Pay Per Click Case Study, Collegiate Funding

Collegiate Case Study
Collegiate Funding helps recent college graduates and their parents consolidate student loan products and reduce monthly payments.

As part of these ongoing efforts Collegiate Funding revamped its website in early 2006 to make sure it could track leads from Google vs Yahoo. Although the company already was receiving some leads in from yahoo they experimented with Google AdWords Pay-Per-Click advertising. Initially, the company launched an in-house pay-per-click campaign but, with inappropriate messaging and poor keyword selection, spent a sizeable amount of PPC money without achieving significant results. Collegiate Funding then turned to outside help, retaining The OC Agency to handle the company's AdWords pay-per-click campaign management - a move that ultimately achieved tremendous pay per click campaign ROI for Collegiate Funding. Given the success of the campaign, Collegiate Funding remained focused on driving even more targeted traffic to the company's website (above and beyond AdWords) and once again turned to The OC Agency for pay per click campaign advice.

The Solution:
The professionals at The OC Agency quickly stepped in to and started to manage Yahoo! Search (formerly Overture) Pay-Per-Click campaigns for the company. Web stats had shown that Collegiate Funding was not reaching a healthy enough portion of the web-searching public (including people who use Yahoo and MSN as their search engines) through AdWords pay-per-click advertising alone. The OC Agency understood that the widely held perception of Yahoo! as a "Consumer" search engine meant that "Business to Consumer" pay-per-click bids at Yahoo! could actually be a great bargain. By advertising on both Yahoo! and AdWords, Collegiate Funding would reach nearly all of its targeted market through pay per click campaigns.

The Outcome:
Collegiate Funding Yahoo! Pay-Per-Click campaign was re-launched in January 2007. A natural increase in AdWords traffic combined with the new Yahoo! campaign led Collegiate Funding to receive nearly double the Pay-Per-Click traffic for January, compared to the previous months, at 1/3 less cost per click. Collegiate Funding staff members are happy to acknowledge that an Yahoo! Pay-Per-Click campaign led to an increase in business. "Prospects who click-thru to our site are the types of targeted leads that we need and want. We gladly pay Yahoo! to drive these interested prospects to our site - and the strong ROI doesn't hurt either," says Mary Montiel founder of Collegiate Funding.
Pay Per Click Case Study.