• by OMMA Magazine Writers , September 15, 2009

MediaCom Search gets the nod for moving Century 21's national television advertising budgets and resources to online marketing. Budget constraints limited search media to paid search on Google, Yahoo, MSN and AOL, so daily budgets were allocated to provide terms associated with loyalty. Terms and phrases found lower in the marketing funnel got higher daily budgets to support increasing lead volume that rose 40 percent, year-over-year, while the average monthly cost-per-lead declined 32 percent. The results tied into optimization improvements. Average monthly cost-per-click decreased year-over-year by 20 percent.

MediaCom Search: Mike Wachsnicht, Search Director; Alessandra Wallace, Associate Search Director; Michael Solomonov, Search Manager; Stephanie Nahas, Search Specialist. Century 21: Evan Blittner, Senior Online Marketing Manager.