The perfect lead candidate is represented by only a small pool of individuals focused on a very specific solution. In order to tap into this pool of candidates a very specific and focused approach was needed. Hive Digital recommended leveraging the power of Google’s AdWords program to generate the traffic LeSaint was seeking. Research into the keyword and competitor landscape was needed in order to maximize budget to provide results.

• Create customized paid search strategy
• Target both search and display marketing channels
• Target specific high ROI keywords and products

Hive Digital created a customized paid search marketing plan based upon LeSaints’s specific business needs. A highly focused CPC program for Google AdWords was established based on extensive keyword research and client communication concerning ideal lead persona, industry competitors, and marketing budgets and goals.

In order to optimize the available budget, very specific target keywords were used in order to maximize ROI from the CPC programs. Specific service offerings were chosen based on niche opportunities revealed during the analysis phase. During the course of the campaigns, analysis was repeatedly performed to gain insight into search behavior which could be applied to other marketing channel efforts.

A/B split testing of ads and landing pages helped improve conversions for both paid search and overall site visitation. In order to improve lead attribution a phone tracking system was put into place, which enabled phone calls derived from paid search traffic to be properly associated to the channel initiative.