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Tool King - SEO & PPC
www.toolking.com
Tool King based in Colorado, Denver sells power tools of all major brands online and through retail outlets. Tool King is committed to delivering the best of products and services at the most economical prices.
Challenge
Prior to working with us, this online retailer had worked with several other companies and agencies to improve their reach to acquire more customers and to clock in more sales.
An in house team was handling the complex ad words and other PPC campaigns. This team was also committed to other projects and they needed an external company to take over the PPC campaigns and optimization of their website.
Goal
We were retained to help develop a highly effective search marketing strategy. The following goals were determined
• Acquire more customers to increase online presence and sales.
• To aggregate all the online campaigns.
• Up-sell and cross-sell the products along with the regular sales.
Action
• SEO - Our SEO team made the entire website search engine friendly and crawlable by spiders.
• Paid Inclusion - We included them in yahoo search marketing using paid inclusion technique.
• Pay per click campaigns - We optimized the PPC campaigns for Google, Yahoo and MSN with other tier two search engines. We allocated this work to our Google adword specialists in our team and had a team manager oversee the progress and send reports.
• Viral Marketing - We spread the word about the website and its products in the online world by posting in forums, blogs, classifieds etc.
How we approached the challenge
We identified keywords, that are long tail which can be bid for less yet generate traffic. We reworked on the entire PPC campaigns to optimize it for more conversions. We worked with their programmers to make the website search engine friendly. Alongside we started the viral marketing program by submitting in various forums, blogs, directories and also did the paid inclusion service in yahoo search marketing with tier two search engines PPC campaigns
Results
The online retailer is now well ranked both in natural search results and pay per click placements. We are able to track the progress on a day-to-day basis. The sales have gone up and so has the unique visitors of the website. The website has also gained page rank since we started work.
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