Campaign: Microsoft Office Live Small Business
Client: Microsoft
Agency: Reprise Media
Microsoft’s Office Live Small Business is a turnkey software package that includes Web domain hosting, Web site building, e-mail and e-commerce and other tools a small business needs to operate on the Internet. The company wanted to sign up small business owners via search marketing, on the assumption that operators who are researching one of those services might be good candidates for the integrated set.
Microsoft asked agency Reprise for a campaign that was both focused enough to catch the attention of searchers looking for one specific service and inclusive enough to cross-sell its other OLSB services to owners who might not be aware of their benefits. The campaign also had a cost aim: to build small-business registrations while reducing the cost of acquiring them by as much as 30%.
By testing, Reprise determined that the best ad creative included both mention of the full suite of OLSB products and the Microsoft brand. But since some services in the package were more in demand than others, customized landing pages were developed for specific services and linked to relevant PPC ads.
Finally, Reprise determined that searches on exact phrases such as “free website for my business” converted at a higher rate, and thus bids were increased when these specific keywords were used, ensuring a higher ranking for the PPC ads and generating a 20% increase in conversion rates for these keywords.
Ultimately the campaign cut costs per new registration by 45% while boosting weekly registrations by 3%.
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