CONDUIT BOOSTS CLIENT ACQUISITIONS WITH Seperia, CAPITALIZING ON INTEGRATED PPC AND SEO ACTIVITY

“Following a thorough examination of several global agencies, we chose Seperia. Seperia’s expertise in SEO and online marketing, action-oriented culture of delivering results and its Edge.BI technology has proven to be highly strategic for our growth in client acquisition.”
- Yochai Levi, VP Marketing

CLIENT

Conduit is the leading publisher network on the internet, with 250M user base. Publishers use Conduit’s platform to distribute their content to a larger audience, increasing site traffic, revenue, and brand loyalty. This includes custom browser toolbar, in-site toolbar and desktop and mobile apps.

OBJECTIVE: SCALING CLIENT ACQUISITIONS THROUGH SEARCH

When Conduit decided to scale up its publisher acquisition, search marketing goals were set as follows:

• Access and recruit a large number of website owners, ranging from small publishers such as bloggers, to medium-sized websites and large-scale publishers such as MLB and The New York Times
• Increase client acquisition considerably while hitting cost per acquisition (CPA) targets
• Monitor post-signup client value to optimize paid and organic search marketing activities

CHALLENGE: CALL FOR ACTION IN A LONG, SEGMENTED TAIL

At the time Conduit approached Seperia, it was already capturing a significant number of publishers through its core head-search terms (e.g., “toolbar”). Nearly all search traffic was generated from this small set of head keywords, but the majority of the target audience, typically all site owners worldwide, were not necessarily aware of, or actively searching for, the Conduit offering.
Thus, the challenges were to:

• Segment target audiences according to primary marketing benefits offered by Conduit, i.e., increase engagement, revenue, and user loyalty, and to expand reach, etc.
• Segment target audiences by vertical, location, and language
• Identify a large set of popular search keywords to match each targeted segment
• Engage different site owner categories with an offering appealing to its business needs
• Gain high conversion rates from traffic: primary goal defined as the number of client sign ups with respective client value
• Improve the existing website structure: refining the language and creating new content to accommodate set goals
• Work in an environment with multiple web properties having different goal sub sets and brand sensitivity
• Drive, monitor, optimize, and scale search marketing activity spreading across numerous verticals, syndication networks, and geographical target markets

Adding to those challenges, Conduit’s IT team was quite busy with ongoing tasks. Seperia was required then to provide a detailed roadmap with monthly performance targets.

SOLUTION: MASSIVE CAPTURE OF PAID SEARCH AND SEO NICHES

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RESULT: SIGNIFICANT FINANCIAL IMPACT WITHIN 7 MONTHS

Case study results are available upon request. Click here to request the full case study in PDF format.