Conversion Optimizer – Getting Visibility through Participating in Case Studies

I recently participated in a case study with Google on their Conversion Optimizer tool in Adwords. The case study was published, and there have been a fair number of associated articles that link back to the Adwords blog article, which quotes part of the discussion. At this date, fifteen links now go to the post, including an article at WebProNews, and it has a PR of 4. Pretty cool stuff. Read the various articles here:

Conversion Optimizer – Google Adwords Blog

Using Google’s Conversion Optimizer – WebProNews

Back in early June I went to the SMX Advanced meeting in Seattle (see several live-blog posts from that event). During a session break, I went to the show floor and was going from booth to booth. At the Google booth, Courtney was talking to several visitors about the value of the conversion optimizer. I had recently set up a number of campaigns and had seen some great improvements in visibility, conversion rates and lowered cost per conversion. Although a bit rude, I jumped into the conversation and shared my experience.  Courtney asked for my business card, and reached out to me right after the show to start working on the study.

Here are some things I learned from participating:

  1. Don’t be shy. If you have a good experience with a company’s product, tell them. Also, tell them you would be happy to participate in a case study.
  2. Ask for what you want. I wanted to get exposure for PRWeb’s services – not just the results that I got from using their tool. I really wanted a solid description of our services included, and they provided that as background to the case study story. I also wanted a link from Google. So bad I could taste it. Instead of just having them link our URL to our domain, I specifically asked for an in-content link with my target keywords, pointing to the URL I wanted. Kaching! DONE!
  3. Follow up and keep the ball rolling. I have been on the other end of case studies – and it’s easy to get distracted with day-to-day work. If you want the visibility that a good case study can provide, be persistent (and friendly) with the company providing it.
  4. Be picky. There are other case studies I have not participated in. Why? Well, either it would show the pale under-belly of what I am doing, it would not bring value, or there are political reasons not to participate.
  5. Be in the know. If you work for a larger company, do  your research – there may be someone else in the organization who is working with a vendor who might feature your company. Reach out to your colleagues and see what opportunities there are. Also, be certain to help with guiding inbound linking and company positioning so that you do get the exposure value that you want.

Although it can be a fair amount of work to participate in case studies, they can be a great solution for both getting visibility and providing value to a valued vendor. And if you are looking for inbound links – a great way to get those, too!