SaltWorks.com cuts paid search marketing costs by $10,000 per month
SaltWorks.com, a retailer of exotic sea salts from around the world, increased sales 230% over a six-month period while saving $10,000 per month in paid search marketing costs, using a program developed by Portent Interactive, the retailer says.
SaltWorks, which was previously unranked on search engines as a supplier of bath salts, is now ranked fourth for the phrase “bath salts” and is in the top three for the phrase “dead sea salt,” the company said. For the phrase “gourmet salts,” SaltWorks went from number five to number one.
The Portent Interactive program also is bringing more qualified buyers to the site, said Mark Zoske, SaltWorks CEO. “Before, we had folks who stumbled onto our site thinking ‘I guess I need some salt,’” he said.
For the SaltWorks campaign, Portent used its proprietary keyword mining toolset to find the words and phrases most commonly used by potential customers who searched for gourmet and bath salt products.
It also began tracking the return on investment generated by pay-per-click ads and other marketing activities, and recommended a scaled-back pay-per-click campaign that focused on revenue-generating phrases, the company said. Portent also recommended a natural search engine optimization campaign, changing site code and structure to help SaltWorks move up in search rankings.
SaltWorks, a wholesaler and retailer of exotic salts, has about 15,000 active customers, about half of which buy less than $100 in merchandise per purchase.
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