Company: Company: Continental Warranty
Contact: Shawn Vicklund, Director of Marketing
Location: Location: Seattle, Washington
Industry: Insurance, B2C
Annual revenue: Confidential
Number of employees: 300

Quick Read:

Continental Warranty focused its search advertising efforts on generating leads through its offer of free quotes for extended-warranty coverage. After three years of running paid search campaigns that averaged 700 Web leads per week from 20,000 keyword phrases, its lead-capture rate had plateaued.

Shawn Vicklund, director of marketing for Continental Warranty, needed to better understand the company's target audience to increase lead volume, lead quality, and conversions. Continental Warranty turned to conversion-optimization firm magnify360 for help with profiling and better targeting visitors.

In May 2007, Continental Warranty began a three-month pilot program using 30% of its paid search traffic.

During the first 10 days of the pilot, the company increased lead volume 42%. After four months, in September 2007, the company's lead volume was up some 90% as a direct result of the campaign: The leads increased from 700 per week to 1,332. Moreover, sales increased 23% in those four months.

The Challenge:

In 2007, after a three-year search advertising campaign directed at generating leads by offering free auto warranty quotes on its landing page, Continental Warranty's lead volume had plateaued. Helming a team of 250 salespersons, Shawn Vicklund had to increase lead volume and quality with a new campaign in order to increase conversions and, therefore, revenue.

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