Driving Incremental Growth for Moz

The Challenge: Overcoming Healthy Skepticism

Moz, a leader in SEO optimization tools, operates a sophisticated search marketing program which was spending hundreds of thousands a dollars a month on paid search. Their team was rightly skeptical about adding a new performance partner. They had two primary concerns:

1. Organic traffic: Would a new partner just take traffic that Moz would have gotten through organic search anyway?
2. Brand Integrity: Could a partner operate within their strict brand and compliance guidelines without intensive oversight?

Their team initially had questions for us which we needed to answer to:

“How is it possible to compete on our core terms without negatively impacting our existing campaigns? We were concerned about whether a partner could actually drive conversions in line with our internal paid search team cost per acquisition. Would Semantic Labs be able to deliver leads that didn’t churn and drive up our retention costs?”

The Solution: A Risk-Free, Collaborative Partnership

Semantic Labs operates on a 100% performance basis. We started by joining Moz’s existing affiliate program on Impact, meaning they could set the CPA’s so any new customer we brought in would be inline or below with their existing internal cost per acquisition.Our approach was built on collaboration and growth from day one. We invested our own capital to run a 30-day test period, allowing us to prove our model and demonstrate value without any financial risk or resource drain for the Moz team.

The Results: Measurable, Incremental, and Risk-Free

Our model is designed to find and convert users your current campaigns aren’t reaching. The results are not just theoretical; they are tracked, measured, and purely incremental. They also implemented analysis on the churn rate of our leads and were pleasantly surprised when our retention rate was higher or equal to than other performance partners. Our performance for their product Moz Local, in particular, has been strong. .