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.
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.
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.
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.
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.