Case Studies

Google Adwords: Choosing Quality over Quantity

True Digital Communications helped The American Ladder Institute on improving their SEO and SEM for their free online training programs. These programs are used to educate new manufacturing and construction employees about ladder safety. ALI was unhappy with the traffic of their site and how the average visit duration revealed users were viewing less than half of the total course. True concentrate on tightly targeted keywords, re-worked ad copy and focused on visitor conversion rather than brand awareness to help improve ALI’s SEO and SEM.

9 minute increase in visit duration

The Challenge

The American Ladder Institute is a trade association dedicated to promoting safe ladder use. ALI offers free online training programs that are typically used to educate new manufacturing and construction employees about best practices for ladder safety. ALI relied heavily on paid and organic search for site traffic but were unhappy with the results. However, average visit duration revealed users were viewing less than half of the total course. They asked True to evaluate the program and provide recommendations for improving SEO and SEM.

quality over quantity

Our Recommendation

ALI’s ad campaigns were focused on very broad terms that drove a high number of impressions but few conversions. True restructured the campaign to concentrate on tightly targeted keywords, re-worked ad copy and focused on visitor conversion rather than brand awareness. True also assisted in optimizing site content to not only increase organic visibility, but also more closely align content with paid search keywords.

177% increase in conversions

Results

Year-over-year visits to the ALI website increased 175% and average visit duration rose from less than 5 minutes to more than 14 minutes, adequate time for a visitor to select and complete a training video. More important, the total number of registrants increased 177% compared to the previous year, and individual training participants increased nearly 200%.