contact

Let us help you find the
kind of customers you want.
Talk to us.

NAME 

EMAIL 

SUBJECT

MESSAGE 

CASE STUDY:

HOW COLE & WEBER UNITED

IMPROVED SEARCH RESULTS FOR DLP ®

DLP® technology from Texas Instruments offers clarity down to the most minute detail, delivering pictures rich with color, contrast and brightness to large-screen HDTVs and projectors for business, home, professional venue and digital cinema (DLP Cinema®). Seventy-five of the world's top projection and display manufacturers design, manufacture and market products based on DLP technology. At the heart of every DLP® chip is an array of up to 2.2 million microscopic mirrors that switch incredibly fast to create a high resolution, highly reliable, full color image. DLP® technology's chip architecture and inherent speed advantage provides razor-sharp images and excellent reproduction of fast motion video. Since early 1996, more than 10 million DLP® subsystems have been shipped.

DLP® Products, a division of Texas Instruments, has been a client of Cole & Weber United since 1998. In 2004 the agency collaborated with Google to manage search advertising for DLP® Products. As search engines grew and the marketplace became more saturated, search costs skyrocketed. It became clear that search engines like Google had little incentive to reduce costs or improve performance for DLP® so the agency needed to devise more aggressive tactics to keep DLP competitive and economical.

Cole & Weber United called upon its internal direct response and search management team – the Performance Marketing Group (PMG) – to come up with new search strategies and tactics. The PMG devised an original approach: a partnership that would allow the agency and the client to align their business and financial goals. In this case, the agency would increase quality traffic for less money so that when DLP® goals are met or exceeded, both partners win - rewarding the client and the agency.

OBJECTIVE

Reduce the overall cost-per-click (CPC) for the DLP® search media campaign without reducing the quality or volume of traffic.

APPROACH

Together, DLP® and the PMG established a minimum number of monthly clicks and a CPC benchmark. The PMG was to drive as much or more traffic as the benchmark, but at a lower CPC. In exchange, the PMG would be compensated based on a reduced fee (50% of what the agency had previously charged) plus a percentage of all CPC savings; DLP® could either re-invest the remainder or simply add it to its bottom line.

To execute the plan, the PMG first optimized existing DLP® placements for improved ROI. The PMG then diversified the search portfolio by expanding into multiple search engines and aggressively developing new keyword groupings and original content (such as articles around popular search terms), allowing DLP® to gain wider presence on multiple search engines and placements

RESULTS

Within the first quarter of the campaign, the PMG reduced the aggregate CPC 24%; increased traffic to the DLP® site by 8% with no increase in spend; and garnered new audiences for DLP® through new content and keyword development. The bottom line: the PMG improved upon all relevant DLP® search benchmarks and saved DLP® money through a new kind of search partnership.