A Division of Comcast Catapults Its Search Engine Marketing Campaign ROI by 135% with Generation Web
Comcast Corporation (Nasdaq: CMCSA) is a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is one of the nation’s largest video, high-speed Internet and phone providers to residential customers under the XFINITY brand and also provides these services to businesses. NBCUniversal operates news, entertainment and sports cable networks, the NBC and Telemundo broadcast networks, television production operations, television station groups, Universal Pictures and Universal Parks and Resorts.
Generation Web turned around a costly, underperforming search engine marketing campaign for a division of Comcast. With lots of new business and more than double the ROI, the results were quite favorable.
Challenges & Goals
Comcast was spending a lot of money on PPC (pay-per-click) and CRO (conversion rate optimization) for a division of their company with a large, big-name digital marketing agency and not seeing results.
The level of customer service was also low. Comcast was just another number.
And proper tracking wasn’t in place, so the company wasn’t able to determine whether or not their money was being well spent.
With stagnant growth and a shaky grasp of their ROI, Comcast turned to Generation Web to improve performance, generate more leads, ramp-up ROI, and raise conversion response rates.
Comcast chose Generation Web because, with an in-depth understanding across so many areas of online marketing, the agency knows what’s required to generate results end-to-end from impressions to website traffic to generating leads/sales. Comcast also knew that the results delivered would be measurable.
Results & ROI
Being a boutique agency, Generation Web was able to provide daily communication and a high level of customer service.
Things were off and running within weeks and Comcast was already beginning to see a positive outcome.
Within the first three months of taking over PPC and CRO, Generation Web managed to reduce PPC investment costs (by 75%) and increase performance simultaneously. Campaign ROI skyrocketed to 135%, while acquisition costs were cut by 57%. Leads upsurged by 115% and conversion rates rose by 95%.
Generation Web also provided analytics consulting. After digging into multiple years of website analytic data, 30 major issues were uncovered that needed resolving and seven key opportunities were identified, which would have been otherwise remained hidden in a complex mound of data.
The conclusions from the research and analysis provided insights that shaped future strategies across all major marketing areas (e.g., email marketing, SEO, PPC, social media marketing, public relations, mobile marketing, etc.).