WSI Advances Search Engine Marketing for Loyola University with Kenshoo
SAN FRANCISCO, June 12, 2012 /PRNewswire/ –
Two months after migrating Loyola University’s search engine marketing program to
Kenshoo [http://www.kenshoo.com ] (http://www.Kenshoo.com), a global leader in digital
marketing software, WSI Digital Marketing [http://www.wsiexpertinternetmarketing.com ]
(http://www.wsiexpertinternetmarketing.com) has increased Loyola’s leads from search
engine marketing by 413 percent while reducing cost per lead (CPL) by 36 percent.
WSI worked with Loyola to restructure all search marketing campaigns, using Kenshoo
Editor and the Kenshoo Keyword Tool to add thousands of new keywords. After expanding the
keyword portfolio, WSI implemented Kenshoo’s cost-per-action (CPA) based bid policies.
These bid policies enable the Kenshoo Enterprise algorithm to determine the optimal bid
for each individual keyword to meet the set goal. WSI first tested Kenshoo’s CPA-based bid
policies on a high volume campaign and then expanded them to other campaigns.
“With the deep PPC experience that WSI’s Dave Levy and Tom Kuthy bring to the table,
combined with the scale and efficiency that Kenshoo enables, we now have the winning
combination for long-term growth,” said Nicole O’Connell, director of enrollment marketing
at Loyola University Chicago, “We plan to vastly expand our PPC program during the next
fiscal year, and we would never have been able to do that without the performance
delivered by WSI and Kenshoo.”
Loyola partnered with WSI primarily to reduce the CPL from search engine marketing.
The extensive boost in lead volume provided an additional benefit for the university,
which uses search engine marketing to promote its undergraduate and graduate programs.
“Each educational track has its own set of metrics, and leads can convert through form
completions, open house registrations or campus visits,” said Dave Levy, Partner, Digital
Marketing Consultant at WSI Digital Marketing. “Kenshoo Enterprise supports a wide range
of campaigns and goals, and its automated bid algorithms keep Loyola’s keyword portfolio
optimized for efficiency.”
These bid policies are based on sophisticated models that enable the Kenshoo
Enterprise algorithm to determine the optimal bid for each individual keyword to meet the
set goal. WSI first tested Kenshoo’s CPA-based bid policies on a high volume campaign and
then expanded the policies to other campaigns based on performance.
“Kenshoo’s advanced algorithms and automation provide the tools to succeed, but
campaigns need knowledgeable experts controlling the software to be successful,” said
William Martin-Gill, general manager, Kenshoo Enterprise. “WSI prioritized Kenshoo’s
features, and they improved results more than three-fold for Loyola while reducing costs
in just two months’ time. That’s an impressive path to profitability.”
Please visit http://www.kenshoo.com/loyolacasestudy to receive a copy of the case
Kenshoo is a digital marketing software [http://kenshoo.com ] company that engineers
technology solutions for search marketing, social media and online advertising. Brands,
agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social
to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal
Platform delivers automation, intelligence, integration and scale to make better marketing
investments. With campaigns running in more than 190 countries, Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity,
Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia
Capital and Arts Alliance. Please visit http://www.Kenshoo.com for more information.
Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be trademarks
of their respective owners.