SEM Campaign Increases Leads by 566%

The Challenge

Next Move Healthcare, a growing travel nurse staffing agency, initially outsourced its SEM marketing to a vendor offering a one-size-fits-all approach. This cookie-cutter strategy yielded disappointing results, with a low return on investment.

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We identified several critical issues with the existing campaign, including a lack of geographic targeting, over reliance on high-volume keywords, and a failure to analyze the competitive landscape.

The Solution

A Data-Driven SEM Transformation

To catapult Next Move Healthcare from a modest 2,100 monthly clicks to a staggering 15,000, we embarked on a comprehensive SEM overhaul.

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First, we laid the groundwork. A deep dive into the existing campaign revealed a lack of focus and suboptimal performance. We established a solid baseline by auditing keywords, ad copy, landing pages, and overall account structure.

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Next, we sharpened our targeting. Through meticulous keyword research and competitive analysis, we identified high-impact keywords and uncovered untapped opportunities. We restructured the campaign to align closely with these keywords, ensuring each ad group was hyper-focused.

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To maximize efficiency, we implemented advanced bidding strategies, leveraging day-parting and geo-targeting. We also harnessed the power of ad extensions to provide additional information and encourage clicks.

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Data was our compass. We meticulously tracked performance metrics, using insights to refine bids, ad copy, and landing pages. A/B testing allowed us to experiment and optimize continuously.

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Unlocking the Power of Long-Tail Keywords

Long-tail keywords are the unsung heroes of SEO. While they might have lower search volume, they often convert better because they reflect a searcher's specific intent.

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To identify these goldmines, we delved deep into user behavior. By analyzing search queries, forums, and social media conversations, we uncovered the exact phrases people were using to find travel nursing jobs. For instance, instead of targeting the broad term "travel nurse," we focused on phrases like "travel nurse jobs in California with housing" or "travel nurse pay packages for ICU nurses."

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Hitting the mark with long-tailed keywords. Armed with a treasure trove of long-tail keywords, we transformed them into high-performing content. We created blog posts, articles, and landing pages that directly addressed the specific needs and questions of our target audience. For instance, a keyword like "travel nurse housing stipends California" became the cornerstone of a comprehensive guide outlining housing options, tax implications, and best practices.

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Converting Clicks to Conversions

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Our focus on long-tail keywords was instrumental in driving not just traffic, but high-quality leads. By aligning content with specific search intent, we significantly improved conversion rates. Our data revealed a direct correlation between in-depth, informative content and increased lead generation. This strategic approach transformed casual website visitors into qualified prospects, ultimately boosting the client's bottom line.​

Optimizing the conversion funnel. To maximize the impact of our SEO efforts, we meticulously optimized the conversion funnel. We began by creating a seamless user experience, ensuring that landing pages aligned perfectly with ad copy and search intent.

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A/B testing was our secret weapon. By experimenting with different elements like headlines, call-to-actions, and page layouts, we identified the optimal paths to conversion. We also implemented conversion rate optimization (CRO) techniques to eliminate friction points and guide visitors towards desired actions.

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To build trust and credibility, we incorporated social proof elements such as testimonials and case studies. This helped to alleviate concerns and encourage conversions.

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