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Overcoming Recessionary Challenges through PPC Campaign Restructure

IMPAQT Case Study: Financial

Intro:

IMPAQT managed a major lending institution's PPC campaigns for its mortgage refinance and home equity products. These campaigns were successful until the downturn of the housing and credit markets in 2008. As a result, keywords that once led to high conversion rates were no longer doing so because of fewer searches overall for real estate-based loans.

 

Question:

How could IMPAQT help the client maintain a profitable PPC campaign in the face of a rapidly declining market?

 

Revelation:

Because IMPAQT monitored the clients' PPC campaigns closely, IMPAQT was able to inform the client of the changes in its PPC performance and recommended adjustments in time to forestall significant losses in its PPC efforts. The client and IMPAQT agreed to shift the focus of PPC advertising away from real estate-based loans to lower dollar value loans, such as personal loans. The client still needed to meet strong goals for bringing in the same end value of it's booked loans.

To meet these goals, IMPAQT restructured the client's campaigns to pause or decrease budget on keywords for real estate-based loans and add or increase budget on keywords for personal loans.

The IMPAQT:

Thanks to IMPAQT's responsiveness to changing market conditions, the client achieved the following results following the campaign restructure:

• A 9% lift in clicks
• A 17% increase in the CTR
• A 7% decrease in spend and an overall CPC reduction of 11%
• A 35% increase in booked loans

 

"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."

The Forrester Wave™:  US Search Marketing Agencies, Q1 2011 (January 2011)

 

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Overcoming Recessionary Challenges through PPC Campaign Restructure