Objective:

This new hair and skin care product line set out to generate awareness and demonstrate consumer demand for their products with the goal of a leading retailer carrying the brand in all locations nationwide. MediaWhiz recommended a search marketing program as the desired online medium to generate response in a short time period.

Challenge:

Yes To Carrots TM (YTC) had previously experimented with online search campaign. YTC's previous program purchased keywords with high average cost-per-click (CPC) prices. This new brand was competing for costly keywords against well-known companies with established brand names within the cosmetics vertical.

Course of Action:

MediaWhiz Search developed a Google Adwords search campaign that emphasized the prospect's stage in the sales cycle by structuring keywords accordingly. The methodology included breaking down the keyword portfolio into 16 product sets and into tightly themed ad groups.

Superior account structure standards were used to achieve a high quality score in Google, which, in turn, achieved a higher position at a much lower cost than the competitors for the same keywords.

Results:

The volume of impressions increased by over 6,000% and clicks increased by 800+% while cost per click went from $5.14 to $.83 over a 90 day campaign. MediaWhiz Search was able to deliver the client's objectives while saving them money. The client's products are now carried nationwide by the target retailer.

"MediaWhiz is a critical part our agency's online marketing planning and buying.
Due to their experience managing performance focused campaigns, we feel confident

that they will meet or exceed our clients' ROI Goals. As a result we have gained additional budgeting
from our client which we intend to share with MediaWhiz as our primary online supplier."

Matt Greenfield, Media Director, Icebox Advertising

Y2C Monthly Breakdown:

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