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.