NetGrocer boosts paid search revenue by more than 66% in five weeks
Online grocery store NetGrocer.com boosted its revenue from paid search campaigns by more than 66% over the initial five weeks of implementation while increasing its pay-per-click costs by less than 5% since launching Search Engine Marketing Analytics campaign management services from vendor NetElixir Inc in June.
The 11-year-old online grocer also reports that conversions increased by nearly 70% during that time. A key to improving PPC campaign results was tighter campaign management. Based on data it reviewed on NetGrocer’s web site visitors and existing conversion trends, NetElixir determined that increasing keyword reach while at the same time limiting campaign run times by using the practice of dayparting -- maximizing keyword bids only at targeted times of the day – would increase conversion rates substantially. Refining NetGrocer’s PPC campaign strategy to reflect those findings improved results accordingly.
“Grocery has been a difficult space for PPC vendors, with our low margins but high volumes of words to manage,” says Alec Newcomb, president of MyWebLink, a division of NetGrocer’s owner, MyWebGrocer of Colchester, VT. “I am particularly pleased with the improvements from the 24/7 active management that NetElixir is providing.”
Automated bid management tools generally limit the number of times keyword bids can be adjusted within a set period, but NetElixir’s service also includes human monitoring of results in addition to the use of its own automated tools. Much of that support comes from NetElixir’s operations center in India, which provides 24/7 live monitoring and management of search campaigns in the U.S. Campaign managers can manually adjust bids at any time based on what they are seeing, according to NetElixir.
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