About Our Client
ASQ -The global voice of quality- is a community of experts and quality professionals, asked Zeon Solutions' online marketing team to help them improve their member acquisition and conversion.
Zeon Solutions showed ASQ how to improve their digital marketing results with a strategic search engine marketing plan that includes pay-per-click (PPC) campaigns and social media ads.
Even with millions of members in 150 countries, ASQ is an association looking to grow. Their own PPC campaigns were not meeting their ROI goals and their competitors were more visible in search results, so they partnered with Zeon Solutions’ online marketing experts. The Zeon team conducted keyword and search query research to help them identify the most profitable search terms. Improvements to the PPC campaign raised ASQ’s visibility and introduced them to new prospects.
Zeon revised the program to target revenue-generating areas of the ASQ site, such as Certifications, Training, Books and Conferences. They tested different campaign architecture and ads, monitored keyword success and used analytics to create focused campaigns that directed visitors to highly targeted landing pages.Overall ROI for ASQ’s previous plan was approximately 9:1. The new PPC program generated a return of 20:1. Increases in click-through rates ranged from 20 – 50%. The association’s cost-per-click decreased by 63% and cost-per-order went down by as much as 75%. Conversion reached 6.2%.
ASQ also used social media advertising but it was generating low click-through rates at a high cost. Zeon’s team helped them evaluate the program’s performance and profitability, then proposed a new strategy to give potential ASQ members a stronger call to action. The new ads worked — click-through rates improved, cost-per-click decreased 67% in five months and conversion rates for potential members climbed.
Zeon applied the same strategy to ASQ’s display network advertising. ASQ’s well-established brand was featured in Google Display Network ads on relevant websites, again with a call to action that appealed to potential members. Both click-through rates and conversion improved as a result.
- Conversion increased 25%
- Revenue increased 28%
- Organic traffic increased more than 10%
- Enterprise search connects customers to the right product quickly
From The Client
“Zeon Solutions helps us to continuously exceed ROI targets and revenue goals with recommendations that grow our organization. We consider them a valued partner that's helping us expand ASQ's digital landscape."
-Susan Downs, Manager, Marketing Services ASQ