Merrick finds over 25% of conversions on brands stem from general search
Merrick Group, a web-only retailer operating several sites related to bedding products, is working to increase ROI in search marketing by focusing on general search terms that lead to sales of particular brands, CEO Philip Krim says.
“We have found that 28% of branded conversions are traceable to general search traffic,” Krim tells InternetRetailer.com. “This finding validated the fact that our search marketing campaign was truly
creating demand and allowed us to keep many keywords that would have
otherwise been cut based on ROI goals.”
Merrick, No. 396 in the Internet Retailer Top 500 Guide, operates several niche sites including SleepBetterStore.com and AngelBeds.com. It has about 300 top-tier search terms that drive most of the web traffic to its sites, and it has identified 12 terms that have been driving indirect brand conversions, Krim says.
“Of our top 300 terms, many were not
realizing the desired ROI and instead of taking a portfolio approach and
accepting that the ROI in aggregate was within our range, we were able to
isolate the specific terms that were indeed creating the demand, increase
those bid positions, and reduce the positions of terms that did not create
indirect conversions,” Krim says. Merrick manages its search marketing with the Dynamic Search Media and Marketing, or DSMM, system from web design and marketing firm WebMetro.
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