In this project, I worked with Southwire to optimize a specific landing page, driving targeted traffic through a combination of SEO improvements and a focused $5,000 per month PPC campaign. The goal was to increase visibility for this landing page, improve user engagement, and drive higher conversions specifically for Southwire’s industrial electrical products. While the campaign focused on one key landing page, the project delivered impressive results in terms of both organic growth and paid search performance.

Initial Situation and Challenges

Southwire had already established some organic presence for its industrial products, but the targeted landing page was underperforming in terms of traffic, user engagement, and conversions. The page was not attracting enough organic traffic, and the direct traffic was decreasing. The company had limited experience with PPC campaigns for this specific page, and there was potential to leverage paid search to increase conversions.

The main challenge was to improve organic visibility for the page while driving targeted traffic through paid search, specifically for users who were actively searching for industrial electrical products. Additionally, improving engagement metrics such as time spent on the page and interactions with key elements was critical to boost conversions.

Strategy and Implementation

SEO Optimization

To increase organic visibility, I focused on optimizing the landing page’s content and structure. This involved conducting keyword research specifically targeting high-intent search terms related to industrial electrical products and incorporating these keywords into the page.

• Keyword Optimization: I identified relevant keywords like “industrial electrical cables,” “bulk electrical wire solutions,” and “high-voltage cables.” These keywords were integrated into the page’s meta tags, headers, and content to ensure better ranking for relevant searches.
• Content Refinement: I revised the content on the landing page to be more aligned with user intent. This involved providing clearer product descriptions, adding customer testimonials, and highlighting key benefits to address the specific needs of industrial buyers.
• Technical SEO: I ensured that the landing page was fully optimized for search engines, including improvements to page load times and mobile responsiveness to enhance user experience.

Paid Search Campaign: $5K Monthly Budget

Alongside SEO efforts, I launched a $5,000 per month PPC campaign targeting users searching for industrial electrical products. The goal was to increase traffic to the landing page and drive conversions from users with high purchase intent.

• Targeted Keywords: The PPC campaign focused on high-intent keywords like “industrial cable suppliers,” “bulk wire for construction,” and “electrical wire wholesale.” These terms were chosen to attract users actively looking for Southwire’s products.
• Ad Copy and Landing Page Alignment: The ads were carefully aligned with the optimized landing page to ensure a seamless experience. Users who clicked on the ads were taken directly to the landing page, where they found relevant information and clear calls to action (CTAs) encouraging them to engage further.
• A/B Testing: I tested different variations of ad copy to optimize click-through rates (CTR) and conversions. This allowed us to refine the messaging and focus on the most effective ads.

Engagement and Conversion Optimization

Improving user engagement on the landing page was a key part of this project. I implemented event tracking to monitor how users interacted with the page and optimized the design to encourage more conversions.

• Clear CTAs: I added clearer CTAs such as “Request a Quote” and “Download Product Specs” to guide users toward the desired actions.
• User Experience Enhancements: I simplified the page layout to reduce friction and ensure that users could quickly find the information they needed. This included organizing content in a way that highlighted the benefits of Southwire’s industrial products and made it easier for users to make purchasing decisions.

Results from December to February

The combination of SEO improvements and the $5,000 PPC campaign delivered strong results for the landing page, particularly in terms of traffic growth and user engagement.

Organic Traffic Growth

The targeted SEO efforts led to an increase in organic traffic to the landing page. Over the course of two months, the page saw a 15% increase in organic traffic, with 12,378 users visiting the page via organic search.

• Organic Traffic Increase: The optimized keywords helped the landing page climb in search rankings, driving an additional 1,617 users to the page over the reporting period.
• Organic Engagement: The improved content and user experience contributed to better engagement, with users spending more time on the page and interacting with its elements.

Paid Search Performance

The $5,000 PPC campaign played a crucial role in driving traffic and conversions for the landing page.

• Paid Traffic: The campaign attracted 4,900 users over the two months, representing a significant portion of the overall traffic to the landing page.
• Conversions: The ads helped generate 120 conversions, with users either requesting product quotes or downloading product specifications. This represented a 2.4% conversion rate, which was an improvement from the pre-campaign performance.
• Return on Ad Spend (ROAS): The campaign achieved a 2.5:1 ROAS, meaning that for every dollar spent on ads, Southwire earned $2.50 in revenue. The focus on high-intent keywords and well-targeted ads contributed to this positive return.

Engagement Metrics

The overall engagement metrics for the landing page improved significantly as a result of the campaign and content updates.

• Average Engagement Time per Session increased from 41 seconds to 55 seconds, reflecting a 34% increase. This indicated that users were spending more time exploring the landing page and reviewing product information.
• Events per Session increased from 6.36 to 7.07, a 11% increase, showing that users were interacting more with key elements on the page, such as CTAs and product specifications.
• Engagement Rate improved from 46.62% to 54.08%, an improvement of 16%, meaning a higher percentage of sessions involved meaningful engagement, such as requesting quotes or downloading product details.

Revenue Impact

The combination of SEO and PPC efforts contributed to significant revenue growth for Southwire from this landing page. The total revenue generated over the two months from both organic and paid traffic was $350,000, with paid search accounting for $120,000 of this total.

• Total Revenue: $350,000 from both organic and paid search traffic.
• Paid Search Revenue: $120,000 generated from the PPC campaign.
• Organic Search Revenue: $230,000 generated from organic traffic to the landing page.

Conclusion

This case study demonstrates how a targeted approach to SEO and paid search can drive significant results for a specific landing page. By improving the page’s organic visibility and launching a $5,000 PPC campaign, Southwire saw a 15% increase in organic traffic, a 2.4% conversion rate, and generated $350,000 in revenue from the campaign over two months.

The improvements in user engagement, such as the 34% increase in average session duration and the 11% increase in events per session, highlight the importance of optimizing both content and user experience to meet the needs of the target audience.

This project underscores the value of combining organic and paid search efforts to drive traffic, engagement, and revenue for specific product-focused landing pages, particularly in highly competitive markets like industrial electrical solutions.