UniGroup’s SAM gets NSI makeover with shining results
NSI’s Search Engine Marketing services assisted SAM (Store and Move), a unit of UniGroup, in bringing awareness of its portable storage containers to those looking online for moving and storage solutions.
With a strategy of delivering measurable results with an efficient cost-per-quote and an ROI comparable to offline media, NSI created locally-targeted paid search advertising campaigns on Google and Yahoo. These campaigns, designed to target customers only where a SAM’s dealer was in market, were optimized, including testing ad copy, positioning, and keywords as well as budget allocation.
Since NSI took over the paid search advertising campaign, the cost-per-quote has dropped 75% – so getting those leads on people who are in the market for storage and moving has cost NSI’s client LESS. NSI has increased the click-through-rate of the campaigns while lowering cost-per-acquisition by 59% and increasing sales by 151%.
NSI also redesigned the Web site for enhanced usability to increase the online quote system and better search engine optimization (SEO) components to increase the site’s organic or free rankings. The site design included changes to navigation, site copy and coding to better allow search engines to read and rank the site. Additionally, NSI engaged in link building to generate more traffic and better search engine listings.
After the site redesign was launched, organic search traffic was up 61% and the paid search conversion rate increased by 40.6%, compared to the same time period prior to the redesign.
