Paid Search Case Study

Company

Headquartered in Cayce, SC, SCANA Corporation is an energy-based holding company whose businesses include regulated electric and natural gas utility operations and other energy-related businesses. SCANA’s subsidiaries serve electric customers in South Carolina and natural gas customers in South Carolina, North Carolina and Georgia.

Challenge

SCANA Energy was spending a significant amount of advertising dollars on Google AdWords and they failed to generate enough sales to justify the ad spend associated with paid search.  The paid search agency handling the account only produced results from branded keyword conversions and almost no sales from non-branded keyword phrases.

Solution

SCANA hired TwentySix2 Marketing to manage their paid search marketing program.  We updated the account structure, changed the ad copy, created new sales offers and landing pages and added Bing to the program.  In addition, we decreased the amount of money that was focused on branded keyword phrases by over $1 million.

Results

Through TwentySix2’s paid search account management changes, SCANA was able to reduce their paid search ad spend by six figures and sales increased over 130%.  In addition, new customer acquisition costs fell by 30%.