Problem
Since 1980, Skyline Exhibits has served the trade show exhibition industry with innovative new products and solutions that showcase its customer’s products. One way Skyline marketed its services was via a paid keyword search program it developed and implemented in-house. The program achieved good results, but Skyline wished to optimize the program, expand capabilities and improve overall program effectiveness. To increase its expertise, Skyline retained ClearGauge to improve the quality and quantity of leads, incorporate sophisticated measurement methodologies, and help elevate the Skyline brand in the marketplace.

Solution
ClearGauge’s team provided a measurable, efficient, Paid Search Assessment and Optimization program. Key elements of this online program included:

• Strategic assessment of Skyline’s online marketing program and current position in the market. ClearGauge analyzed Skyline’s strengths and weaknesses, reviewed and assessed its audience segmentation, assessed its web site, and expanded and improved its keyword list and keyword groupings.
• Key landing page development to complement marketing efforts, along with Keyword Search Advertising creative elements and tracking architecture.
• Comprehensive performance tracking, optimization, results reports and improvement recommendations.

Results
By utilizing ClearGauge methodologies, Skyline’s pipeline of qualified leads was greatly increased. ClearGauge:

• Increased Skyline’s internally-developed keyword list from approximately 800 to 5,000 words (more than 6 times the original keyword list).
• Doubled Skyline’s click volume per day on Google using the larger keyword list. This resulted in Skyline’s highest response rate to date.
• Provided metrics not previously tracked by Skyline. These defined a precise cost per lead to optimize the campaign and improve decision-making.

"ClearGauge gave me additional credibility and accountability in lead generation. On a regular basis, I can report to Executive Management and Sales personnel precisely how many highly valued activities are occurring in our Search Marketing program. During training sessions, Sales people actually thank me for the qualified leads."
     -- Mike Thimmesch, Director of Marketing Communications and Lead Generation Skyline Exhibits

Learn how ClearGauge can help you generate more qualified leads through Paid Search Engine Marketing. Contact us today.