Land Central Case Study

Overview
Land Central is your one stop shop for purchasing raw, vacant land. Land Central’s goal is to make buying land easy for everyone by offering in-house financing with no credit checks and low down payments on properties throughout OR, WA, ID, CA, AZ, NM, NV, PA, MD, CO, MN, TX, AR, MI, UT and VA. Land Central launched their initial Pay-per-Click (PPC) efforts with the objective of increasing traffic to their website to significantly boost leads through email newsletter sign-ups and land sales through the use of PPC advertising strategies, in tandem with Search Engine Optimization (SEO) tactics. Formic launched comprehensive PPC campaigns on Google and Yahoo in an effort to increase leads and sales notably over time.

Objective
Formic’s campaign objective was to launch effective and profitable Pay-per-Click campaigns on Google and Yahoo that would significantly increase leads and sales through the website.

Challenge
The challenge was to increase targeted traffic to the website, during a down economy; and more specifically, during the month of August when traffic, leads and sales drop historically for Land Central.

Strategy
Formic’s PPC strategy focused on comprehensive PPC account optimization to ensure that budgets focused exclusively on top performing keywords and ad creative; removing all inefficient keywords and ads from the campaigns. Formic tested and implemented a variety of ad messaging to effectively capture the target audience and drive an increase in website traffic and conversions.

Results
In the historically slow month of August, Formic was able to optimize Land Central’s PPC campaigns on Google and Yahoo through extensive keyword bid and performance supervision as well as overall campaign management to return the all time high in conversions and clicks. Additionally, overall campaign performance metrics noted significant gains and upward momentum. By utilizing tactical keyword monitoring and management in addition to testing ad text variations, Formic was able to produce the following results for Land Central:

• 34% increase in conversions
• 52% increase in click volume
• A 20% decrease in cost-per-click (CPC) on Yahoo since campaign launch and a 3% decrease in CPC on Google.

URL
Land Central