Client List Testimonials Case Studies
Challenge :
Prior to working with Nett Solutions, Inc. in 2005, the Mortgage Company, LendingTree, was a major pay per click user with both Google and Yahoo! While their results were good, they found that managing their various pay per click programs was difficult and maintaining Top 3 placement on a continuous basis was impossible. They also found that their costs were varying wildly from month to month and that click fraud was becoming a problem on some of their keywords. What they hoped to achieve was a more consistent internet marketing program. They wanted a program that would continuously supply them good placement and a monthly fee that they could budget for over the course of the next year. They did not want to have to discontinue their campaign at any point because they received too many clicks or the bids rose to high. That would deny them business.
Solution :
We worked with LendingTree to identify and rank their keywords into "A", "B" and "C" level categories. The keywords producing the best conversion into loans were categorized as "A" level keywords. Keywords that received good traffic and decent conversion were identified as "B level" keywords. Those keywords receiving a lot of traffic, but with low conversion were classified as "C" level keywords.
In total, LendingTree found that just under 10% of their keywords were really "A" level, yet they were the keywords that accounted for approximately 50% of their new business. Nett Solutions immediately placed all of these "A" level keywords on a flat fee SEP program to guarantee top 3 sponsored placement 24/7 to give them the advantage over their competitors who were subject to PPC fluctuations in position and price, and to protect them from click fraud. We then repeated this with Lending Tree's "B" level keywords. The "A" level SEP package took approximately 30% of Lending Tree's search engine marketing budget, and the "B" level terms took another 35% of their budget. At this point, Lending Tree continued to use the remainder of their budget for their "C" level terms and non-identified keywords in their previous PPC model.
Results :
Over the next 6 months, LendingTree found that their "A" level and "B" level keywords were producing more loans than their entire PPC campaign had previously produced. In addition, these keywords now accounted for almost 90% of their loans, yet they were spending less than 65% of their internet marketing budget. LendingTree has since increased their internet marketing budget by nearly 40% and have included all "C level" keywords in the flat fee Search Engine Placement program.
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