Success
stories
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GOAL: Create excitement around product marketing campaign Business name: Hunt's To celebrate National Tomato Month, Hunt's relaunched its website with a promotional game, recipes and an online affinity program. Using Google AdWords to target specific tomato-based foods and recipes, Hunt's saw a 400% increase in site traffic and a 41% increase in affinity program membership.
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GOAL: Increase customer acquisition while lowering costs Business name: AT&T Wireless The third-largest U.S. wireless carrier uses search marketing to increase customer acquisition and lower its overall cost per acquisition for new customers. AT&T Wireless has seen heavy and steady traffic through Google AdWords as well as higher conversion rates than other online channels deliver.
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GOAL: Attract shoppers and convert them to buyers Business name: FordDirect FordDirect links Ford dealers across the U.S. with prospective buyers – customers who want to specify options, price and view inventory of desired cars and trucks. The automotive giant depends on Google to deliver qualified prospects to the site along with the best possible advertising ROI.
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GOAL: Promote sales while achieving a set cost-per-acquisition target Business name: Talk America This long-time online advertiser "dramatically increased overall sales" by using Google AdWords. E-commerce leads increased almost 7% with post-click conversion rates that are 5 times higher than other online advertising channels.
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GOAL: Maximize online presence Business name: AutomationDirect AutomationDirect uses Google AdWords to drive web activity in all areas: hits, page views, daily visitors and increased visits to online support. In fact, AutomationDirect now sees more visitors per month from Google than from its advertisements in trade publications.
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GOAL: Expand mindshare and market share for entire product mix Business name: 1-800-Flowers.com A pioneer in online sales, 1-800-Flowers.com wants to increase awareness and sales of its many products beyond bouquets – to become known as more than a "just-in-time" florist. Google AdWords helps them get there. Testing keywords and tracking performance on keywords for their lesser-known products, the company has seen clickthroughs and conversion to sales grow its online revenue sixfold.
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GOAL: Convert more shoppers from consideration to purchase Business name: Insurance.com Insurance.com partners with major underwriters to provide auto insurance quotes and policies throughout the U.S. In moving from a CPM ad model to cost-per-click, the company did not want to lose momentum. Google advertising paved the way to a greater number of successful conversions and high quality leads at a lower cost per click.
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GOAL: Convert lookers into buyers while lowering cost per transaction Business name: Travelocity.com A key player in the highly competitive online travel business, Travelocity needed to convert more would-be travelers into active customers. By using Google AdWords to develop targeted keywords and ad copy, Travelocity saw a huge increase in conversion as its cost per booking dropped markedly.
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GOAL: Control the acquisition cost for new accounts Business name: HarrisDirect The competitive world of financial services has led HarrisDirect to try a variety of online advertising approaches to reach qualified customers. Wishing to limit the cost of new accounts, the firm has employed Google AdWords, and now sees higher conversion and better ROI from those campaigns.
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GOAL: Drive traffic to promotions and new products Business name: Careerbuilder Through a number of major newspaper partners, nine million prospects visit Careerbuilder.com every month. What brings them in? Google ads for special promotions and industry-specific job listings, which encourage users to sign up for trial registrations, post resumes and actively hunt for jobs. In the first six months of the campaign, Google advertising drove half a million qualified leads - job seekers and career-changers – to the site.
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GOAL: Sell thousands of products more efficiently Business name: Kingston Technology Veteran technology manufacturer Kingston was reluctant to sell directly online – it might be seen as competing with resellers. A six-month trial with Google AdWords persuaded the company that in fact this was a new revenue source, not one that threatened its core customers. With twice the ROI of previous advertising, Kingston has now dropped all of its print advertising in favor of AdWords.
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GOAL: Increase leads and retain customers Business name: VisionDirect.com The contact lens outlet for Drugstore.com, VisionDirect sells to customers throughout North America and Europe. The company differentiates itself by offering a wide selection of products and one-day delivery. Using Google AdWords, VisionDirect has maintained profitability overall, and sees a higher cost per order from Google visitors.
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GOAL: Optimize leads and reduce offline advertising costs Business name: Crutchfield Electronics A highly regarded 30-year-old consumer retailer, Crutchfield has long had a sophisticated lead and order tracking system in place for its catalog and direct mail business. Online CPM advertising wasn't yielding much of value, which led the company to try Google AdWords. Not only are leads more targeted and qualified, but now half of Crutchfield's sales occur online – significantly saving on paper, printing and postage.
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GOAL: Increase registration of qualified users Business name: Reunion.com Reunion.com has a unique database of 50,000 high school pages, and drives traffic and registration to join through these specific mini-sites. To do so requires a huge number of keywords, which the company and its SEM firm, Reprise Media, realized was something only Google AdWords could handle. Customizing a campaign on AdWords, Reunion.com gained nearly half (47 percent) of all its qualified leads – people who are most interested in becoming members.
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GOAL: Maximize online sales for best ROI Business name: Resort Reservations In the business niche dedicated on vacation package planning, Resort Reservations has long kept pace with much larger competitors using cost per click advertising. The Canadian company concentrates its marketing efforts online by using Google AdWords to keep sales conversion high.
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GOAL: Transition from CPM advertising to pay-per-click model Business name: Hands On Technology Transfer,
Inc. (HOTT) In less than 10 years, the technology training business has experienced dramatic ups and downs, and HOTT is no exception. The company’s marketing strategy has moved from expensive direct mail to CPM to Google AdWords. Now with Google the number of qualified leads has grown substantially as marketing costs have dropped.
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GOAL: Increase online conversion Business name: Performics Performics may not be a household name, but the agency's clients are. The Chicago firm specializes in online marketing programs for major retailers and catalogers including AOL, Eddie Bauer, Kohl's, PC Connection, Spiegel, and CompUSA. As its clients rely on Performics, Performics relies on Google advertising to deliver more clickthroughs, higher conversion rates and more qualified leads than ever before.
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GOAL: Find qualified new prospects and sell to them directly Business name: PartSelect Canadian company PartSelect opted to move its business model from B-to-B sales to consumer sales, and to expand into to the large U.S. market as well. Using Google advertising, PartSelect found a sizeable new market of buyers quickly and efficiently.
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GOAL: Drive more traffic amid deep-pockets competitors Business name: Hemera In an industry dominated by one or two giants and many small specialty services, Hemera had to compete without the big budgets of some others. Using Google AdWords, the Quebec company saw a dramatic upturn in response, reduced the expense of less targeted advertising, and validated its subscription model.
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GOAL: Build traffic and targeted ad distribution on content pages Business name: ForRent.com The online component of a national publication with 102 metropolitan markets, ForRent.com needed to extend its reach to thousands of prospects seeking apartment rental information. Using Google AdSense to run ads on content pages proved to be a wise move.
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