Solution:

Cut Paid Marketing Waste
Endeavor’s first task after onboarding was to identify wasted ad spend. We soon realized that ActivePDF’s cost per lead (CPL) and cost per acquisition were abnormally high for most of their products; the cause of which was targeting low value keywords, loose management of paid media campaigns: too many broad keywords, scant negative keywords management, poor bid strategy, low click through rates and ad relevancy and overall poor keyword targeting. Using our keyword research process, Endeavor’s fixes significantly cut costs while building a solid launchpad for paid media growth going forward.

Data-Driven Overhaul – SEO, Email, Organic Social:
After the acquisition, Endeavor was asked to shift their efforts to enhance ActivePDF’s organic marketing performance. Attacking this challenge entailed a four-part data-driven strategy, which included a research, planning, building and implementation phase across organic search, email and organic digital marketing channels.

During their research process, Endeavor identified the highest value keywords and topic clusters for ActivePDF’s key segment audiences, then drafted campaign blueprints for each of ActivePDF’s assigned target product’s. After completing the planning phase, Endeavor created an extensive amount of automated email sequences, curated an organic social calendar for the year, and built and optimized sixteen brand new landing pages for each of ActivePDF’s high-value target keywords.