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Case Study: Scottsdale Spa

Client: Scottsdale Spa
Industry: Lifestyle, health & beauty
Campaign: Pay-per-click advertising

This campaign won 1st place at the 2005 American Marketing Association Awards.

Challenges:

The owner of Scottsdale Spa recently had her website redesigned by another firm but noticed that web traffic had significantly declined immediately following the website redesign. In fact, Scottsdale Spa had been used to receiving between 1-2 leads per day before the redesign and then received zero following the redesign. The website was graphic-heavy and had a lack of keyword-rich text that would attract search engines. The spa was on a limited budget.

Strategy:

Scottsdale Spa invested a small amount toward Search Engine Optimization (SEO), or the process of analyzing a website and modifying it to enable search engines to read it, understand it, and index (catalog) it correctly (indexing can take up to 6 weeks).
We added keyword-rich information after researching the appropriate keywords.
Since customers shop different ways on the search engines--some going straight for the natural listings (SEO) and some relying only on the Paid Sponsorships at the top--Thrive included a plan that would have a balance between SEO and Search Engine Marketing (SEM) or "Pay-Per-Click".
Not only did Thrive set up the Spa on a PPC plan on Yahoo Search and Google AdWords, but also concentrated a large portion of the efforts on Local Search campaigns, so advertisements would show up only for those people within 50 driving miles of the Spa.
Thrive researched more than 1,000 keywords, designed targeted web advertising creative and launched the campaign.

Results:

After spending only $40 on click-throughs in two weeks, the Spa had booked 32 appointments via the Internet. Most of these appointments were not just thirty-minute facials, some were cellulite treatments (worth $1,500+) and Spa Parties of five, contributing to a 4000% ROI. Scottsdale Spa immediately wanted to add more to their budget to take advantage of the increase in new business. They also found that not only were they getting local customers in Scottsdale, but they were also getting appointments and sales from out-of-state customers planning on visiting Scottsdale or wanting to buy a gift certificate for a relative living in Scottsdale (one month, gift certificate sales alone averaged $200 per day).
Not only is the SEM working, so is the SEO - the website is now listed #1 in most of the search engines like MSN for keywords such as "facials in Scottsdale".
To date, the Spa attributes 75% of its business to internet marketing. The owner strongly believes that our internet marketing solutions have exponentially increased her business. Not only is Scottsdale Spa getting leads, but they are reaping strong peripheral benefits: they have gotten three articles published by local magazines because reporters found the website at the top of the search engines. The Spa is continuing to invest in the internet and actively encourages others to do so.

Just like this small business, your website can be your silent sales force and your trusted business partner. To learn more about making your website more competitive, please contact us for a free website diagnostic or a proposal.

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