Case Study: Egencia
Egencia is the B2B side of the travel company Expedia, focusing on providing a simplistic and convenient way to arrange, book, and manage business travel.
The Challenge
Egencia wanted to not only increase their volume of leads, but to increase the number of Qualified Leads on a global level as well. From May 2016 – April 2017, they were experiencing a low number of Qualified Leads with a high Cost/Qualified Lead.
Services we can provide to remedy this problem: Pay-Per-Click Advertising
The Solution
In an effort to distinguish traffic coming from current customers and potential new customers, a handful of methods were tested:
- Customer Service Campaigns were developed to reroute customer service queries away from the sales team via form or phone.
- Ad Extensions and Sitelink Extensions were enabled to redirect a customer to a page or an app that may better suit their needs.
- Forms were modified to differentiate between an existing customer and a new customer.
- By tagging those who viewed the login, career, or thank you page, existing customers were blocked from seeing new ads.
The Results
- Year over year, Global Qualified Leads went up 120%, while the Global Cost/Qualified Lead went down 11%
- In the AMER region Qualified Leads were up 28% and Cost/Qualified Lead was down 7%
- In the APAC region Qualified Leads were up 361% and Cost/Qualified Lead was down 22%
- In the EMEA region Qualified Leads were up 4,908% and Cost/Qualified Lead was down 72%