Conduit boosts client acquisitions and revenue with Seperia (easynet) capitalizing on integrated PPC and SEO activity

Client

Conduit is a leading provider of website syndication solutions to the global web publishing community. Publishers use Conduit's syndication platform to channel bestselling products to a wider audience, increasing site traffic, revenue, and brand loyalty. This includes personalized content, gadgets, and applications, conveniently accessible to subscribers via Conduit’s community toolbar providing continuous connection between publishers and subscribers.

New downloads for Conduit’s community toolbars have surpassed over half a million installations per day.

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
   

 When Conduit approached Seperia (easynet), 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 (easynet) 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.