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Client:
First Data independent sales is a wholly owned
subsidiary of First Data Corporation (NYSE:
FDC) and is an industry leader in credit card
processing for traditional and Internet businesses.
They offer merchants competitive pricing, customer
service 24 hours a day, 7 days a week, in 140
languages and dialects, and one of the largest
credit card fraud, loss prevention and chargeback
departments in the industry.
Challenge:
There were two main problems with client’s
Pay
Per Click campaign. First the cost to acquire
a single lead was $200 - which was way too expensive.
The second problem was that client consistently
received bad leads which were driving up the
overall cost of the campaign.
Solution: When
the eBrandz team took over the account, we noticed
that the campaign was organized properly. Hence
adding keywords to the campaign was easy. However
we probed the client, asking him about his target
audience. The feedback helped us eliminate few
of the bad leads. It also helped us add a lot
of negative keywords to the campaign which helped
to further decrease the cost per lead.
However, after closely monitoring
the account, we also realized that there was
significant Click Fraud on client’s account.
We identified the networks and ips which were
generating fraud clicks and submitted that report
to both Yahoo and Google. After persistent follow
ups we were also able to receive partial refunds
from both the engines.
Results :
Initially there was a drop in overall traffic
because we were eliminating a lot of costly
bad terms and eliminating click fraud ips and
networks. But the cost per lead decreased and
the overall quality of leads improved significantly.
Dan says, “eBrandz has
used a very thorough approach to PPC management.
eBrandz have used all the feed back we had given
them about the lead quality, as well as doing
their own research to bring our cost per sale
down from well over $200 per sale to less than
$100 per sale. Obviously, this has saved us
a significant amount of money as well as the
time we were spending on poor leads.”
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