Erwin Penland recognized that while Advance America’s display and search …
Erwin Penland recognized that while Advance America’s display and search
advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways to drive down the cost per conversion and attract as many new clients as possible without raising the budget. Erwin Penland and Advance America needed to find ways
to do so successfully, and simultaneously optimize investments across channels.