Pay per Click Program Targeted to a
Geographic Locale
Selling Power in
Deregulated Texas
Bring traffic to the TXU website to sign up
for residential power in deregulated Texas.
When this project began, Yahoo Search was
still known as GoTo.com. Rapport Online had
been hired to recruit affiliate partners for
TXU Energy's affiliate program. In
discussion with TXU's project manager, it
was decided that ROI would set up pay per
click sponsored search listings as well.
Rapport Online has managed the TXU program
through all of the changes that have
happened in the pay per click environment.
As Google, Yahoo and MSN have advanced their
capability to target more specific
geographic area, ROI has responded with
tactics to target the specific geographic
area within Texas without losing prospects
who cannot be accurately placed using
current geo-targeting capabilities.
Initial results made TXU's project manager
giddy - cost per customer through the PPC
program was 5% of the cost pay out to
affiliates. While competition has driven
costs up over the years, the PPC program
continues to be a major source of new
customers for residential power.
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