Case Study: American Management Association boosts non-branded search sales with TTEC

American Management Association Makes the Most of Its Keyword Long-Tail Trail

American Management Association (AMA) needed to better understand which non-branded search keywords influenced its seminar sales, since customers typically researched options over a longer sales cycle before getting supervisor approval. TTEC helped AMA evaluate the role of non-branded search terms in the buying journey and connect those searches to eventual conversions.

TTEC implemented a keyword tracking and measurement approach to follow visitors from first search through conversion, test non-branded keyword groups, and identify which terms assisted branded searches and sales. Based on those insights, AMA reallocated PPC bids toward higher-value terms, resulting in a 25.6% decrease in cost-per-acquisition for non-branded search terms, a 15.2% increase in sales from non-branded search terms, and the removal of 20,000 underperforming terms from an initial 50,000-keyword list.

American Management Association

Roman Godzich

Director of e-Marketing