Fueled a 628% jump in conversion.
Typically, when budgets drop 27%, results head south as well. But 2020 was no typical year for AmeriGas.
AmeriGas competes in a commodity category where product differentiation is nonexistent. This means service, price, and brand reputation are key differentiators. At the start of 2020, the company’s organic and paid search performance were down. Adding to the challenge was a paid media budget cut of 27%.
The foundation for any successful digital strategy is smart SEO. Some might call it old school. But in a year of unprecedented challenges, AmeriGas called it the spark that drove both leads and conversion to all-time highs.