The challenge. A specialty outdoor-supplies ecommerce retailer saw its paid search slide year over year. Costs were rising, competition was growing and conversion rates were falling.
What we did. MSI The Agency took a deep dive into historical trends and account structure. The analysis separated two problems: costs had risen on branded search, and conversion had fallen on non-branded search. On branded, we capped bids and shifted strategy to maximize clicks. On non-branded, we tiered campaigns by historical conversion and gave each tier its own bid strategy.
The results. Both moves ran against conventional best practice, and together they fixed cost and conversion at the same time.
- +27% improvement in cost per click
- +36% increase in conversion rate
- +$283 increase in conversion value
Paid-search metrics measured against the prior year.
Capabilities: MSIActivate™ · Media Planning & Buying · Analytics & Attribution