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Case Study
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Circuit City Achieves 187% of Revenue Goal with SEM

Lisa Jacobson
Advertising.com

The number one business-related challenge facing U.S. retailers in 2003 was a need to lower costs. To overcome this challenge, retailers have begun utilizing search engine marketing - proven to be the lowest cost means of direct-response marketing.

Objective

Circuit City wanted to maximize online sales, focusing on ROI as a measure of success. Circuit City sought a partner with the ability to capitalize on an ever-changing market, good relationships with search engines and the flexibility to handle its varying needs.

Course of Action

Advertising.com employed its search engine marketing services to maximize online sales revenue for Circuit City.

Advertising.coms proprietary AdLearn® technology automatically assessed performance for thousands of Circuit City terms. Term value was determined based on variable performance factors including time, day, season, search engine and more. Results were analyzed hourly, and bids were optimized accordingly across each search engine based on highest expected return.

Results

Advertising.com delivered 187% of Circuit City’s sales revenue goal. Our dynamic technology and experienced search engine marketing team enabled Circuit City to maximize the return from its search budget – providing intelligent, cross-engine bidding and ongoing strategic consultation designed to increase ROI.

 

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