Case Study

The Client: PI Worldwide
PI Worldwide is an international management consulting organization based in Wellesley Hills, MA. Using a proven, proprietary management tool known as the Predictive Index® and targeted sales assessment and training services (Selling Skills Assessment Tool and Customer-Focused Selling), PI Worldwide helps companies align individual performance with their specific business goals for improved bottom-line performance, productivity and profitability. Founded in 1955, PI Worldwide serves more than 7,000 clients, including many of the world's largest corporations, in some 146 countries. PI Worldwide

The Challenge:
The Client has a best-of-breed product that is well-known in the behavioral assessment market. With the expansion of the product's applications along with the growth of Internet usage, search marketing was identified as a strategy that could help ensure that the brand's leading presence was also reflected online.

The Plan:
Our approach to creating and managing PI Worldwide's Pay-per-Click campaign include:

- Using B to B directories to reach qualified prospects.

- Expanding the keyword universe, focused on "personality assessments" and similar terms, to a critical mass of 500+ keywords, including many iterations of highly niched phrases

- Allowing a limited budget to cast a wider net

- With the niched phrases converting at a higher rate

- Driving down average per click cost by improving ad relevance and quality.

The Results:
After only one month of campaign management, our client called to report: "Our website activity is up 71%. @Website Publicity made all the difference."

That was in 2005. In 2007, results continued to grow because of the partnership of the Client's marketing team and @Website Publicity.

- Web traffic increased by 40%

- Inquiries by phone and Web increased by 29%

- Conversion rate held steady at 10% of leads garnered.