Case Studies

YouSendIt - Increased Customer Subscriptions by 70% through PPC Advertising

YouSendIt offers an online solution for independent professionals and businesses for sending, receiving and tracking large files and digital content without email and ftp limitations. YouSendIt has over 10 million users across 220 countries. Prior to initiating an SEM partnership with Enquiro, YouSendIt was running a paid campaign that drove few leads and qualified visitors at a high cost per lead of $442. They needed help in developing a more robust sponsored search strategy that would increase the number of registrations and subscriptions while reducing overall costs.

THE CHALLENGE
Increasing qualified traffic and subscribers generated through paid search while maximizing a reduced monthly budget and generating a positive return on investment.

THE SOLUTION
The Enquiro team executed a Branded vs. Non Branded strategy that began by identifying the keyword phrases that provided the most value to YouSendIt and creating a campaign structure that was highly optimized, leveraging top performing keywords and ad messaging. Developing relevant ad copy and targeted landing pages was a critical component to ensure continued relevancy from keyword to ad through to the landing page resulting in a significant increase in the number of qualified visitors. As results were gathered, the Enquiro and YouSendIt team we were able to make decisions related to keyword cost, return on investment and budget allocations to ensure spend was shifted appropriately to maximize performance and get the most value from designated keyword spend.

THE RESULTS
Enquiro was able to effectively increase pay-per-click performance across all key performance indicators. Paid search traffic increased from 3.6% to 8.9%, cost per click was reduced by 18%, and the number of paid subscriptions increased by 70%.

Pay-per-click advertising efforts have had a cross-channel marketing impact. The correlation between organic and pay-per-click traffic is strong with an increase in organic traffic as PPC traffic increases. YouSendIt is reporting an increase in customer acquisitions across all channels as a result of the first pay-per-click interaction. By lifting brand awareness and driving more new customers into the buying funnel, other marketing channels can nurture those leads leading to additional conversion.