Results

Online Specialty Retailer

Situation

  • An online retailer specializing in craft materials.
  • Unreal was challenged with growing their online sales from a baseline of $100K per year, while maintaining a cost-of-marketing (COM) between 15-18%.

Implementation

  • Launched a Search Marketing campaign in July 2004 utilizing Paid Search on Google and Yahoo and Paid Inclusion on Yahoo.
  • Launched with a higher budget on Google establishing a high Click Through (CTR) to achieve premium ad positioning at lower bid rates compared to competitors.
  • In 2Q '06, we transitioned to an integrated online approach by layering in low-risk push mediums such as Behavioral Targeting as well as an Affiliate program to increase revenue.

Campaign Results

Campaign Results

In less than three years, Unreal has grown online revenue from a baseline of $100K per year to $5.3 million while sustaining an average cost-of-marketing of 14.7%.