Pay Per Click Management Case Study

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.”