Last Friday Jonathan Beeston, our UK Director of Client Services, presented a financial services case study at SMX London. Fool.co.uk started optimizing (or optimising, as they write in the UK) their search campaigns using Efficient Frontier's bid management technology in April 2007, and within two weeks experienced a significant increase in volume and decrease in CPA. After just one month volume had increased by 83% and CPA had dropped by 43%.
We didn't stop with just bid optimization for Fool.co.uk - we also helped expand their keyword list into the long tail, restructured the campaign, and expanded the campaign from just credit cards to loans, mortgages, insurance, and banking. We also refined ad copy, conducted keyword testing, landing page optimization, and match type expansion, and made use of our simulations and forecasting.
Fool.co.uk is one of the leading finance sites in the UK, with over 2 million members and 600,000 monthly visitors. Their search marketing efforts are helping to increase value for partners and grow the site even more. The past six months of algorithmic campaign optimization combined with smart search marketing practices have resulted in an overall drop in CPA 86% and an increase in click-out value of 320%.
This example is what makes search engine marketing so interesting - it's not very hard for an advertisers to cost-effectively acquire new customers through search, but the additional investment in optimization can produce results that far exceed expectations.
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