Jive Software SEM Case Study

Overview
Jive Software, a leader in the enterprise collaboration software space, develops innovative software that alters the way a business communicates and collaborates. Having previously launched pay-per-click (PPC) advertising campaigns with another agency, Jive elected to turn over management of their online advertising efforts to Anvil. Anvil was tasked with restructuring PPC campaigns and increasing website visibility through increased search engine rankings for industry targeted keywords.

Objective
Anvil's objective was to increase overall rankings and conversions through increased visibility for targeted keywords in both paid and organic search, in particular the highly competitive keyword collaboration software.

Challenge
A very competitive marketplace required Anvil to examine competitive tactics, including those by highly ranked competitors Microsoft and IBM, and strategize techniques to gain rankings in both paid and organic search for targeted keywords.

Strategy
Anvil's strategy was to reconstruct the PPC campaigns to isolate the targeted keywords in order to allocate a separate budget for the "must rank" keywords in order to continually maintain the top paid position. Additionally, Anvil recommended tactics for organic optimization of current pages for targeted keywords including the homepage for the keyword collaboration software. Anvil expected a top paid and organic position for the keyword collaboration software to exponentially increase the total organic conversion rate.

Results*
After SEO recommendations were implemented and PPC campaigns were restructured, Anvil was able to generate the following Google results for Jive Software:

Organic Results

  • Top organic position for the keyword collaboration software within 2 weeks of implementation by Jive (previously unranked in top 30 listings)
  • 195% increase in organic traffic for collaboration software
  • 300% increase in organic rankings for all targeted keywords
  • 400% increase in organic conversions for collaboration software
Paid Results
  • Top paid position for the keyword collaboration software within 2 weeks of restructuring the PPC account
  • 766% increase in the PPC conversion rate for collaboration software
*Results were compared to the 2.5 months prior and 2.5 months after the increase in organic and paid rankings.


URL
Collaboration Software