Gary Bell, vice president of information services at home furnishings e-retailer Touch of Class, once described paid search as overwhelming and underperforming. That changed when he started using free tools from Google.
Paul Demery , Managing Editor, B2B E-commerce
Gary Bell, vice president of information services at home furnishings e-retailer Touch of Class, once described paid search as overwhelming and underperforming. But that changed over the past year when Bell began taking advantage of free tools from Google Inc. that help him determine what phrases and words to bid on and how much to pay for each one.
Since implementing Google’s Conversion Tracking and Website Optimizer tools, Touch of Class, which is featured in the Internet Retailer Search Marketing Guide, has increased sales from some Google paid search campaigns significantly and saved time. The tracking tool collects data on which paid search terms convert, when they convert and how frequently; the optimizer uses that information to determine which ads to serve, when to serve them and what to pay based on parameters a retailer sets. In the first month that he began using the tools, sales stemming from paid search increased 30%, Bell says.
The process of tracking and optimizing paid search terms in house might seem daunting, but Bell says if retailers follow a set of steps it can work well. He offers a step-by-step guide to using Google tools to monitor and manage search:
“I challenge myself each morning on how I am going to ‘move the needle’ for improving sales and profits in our paid search campaign,” Bell says. “I focus on this because of the importance paid search is to the health of our company.”
Touch of Class is No. 324 in the Internet Retailer Top 500 Guide.