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Case Study: New Media Buying Techniques Increase Efficiency of Online Campaign
“SCE came to us because they weren’t seeing the results they wanted and hoped that we could help them increase the overall efficiency of their media budget. Exceeding their goals and increasing their conversions dramatically, we were able to create a finely-tuned media plan that effectively brought together search, display, and social media.”
About Southern 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 community and educational causes, donating more than 700,000 hours of work to non-profit organizations throughout the community.
Situation
In the fall of 2009, Southern California Edison was looking for an agency that could improve the efficiency of its media budget. Their
goal was to lower their cost per conversion (CPA) 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.
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.
