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

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.)

“It gave us another way to get our message out there in the paid search listings,” Britt says. “Usually, in the third position.”

But The Scooter Store, after all, is a business. So the considerations about building this third site weren’t completely about the end-user experience. Britt points out that “scooter” is a bit of a general term, and the first products that come to mind are the children’s toy and two-wheeled, motorized scooters—such as Vespas. And The Scooter Store does have direct competitors, which Britt wants to keep “further down the page in the paid listings.”

As an unforeseen advantage, Britt says RMI shares the results of its site testing, which allows The Scooter Store to optimize its primary sites. As of presstime, The Scooter Store dominates the paid listings and its primary sites come up as the first three organic results on a Google “scooter store” search.

Britt believes The Scooter Store will keep the third site program going. “It’s been very productive for us.”

Heather Fletcher is senior content editor with Target Marketing.

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