Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Nuts & Bolts - Case Study : The Scooter Store Mobilizes Paid Search

July 2012 By Heather Fletcher
Get the Flash Player to see this rotator.
 

Challenge: Dominate search engine results pages.

Solution: Team with a digital marketing firm to create and manage a new website to help occupy top search result links.

Wisdom may come with age. But the propensity to choose large print books and enlarge print on Web pages seems to arrive at the same time.

Marketers at The Scooter Store, headquartered in New Braunfels, Texas, were hoping to capitalize on both of those tendencies when they decided to dominate the paid search listings for "Scooter Store." The reasoning was that consumers interested in the motorized wheelchairs and scooters it sold might only see the paid resultsthree of them—and the organic listing with zoomed-in text. So it was important to dominate all of that real estate, says Quinn Britt, vice president of consumer marketing at The Scooter Store.

But at first, Britt didn't accept what he later determined was sage advice from Response Mine Interactive (RMI), an Atlanta-based digital marketing services firm.

Three years ago, RMI proposed creating a third site in addition to The Scooter Store's main site, thescooterstore.com, and its e-commerce arm, thescooterstoreonline.com.

What would become electric-wheel-chairs.com seemed like flawed thinking, because Britt was sure The Scooter Store would be bidding on its own keywords twice.

However, after some convincing, The Scooter Store partnered with RMI and brought the third site live about two years ago. Britt says what finally won him over was realizing that consumers would have a different user experience on electric-wheel-chairs.com, which would be copy-heavy and display an entire form that didn't involve clickthrough for home page visitors. Plus, he says, "we didn't see [the site] cannibalizing and just increasing our paid search cost, generally."

The RMI-managed site helped The Scooter Store acquire 8 percent to 9 percent more leads in 2011 vs. 2010, according to Britt. That's an incremental lift, not just leads who would've come through the other two sites, anyway, he says.

Most importantly, Britt says, he was able to ensure the third-party site didn't violate any Medicare, insurance or search engine rules. For instance, Medicare rules mean The Scooter Store can't legally cold-call prospects who may be interested in scooters or motorized wheelchairs. So the site provides the phone number or a way for visitors to opt-in to be calledby filling out a form. (He says speaking with customers is important, because working through the Medicare and insurance process is a bit involved.)

RESULTS
  • 8% to 9% year-over-year incremental lift in leads
  • Filled 3 top paid search results slots for target keywords
  • No. 1 organic search ranking for target keywords maintained
  • Keyword costs remained stable on existing sites
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON SEARCH & SOCIAL MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: