The web site of The Sharper Image increased its online sales from paid search by 128% over the past year since working with search engine marketing company icrossing inc., the company reports. That’s 89% over the online sales goal it originally set for its new paid search marketing program.
The campaign included paid placements on Overture, Google and other engines. For most of the keywords in the program, icrossing managed spending according to a return on advertising formula, matching spending against sales on a dollar for dollar basis. Certain product terms, such as those that were trademarked or that supported products sold at high price points, were monitored to maintain high placements so as to maximize their visibility in search. Icrossing found that branded terms produced the best return in Sharper Image’s program.
Other strategic elements of the paid search campaign included the addition of a tagline, “official site of The Sharper Image,” to further distinguish the retailer online from affiliates and its competitors in search results. Throughout the campaign, tests of different copy elements and different landing pages optimized those elements to increase conversions.
Between August last year and August this year, The Sharper Image’s average ROI from paid search increased to 1.64, 35% higher than its baseline average of 1.2 when it started the program. The ROI figures represent a formula developed by icorssing and The Sharper Image to indicate return on investment including profit margin and allowing for merchandise returns.
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