimering Socialt Affiliate Analytics Display Användarvänlighet (Usability) för webben PPC
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Student Applications
Overall organic traffic
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Summary
  • Integrated PPC, SEO and display campaign designed to maximise inter-channel synergies
  • Strategic planning according to market seasonality, target audience and continuous adjustments to maximise performance
  • Impressive results, including 33% increase of student applications, 300% growth in organic traffic to the site and increased conversion rates from display advertising
The work done by bigmouthmedia has resulted in a great increase in high quality traffic, good rankings in search engines for our most important keywords and an increased knowledge about Sonans in our market and among search engine users.

Bigmouthmedia is our most important partner and influencer for our online media strategy. They have extensive knowledge about the web, where and how we can reach out to potential students, and how we can trace the results and allocate the budget to where it gives us best ROI.
Robert Drazkowski
Marketing Director, Sonans Utdanning