SERVICES
Blog writing
Keyword auditing
Google Ad campaign set-up and management
THE OPPORTUNITY
Recent work in the Milan Marketing Work Group oriented around how best to promote the new Milan-AVB website. The website serves as the dedicated portal for Milan-AVB, with users able to discover the ins and outs of the protocol, including an introduction, the certified product registry, and member companies. Part of this initial set-up also included the drafting of Frequently Asked Questions (FAQs) by Proactive PR, serving as a one-stop-shop for all Milan-related questions but also boosting organic SEO visibility in the process.
But one piece of SEO-rich content wasn’t enough to keep pace with rival protocols. The website would eventually need SEO-driven, backlink-rich blogs and case studies as part of a broader long-term strategy. However, that approach takes time. Avnu and Milan needed immediate visibility on their newly launched website to attract new users and expand reach.
THE STRATEGY
After initially meeting with the Milan Marketing Work Group and finalising the FAQ page, Proactive PR discussed the Work Group’s goals and ambitions for the website. Once the mission was established, a paid Google Ads campaign was pitched by Proactive PR as the ideal technique for immediate presence elevation. Proactive PR then conducted a keyword audit of Milan-AVB’s competitors to see which searches they were currently ranking for. This, paired with relevant phrase and broad term matches for Milan-AVB, would form the basis of the paid campaign.
These 45 keywords were then added to the campaign start-up, where cost and run-time were also factored in. The goal was simple: if a user would search for any of the keywords during the campaign, the new Milan-AVB site would appear within the top 3 of high-intent terms.
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THE IMPACT
The end goal delivered just that. Despite the campaign forecasting 1,000 clicks over the run period, Proactive PR’s all-encompassing research and set-up doubled that goal, reaching 2,015 clicks. Impressions, targeted at 20,000, and cost-per-click, predicted at £0.69, were also met well above targets at 71,393 and £0.19 respectively.
Keywords marked as highly relevant, such as ‘network management‘, ‘network solution, and ‘network switches’ achieved a combined 8,281 impressions and 421 clicks, providing the perfect gateway for new users to learn all about Milan-AVB and significantly improve online position and Google rankings.
This influx of traffic was reflected through the website analytics. During the campaign period, views increased to over 6,000 with 3,500 active users. Each user spent well over a minute on the site, totalling close to 2,000 sessions. Of these views and sessions, the new Milan FAQ page developed by Proactive PR was responsible for a third of total views, solidifying Milan-AVB’s position at the forefront of the network management space.
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