Topical Creatives (or, stop nibbling at the edges.)

admin 05.08.2009

We’re lucky enough to have a high-volume perfume retailer as a client.  For a variety of reasons, they dominate several channels, with particular success on shopping feeds, portals and comparison engines.

In the three months we’ve been working together, we’ve followed a number of standard procedures: a complete re-org of the adwords account; a close back-and-forth on new products; thousands of new keyterms; geo-targeted campaigns, and more.  For the past couple of weeks, the account has been in a holding pattern while we get a new baseline and see how the changes affect sales. 

And we’ve seen positive results.  But all of the above changes yield minor, incremental growth – they’re nibbling at the edges.  The real change came when we tweaked his home page with an aggressive, visually-oriented pitch.  The graph below details his daily Conversion rate from Google traffic.  No other changes were made to his account.

The growth is exponential, and they’ve more than doubled their Search Engine Marketing sales overnight.

And this is where the real growth in all of our clients comes from.  Yes, we can and should all focus on getting more sales out of searches like “12 ounce gwen staphani lamb parfume,” but that’s nibbling at the edges.  The real growth comes from converting searches from terms like “perfume” into profitable sales.