Handango — Search Engine Marketing
Handango connects the entire mobile ecosystem, bringing together content providers, smart device manufactures, mobile operators, and customers through one proven platform. Handango is the most widely used mobile content distribution solution, chosen by industry leaders including Motorola, Nokia, Samsung, Cingular Wireless, Verizon Wireless, Sprint, and hundreds of others.
Prior to retaining Captura, Handango had managed its paid search campaign internally. At that time, Handango opted to outsource its paid search efforts. Captura was chosen based on the company’s proven digital marketing strategies along with its significant online retail expertise. Here’s how we helped:
Cut Excess Costs
Handango was bidding high on a small number of keywords. Captura dropped its average bid from $0.36 to $0.09. Keyphrases that did not provide an optimal return were eliminated from the account.
75% decrease in average cost per click
Strategic Keyphrase Expansion
To increase traffic to Handango.com, Captura implemented a keyphrase expansion strategy. The first step of the expansion included the inclusion of critical keyphrases related to the Handango brand, smart devices, and mobile operating systems. Second, Captura decided to include mobile content titles. With more than 75,000 titles available, efforts were focused on applications with the highest sales volume and profit margins. This methodology soon grew the Handango paid search account from 300 keyphrases to more than 35,000.
116% increase in keyphrase coverage
Keyphrase Bid Management
Captura takes a custom approach to each account. Keyphrases are individually watched and keyphrase bids are appropriately adjusted up to twenty-four times daily. Business Intelligence is gathered to identify trends when they are on the rise. Complex computer-managed mathematical algorithms often utilized by competing vendors are not a capable of replacing the value of Captura’s knowledge base, its ability to customize proven approaches to the specific domain, and the company’s proprietary software for campign management.
80% decrease in costs
Captura’s methodology made pay per click a profitable medium for Handango. Cost to Revenue ratios dropped from nearly 50% to well under 10% all while increasing the number of orders by over 500% in only 5 months.
Interested in learning how Captura can help you? Contact Kevin McConnell.
