Client Stories
Tracy Pan
Online Marketing Manager
Ask.com
Describe Ask.com's core business
As a leading search engine on the Web, Ask.com combines world-class search technology with one-of-a-kind features to help people get the best answer, the first time, every time. Ask.com is one of the largest search networks in the US and the Ask Network is the seventh largest Internet property on the Web. Ask.com is a division of IAC.
Why did you select Efficient Frontier to manage your paid search?
We began a thorough review of SEM agencies in the Fall of 2006 for a vendor who could manage and track bids at the keyword level. This would allow us to grow and scale the program as we wanted. Efficient Frontier was the best solution for our needs because of its strong bid management technology and its ability to manage a portfolio of keywords to our campaign needs. We also received positive recommendations from other IAC companies who had worked with Efficient Frontier in the past and saw success.
What benefits have you experienced from your relationship with Efficient Frontier?
In 2007, Efficient Frontier helped us scale our program by thousands of keywords, bringing in millions of incremental users per month. We were able to improve the quality of users, while at the same time reducing the costs by over 70%. In 2008, Efficient Frontier has been extremely adaptable and responsive to our changing needs and strategy. In one month's time we were able to adjust the portfolio management process to meet our tighter profitability metrics. As a result, paid search comprises an integral part of our online marketing strategy.
Why was it important for you to partner with a technology leader?
It is vital for us to partner with a technology leader like Efficient Frontier given our needs for campaigns, we can bid on any number of keywords that exist on a web, so we need a vendor to provide an algorithm solution for us to be able to track the front end, and the CPC, the positions all the way through the ROI of the campaign and Efficient Frontier was able to deliver that.
What type of company would you recommend Efficient Frontier to?
Efficient Frontier is a great for companies that have large scale SEM campaigns, who bid on a vast quantity of keywords making up the long-tail.
