Summary
Runners understand year-over-year improvement. And as a running company that derives a major source of its online revenue from pay-per-click (PPC) campaigns, so does Brooks Sports. When they wanted to increase their gains, they came to LiveAreaLabs for a yearlong PPC engagement.
First, LiveAreaLabs conducted a full search engine marketing (SEM) audit. After discovering and exploring several areas of potential improvement, we worked with Brooks to determine performance and revenue goals—and created a budget to produce the desired results.
LiveAreaLabs offered the full toolkit of PPC services, including SEM audit, campaign clean-up and expansion, ad copywriting and grouping, ad testing and optimization, budget optimization, keyword selection, continuous keyword auditing, and reporting.
And the results were phenomenal. Within a year, the Brooks SEM campaign increased campaign revenue by 178%. A capsule view of the performance breaks down like this:
Clicks: Increased 116%
PPC conversion rate: Increased 16%
Sales transactions: Increased 156%
PPC-referred revenue: Increased 178%
We achieved all of this while only increasing the cost per sale by $1.43.
In addition, the PPC was conducted in concert with LiveAreaLab's redesign on the Brooks Sport website. The results were similarly strong, marked by a conversion rate that increased a full 16 percent.
From Our Client
"In 2010, we partnered with LiveAreaLabs to redesign our main website, www.brooksrunning.com. The project was a big success, both in terms of upping the visual presentation of the brand AND driving additional sales. We were so impressed with LiveAreaLabs that we expanded the relationship to drive increased website traffic. The results speak for themselves – clicks, transactions and revenue generated from our PPC campaigns all increased over 100% vs. the prior year, with only modest increases in our cost per sale. LiveAreaLabs has been instrumental in helping us introduce our brand to more runners and substantially grow our business."
Meredith Han
Director of Ecommerce, Brooks Sports