Nuts & Bolts - Case Study: For BrickHouse, Search Is a Winning Hand
Starting from scratch in the Google AdWords interface, they built campaigns that broke out keywords by brand, non-brand, category and, in some situations, business case. Under the gold list keywords "GPS trackers," for instance, Morris says "we have a subset for the business-related keywords. So we know we're willing to spend more on some of the B-to-B keywords. And it doesn't affect the return on ad spend on the others."
BrickHouse now outranks Amazon for high-volume terms such as "hidden camera."
"We got back up to No. 1," Morris says of the SERP rankings, and Bing and Yahoo revenues at least tripled.
"We've actually gotten our organic [search ranking] to higher than it was when we lost it, and the paid has become much more efficient," he says.
During the fourth quarter of 2013, BrickHouse saw year-over-year organic search increases of 75 percent in traffic, 49 percent in transactions and 29 percent in revenue. Total traffic from paid and organic efforts rose 28 percent.
Going forward, Morris says BrickHouse will continue to focus its direct marketing efforts on search, while adding in targeting and acquisition through display and direct response television at the beginning of 2015.
So BrickHouse isn't built like an Amazon-its results are more mighty. And that's how the story goes.