• Andersen Windows and Doors
  100 Series Product Launch Microsite
• EarthEcho International
  ecoRoadie Leaderboard
• Hazelden Foundation
  Web Strategy and Site Redesign
• Minneapolis Community & Technical College
  Website Redesign Strategy
• Select Comfort
  Search Engine Marketing Optimization

Close 4Q online sales strong and jump start online revenue in the new year by increasing paid search conversion rates during the week between Christmas and New Years Day — without increasing overall SEM spending.

We kicked this project off just 2 days before the optimized campaign was to launch. We performed a high-level analysis of current search media spending to assess which short-term optimizations would bring the greatest return on Select Comfort’s PPC investment in the shortest amount of time. We determined what was already working and how to improve it; what was broken and how to fix it; and what types of optimization hadn’t been considered that we could implement quickly. Our work included

• Negative keyword optimization
• Broken ad repair
• Top-performing ad optimization
• Day parting and audience targeting

Post-optimization we monitored the program daily and delivered a final report on overall effort, results relative to agreed-upon goals and potential next steps.

Select Comfort saw huge upticks in site traffic, paid search conversions and online sales during the week of the project. Key performance metrics included

• near doubling of click-thru-rate (CTR) and average daily purchase
• double-digit increases in conversion rate and average cart size