ENMAX invited us to audit past Search and Display Advertising efforts and identify ways to improve results across both their Brand and Campaign activities. One of the immediate opportunities we identified was to set-up conversion tracking and optimize based on conversions rather than traffic.
We designed the campaign to provide flexibility and budgetary control across the various product lines and geo-targets. Over a 6 month period of continual optimization and testing, we established benchmarks and created a strong foundation for the new search and display advertising campaigns. Through this process, we were able to evaluate the true cost of acquiring a new customer and then reduce that cost significantly.
Within 6 months, the cost/acquisition for one product line decreased by 52% while a second product line decreased by 35%. Our search and display campaigns soon became the most cost effective online channel for new customer acquisition.