Media Buying Case Study

New Media Buying Techniques Increase Efficiency of Online Campaign

In the fall of 2009, Southern California Edison (SCE) was looking for an agency that could improve the efficiency of its media budget. Their goal was to lower their cost per conversion (CPC) while increasing the number of people signing up for online bill pay. In other words, they wanted to get the most out of every dollar spent on their media campaign.

Challenges

Planning and building the SCE Media Buying campaign was more challenging due to the fact that we did not have access to all of the data from previous campaigns. In many ways we were starting from scratch with very little knowledge of what did and did not work for them. For example, if we had known that a specific keyword produced very few conversions, we would have used it minimally in our campaign build out.

Fortunately, even without the previous account information to reference, our team developed a strategy, plan and final campaign that outperformed years past.

Strategy

Over a three-month period we developed and executed a completely new media plan for SCE that utilized search, display and social media. The overall goal of the campaign was to get SCE customers to sign up for online bill pay. To help SCE achieve their goals, we designed a larger, carefully planned search budget, implemented our proprietary retargeting and created ads to be displayed in our top display networks.

We took advantage of the advertising potential of Google, Yahoo, MSN Search, Google Display and Facebook. These initiatives were combined with three network media buys, including Yahoo Display, ValueClick Media and Dedicated Media. Our superior media plan proved not only to be highly cost-effective, but far surpassed SCE’s initial goals.

The Results

Our well-executed media plan allowed us to increase impressions by 19% and clicks by 13%. This facilitated a dramatic decrease in total spend for their online bill pay campaign, totaling over $40,000 saved. SCE also saw a decline in their CPA by an astonishing 182%. Overall, we increased conversions from 7,000 to over 20,000, lowered media costs by $45,000 and decreased CPA from $34 to $10.

About Southen California Edison: Southern California Edison has been providing reliable electrical services to Central, Coastal and Southern California for over 10 years. Every day SCE serves an average of 14 million customers in over 180 cities. Using more alternate and renewable energy than nearly any other utility in the world, SCE is very committed to protecting the environment and improving Southern California air quality. In addition, SCE continues to actively support local causes, donating more than 700,000 hours of work to non-profit organizations throughout the community.

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