Lead Generation/CPA - Case Study
MatchCraft, Inc. increased product downloads through profitable conversions for a major brand during the first 6 months of partnership
The client is a major brand name company providing consumers with a variety of fun web based products, which they can download online for free.
Client Goal - Increase back-end revenue
The client's main goal was to maximize their back-end revenue by increasing the percentage of high value conversions as well as the total number of conversions. They also wanted their cost per conversion to be more efficient over the search engines and geographical regions.
MatchCraft Solution - Customized bidding to maximize profit
MatchCraft created a strategy which differentiated the high value conversions goals from the low value conversions. We worked with the client to get separate cost per download for high value and low value conversions. We further refined the previous agency's policy of maximizing total number of conversions to maximizing total number of profitable conversions.
The Results - Maximized Revenue & Profit for the Client
MatchCraft increased the high value conversions from 50% to 90% of overall conversions. This allowed the client to provide MatchCraft with a higher allowable cost per conversion, which in turn gave us more flexibility on optimizing the thousands of keywords and increase the overall conversions by 46% within the first few months. MatchCraft also helped the client launch its first non-English campaign which increased the high-value conversions by 9.3% and decreased the cost per conversion by 4.4%. Since then, MatchCraft has successfully taken over the SEM program for many of the client's downloadable products and has been running the campaigns successfully for over 3 years.