|
Case Study, 01/22/07
 |
In 1995, Best Vacuum became one of the first local retailers to establish an internet presence. Using extensive, aggressive marketing strategies, Best Vacuum grew its company as a leader in online vacuum cleaner and home comfort product sales.
Best Vacuum was originally a brick-and-mortar vacuum repair business that quickly grew far beyond its Chicago neighborhood and into a national online business. Today, Web site sales account for more than 65 percent of the company’s sales and continue to be a significant source of growth, especially through new products and product lines.
Best Vacuum’s core customers buy high-end vacuums including Miele, Dyson, Bosch, SEBO, and Nilfisk brands. More recently, Best Vacuum has added air purifiers, humidifiers, and other high-end indoor comfort products to its available product line.
In partnership with Submitawebsite, Inc., the search engine marketing agency of record, Best Vacuum determined its objectives were to:
- Reduce Cost Per Acquisition—high-end vacuum cleaners and components have a large number of popular and expensive PPC keywords.
- Target specific demographic groups—Best Vacuum’s ideal customers are part of a higher income and age demographic than the average buyer.
- Best Vacuum’s leads generated by Microsoft adCenter cost less than half of other channels and have a 26 percent higher conversion rate. This has led to thousands of dollars per month in savings on ads for top brands.
- Best Vacuum was able to use adCenter’s next generation reporting tools to fine-tune its keyword strategy and increase ROI.
Best Vacuum is increasing its Microsoft adCenter budget in order to maximize its share of the online vacuum cleaner and components market. In addition, Best Vacuum is reducing its budget on less competitive ad services and increasing its budget on adCenter campaigns. Furthermore, Best Vacuum is taking advantage of Microsoft adCenter’s low cost and high conversion rate by adding campaigns for new and seasonal products.
It’s easy to start your Live Search ad campaign—simply provide your contact details and pay a one-time, $5 fee to create your Microsoft adCenter account. Sign up now to see what adCenter can do for you today.
Was this information helpful?
Yes - No - I don't know
Please tell Microsoft how this information was helpful (optional):
Please tell Microsoft how we can make this information more helpful (optional):
Please tell Microsoft what you were trying to do (optional):
|
| Remaining characters: 650 |
|
Your feedback is being submitted.
Thank you for submitting your feedback to Microsoft.
Although Microsoft cannot respond to every comment, we do use your feedback to improve the information we provide.
Sorry, your feedback submission failed.
We are currently having technical problems with our feedback system; please try again at a later time.
 | |
|
|
|
|
|
“Microsoft adCenter made it possible for us to add a new dimension to Best Vacuum’s robust advertising strategy.”
— Brian Jensen, Client Services Director, Submitawebsite, Inc.
“With adCenter, we are able to help Best Vacuum find niche customers that are overlooked by other advertising platforms, and that creates a tremendous competitive advantage in their industry. For all of our customers, Microsoft adCenter has become an integral part of our strategy for clients’ sales.”
— Brian Jensen, Client Services Director, Submitawebsite, Inc. |
|
|
|
|
|
|
