Higher volume at lower cost for American Express
With defined business objectives, a new structure for keywords and ads and coordination of the search advertising with other marketing – we increased the result for American Express.
Challenge
American Express – one of the world leading card companies, used an affiliate network for their search advertising in Sweden. To improve the results, American Express looked for a partner that could work more focused with search. In November 2007, Keybroker took over the search advertising with the challenge to increase the number of card applications with at least 50% while lowering the cost per customer.
Solution
As a first step, Keybroker defined the business goals together with American Express. Then, Keybroker developed a new campaign structure with new ads and reviewed keywords. The increased relevance resulted in a higher click-through rate (i.e. more people who saw the ad actually clicked on it) and a higher conversion rate (i.e. more card applications). Furthermore, Keybroker coordinated all search marketing with American Express' other marketing. This way, the online ads mirrored the offline marketing, leading to a higher return on the total advertising. Finally, more online channels were added, such as banners on Google's content network, which also increased the effect of the search advertisement.
The Campaign Analysts at Keybroker worked proactively with search, focusing on ad positions, click prices, and which ads and keywords that produced the best results using Keybroker's system CampaignControl™. The price model is success based and aligns the incentives of both American Express and Keybroker: to increase the sales and drive down cost per order to maximise bottom line results.
Results
The number of card applications increased with 64% after only four months. The cost per card application decreased with 50%.
Client quote
"We have never worked with such a results-driven and dedicated partner. Since the start of the search campaign, Keybroker reached and exceeded our targets." Katarina Wahlberg, Marketing Executive, Consumer Cards.
“We have never worked with such a results-driven and dedicated partner. Since the start of the search campaign, Keybroker has reached and exceeded our targets.”