Overview
CreditReport.com is one of the web’s highest volume providers of credit reporting services. Before Anvil came on board to manage the site’s PPC, the campaigns had yet to sustain a profitable cost per order and order volume was leveling out. Anvil was able to turn the campaigns around in a matter of weeks – lowering the cost per order even lower than the goal and simultaneously increasing order volume.
Objective
Anvil was tasked with taking over management of CreditReport.com’s high volume PPC accounts and improving key metrics such as cost per order, total order volume, click through rate and cost per click.
Challenge
The PPC landscape for the credit reporting services industry is highly competitive and comprised of keyword buys that can be quite expensive, thus making it even more challenging to provide the desired click volume at a reasonable rate of return.
Strategy
In order to perform campaign performance, the Anvil team restructured the PPC campaigns and provided recommendations for revisions to landing pages in order to improve conversion rates. New text ads were created and keyword bids were optimized on an individual keyword level so as to meet the goals for all PPC metrics. The campaigns were monitored on a continuous basis and frequent changes were made to bids and campaign structure in order to sustain above optimal levels of cost, volume and conversion.
Results
Since taking over management of CreditReport.com’s PPC campaigns in June 2006, Anvil has been able to achieve significant successes for our client:
- Increased clicks by 54.4%
- Increased click through rate by 143%
- Decreased cost per click by 22%
- Increased total orders by 62%
- Increased conversion rate by 5%
- Decreased cost per order by 25%
- Increased campaign revenues by 42%
URL
CreditReport.com – Credit Reports and Scores