ONLINE ACQUISITION – SEARCH

• 76% decrease in Cost Per Acquisition
• 40% increase in number of applications

Remit:
Downstream Marketing was appointed as American Express’s Search agency of record in March 2007 following a competitive pitch. Our remit is for Search Marketing across Australia and New Zealand across all consumer and business credit and charge cards (15+ individual products).

Approach:
We focused on increasing marketing ROI buy driving more customers to the point of application for credit or charge cards, at a lower cost.

Results:
Immediate and significant improvement in campaign ROI. Building on this success, and the dynamic data driven insights revealed, we are now moving towards a model for optimising the customer’s total lifetime value. A dynamic data feed from American Express’s transactional systems will allow us to understand individual cardholder behavior and profitability, and dynamically optimise campaigns for maximum value creation.

Key Success Metrics (Last Quarter):

• 76% decrease in the CPA
• 40% increase in the number of applications
• Conversion rate increased by 167%
• CPAA (Cost per approved application) decreased by 80%