Cardinal Expo, a New Orleans-based trade show services company operating nationwide, had the unique challenge of revamping and broadening their online presence using SEO in the middle of 2021, while in-person events and expos were still recuperating from post-COVID numbers. After initial success, Cardinal Expo’s leadership sought to further leverage the optimization work Online Optimism’s SEO team had already done by bringing in pay-per-click traffic to generate qualified leads.
As Cardinal Expo aimed to generate a higher volume of qualified leads across its major service areas nationwide, they sought the expertise of Online Optimism.
Online Optimism’s Content team had already constructed more than a dozen organic and conversion-optimized service area landing pages for mid-sized markets where Cardinal Expo excels, enhancing user experience and establishing a scalable digital infrastructure. Without prior Google Ads data, Online Optimism developed a comprehensive Ads strategy, leveraging their Cardinal Expo brand knowledge and industry insight.
Starting with a Brand and New Orleans-specific campaign, Online Optimism optimized campaigns for lower cost-per-click using SEO insights. The Digital Ads team expanded campaigns to Las Vegas, Chicago, and Orlando, strategically targeting medium-sized markets like Dallas and promptly withdrawing from unprofitable areas like Anaheim when the cost-per-conversion no longer justified their presence. A hyper-localized ad strategy, paired with intensive search term analysis and exclusions, further reduced cost-per-conversion.
After engaging with Online Optimism for a SEO work, the Cardinal Expo website saw immense organic traffic growth. Comparing the first 6 month period in 2021 to the same 6 months in 2022, organic sessions increased:
Following early campaign expansions, CTR and impression share decreased. Online Optimism responded by aggressively analyzing search terms and implementing negative keywords to capture more relevant traffic.
| Month | CTR | Impression Share |
|---|---|---|
| 09-2022 | 7.20% | 55.30% |
| 10-2022 | 10.53% | 34.17% |
| 11-2022 | 10.78% | 48.47% |
| 12-2022 | 8.89% | 35.73% |
| 01-2023 | 11.52% | 29.32% |
| 02-2023 | 10.28% | 35.45% |
| 03-2023 | 10.33% | 25.48% |
| 04-2023 | 11.10% | 26.03% |
| 05-2023 | 12.26% | 24.42% |
| 06-2023 | 9.70% | 23.34% |
| 07-2023 | 9.91% | 25.49% |
| 08-2023 | 12.31% | 22.20% |
| 09-2023 | 12.96% | 24.11% |
| 10-2023 | 11.46% | 42.95% |
| Month | Conversion Rate | Cost per Conversion |
|---|---|---|
| 10-2022 | 5% | $173.24 |
| 11-2022 | 10.83% | $82.79 |
| 12-2022 | 5.65% | $170.03 |
| 01-2023 | 6.55% | $111.31 |
| 02-2023 | 6.75% | $104.46 |
| 03-2023 | 10.23% | $72.22 |
| 04-2023 | 10.46% | $75.61 |
| 05-2023 | 10.13% | $74.57 |
| 06-2023 | 9.94% | $78.52 |
| 07-2023 | 11.19% | $71.52 |
| 08-2023 | 9.74% | $78.66 |
| 09-2023 | 15% | $55.71 |
Partnering with Online Optimism has been a game-changer for us. What began as an SEO project has evolved into a holistic marketing campaign. Online Optimism optimized our website for search, and then drove targeted traffic right to it. Their SEO and PPC expertise have given us incredible results.
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