Keybroker doubled web sales for Com Hem

In six months, Keybroker doubled Com Hem’s part of web sales that is generated by search marketing. The collaboration led to lower cost per customer and more efficient online campaigns.

Challenge

Com Hem is Sweden's largest provider of triple-play services; cable Tv, broadband access and telecom. In March 2008, Keybroker took over Com Hem search marketing on Google, Yahoo and other search engines with the mission to increase sales with search.

The solution

Keybroker actively worked with campaign optimisation, removing unprofitable keywords that did not generate any sales. We optimised the campaign daily, finding bid levels that increased the profitability of the campaign.

We focused first on Com Hem’s range of services and products and specific target groups. We improved the relevancy of the keyword's landing pages. Keybroker also developed a campaign structure to cover all phases in the search funnel. Consumers first tend to do a general search, followed by a more specific product search and finally a search on brand. By placing ads in content networks, the services and products were exposed to users in blogs, online news and other sources with content relevant to Com Hem.

Results

Sales volume from search advertising doubled in six months, while cost per new customer was lowered by 50%. Furthermore, the conversion rate, which means the number of visitors that become customers, more than doubled thanks to relevant ads and landing pages.

"At first, I wasn’t familiar with Keybroker, we worked with a different provider and it took about a year before we switched. My impression of Keybroker is that they are truly engaged when it comes to improving our search marketing. They also have a good model with a focus on sales rather than just volume. The fact that Keybroker’s analysts work with only a small amount of customers is also very positive. Fredrik Sjöström, responsible for digital media at Com Hem.

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