Hass Avocado Board

Search Engine Marketing Case Study

Because search engine users are actively seeking what HAB offers, they are considered our most desirable traffic and represent a high return on investment. SiteLab uses both Pay Per Click and Search Engine Optimization to promote HAB's ongoing campaign-based microsites, which are designed to coincide with key Hass Avocado supply periods. We typically use HAB's main web site, AvocadoCentral.com, as the hub to drive organic traffic to the microsites because it enjoys consistently high rankings for relevant keywords.

Search Engine Case Study: 2010 National Nutrition Month Campaign
The goal of this annual campaign is to increase brand awareness and build the HAB email newsletter subscriber list by pulling consumers who are interested in the nutritional attributes of Hass Avocados to a nutrition landing page. The 2010 campaign featured an interactive avocado nutrition quiz, health-oriented recipes and an interactive Ask a Registered Dietician function.

Tactics:

• Six months prior to the campaign launch, HAB's main web site, AvocadoCentral.com, was optimized for organic search with nutrition-related keywords, allowing sufficient time for the site rank with search engines. Searchers were then directed from the main site to the landing page
• The campaign launched with paid search ads, which drove traffic directly to the nutrition landing page
• Search engine marketing tactics were supplemented with an online display ad campaign on relevant web sites and via email to existing HAB newsletter subscribers

Results:

• Organic traffic to the main site from nutrition-related keywords was up 110% from 2009
• Conversion rates for overall web site traffic were 2.5 times higher during the promotional period than during an equivalent period after the promotion ended
• The campaign generated the second-highest 30-day goal conversions in the past year
• Paid Search click-through rates were 3 times higher than industry averages
• Over 4% of paid visitors printed recipes from the nutrition landing page, a key indicator of intent to purchase and of high quality, relevant content

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Services:

Search Engine Marketing
Online Media/Display Advertising
Creative
Email Marketing
Strategic Consulting