Results

Credit Reporting Agency

Situation

  • One of the largest non-bureau credit reporting companies in the US, virtually all of this client’s orders were driven from Paid Search marketing via in-house efforts.
  • Early in 2005, they over-optimized their campaign, causing Revenue to drop significantly each month, while COM continued to creep higher.

Challenge

  • Unreal was engaged to reverse the downward trend in Revenue and re-gain market share.
  • Based on the high retention curve of new customers driven through our marketing approach, the campaign was able to sustain higher COM to achieve the higher Revenue.
  • The campaign objective was to drive as much Revenue as possible, while staying under 65% COM.

Implementation

  • Created a new brand to support their core business, providing free credit reports with an ongoing monthly monitoring fee.
  • Re-optimized PLM campaign for growth. Re-established high CTR on Google to achieve premium ad positioning while lowering bid rates.
  • Quickly transitioned to an integrated approach, layering in SEO, PI, Online Media, CPA Media, and secondary engines to enable growth through diversification as well as provide umbrella support for the core PLM campaign.

Campaign Results

Campaign Results
  • Following an investment in January to repair the campaign, our efforts resulted in a significant improvement in Revenue with an acceptable increase in COM based on higher customer retention.
  • We increased monthly campaign revenue by 183.7% over the baseline trend with only a 27.4% increase in COM.
  • We launched the affiliate site to drive additional orders at a low cost to support the core campaign with a portfolio approach.
  • We were successful from the start at driving additional order volume well under their low target CPO.
  • We optimized the campaign down to the top performing keywords in an effort to further drive the aggregate CPO of both campaigns lower.