How paid and organic search strategies team up to grow market share on a budget.

Why they called us (The challenge)

• If you’ve ever wanted more customers without spending more marketing dollars—and who hasn’t?—then you know this age-old challenge is never easy to solve.
• That’s why MedjetAssist called GodwinGroup. MedjetAssist, a worldwide emergency evacuation service for sick or injured travelers, had some success with pay-per-click search campaigns. But for this challenge, a stronger online presence was critical.

What we did, Part I (The big picture)

• First, we helped MedjetAssist identify two key opportunities for growing their customer base: 
  • Converting new customers by reaching prospects unfamiliar with their service category. 
  • Securing repeat business by claiming leadership in their service category.
• Next, we analyzed traffic flow to both MedjetAssist’s site and competitive sites.
• We then proposed an aggressive digital campaign combining both paid search and SEO strategies:
  • Paid search increased site traffic and conversion rates at a low cost per acquisition.
  • SEO helped establish MedjetAssist’s brand online and also help position MedjetAssist as the leader in its category as it began to own top keywords in search engine results.

What we did, Part II (Strategic details)

• Since we needed to target prospects unaware of the category as well as those searching for non-brand-specific emergency evacuation services, we designed our SEO strategy to cast a wide net.
• Since MedjetAssist had run past paid search campaigns, we analyzed their existing strategy. After finding opportunities to optimize more frequently and more cost-effectively, we launched a new PPC strategy.
• To be accountable for the PPC results from the start, WebMetro/Godwin installed an advanced tracking and optimization system to track each keyword’s performance from day one of the campaign.

How it worked (The results)

Shaped heavily by our tracking results, this digital campaign succeeded in growing sales on a steady budget:

• Online revenue grew by 60% in three months.
• Sales grew by 64% in three months.
• Cost per acquisition was reduced by refining keywords.
• Online press release readership and reach grew significantly.
  • Using SEO techniques in press releases had a major impact. One article submitted to PRWeb was read by 735 people nationwide in 15 days and generated hundreds of MedjetAssist site visits.

In conclusion (What we learned)

For results like these, our sophisticated track-and-adjust system was key. Combined with our digital marketing experience, it helped us successfully place the most marketing dollars on the most effective keywords and efforts.

Because you can’t always outspend the competition. But with the right strategy and resources, you can outsmart them.

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