sendtraffic - Microsoft Advertising

Case Study
sendtraffic
“Microsoft adCenter presented
us with a unique opportunity to
reach a significant number of our
customers and extend our brand
to a new audience of qualified
shoppers. The return on investment has been substantial; we
hope to increase our
engagement significantly.”
- Justin Guyette,
Director of Web Development,
Ronco Corporation
Ronco Corporation Achieves 1.5 times
Greater ROI on adCenter
Ronco Corporation, founded by the famed inventor
and marketer Ron Popeil, produces and distributes
branded kitchen appliances and home products. For
50 years, Ronco products - among them the RoncoTM
ShowtimeTM Rotisserie series, the RoncoTM Electric Food
Dehydrator, and the Popeil’s Pocket Fisherman - have
been brought to national prominence by perfecting
television’s 30-minute infomercial.
Ronco Corporation launched Ronco.com to extend the
reach of its existing customer base and to integrate the
online distribution channel into its direct marketing
business model.
Campaign Objectives
Ronco Corporation recognized that search marketing
offered an opportunity to leverage its brand leadership
and direct marketing expertise to reach new customers. With Microsoft adCenter, SendTraffic, the agency
of record for Ronco Corporation, developed a search
strategy to increase Ronco’s online exposure for existing customers and build a new customer base, while
meeting Ronco’s demand for a highly efficient return
on investment (ROI).
SendTraffic’s keyword strategy emphasized broad and niche terms,
integrated with Ronco’s offline efforts, to:
“Microsoft adCenter enables Ronco’s sales
to grow at notably low acquisition costs. It
affords us the flexibility to drive high return
on investment across the entirety of Ronco’s
search marketing campaigns.”
- Dominic Acello,
Senior Account Executive, SendTraffic
•
Drive qualified searchers seeking Ronco’s unique product offering
•
Yielding 1.5 times better ROI at less than half the acquisition cost
Evolution of Strategy
SendTraffic hopes to build on Ronco Corporation’s success by increasing engagement with adCenter and utilizing advanced targeting tools
to enhance ROI above baseline performance.
“As adCenter traffic volume
grows along with demand, we
are examining how adCenter’s
targeting tools can help us
achieve greater ROI by allowing us to reach not only Ronco’s
audience, but our entire client
base, more efficiently.”
- Steve Jacoby,
Executive Vice President, SendTraffic
For more information, please visit Microsoft adCenter: http://advertising.msn.com/Microsoft-adCenter