Search marketing service drives big gains at Peet’s
Revenue at the e-commerce site of Pete’s Coffee & Tea Inc. increased 310% from search after using Coremetrics Search Services, a new offering from the web analytics provider Coremetrics Inc., the company reports. Overall, an initial two-month optimization period decreased its previous cost-per-click spending by about two thirds, decreased overall search engine marketing costs by 38% and produced a 665% ROI for search marketing campaigns, according to Brian Platter, general manager of home delivery at Peet’s.
Peet’s worked with Coremetrics to identify keywords that would resonate with potential customers based on site behavior patterns captured by Coremetrics web analytics tools. Another part of the optimization effort was to link search to Peet`s loyalty program by having certain web search terms trigger sponsored links with copy encouraging new and existing customers to sign up for recurring deliveries. Coremetrics also worked with Peet’s to develop and quickly launch a dedicated search campaign to support the company’s appearance on a national television talk show, harnessing the resulting interest in the web site for customer acquisition.
“We had very limited resources for SEM and needed to optimize spending,” says Platter. “The results speak for themselves.”
The Peet’s project is one example of the new service quietly launched by Coremetrics that expands its scope from on-demand web analytics provider to fully outsourced manager of pay-per-click search marketing campaigns. “Search marketing continues to be an important tool for generating traffic to an e-commerce site,” says Joe Davis, CEO of Coremetrics. “The purpose of Coremetrics Search Marketing Services is to help companies like Peet’s optimize search engine marketing to attract highly qualified traffic, while reducing costs per click through improved targeting.”
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