Plan

Fairytale Brownies, a long-time gourmet brownie manufacturer based in Chandler, Arizona has been selling online since 1996. As with many companies focused on the gift-giving market, the fourth quarter of the year represents a significant portion of the firm’s annual revenue. Consequently, Fairytale Brownies needed to maximize their online sales during the 2005 holiday season, but needed to conduct a campaign with elements that could be utilized successfully year-round.

Create

Off Madison Ave’s interactive team launched a paid search campaign through Google and Yahoo! with more than 300 keywords and strategic landing pages devoted to key search phrases. The campaign began in October and ran through the peak mid-December season.

In addition to hourly bid management, ad copy testing, and other nimble paid search optimization tactics, the interactive team also methodically tested specific offers. This program mathematically determined the best combination of ad copy, bid, offer, and landing page to maximize return on investment for the client.

Achieve

The results of this online campaign exceeded Fairytale Brownies expectations. The company saw more than 800 e-commerce sales in the first two weeks of December alone. Overall, sales increased more than 550 percent during the 3-month campaign and the average cost-per-sale decreased by 84 percent.

The lessons learned during the holiday 2005 campaign were incorporated into Fairytale Brownies ongoing search marketing efforts.

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