As part of the overall launch of a product in a new market, we developed an online marketing strategy and a website designed for conversion. Given the site had just been launched, we expected organic search engine optimization efforts to take considerably more time. This was particularly true in a product category that was extremely crowded and competitive. In the short term, a Google Pay Per Click (PPC) campaign was implemented for immediate lead generation. The Pay Per Click (PPC) efforts drove qualified leads to the site based on specific keyword categories – each of which were directed to a unique landing page specific to that search category. For example, a search for “3 wheeled scooters” would produce an ad specific to that search and clicking on that ad would lead to a landing page specifically written to address the advantage of this new product over “3 wheeled scooters”. An easy to use request form was placed on every page.
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