 | | Vertical: | | Retail | | Insight: | |
Search Results
Commerce Analysis
Campaign Performance
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Overview
Since 1975, Orion Telescopes & Binoculars, part of Imaginova Corporation, has been serving amateur astronomers and outdoor enthusiasts. As North America's largest multi-channel optics brand, Orion has a reputation for high-quality products, competitive prices, and excellent customer service and support. And with the URL www.telescope.com, it's easier to navigate to than the North Star.
Challenges
In 2002, Orion began a paid search campaign to attract new customers and drive greater profits. However, the maintenance was overwhelming. The company's web site marketing manager, Frank Johnson, was spending several hours each day on the project. In addition to researching key words and working on new campaigns, Johnson ran monthly and ad hoc reports to keep tabs on profitability. He also implemented spreadsheets with coded links and keywords, and used proprietary traffic and online sales analytics package as well as Orion's proprietary backend ERP system to analyze customer origin and downstream sales data. The time spent was limiting the marketing manager's overall effectiveness as well as reducing campaign profitability.
Results
- Significantly improved PPC campaign performance
- Reduced number of hours spent on PPC campaign management
- Reduced manpower for running reports by using "at a glance" Dashboard for SEM reporting.
- Increased consumer click-through percentages by 25%
- Reduced cost-per-click by 4%
- Increased search advertising revenues by 35% from the same quarter in the previous year
