Case Studies

First PREMIER Bank

Challenge

In July 2006 First PREMIER Bank challenged Zango to deliver a high volume of completed applications for their four credit card products, and do it while meeting an aggressive target cost per application.

Approach

Zango Account Managers designed a campaign that would start slow by testing a single First PREMIER Bank credit card offer. This gave us the ability to try multiple campaign variables while keeping client costs low. Diligent account management let us optimize keywords and pricing; adjusting bids on high-performing keywords and eliminating under-performers altogether. 

We quickly demonstrated Zango’s ability to hit the target ROI, and shifted our focus to driving up the volume of completed applications. With client approval to bid slightly higher on the top performing keywords in our system we were able to secure more volume. We then added the three additional First PREMIER Bank card products to the mix and watched the applications pour in.

By working closely with our clients at First PREMIER Bank, we have also been able to bring additional efficiency to our tracking, reporting and overall account management on the business, resulting in faster data exchanges and more timely account optimization.  

Results

From July 2006 through April 2007 Zango has outperformed expectations and established itself as one of First PREMIER Bank’s most prolific and efficient lead sources. In April 2007, Zango had its best month to date delivering more volume than in any previous month and a plan is in place to increase that number in the coming months.

LoanBright

Challenge

In 2002, LoanBright.com, an online firm offering marketing services to mortgage and loan companies, was looking for alternatives to standard Web advertising. Larger competitors had purchased, and thus locked up, much of the available contextual ad space, making it difficult for LoanBright to increase its name recognition and customer base. The tight market in the mortgage and loan space also allowed networks to significantly increase advertising fees. LoanBright was looking for consistent results at reasonable rates.

Approach

Zango's reach outside of traditional Web avenues allowed LoanBright to get a toehold in its industry, despite the purchasing power of its competitors. The responsiveness and flexibility of Zango's campaign management system-and account management staff-helped LoanBright fine-tune its approach based on changing industry and economic conditions, yet Christopher Minott, director of interactive marketing, found that he did not need to constantly test and re-evaluate what Zango’s traffic was doing for LoanBright each day.

"The excellent ROI has not fluctuated dramatically but has held steady even as our marketplace has been a virtual roller coaster," Minott said.

Results

LoanBright has the budget and strategy that allows it to use dozens of traffic providers to its family of Web sites; it carefully tracks not only expenditures but also the ROI from each source. Minott reports that Zango has consistently been in the top two or three sources of traffic in terms of ROI over the past two years. LoanBright used Zango's interactive interface to make immediate changes in its campaigns as needed, keeping results consistent and on track.

Client Testimonial

"As the person in charge of the interactive marketing budget, I have been able to use Zango to quickly and effectively fill holes and gaps in our marketing strategies," Minott said. "Because I can make immediate changes in how I bid and what I need to promote, it is one of the few sources of traffic I have been able to find that is both immediately responsive and of the quality I need."

Minott added that Zango will continue to play an important and reliable part of LoanBright's marketing efforts as its traffic needs continue to expand over the coming years and that Zango's constant improvements to its usability and excellent customer service will allow it to outpace the other, and now stale, ad networks.

Automobile Advertiser’s Secret Weapon

Challenge

A top Web automobile sales and information site wanted to bring in highly targeted traffic and improve its conversion rate. The company had used search engine marketing for the past 18 months; however it found the cost per click was skyrocketing and visitors were increasingly less likely to convert.

Approach

Zango technology allowed the automotive company to directly reach potential customers as they searched or shopped for cars on its competitors' Web sites. A dedicated account manager assisted the client marketing manager in selecting keywords to trigger advertisements and optimize the ROI for the campaign. Using Zango's keyword-matching technology, the automobile site made itself visible to visitors to other auto sites and increased its name recognition.

Results

The marketing manager admits he took an initial "toe-in-the-water" approach, starting the campaign slowly and targeting only a few of his competitors.

"Within a few days of activity I saw the ROI possible using Zango," he said. "Now I target hundreds of competitor sites targeting different product types." The marketing manager went on to say that his results were at least 25 percent better than advertising in Overture® or Google™.

The quality of the traffic also improved, which resulted in a higher conversion rate. As the company added keywords to target more competitors, its ROI continued to grow. Working with his Zango account manager, the marketing manager reviewed his results and optimized and consistently improved responses to keywords.

Client Testimonial

"Zango is probably my favorite advertising platform of those I use for my business," the client marketing manager said. "The ROI is fantastic, the management of the campaign is minimal, and the customer service and management staff will bend over backward to help you make sure that your campaign is running smoothly and that you're getting the most traffic available."

"Whenever we launch a new product, one of the first places we advertise is Zango because from our past experience, we can almost guarantee we'll make money on those ad campaigns. In my opinion, ALL other forms of advertising on the Internet are gambling with my company's money."