clevermethod

OTC Paid Search Ad and Landing Page

Our client On Track Creations (OTC) designs and builds motocross tracks nationwide. Last year we redesigned the OTC website making their blog the centerpiece of the site. The blog highlights their breadth of experience and the owner’s hands-on involvement with each project, two key selling points. If you read our earlier blog post on OTC , you know that the impact of the redesign was great, with increases in site traffic, pageviews, search traffic and leads generated.

We setup several Ad Groups, keeping each tightly focused around keyword groupings (ie., motocross, supercross, RC tracks). We also added a Click-to-Call phone extension that would be displayed to users who viewed the ads on their smartphone. Finally, we optimized a page on the site to serve as an effective landing page for the ads, adding a list of services to mirror the keywords as well as links to key site content.

Right out of the gate we saw a jump in site traffic, with more than double the average number of site visits in the first month. We were closely watching performance on the Adwords side (Impressions, Clickthroughs, etc) and also setup a custom report on the Google Analytics side. This made it easy to compare the value of the Adwords traffic other traffic sources, based on metrics like Bounce Rate, Time On Site and Contact Forms submitted. The Adwords paid search traffic has been out-performing all other site traffic across all these metrics.

But here’s the exciting part – the ads have been steadily generating phone and web leads since the first week. Jesse has seen a significant increase in requests for proposals, and a number of leads from outside WNY.