OptiMine helps an industry leader
Maximize lead volume while
controlling cost per lead
Ap pl i c at i on Sto ry: : De bt consolidation and c r e d i t counseling
Copyright © 2013 OptiMine Software, Inc.
[email protected] • www.optimine.com
Company
leads while not exceeding a maximum cost per lead
Debt consolidation and credit counseling services
(CPL). It’s a difficult balance to achieve, and the team
was hoping OptiMine could drive more leads while
Goal
staying within the CPL. Over the course of an eight-
Maximize leads while not exceeding a maximum cost
week trial, OptiMine not only achieved, but exceeded,
per lead
the goal.
Background
On the two metrics that matter most to this customer,
Debt consolidation is a wildly competitive market, and
OptiMine excelled:
many of the people looking for these services begin
by doing an online search. This makes paid search
14% increase
in leads
a critical component of any marketing strategy, as it
is for this leading provider of debt consolidation and
credit counseling services. With more than 20 years
in the business, this services provider is one of the
37% reduction
in CPL
better-known and more credible in a market that is
starting to get very crowded. This early adopter of
paid search was well aware that increased competition
was a primary driver of the increased cost per lead it
was experiencing.
Until this point, this debt consolidation provider had
relied on an inside team to manually manage all
Increased leads by 14 percent while reducing CPL
areas of paid search. Management knew it needed
by 37 percent.
help to get back on top of its paid-search campaigns
and realized the place to begin was keyword bidding,
given its impact on overall performance.
Because its focus was bidding, the management team
from this debt consolidation leader wasn’t interested
in looking at bundled solutions that managed
everything. Its goal was to find a solution as focused
15% increase
in orders
19% decrease
in cost
as it was — the best solution for its specific need —
and it found just that in OptiMine.
Results
This debt consolidation provider entered into a trial
program with OptiMine to assess how well it would
These significant improvements led to a 15 percent
perform against a known baseline. The internal team
increase in orders and a 19 percent decrease in cost.
managed its paid-search campaigns to maximize
Copyright © 2013 OptiMine Software, Inc.
Application Story: Debt Consolidation
Why OptiMine Succeeded
This customer used OptiMine to realize success in
several metrics. Increased leads and decreased
CPL came about because OptiMine identified and
focused on the keywords that were the main lead
generators. By bidding them up, the keywords
drove more impressions, leads and, ultimately, more
orders. Conversely, by bidding down low-performing
keywords, OptiMine reduced the costs associated with
them. The outcome was significant improvements in
leads, orders, costs and CPL.
OptiMine succeeded thanks to its unique-in-theindustry approach: predictive, multivariate modeling
at the individual keyword level, a method OptiMine
can apply to keywords receiving as few as 10
conversions per year. Every day, OptiMine looked
at every keyword, individually, and chose one of six
modeling techniques — multivariate being the core —
best suited to that particular keyword to determine
and place the optimal bid for tomorrow. Each
individual keyword was bid daily in service to this
customer’s overarching goal of maximizing leads while
not exceeding a maximum cost per lead.
With the ability to treat each keyword individually
with multivariate analysis, this debt management
company is using OptiMine to separate itself from
the competition and generate new business at costs
closer to what they were before the market became
crowded.
Learn More
To learn how OptiMine Paid Search Bid Optimization can
help you meet your online advertising goals, contact us
at www.OptiMine.com or [email protected].
Copyright © 2013 OptiMine Software, Inc.
Application Story: Debt Consolidation