B2C Online Directory - Case Study
MatchCraft more than tripled the client's SEM revenue in a matter of months
The client is a publicly traded online directory of local merchants providing up-to-date information on businesses, from restaurants to roofers, from travel to tanning. Through its local directory, consumers search for information by neighborhood while merchants capture qualified customers paying only for the leads received.
Client Goal - Increase SEM Traffic and ROI
The client's main goal was to increase its SEM ROI by accelerating qualified traffic to its online directory of local merchants. At the same time they wanted to increase margin between the cost of traffic acquisition on search engines and the market value of such qualified traffic.
MatchCraft Solution - Customized System to Manage Keywords, Test Ad Copy and Optimize Bids
MatchCraft conducted a rigorous business analysis, creating a joint SEM media plan for the client. Based on its extensive experience with technology development, SEM campaign management and ROI optimization, MatchCraft developed a customized solution. This was tailored to the client's specific needs to support the implementation and optimization of over 600 search categories, more than 100 geographical locations and over 5 million key phrases.
The Results - Quadrupled SEM Revenues and Doubled Margin for the Client
MatchCraft was able to quadruple the SEM revenue. In less than 90 days MatchCraft generated a monthly SEM revenue that was three times greater than any of the previous 18 months.