Shopping Search Engine Marketing Case Study

CASE STUDY FAST FACTS:
Paid Performance Outperforms Organic

The Challenges:

• Limited search engine optimization budget
• Site conversion rate averages .5%
• Collectible manufacturers predetermine prices
• Competes with eBay unauthorized distributors
• Web site managed by third party
• Lost organic Google rankings for 2 major brand names Christmas 2003
• Lack of data integration prevents rapid fulfillment, tracking
• Poor repeat business ratio
• Database driven site had category and subcategory URLs with 4 variables

The Solutions:

• Trained client to handle minor web site edits to keep costs within budget
• Created admin reports to analyze site conversion rates, and ordering trends
• Trained owner and associate on basic SEO tactics
• Set up Google Adwords and Overture CPC campaign for target keyword phrases where organic rankings were lost
• Set up web-based tracking tools for client to analyze paid performance program
• Implemented email marketing program to increase repeat business
• Rewrote category and subcategory URLs to improve organic Google indexing

Search Engine Marketing Campaign Results:

• 2003 online sales increased 91% over 2002
• 2004 online sales increased 98% over 2003
• Year to date 2004 online monthly sales increased an average of 58% over 2003
• Organic search engine marketing sends 73% of online sales
• Nearly 2,000 pages indexed by Google as of August 2004
• Paid search engine marketing now accounts for 27% of online sales
• Paid outperformed organic in terms of Return on Ad Spend (ROAS) by 22%
• Adwords and Overture outperformed organic site conversion rates by 164%
• Adwords and Overture outperformed organic average order by 9%
• Recommended additional paid performance programs, as result of positive ROI

What Our Client Has to Say:

"Always on the cutting edge of technology. Without Bizresearch®, my business would not have succeeded in the competitive world of e-commerce."

For more information on how Bizresearch can help your retail business succeed in the search engines, contact Laura Thieme at 614-846-7560 or email Laura at: laura[at]bizresearch[dot]com.