EELN E-Loan (MM)

E-LOAN Improves ROI From Search Engine Marketing (SEM) Campaigns With Efficient Frontier Solution Enables E-LOAN to Gain an Advantage in the Highly Competitive Lending Sector MOUNTAIN VIEW, Calif., June 1 /PRNewswire/ -- Efficient Frontier, a leading provider of search engine marketing (SEM) solutions, today announced that E-LOAN(R) (NASDAQ:EELN), an online consumer direct lender, has implemented its pioneering SEM strategies. The implementation of Efficient Frontier's SEM strategies is designed to help E-LOAN outpace other lenders competing for visibility and effectively manage E-LOAN's projected annual search marketing spend of more than $15 million. "I firmly believe that effective keyword search is highly dependent on powerful analytics," said Imran Khan, Head of Online Marketing for E-LOAN. "Efficient Frontier was the only solution offering the intellectual horsepower that we required. Its Wall Street Analytics approach provides a better, more leveraged ROI than rules-based approaches. With Efficient Frontier, we have a more robust and scalable solution for managing our keyword search spend." E-LOAN has developed a unique and powerful approach to search marketing by treating search marketing campaigns as investments. E-LOAN currently is using Efficient Frontier to manage campaigns across its three product offerings: mortgage, home equity and auto loans. This combination of niche financial services products and a highly regulated market makes search campaigns both challenging and costly. With a limited number of choice keywords, competition has driven up the bid prices. Using Efficient Frontier, E-LOAN has expanded its search marketing campaigns to deliver on its online marketing objectives, increasing SEM spend by over 20 times since its initial launch into search marketing. Efficient Frontier combines industry expertise with a sophisticated optimization process based on advanced mathematical algorithms to determine the most effective decisions that achieve business goals and significantly increase the return on advertising spend. Keywords are managed by modeling the expected return on all variations of keyword bids, and keyword level intelligence is used to determine how and why individual keyword spend is increasing. Additionally, Efficient Frontier's advanced forecasting system continually integrates historical data into the bid management decision in order to forecast spend results more accurately. "Companies like E-LOAN are raising the bar for search engine marketing, requiring increasingly greater analytics to drive business results," said Ellen Siminoff, president and CEO, Efficient Frontier. "Efficient Frontier is focused on removing the inefficiencies from the marketplace and enabling companies to gain measurable results and increased revenue through search marketing." About E-LOAN E-LOAN(R) is an online consumer direct lender dedicated to providing borrowers with a Radically Simple(SM) way to obtain mortgage, auto and home equity loans. Since its launch in 1997, E-LOAN has drawn upon its pro consumer values to improve the lending experience in revolutionary ways. By eliminating the traditional incentive structure to charge consumers higher rates, giving consumers free access to credit scores and getting rid of lender fees, E-LOAN is providing a uniquely open, fair and honest loan process. Protecting consumers' financial privacy is also a paramount concern, prompting E-LOAN to implement industry leading privacy practices and advocate strong consumer financial privacy protection laws. Consumers have recognized E-LOAN's trustworthiness and respect for customers. An independent study conducted by TRUSTe and The Ponemon Institute ranked E-LOAN as one of the top 20 most trusted companies for privacy in America. E-LOAN was the highest ranked online financial services company to make the top 20. In another independent study by The Customer Respect Group, E-LOAN received the overall highest rating in the Online Customer Respect Study of North America's largest financial services firms. From inception through March 31, 2005, E-LOAN has originated and sold over $25.4 billion in consumer loans. E-LOAN is publicly traded on the Nasdaq National Market under the symbol EELN. To find out more about E-LOAN and its products and services, logon to http://www.eloan.com/ or call 1-888-E-LOAN-22. About Efficient Frontier Efficient Frontier is a leading provider of search engine marketing (SEM) solutions. Efficient Frontier's advanced decision optimization process models the expected return on all variations of keyword bids and automatically selects the optimal mix to create a reliable and consistent higher rate of return. With Efficient Frontier, online marketers can maximize the effectiveness of millions of keywords across all search engines based on their business objectives and marketing budget. Today, Efficient Frontier manages more than $100 million in annual PPC spend, counts 40 of the top 400 search advertisers as clients and manages over 10 million keywords. Headquartered in Mountain View, Calif., Efficient Frontier is privately held with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit the company's Web site at http://www.efrontier.com/ or call (650) 567-1000. Efficient Frontier is a trademark of Efficient Frontier, Inc. Any other marks used in this document are trademarks or registered trademarks of the manufacturers or marketers of the products with which the marks are associated. For more information contact: Michelle Schofield Tiffany Fox Efficient Frontier E-LOAN C: 510-410-1260 O: 925-847-6314 O: 650-567-1052 DATASOURCE: Efficient Frontier CONTACT: Michelle Schofield of Efficient Frontier, +1-510-410-1260, or ; or Tiffany Fox of E-LOAN, +1-925-847-6314, or Web site: http://www.eloan.com/ Web site: http://www.efrontier.com/

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