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ThinkSEM Case Studies

Our Search Engine Marketing Consultants Focus on Each Client's Objectives.

No two clients are alike. Each has a unique combination of factors — marketing objective, target market, industry, location. At ThinkSEM, it is our job to understand each client's objectives, and then to develop a program that delivers on those objectives.

We present each of these case studies in three parts:

  • The challenge: What did the client wish to accomplish? What were the objectives?
  • Our approach: How did ThinkSEM go about meeting the client's objectives?
  • The results: What were the results?

Close collaboration, clear direction, thorough research, rigorous testing and attention to every detail contributed to the success of these case studies:

The Challenge:

Explore Minnesota presented several challenges to our PPC consultants.

  • Promote the "More to Explore" TV commercial featuring Joe Mauer (See the video on our Clients page.)
  • Rebuild the entire Google AdWords account for more qualified traffic and to promote Minnesota tourist attractions (The new account structure needed to include mobile device targeting and display network placement.)
  • Ensure traffic is reported to Google Analytics (GA) to create advanced segments within the GA dashboard and to ensure quick and easy reporting to the client.

The Approach:

ThinkSEM developed several PPC strategies to meet the challenges.

  • Identified keywords and display network placements to drive traffic to the video landing page, and segregated traffic by mobile device, sponsored search and display network.
  • Conducted new keyword research (positive and negative terms) that covered more than 130 topics, and identified traffic by mobile device, sponsored search and display network.
  • Updated all pay-per-click (PPC) destination URLs with custom tracking identifiers in order to create several advanced segments within the GA platform.

The Results:

Improved research and attention to detail brought significant results.

  • We created four campaigns that generated more than 16,000 visits to the TV commercial landing page. (Time span: late March to the end of June 2011)
  • Through careful research, we found more than 20,000 keywords and wrote more than 1,000 ads for 24 new campaigns.
  • The resulting PPC campaigns showed a 46% improvement in bounce rate, a 137% improvement in time spent on site, and a 78% improvement in pages per visit.
  • The new tracking identifiers enabled creation of very granular GA segments for the client.

The Challenge:

Increase non-branded, organic search traffic to the main website.

  • Gain more organic exposure for PDR Clinics and its five Twin Cities locations

The Approach:

ThinkSEM audited the existing website to determine what issues required resolution.

  • Adjusted the website architecture to bring more attention to the contact page
  • Added calls-to-action within the content area of each page to encourage visitors to ask for more information
  • Optimized more than 60 pages within the site using industry standard best practices, including keyword research, content changes, HTML tagging, and meta tag optimization
  • Updated five Google Places listings, one for each location
  • Built relevant links to the site (off-page optimization)

The Results:

SEO (search engine optimization) increased visits and contacts.

  • In the first four months after SEO was complete, organic traffic increased 40%.
  • The increase was mainly from non-branded keywords, an indication that the website was reaching a new audience previously unfamiliar with PDR Clinics.
  • Interaction with the contact page increased 165%.

If you want to discuss how our search marketing and pay-per-click professionals can help you and your business, Contact Us for more information.