Summary
In pay-per-click (PPC) campaigns, there’s always room for improvement. In fact, it’s an ongoing effort where a regular look at your performance helps you play to your strengths. A great example is Brooks Sports. For some time now, we’ve been helping them gear up a wide range of enthusiastic runners who enjoy shopping online. And after redesigning their flagship ecommerce site at BrooksRunning.com, Brooks asked us to help with the next logical step—making sure interested runners landed on their site.
Our work began by conducting a full search engine marketing (SEM) audit. Quickly we arrived at a number of areas for improvement, and upon reviewing them with Brooks we drew up a set of performance and revenue goals along with a budget to match. Throughout, we brought our full set of SEM capabilities to bear, which included:
- SEM auditing
- Campaign cleanup and expansion
- Ad copywriting and grouping
- Ad testing and optimization
- Keyword selection and regular auditing
- Full analytics and reporting
The results were nothing short of phenomenal. Within a year, our work with Brooks increased SEM campaign revenue by 178%. Sales transactions went up 156% and clicks increased 116%. All with just a modest increase in cost per sale. And while we were at it, we also kept tabs on BrooksRunning.com, which boosted its conversion rate a full 16%. But the real story here is Brooks and the way they connect with runners time and time again. It’s their gear and all the thinking behind it that gets runners where they want to be. We’re just happy to give runners a little nudge in the right direction.
From Our Client
"In 2010, we partnered with LiveAreaLabs to redesign our main website, 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