Foreman & Pike Inc.

680 Garwood Rd
Moorestown, NJ, 08057
Phone: 856 393 4150
www.foremanpike.com

Case Study: Success Right Out Of The Gate With A Moving Company Quote Service

July 2006 - An online moving company quote service wanted to launch a site into a very crowed field. After more than a month of research Foreman and Pike convinced the firm to completely revamp a brand new web site in favor of a much simpler site that would focus on gathering lead information. The new site eliminated large photos, moved all form fields above the fold, eliminated an entire page of the lead gathering process and emphasized a testimonial on the first page. Simple straightforward ad copy was written for the first page that featured the unique benefits of the quote service.

Foreman and Pike knew that their competitors would have equal access to all the tools of Adwords, MSN search and other PPC services. They also knew that other older sites in this space had an extensive back link structure for natural search that would take years of work to duplicate. The critical element of this campaign would be the new site's ability to convert leads at a lower cost than other sites. The site launched with a 20% conversion rate right away.

From day one Foreman and Pike with input from the owner of the site and advertisers on the site continued to improve not only the lead conversion rate but also the site advertiser's conversion rate of leads into actual sales. By warming up leads with automated emails created specifically for each advertiser advertisers were able to build the confidence in the quality and service of the advertiser before the lead was contacted by phone.

This client is thriving even as a new entrant into a crowded field because Foreman and Pike took the time and effort to analyze this market carefully before the launch of the site. Because of the flexibility of the owner of the site Foreman and Pike was permitted to completely change the look and feel of the site right from the start so that the launch could be successful. This initial success is allowing the owner of the site to bootstrap his website into a larger and larger ad spend. After three months the campaign was averaging 8 leads per day. Leads were targeted to higher margin long distance moves by offering discounts to seniors and members of the military.

Read more internet marketing case studies.

Featured Products

Search Engine Marketing Foreman & Pike Consulting provide a range of internet marketing services including: PPC, SEO, Affiliate Marketing and Search Engine Friendly Web Design.

An Internet Marketing Firm Focused Purely On Your Return On Invested Advertising Dollars

Advertising and marketing should always be focused on just one thing -- increasing your profits.

While most other Internet Marketing Companies talk about thier black box systems and secret keyword research tools. At Foreman and Pike we glean our best ideas from you and your staff. And we write your ads and bid our keywords based on feedback loops that are tied to research and real time data. We look at the big picture. We think like owners. We know dozens of proprietary methods for increasing your lead flow while decreasing your costs.

SEO is rife with misconceptions and half-truths. At Foreman and Pike, we know from experience that every campaign is different and requires a custom solution.

At Foreman and Pike, we prefer our customers to have number one rankings for both paid listings (also known as sponsored links or "Pay Per Click" ads) and natural search, but only when both are cost-effective. Contrary to popular myths, we have often seen the highest and best converting traffic from paid search. This is because there is so much potentail to budget, test, and control a paid search campaign. We base our organic search campaigns on proven keywords that have consistently converted sales or leads in the past.

Most of our campaigns run on hundres of keywords. Optimizing natural search for hundreds of unrelated keywords could cost over a half million dollars a year. In most cases, that is impossible. We only optimize for natural search keywords with the best proven conversion rates and traffic. We get this proof from your initial Adwords campaign results. Foreman and Pike always look for traffic sources with the lowest conversion costs, no matter where it comes from. We use directories, natural search, paid search, banner ads, content matching, and opt-in email lists.

Every market is different. We tailor a campaign by focusing on maximizing lead flow with extensive testing and feedback loops. Many times we find that our real time feedback loops create counter-intuitive results. Market research and testing does not always yield results that make sense. But it should always make profits. We always go with what works in the real world. Focus groups, vague concepts and advertising doublespeak mean nothing to us. We like to get paid based on driving bottom line results.

A common misconception is that an optimized website page is loaded with keywords in page titles, headlines, ad copy, and even in tiny text at the bottom of the page. This was true years ago. Now, keyword stuffing can actually get you banned from Google. At Foreman and Pike, we never forget that the primary purpose of ad copy is to sell a product or service. We have seasoned professionals who will write custom, unique ad copy for your firm. This ad copy highlights and sells your firm's unique benefits. Once the ad copy is written, we make minor changes in the headlines and text to optimize the page for SEO.

Any SEO worth their salt will tell you that ninety% of SEO work is done off the page. In bound linking is the key to SEO. This becomes more important every month, as search engines learn to read and filter text the way humans do. Case in point - the top ranking page for the word "computer," Apple Computer, only has the word "computer" visible on the page in its copyright statement at the bottom of the page. Furthermore inbound links must be high quality natural links, not spammy reciprocal links or links from link farms.

More often than not, we see everyone trying to rank highly for the same keywords. Everyone is jockeying for position in both organic and paid search on broad keywords. Ironically, the keywords with the highest conversion rates are often priced much lower.

This is human nature. People will bid a "hot stock" to an irrational price, only to watch it crash. In search engine advertising the "bubble" for overpriced keywords never bursts.

At Foreman and Pike, we specialize in finding low priced, highly converting keywords. We look at results for leads converted to sales and trace them back to the ad costs. Once we find a good keyword list, we begin split testing ads for the highest click-through rates.

By gaining a high "click-through rate" we fully engage the algorithm at Google to pull our ads out at the lowest possible cost to our customers. Sound complicated? It isn't if you understand it. When a marketing firm simply sets a daily budget cap for your Adwords ads, Google tries to maximize their profits by rationing your ads. But what is best for Google is not neccessarily best for you. We make the Google algorithm work to pull the most traffic at the lowest cost. When you have a strong ad Google's system will actually show your ad at a higher position than other ads on the page who are paying more than you are. When your competitor hits his budget cap he is gone for the day while you continue to get low cost traffic.

 

Most of our campaigns run on hundres of keywords. Optimizing natural search for hundreds of unrelated keywords could cost over a half million dollars a year. In most cases, that is impossible. We only optimize for natural search keywords with the best proven conversion rates and traffic. We get this proof from your initial Adwords campaign results. Foreman and Pike always look for traffic sources with the lowest conversion costs, no matter where it comes from. We use directories, natural search, paid search, banner ads, content matching, and opt-in email lists.

Every market is different. We tailor a campaign by focusing on maximizing lead flow with extensive testing and feedback loops. Many times we find that our real time feedback loops create counter-intuitive results. Market research and testing does not always yield results that make sense. But it should always make profits. We always go with what works in the real world. Focus groups, vague concepts and advertising doublespeak mean nothing to us. We like to get paid based on driving bottom line results.

A common misconception is that an optimized web page is stuffed with keywords in page titles, headlines, ad copy, and even in tiny text at the bottom of the page. This was true years ago. Now, keyword stuffing can actually get you banned from Google. At Foreman and Pike, we never forget that the primary purpose of ad copy is to sell a product or service. We have seasoned professionals who will write custom, unique ad copy for your firm. This ad copy highlights and sells your firm's unique benefits. Once the ad copy is written, we make minor changes in the headlines and text to optimize the page for SEO.

Any SEO worth their salt will tell you that 90% of SEO work is done off the page. Linking is the key to SEO. This becomes more important every month, as search engines learn to read and filter text the way humans do. Case in point - the top ranking page for the word "computer," Apple Computer, only has the word "computer" visible on the page in its copyright statement at the bottom of the page.

Other places we can be found on the web:
http://www.squidoo.com/internet-marketing-firm/