Davek Keyword Selection Case Study

Sometimes the keyword you think is your bread and butter might actually be your burnt toast.

If you sell a niche product in a specific industry, the broad industry keyword may have high volume, but low conversion rates; therefore, an inefficient ROI.

Company: Davek NY sells high-end designer umbrellas. Davek NY came to us with their in-house PPC campaign, which drove a ton of traffic but little to no sales. High spend + no conversions = poor return on investment.

Requirement: Improve ROI

SEOM Solutions: We typically look at setting structure and negative keywords when analyzing someone else’s PPC campaign; however, in Davek’s case, the keyword selection was the problem.

Sometimes, less is more. While “umbrellas” drove a lot of traffic to the website, the traffic was of low-quality. We don’t want people looking to buy a $10 umbrella to click on Davek’s PPC ads. Davek’s umbrellas are high quality, wind-proof and guaranteed for life. K-Mart umbrellas are not.

We restructured the campaign to target keywords specific to Davek’s niche, including “designer umbrellas” and “doorman umbrellas.”

Results: SEOM Interactive decreased traffic, decreased ad spend, but most importantly, we increased Davek’s ROI.

Volume is not the goal. Driving qualified leads is.

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