Microsoft was looking to expand the marketing reach of their HomeAdvisor product, a listings program targeted towards realtors. They needed an affiliate marketing program to complement their online marketing campaign. Lacking the necessary in-house resources necessary accomplish implementation and management, program development was outsourced to Citrus.
The primary objective of the affiliate marketing program for HomeAdvisor was to generate a high amount of qualified traffic to their home page. In addition, the cost per click (CPC) pay-for-performance model assured HomeAdvisor’s traffic from the affiliate program was substantiated and targeted. A secondary objective for HomeAdvisor was to capture email addresses for their bi-monthly newsletter remarketing program.
We approached the implementation of HomeAdvisor as a 4-week process. The initial two weeks were reserved for building the necessary affiliate pages, affiliate links, and tracking technology. Our creative team developed each phase of the page-building segment writing the HTML for the HomeAdvisor pitch page (web page that describes the program), affiliate sign-up application, the frequently asked questions page, and the legal agreement page. The third week of the process was dedicated to assuring BeFree’s tracking and database system, BFAST, was properly customized and coded to trace affiliate click throughs accurately. The final week was devoted to testing the program to assure proper tracking and promoting the offer.
We far exceeded HomeAdvisor’s goals, which were to target 1,000 affiliates and garner 15,000 clicks for the year. By the first half of the year, however, we had already received 1,500 affiliates and racked up 6.5 million clicks. We also delivered approximately 180 million impressions over the same period and collected over 10,000 emails for future marketing efforts.
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