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• Direct Response Vault.com SEM Case Study

Direct Response Vault.com SEM Case Study, Search Engine Marketing | Resolute Digital

URL: Vault.com

Background:

Vault.com is an indispensable career resource for more than 2.5 million consumers worldwide, who use a mix of free and paid subscription content. Vault hired Resolute Digital to increase free and paid members and decrease the cost per new member through the use of paid search and general digital strategy.

Challenges:

Resolute knew from the start that this account would most likely involve over 1 million keywords, multitudes of data, and hourly optimizations so it was important to identify areas that could be automated. We were immediately able to save time by report automation through our custom dashboard. Our main KPI, cost per conversion, was automated daily on a keyword level by pulling spend data from Google, Yahoo, and Bing as well conversion data from Google Analytics. This data was available every morning at 6am and in our analysts' hands for optimization.

Another challenge was identifying creative and landing pages that would convert at a high level for all of Vault's sophisticated audience. The challenge presented a perfect use case for Google Website Optimizer, so we immediately implemented a multivariate test to automate the thousands of creative combinations we wanted to test.

Results:

This is a great example of using technology and creative thought to immediately and drastically improve KPIs. Using a combination of API-driven reporting, senior analyst optimization, and a multivariate tested landing page, Resolute increased new members precipitously by 1700% and decreased the cost per new member by $66 or 1600%.