Case Studies

Learn how SearchIgnite's advanced technology is helping sophisticated marketers work easier, spend smarter and optimize their campaigns for maximum impact.

E*TRADE Increases Market Share, Gains Competitive Advantage Using SearchIgnite

CHALLENGE

While other brokerage firms reduced their online presence or left the market during the economic slowdown of 2008, E*TRADE jumpstarted its market share by being smarter and more aggressive with their online spend. To do this, the firm needed to figure out how much budget to allocate towards their paid search campaign (and how to spend it) in order to maximize their new customer acquisitions without sacrificing profitability.

SOLUTION

Automate keyword bid management - E*TRADE utilized SPOTSM, SearchIgnite’s Predictive Optimization Technology, to automate the keyword bidding process and allocate their budgets in real-time to the highest performing keywords.

Find Optimal Spend Level to Maximize ROAS - The company set separate return on ad spend (ROAS) and cost per acquisition (CPA) goals for their ad groups and SearchIgnite’s platform automatically allocated budget to achieve these performance goals. A dollar amount was associated with each new customer account so that E*TRADE could determine the revenue generated from its overall search efforts, as well as from specific ad groups.

Gather insights across the online landscape - E*TRADE used SearchIgnite to track and report its campaign performance across a number of online properties, including Google, Yahoo, MSN, Sendori, Business.com and Ask.com. Centralizing these insights gave E*TRADE a more holistic view of its search efforts and enabled the firm to dramatically improve campaign performance.

Optimize landing pages and ad creative - E*TRADE used SearchIgnite’s landing page serving and creative testing during its 2008 Super Bowl campaign, ranked by Nielsen as the second “most buzzed about ad online,” to optimize conversions during this crucial, high-traffic time period.

RESULTS

Through SearchIgnite, E*TRADE expanded its online activities and significantly increased its customer acquisitions from search at a crucial time for the company.

Year over year improvements: