|
In its quest to continue increasing market share, American Financial Services (AFS) began to realize the importance of a solid analytics package to help develop and track a list of targeted keywords in several pay-per-click search engines. Additionally the highly competitive nature of their most popular keywords was creating a considerable marketing challenge. In order to bring a much higher volume of leads into its call center at its target cost/lead, it was becoming clear that AFS was going to need to employ search marketing best practices. |