ATM Company Advertising Case Study

Industry:  Automated Teller Machines

SEO Design Chicago helped an ATM installer in the midwest optimize ad campaigns on several platforms and fix numerous technical SEO issues with their website. Our ATM company advertising solutions helped the client increase leads and close more sales.

82%
 year over year Increase in Leads

512%

increase in Organic Traffic

Web Page Templates145%

Year over year increase in phone calls

Challenge:

A national ATM installer and distributor was looking to optimize their website for businesses looking to purchase or lease ATMs. Stiff competition prevented them from having any measurable success in gaining keyword rankings in the past. The client had also been using paid search with poor results in the past.

atm marketing strategy
ATM marketing campaigns

Solutions:

Digital Marketing Consulting

Some companies need professional content writing to increase the value of their content, while others need supervision.  This ATM installer had a great internal staff that was knowledgeable about the industry and we were able to create a system where we made it easy for the marketing team to identify opportunities that they could write about and pages they could optimize on an ongoing basis. ATM company advertising can be more difficult than some other industries due to an overlap of businesses looking to purchase ATM’s vs customers looking for banks and ATM locations.

WordPress Website Updates

We updated an existing website template that was built by another designer to utilize proper tagging structure.  Many of the pages on the site were initially built for design without adherence to SEO best practices.  The WordPress website updates that were completed also sped up the mobile capabilities of the site.

Google Analytics

Many of the goals and conversions in Google analytics that were originally installed for this ATM installer failed to show what actions were leading to conversions.  We were able to create custom goals using Google Analytics and also track additional events via Google Tag Manager. Now the client can see exactly where conversions are coming from easily.

Google Ads

The Google Ads account was structured very poorly and lacked the option to turn off different geographic areas based on the way that it was built.  Our team rebuilt the ATM buyer-focused campaigns and also removed a number of keywords over time that were using budget and not generating conversions.  The Google Ads campaigns are now structured with a mixture of Exact Match, Phrase Match and BMM targeting keywords and phrases that lead to sales. A larger than normal negative keyword list was also necessary to avoid the overlap of customers searching for ATM’s.

Bing Ads

Many PPC agencies will simply just copy over the Google Ads campaign into Bing and be done.  Our team took a look at thew results that started coming in by campaign and could analyze the data to learn that some metros had surprisingly great results from Bing Ads that were unexpected.  Bing should always be considered as a PPC option to run side by side with Google.

SEO

For this ATM website we had to completely rebuild the placement of header tags on each of the different website templates. After optimizing all of the header tags and meta descriptions we have seen a steady gain in rankings and website traffic since optimizing these components.  Through our search engine optimization techniques, we were also able to look at competitors keywords and find opportunities where the ATM company could write additional content to increase rankings in search.

Results:

  • Optimized templates that were not built with SEO in mind to pages and templates that resulted in a 512% increase in organic traffic.
  • Took a PPC Campaign that was ineffective and worked with the client to add and optimize all campaigns eliminating waste. 
  • Optimized ad campaigns and website to target the keywords that lead to sales versus keywords that lead to traffic that doesn’t convert.
  • Ongoing Consulting and Training of internal staff of how to write articles with original content, and how to target the correct keywords
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atm company advertising

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