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Case Study

Creative Search Engine Marketing Strategies Break Through the Clutter

WebMetro answers Lexington Law's call for a dynamic, sophisticated system for staying ahead of its competition.

The Challenge

In an increasingly competitive search landscape, Lexington Law needed a dynamic and sophisticated system for staying ahead of the game - which saw keyword bids soar as high as $20. Breaking through the clutter and maximizing reach were essential goals when WebMetro took over the Lexington Law campaign.

The Solution

The creative strategy necessary for making a campaign successful can change on a daily basis. Being one step ahead is essential, and being able to change what is not working is imperative.

To create an effective campaign, WebMetro isolated which companies Lexington Law was in direct competition with. A creative strategy was then designed based on Lexington Law's competitive advantage. By using best-in-class technology, WebMetro tested multiple creative strategies to isolate which ad creatives were breaking through the clutter and giving maximum results.

After focusing on increasing reach through keywords and messaging, WebMetro turned toward increasing conversions by optimizing the current landing page. Developing new landing pages had an immediate and significant increase in conversions.

Through a concerted effort to increase reach, WebMetro also optimized the website for natural search engine rankings. Within months WebMetro achieved top rankings for many of Lexington Law's highly competitive keywords, helping to further brand Lexington Law as the credit repair leader.

Using a sophisticated keyword segmentation strategy and best-in class-technology, WebMetro was able increase the lead volume, grow reach and still reduce the cost per acquisition within months of taking over the campaign.

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