Rocket Software & ASG Technologies Merger
Problem Statement
ASG Technologies products needed to be merged to Rocket Software website and to create new Google Ads campaigns. Rocket Software also needed its website to be restructured to provide a better user experience and cleaner interface design.
Solution
Competitive Analysis
I conducted a competitive analysis of existing products to ensure that we were targeting the right keywords for each product for organic search.
Strengths
- I had recently conducted competitor analysis and collaborated with product marketing managers to assigned primary keywords to ASG Technologies products
- We were able to gain an edge of competitors’ shortcomings
Weaknesses
- Rocket Software had a larger list of products to review and assign primary keyword
- Some products had confusing terminology that needed to be updated
Search Engine Optimization
I developed an organic search strategy by creating content creation briefs with primary & supporting keyword(s) focus to effectively guide content writers to write SEO optimized content to help grow organic traffic
Google Ads
I reviewed and optimized Rocket Software’s Google Ads campaigns and added new product campaigns after the merger. I aimed to increase conversion rate and reduce average cost-per-click.
Analytics Reporting
I created custom dashboards to review Google Ads & Google Analytics. To ensure that during presentation the data is understood, I focused on delivering easily digestible information, not just showing numbers on a chart.
NOTE: The above image a visual of the Google Ads dashboard that I created. The data is Google’s sample data.