FLIR Systems Case Study

 

FLIR Search Engine Marketing Case Study

A new URL was purchased, landing pages were constructed, a call to action was put in place, and search campaigns were set up. Everything was a go. Everything, except for traffic. Like placing a billboard in the middle of the woods, few customers saw the ad, and still fewer responded to the call to action.

The First Round

Everything seemed to have been completed properly. Search engine marketing (SEM), known for its ability to drive Web traffic, was the campaign of choice for FLIR, a 1,900 employee, publicly-traded company that designs, manufactures, and markets thermal imaging and infrared camera systems. FLIR set up a search engine marketing campaign to target keywords and key phrases related to their industry on many search engines, including Google, Yahoo!, and MSN. FLIR also went a step further by purchasing a unique URL—www.goinfrared.com—and tailored content and landing pages that spoke to its intended audiences.

 

After running the search campaign for some time, FLIR analyzed the results: their pay-per-click costs were higher than desired, the amount of Web traffic generated lower, and fewer leads than expected were garnered. In short, it was costing too much to acquire a customer.

 

Searching for Help After analyzing the initial results, marketers at FLIR realized their search engine marketing campaigns needed help, but internal resources were already stretched. Search engine marketing experts would have to be brought in. FLIR interviewed multiple search engine marketing firms, and decided to work with Wakefly. “Wakefly’s search engine marketing specialists really impressed us. Many firms claimed knowledge of Google, Yahoo!, and other search engines. At the end of the day, anyone can set up a campaign and target keywords;, but Wakefly went a step further. They helped us out from a search engine optimization (SEO) and search engine marketing standpoint. They also used their unique combination of marketing and technology knowledge to drive traffic to the site, which increased lead generating registrations,” said Kyle Reeves, MarComm Specialist at FLIR Systems.

The Process

Wakefly’s search engine marketing team began the project by meeting with FLIR representatives to determine proper targets and goals for the search engine campaign. Goals of increasing traffic, Google PageRank, and search engine results for targeted keywords and key phrases were set. Wakefly then analyzed www.goinfrared.com and its associated search engine marketing campaigns. A summary of the initial results follows: Google PageRank: 0 Google Indexed Pages: <200 Wakefly determined that to reach the results FLIR was anticipating, link building, search engine optimization, and targeted search engine marketing based on research, analysis, and continuous refinement would need to take place. Wakefly also analyzed FLIR-supplied keywords and key phrases, and measured their respective historical success against other potential targets and anticipated results. Going through this process up front would help ensure the best possible keyword targets would drive the most qualified traffic for the lowest total cost possible.

Results

A goal of having the site and search engine marketing campaigns fully optimized and generating more leads within three months from the start of the project was set. With a limited amount of time for search optimization, Wakefly immediately began work. Initial search engine optimization and search engine marketing actions taken by Wakefly included building quality in-links to www.goinfrared.com, rewriting site content to target agreed-upon keywords and key phrases, and the set up and optimization of search campaigns to reach specific customer industries that would use products from FLIR. In a very short amount of time, Wakefly produced the following search engine optimization and search engine marketing results for FLIR:

 

While total indexed pages, in-links, and Google PageRank increased for FLIR, perhaps the most important results were also the best under Wakefly’s search engine campaign management: Total campaign leads increased by 400%, and pay-per-click costs to generate the leads were cut in half. “The results floored us,” said Mr. Reeves. “We set very aggressive deadlines to reach year-end goals, and Wakefly really stepped up. They professionally managed our search engine marketing and optimization campaigns and delivered more leads at less of a cost per lead.”

Contact Info:

For assistance with your search engine marketing and search engine optimization campaigns, contact: Wakefly, Inc. 33 Lyman Street Suite 310 Westborough, MA 01581 +1 508.616.2042.