E-Loan At Work

E-Loan,an online consumer direct lender, was one of the first marketers in the lending industry to fully recognize the advantage of developing a search engine marketing (SEM) strategy. The goal was clear: optimize the value of paid keyword campaigns and develop a balanced approach based on spend versus risk.

E-LOAN is dedicated to providing borrowers with a Radically Simple way to obtain mortgage, auto and home equity loans. Since its launch in 1997, E-LOAN has originated and sold over $25 billion in consumer loans.

Setting a Strategy

E-LOAN's first step for launching into SEM campaigns was to develop a strategy and set measurable business goals. Imran Khan, Head of Search Marketing for E-LOAN, and his team of experienced analytically-oriented web marketers immediately identified their overall business objectives and set out to execute against his winning strategy: 1. build a scalable infrastructure, 2. develop a sophisticated keyword methodology, and 3. establish an effective bid strategy.

The next step was to secure the support of senior management. Imran developed a process to educate the senior management team on SEM, explain how it was evolving and, most importantly, demonstrate how E-LOAN could drive more business through the implementation of a strategic SEM program.

Using this strategy, E-LOAN honed and expanded its paid keyword search campaigns and took advantage of an early entry into SEM. By recognizing the opportunity early on, E-LOAN has established itself as a leader in the SEM space for lending products.

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source : http://www.efrontier.com/efficient_frontier/customers/eloan.htm