Web Analytics helps Calendars.com frees up its datebook to drive paid search ROI
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Founded in 1999, Calendars.com brings together advanced internet
technology with the world’s largest calendar inventory to create the
web’s biggest calendar store. With over 6,000 different titles, no other
site offers a greater selection of calendars.
answers to questions such as “How do we know which keywords we
should focus on? How much is too much to pay for a keyword? Which
keywords generate the most valuable paid search traffic? How do we
find valuable new keywords?”
Managing Calendars.com’s paid search program is a daunting task.
Since the site features an extraordinary breadth of topics—from sports,
to nature, to pets, to hobbies, to humor—the possibilities for keyword
buys are practically endless. Like most online retailers, Calendars.com
has limited resources and is highly motivated to allocate its marketers
to high value activities. Prior to implementing IBM® Coremetrics®
Search Marketing, Calendars.com was spending at least 50 percent of
its SEM management time in labor-intensive, error-prone activities:
• Assembling tracking codes in spreadsheets
• Integrating sales and costs in spreadsheets for each search engine
Calendars.com wanted to reduce the amount of unproductive time
being spent and invest its resources in strategic activities that would
drive maximum returns for the lowest possible cost.
Calendars.com is also challenged by the extreme seasonality of its
business (85 percent of its business occurs between October and
January). Certain keywords that pay off in the high season are too
costly in the off season, so it is crucial that Calendars.com closely
monitor trends and costs during the peak holiday season.
Calendars.com implemented Coremetrics Search Marketing, which
provides the SEM team with a single interface for monitoring keyword
performance and managing paid search advertising across search
engines. Coremetrics Search Marketing includes a Tracking Code
Generator, which automates the process of assembling tracking codes,
checking tracking codes for errors, and uploading the keywords and
tracking codes to the search engines. Coremetrics Search Marketing
also includes integrated performance reporting which automatically
downloads keyword costs and matches them with the appropriate
keyword sales to generate an accurate performance report. Coremetrics
Search Marketing’s performance reports are highly customizable,
enabling marketers to define and report on custom metrics. Because
there are so many specialty calendar niches, it is important to identify
which keywords pay off and which do not.
Since Coremetrics Search Marketing is integrated with IBM®
Coremetrics® Web Analytics, Calendars.com was able to greatly
simplify keyword discovery. Each week, Calendars.com examines IBM
Coremetrics natural search and onsite search reports to identify
popular keywords, and adds those keywords to its paid search
Calendars.com experienced an immediate payback in time savings.
The 50 percent of time that had been spent in managing data in
spreadsheets is now dedicated to high value activities that drive Return
on Ad Spend (ROAS)—discovering new keywords, as well as testing
and refining advertisement copy and landing pages. Further time
savings were realized by implementing custom metrics in Coremetrics
Search Marketing that are crucial to Calendars.com’s business. “It used
to take hours of preparation to produce the reports I needed,” said
Calendars.com’s head of Online Marketing. “Now I open IBM
Coremetrics, click in and immediately see how we are doing.”
Having rapid access to its custom metrics has allowed Calendars.com to
manage its business more closely and to make decisions more quickly.
Time savings has enabled Calendars.com to expand its keyword
inventory by 47 percent, adding over 1,100 new keywords. The
combination of benefits resulted in a 23 percent improvement in
conversion rate within the first three months. Plus, Calendars.com’s
customers are finding the products they want, which means they are
happier shoppers who will return for next year’s calendars!
• IBM® Coremetrics® Web Analytics
• IBM® Coremetrics® Search Marketing
For more information
To learn more about IBM Coremetrics please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.