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TGP Case Study: GiftCertificates.com - Search Engine Optimization

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Situation

Giftcertificates.com, an online business and consumer retail firm, sought deeper insight into how much revenue was being generated from paid search initiatives.

Approach/Recomendation

TGP rationalized marketing operations through process improvements to paid search efforts, recommending a strict hierarchical structure for those efforts.

In order to effectively manage search engine optimization initiatives, TGP developed a campaign management tool to provide Giftcertificates.com structure and process guidelines for future paid search operations.

TGP helped streamline Giftcertificates.com's purchase/redemption accounting methodology to allow two independent systems to merge and compile data accurately.

TGP tracked, managed, and analyzed weekly reports in order to reconcile ROAS (Return on Ad Spend) reporting. Also, TGP analyzed tracking implementation across permutations of user paths to ensure accurate ROAS reporting.

Results

Giftcertificates.com's campaign lists were condensed significantly, making revenue reporting clearer and more accountable. In addition, the paid search keyword list was expanded and standardized across Google, MSN, and Yahoo.

Furthermore, the manual optimization of bid rates according to holiday seasons and the standardization of search groups resulted in a marked improvement of ROAS across all three search engines in the first two months.

Process improvements increased productivity by reducing the time spent on search term management by 30%.

As a result Giftcertificates.com became more profitable and knowledgeable in search engine spending achieving increased ROAS, increased revenue, and lower expenditures on advertising.