DebtManagers

 

Overview

DebtManagers is Canada's largest independent debt management and credit counseling organization. Their system is designed to provide immediate stress relief for their clients. In October 2009, DebtManagers began working with Direct Agents to lower their cost per lead (CPL) on their pay-per-click (PPC) campaign.

Approach

Direct Agents combined their professional experience as well as the data collected by DebtManagers, to develop a strategic search and content marketing plan to increase the quality of traffic, conversions and ROI to the DebtManagers campaign. In order to optimize the landing page for better conversions, Direct Agents consulted on the DebtManagers creative, recommending they highlight the "Chat with Online Support" feature. Targeted keyword copy as well as day part placements were selected in order to maximize online presence and lower the cost per lead for the campaign. Direct Agents also tracked all web and phone leads for DebtManager, so they can see exactly who is clicking on their ad or who is calling because of their ad placement.

Results

As a result of Direct Agents work on rebuilding and launching a new content marketing plan for DebtManagers, their overall cost per lead decreased 100%. Direct Agents continues to optimize and manage the search marketing campaign for DebtManager by growing their keyword list and website placement. Direct Agents also has expanded their reach through the content management program.

Due to the success of the search and content marketing campaign, DebtManagers has looked to Direct Agents to assist them with other areas of their online marketing. Plans for 2010 include setting up email campaigns and also continuing to expand the PPC management initiatives