Marcal Paper and Integrity, Partners in Quality Search Engine Marketing

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Partner & Chief Creative Officer
Sep 21, 2015

How excited do you get when you hear about paper towels and bath tissue? If you’re anything like us, the answer is very.

For over 50 years, Soundview Paper Company has been committed to quality and value by producing 100 percent-recycled Marcal paper products right here in America. And now, they’re committed to working with Integrity to make sure the whole world knows about their mission.

When Integrity began working with the Marcal brand they had a simple website, a small social media presence and not much else. But no more! We've added a successful blog tab to the website where we create and share on-brand recipes, advice and more. We also beefed up the Facebook page by regularly interacting with a growing audience and posting quality content that often directs users to visit the website.

But that’s not even the best part. The Google AdWords search engine marketing campaign that we began in January 2015 is already outperforming our wildest expectations!

Our success comes from a mixture of consistency and a willingness to experiment. We never just set up a search engine marketing campaign and let it run its course. The real magic is in the on-going management, something other search engine marketing firms might overlook. Through ad copy tweaking, keyword refining and A/B testing; our fine-tuning turns each campaign into a high conversion machine.

First and foremost, we make sure that our ads are clear and concise, making it easy for Google to tell what our target words and phrases are and display them to our ideal audience. Several times every month, we review our ads to weed out whatever isn't meeting our expectations.

In addition, we keep an extensive running list of non-productive keywords. This list helps us prevent wasting our budget by making sure that our ads aren't shown to people who are searching for terms unrelated to, or competing with, our campaign.

We are also sure to adjust the settings carefully on every AdWords campaign we run. For Marcal paper, our ads are displaying in the specific locations where products have strong distribution.

Our campaign’s average position, a statistic that describes how the ads rank against others, has already shot up to 1.7, placing us smack dab on the front page of Google when an Internet user searches for a term related to our campaign. Our average cost per click is only one half of the client’s maximum budget and the clickthrough rate, or how often someone who sees an ad actually interacts with it, is above average.

"Our search engine marketing crew is awesome," Integrity Partner and Chief Creative Officer Ed Morrissey said. "What they've done on the Marcal account has blown me away, and I know it's only going to get better the longer we run it."

As a result of our efforts, website traffic has increased over 20 percent and the main conversion point, coupon downloads, has more than doubled.

But, you know us, we had to go and make it even more awesome. We are currently embarking on a redesign of the Marcal website that will make it fully responsive as well as put their conversion points front and center.

“I can't wait to redesign the Marcal website based on their updated conversion goals,” Integrity project manager Jamal McLaughlin said. “It's tough to exceed client expectations when our track record has raised the bar, but we're up for the challenge.”

Tripling conversions? You heard the man - we're up for that.

Do you want to be on the front page of Google? Our AdWords-certified search engine marketing team can make it happen, and fast. Contact us.

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