Business Challenge

As a leader in business-to-government lead generation, Onvia understands the importance and value of reducing costs of lead acquisition. Onvia looked to search engine marketing and Point It! to provide a cost effective source of customer leads.

Search Marketing Challenge

After a 6-month test of search engine marketing with Point It!, Onvia could see the benefit of relatively low costs per acquisition as well as better close ratios for its sales staff compared to other marketing programs. Therefore, Onvia expanded its search campaigns and pushed the envelope on lead volume, while maintaining and even lowering its cost-per-acquisition goals.

Solution

Point It! undertook several major keyword expansion initiatives and performed proprietary campaign optimization techniques including redesigning campaign architecture, ad copy optimization, and bid monitoring. In addition, Point It! and Onvia worked closely to identify, create and test keyword themed optimized landing pages to boost conversion rates. Point It! also successfully launched two new product offerings for Onvia with PPC campaigns.

Results

In a six month time period, Onvia's lead volume from its search marketing campaigns increased 1,083% under Point It! management. In addition, cost-per-acquisition trended down and well below other available marketing programs.

About Onvia

Onvia provides businesses the ability to access, manage and optimize government opportunities. They've helped a variety of companies' find the opportunities they need to grow their businesses, save money and become more productive. Onvia provides electronic notification of government contracts and government business intelligence tools.