Lead generation campaign, SEO & SEM

Company: Bank of America
Campaign: Leads generation/ SEM / SEO
Product: MBNA Credit Card
Date: 2008 -2010
Timing: Annual

We created the MBNA SEO and SEM strategy by achieving excellent on long-tail keywords, measured and optimised for client requirements and ROI.

Objectives

Reduce Cost per Lead budget
Volume of leads: 100.000
Increase lead to sale conversion by 23%

Actions

  • Segment leads by quailty and establish a socring system.
  • A media plan for the whole campaign, prioritize higher quality leads and removing duplicates in a timely manner.
  • Implement an automated scoring system to reject requests that are not useful.

Results

20% reduction in lead captation cost.

19% improvement on conversion, not only of lead quality but CRM program.