Co-Optimization Process Improvement
Project Objective
An Online Travel site in the UK wanted to understand the collaboration or cannibalization of its independently managed organic and paid search programs, try to understand how it can make them work more effectively, and then implement a bespoke process to force future collaboration between agency teams.
Approach
Two prior months of paid and organic search data were merged, and conversion metrics were imported into DataPrizm. Using our proven Co-Optimization process, we found some words that were not in alignment.
43 high-cost-per-click paid search keywords that did not have a high organic ranking. SEO Team optimized 8 of them and reduced PPC clicks, saving $32k in the first month and $250k in 60 days, and over $1 million by the end of the quarter.
Identified 21 Top 3 ranking organic words with low click rate and no PPC ads. Added direct offer PPC ad and generated $19k in incremental revenue in the first week.
Identified high clicks and no revenue from high-ranking phrases related to an upcoming seasonal deal for a page from the previous year. Redirected the page to the current offers page, which generated $37k in revenue that would have been lost.
Results
In addition to the various process changes, collaboration alignment, and ongoing revenue capture, we achieved these results:
$2.5 million total incremental revenue in 90 days
$300k savings in reduced PPC click costs in 40 days
$250k incremental SEO revenue in 60 days
