Financial Case Studies
Increased Email Captures & Newsletter Signups with Paid Search
One of the world’s premier multimedia financial education companies came to IMPAQT with the project goal to drive a high volume of email captures and newsletter signups, while maintaining their targeted cost-per-lead.
Question:
How could IMPAQT decrease the company’s current astronomical cost-per-lead and simultaneously restructure the existing paid campaigns to improve efficiency?
Revelation:
First, IMPAQT set out to reorganize our client’s accounts in Google and Yahoo! to ensure keyword synchronization and improve budget planning and allocation. Through constant management of their Paid Search campaigns, we maximized product-specific cost-per-lead and drove conversion traffic by constantly monitoring and updating keyword bids. In addition, our Client Services Team conducted monthly keyword research to discover new keyword expansion opportunities in support of our client’s releases of new newsletters and initiatives.
The IMPAQT:
Since campaign launch, our client has seen marked success. The campaign produced:
- 191% increase in email captures
- Google email captures rose from 7,709 in May to 24,934 the following January
- Yahoo! email captures rose from 2,682 in May to 6,594 the following January
- 27% decrease in overall cost-per-lead
- 111% increase in overall budget spend
Through keyword expansion and the release of new newsletter products, email captures have dramatically increased on both engines over the course of the campaign.
