CCMS: Receiving Targeted Traffic
As a result of receiving targeted traffic, Credit Card Management
Services achieved greater ROI through higher conversion rates.
About the Company:
Credit Card Management Services (CCMS), a non-profit financial counseling
and debt management/consolidation organization, started using search
advertising to significantly increase traffic to www.debthelper.com,
the CCMS website.
Objective:
1. To generate qualified traffic to debthelper.com.
2. To collect qualified applications for credit counseling/consolidation
services.
Strategy:
CCMS defines a conversion as a completed services application. To
reach their target audience, CCMS purchased search advertising on
Google and Overture, as well as Business.com.
Results:
After paying as much as $17 per click for some keywords, CCMS cancelled
their campaign on one of the mega engines. Although they still advertise
with the other mega engine, they merely break even on the campaign.
Meanwhile, with CPCs averaging 25% of those on the mega engines,
CCMS has managed to achieve greater ROI through both lower click
costs and higher conversion rates.
"I'm continually astonished
by the great service that is provided by Business.com."
— Lisa Lambert, Internet Marketing |
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