1. InhouseCIO Case Study:
Taking Local Online Marketing
to the Next Level
Presented by:
Dave Nazha of InhouseCIO & Regan Riley of Marcel Media

2. InhouseCIO: Partnership with Marcel Media
• In the Spring of ‘10 InhouseCIO wanted to create a new PPC campaign.
2010
• Marcel Media launched a Paid Search campaign with InhouseCIO. Marcel
Media made weekly optimizations to the site to improve quality traffic
2010 and conversions.
• In December InhouseCIO sees conversions triple since first month of
launch.
2010
• Marcel Media is launching an SEO program with InhouseCIO.
2011
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3. About InhouseCIO
InhouseCIO is a professional IT Services firm that works with small and
medium sized businesses globally. InhouseCIO provides your business with an
assigned dedicated team that manages and monitors your IT operations.
Service Offerings:
• Unlimited Support
• Flat Monthly Fee
• Rapid Response Times
• Proactive Preventative Maintenance
• Dedicated Team Assigned to your Company
• Network and Server Support
• Computer Support
• 24/7 Monitoring
• Cloud Solutions
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4. The Problem
InhouseCIO needed a more customized online marketing solution.
After several years of working with vendors who they paid to run
their marketing campaigns, their team was looking for an agency
to partner with to grow their business.
The InhouseCIO team was interested in working
with an agency that focused on communication
and customization. Their previous vendors had
used an automated, off-the-shelf solution which
initially drove an increase in website leads.
InhouseCIO was now looking for a solution that
focused on the quality of the lead versus the
quantity of website traffic.
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5. The Solution
• 17 months ago InhouseCIO partnered with Marcel Media and
launched their first Paid Search/Pay-Per-Click campaign.
• InhouseCIO worked with the Marcel Media team to identify
campaign goals and benchmarks.
• They identified that their focus was to increase website traffic
to Inhousecio.com, but more importantly to drive highly
qualified leads that would lead to conversions.
• By continually tweaking ad copy and optimizing keywords, they
started to see an increase in lead submissions and identified
which campaigns were driving the greatest ROI.
• Targeted analytics tracking and reporting.
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6. InHouseCIO: Overview
Marcel Media Services
• Pay-Per-Click Management
• Landing Page Testing
• Google Analytics
• Reporting
Campaign Goals
• InhouseCIO wanted to utilize paid search to drive quality
online leads via form submission.
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7. InHouseCIO: Project Details
• Google AdWords
• Keyword optimizations
• Bid management
• Keyword variations
• Creative copy development & testing
• Managing daily budgets
• Advanced Google Analytics Tracking
• Goal and conversion tracking
• Acquisio
• Additional bid optimizations
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8. The Value of a Lead: Quality vs. Quantity
Identifying campaign goals early on helped to evolve the campaign
and identify the type of traffic InhouseCIO wanted to drive to their
site. The focus was on conversion metrics and identifying which
types of traffic converted into a customer.
Currently, most of the leads InhouseCIO receives are prequalified
and exactly the type of customer InhouseCIO is looking to target.
Traffic Stats:
• Leads have increased tripled
• Conversion rate is up 64%
• The value of the lead has increased exponentially
• After 12 months of ongoing campaign optimization the revenue
increase was up 31%
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9. InhouseCIO: Paid Search Campaign Results
• Over the past 18 months InhouseCIO’s paid search campaign has
brought in over 6,000 website visitors
• Paid search has accounted for 50% of overall traffic to the site, making
it the highest traffic-driving medium
• Of those visitors 90% of those are unique, making it the largest source
of new visitors to the site
• Website metrics have improved across the board, meaning visitors are
finding what they are looking for after clicking on an ad.
• Pages per Visit is up 48% since launch
• Average Time on Site is up 63% since launch
• Bounce Rate is down 18% since launch
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10. Top Performing Keywords
Top Converting Keywords:
• IT Companies
• Computer Services Chicago
• IT Consulting
• IT Support
• Small Business IT
• Technology Consulting
• Chicago IT Consulting
• Outsource IT
• IT Outsourcing
• IT Services
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11. What’s Next?
InhouseCIO has recently increased their budget for long term SEO.
InhouseCIO is adding cloud solutions domains, websites, etc… to
optimize.
More reporting and analytics to look at now with SEO campaigns
along with PPC. Looking to compare results on:
• Traffic
• Conversions
• Lead Quality
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12. Summary
THANK YOU!
QUESTIONS?
#MMSEM11
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