Case Study: Stamps.com
The results of Advertising.com's search marketing campaign for Stamps.com were dramatic. Year-over-year, conversions increased on one product offering by 139%, with a 16% decrease in eCPA.
For a second offering, we saw a 14% increase in conversions, with a 18% decrease in eCPA.
Executive Summary
Search is critical for Stamps.com to stay within easy reach of in-market customers, but the costs of its campaigns were simply too high given the prior results.
Testimonial
"Advertising.com’s OutSearch team has helped us substantially grow our revenue year over year - their client services team helps us introduce and test new elements into our SEM program to capitalize on emerging market trends and new business ideas."
Eric Nash, Director of Marketing, Stamps.com
Products / Solutions Used
- OutSearch™ Search Engine Marketing
Objectives
In March 2006, Stamps.com took a long hard look at its search marketing strategy, and decided to look for an outsourced solution to help them scale and cut costs.
Strategy
We began managing Stamps.com’s search marketing campaigns in April, developing a strategy to increase online sales while lowering costs per sale – and ultimately increasing overall ROI.
First, our search team evaluated all of Stamps.com’s keywords to quantify the best starting bid price. Initially, bids were evaluated based on previous campaign performance. As we acquired more real-time data, we were able to leverage our automated bid management technology to adjust bids based on how keywords were actually performing – i.e., what terms were resulting in sales, how much each term cost, and what the overall return was for Stamps.com.
In addition, Advertising.com’s creative team continually evaluated both creative and keyword activity against ROI goals, while adding terms that were likely to generate sales. This strategy ensured that Stamps.com’s campaign spending was directed only toward the most lucrative terms.