Home Security Store

Home Security Store is the premier home security merchant on the internet. It chose eBrand Interactive to expand its market share through management of the company's search engine marketing.

Key Challenges:

a.	Enhance return on ad-spend (ROAS) through paid search accounts.
b.	Lower cost-per-acquisition.
c.	Escalate volume of conversions.
d.	Drive significant revenue increases.
e.	Broaden market share.
f.	Lift brand awareness.

Solution:

eBrand Interactive used robust technology and expert account management to significantly reduce ad-spend while dramatically increasing revenue.

Course of Action:

a.	Assign account to team of search experts each with a minimum of five years search experience for management.
b.	Consult with client.
c.	Conduct gap analysis.
d.	Set performance rules.
e.	Place search accounts on proprietary SEM platform.
f.	Deconstruct and analyze accounts.
g.	Analysis of current customers, target audience, competitors and ad copy.
h.	Identify, cure or turn off under-performing keywords/keyphrases.
i.	Author improved ad copy.
j.	Execute A/B testing.
k.	Identify and help to mend challenges in shopping flow that create anxiety in the end-user.
l.	Custom write crawlers to pick up sub-category and category content in site.
m.	Start bid management factoring in click through and click to conversion rates including time of day, month and year clicks are generated for immediate and future use.
n.	Optimize product feed and launch Yahoo! SSP (Paid Inclusion).
o.	Use Yahoo! SSP (organic results) to identify over-performing URL's and search queries associated with those URL's.
p.	Utilize proprietary technology to pull search queries associated with over-performing URL's from Yahoo! SSP for posting in Google, Yahoo! and other search accounts.
q.	Spawn new generations of keywords and keyphrases based on over-performers.
r.	Perpetual scrubbing of accounts for duplicates and frauds.
s.	Ongoing crawling of site and product feed.
t.	Continual refinement of bids, keyword lists, product feed, URL's and ad copy.

Results: 

a.	A strong lift in revenue within a week.
b.	A substantial enhancement of return on ad spend within two weeks.
c.	significant boost in revenue within one month.
d.	Search revenue doubled within six months.
e.	Volume of conversions increased impressively.
f.	"Best performing" keyword list adeptly expanded by the tens of thousands.
g.	Revenue quadrupled within a year not including off-line sales generated by search or life time value through remarketing.
h.	Return on ad spend enhanced from 2.4x to 4.5x.
i.	Brand awareness and market share increased as a result of improved ad copy and intelligent keyword list expansion.
j.	Search engine marketing model customized for Homes Security Store continually beats mandated performance metrics achieving sustainability and scalability.
k.	Industry insiders indicate that Home Security Store now "owns" its e-commerce category.