Anvil Media, Inc. Internet marketing consulting : search engines, advertising, direct response and public relations

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Case Study: The Pearl Outlet

Overview
The Pearl Outlet provides top quality pearl jewelry at discount prices. In November of 2003, the owner approached Anvil about helping manage pay-per-click (PPC) programs for the holiday season and Anvil was happy to oblige.

Objective
The Pearl Outlet wanted to achieve a specific revenue goal for the month of December. If that goal was achieved, the owner would quit his day job and focus on the online pearl retail business full time.

Challenge
Beyond the usual challenge of a very noisy and competitive industry, Anvil had only one week to ramp up on the business and take on PPC management. The Pearl Outlet is also a smaller family business with limited bandwidth and resources.

Strategy
Initially, Anvil conducted industry benchmarking and keyword research to understand the opportunities and challenges online. A thorough analysis of the current PPC campaigns and Web analytics was also performed. The output of the week-long research project was a PPC strategy that would meet the short term objectives. To hedge bets, Anvil also implemented shopping engine feeds and a site optimization strategy for increasing organic search engine visibility.

Results
By the end of December, Anvil helped The Pearl Outlet double their monthly target revenue goal (and the owner did in fact quit his day job). Through optimization and management of Google and Overture PPC campaigns and shopping engine data feeds, Anvil was able to attain a 630 percent return on ad spend (ROAS) . On the site optimization front, Anvil increased top 30 keyword rankings for targeted keywords by 575 percent.
URLs
Discount Pearls and Jewelry