Pay Per Click Case Study
Mortgage Advisory Service - April 2006
The online mortgage market is one of the most competitive search engine environments out there, with a number of established heavyweight names and highly innovative SMEs dominating the best rankings. Mortgage Advisory Service, a leading North East based mortgage business, had recently launched a new website and needed instant leads, without waiting for the usual organic search engine results to take effect.
Green Media identified PPC as an immediate option for launch period marketing, and an initial two-week campaign was developed as a short-term lead generator. Following a detailed analysis of the mortgage PPC market, we created a list of keywords designed to compete on Mortgage Advisory Service's best offerings. The campaign was managed on a daily basis, and was continually monitored to react to competitor activity and keep Mortgage Advisory Service's keywords ranking highly.
Through the duration of the PPC campaign, Mortgage Advisory Service's online leads increased from between 3 to 5 per day to an average of 10. Costings for the programme worked out at £15 per lead, way ahead of the mortgage industry's average advertising performance.
"We saw a clear jump in the level of serious mortgage applications that we received during the pay per click programme, making its benefits obvious. We're very pleased to have such an effective system on-hand whenever we need to employ it."
John Ahmed, Managing Director, Mortgage Advisory Service.