Case Study - Microsoft Advertising

Case Study
Success Story: LowRateSource Conversion
Rate is 50% Higher on adCenter
LowRateSource, a leading mortgage comparison shopping site, removes a lot
of the stress associated with the lending process by allowing consumers to
comparison shop for loans from the privacy of their homes. It offers refinance,
home equity, home improvement, and new home purchase loans from leading
mortgage companies, such as Countrywide, Ameriquest, and New Century
Financial.
Securing a mortgage can be time-consuming and difficult for consumers,
and the mortgage business is highly competitive. To make LowRateSource a
primary mortgage resource for consumers, Adteractive, the agency of record
for LowRateSource, must increase the company’s visibility amongst targeted
consumers and market the company aggressively.
Campaign Objectives
Adteractive, on behalf of LowRateSource, focused on one objective—to drive a
high volume of qualified seekers of mortgage products to its Website to apply for a
mortgage.
“Search engine
marketing has been
very effective for us
because we have
found that people
typing in keywords
on search engines,
such as Microsoft
adCenter, have
a high likelihood
of signing up for
mortgages from our
partner companies.”
— Sam Darawish,
Senior Product
Manager,
LowRateSource
Campaign Strategy
Adteractive created keyword groups and honed
advertising copy to better drive traffic to the specific
major home lending areas of the Website—refinancing,
home equity, and mortgage programs.
“LowRateSource’s conversion
rate is at least 50% better on
adCenter as compared to the
other major search engines.”
— David Rodnitzky,
Senior Director of Marketing,
Adteractive
Campaign Results
LowRateSource’s budget on adCenter has increased five-fold, achieving a return on advertising spend (ROAS)
nearly two times higher on adCenter as compared to any major search engine.
Evolution of Strategy
Adteractive plans to integrate adCenter’s targeting technologies and API into future LowRateSource campaigns.
The API allows Adteractive the ability to quickly move campaigns online. AdCenter’s customizable interface and the
ability to compare campaigns across publishers proves invaluable in creating the flexibility to efficiently allocate
media budgets according to ROI.
“Consumers searching on
adCenter have a much higher
conversion rate, enabling us
to run much more profitable
campaigns. AdCenter is
quickly becoming one of the
foundations upon which we
build all our future search
marketing campaigns.”
— David Rodnitzky,
Senior Director of Marketing,
Adteractive
For more information, please visit Microsoft adCenter: http://advertising.msn.com/adCenter