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Optimizing Search with Path-to-Purchase Insights

RevTrax partners can optimize SEM spend, connecting the dots between keyword, offer, and purchase, with real-time algorithmic optimization.


Challenge

A marketer was spending $5 million per month in search engine marketing, driving traffic to an eCommerce website. However, tracking in-store sales to specific online keywords was difficult and expensive, relying largely on time-consuming test/control studies.

The marketer wanted a way to measure in-store sales impact, with an improved reporting cycle and data integrations. They were also looking for a channel to influence and drive in-store conversions, with measurable ROI.


Solution

RevTrax implemented a fully-integrated marketing solution, including dynamic offers on the website landing page and data integration with the client’s existing bid-management solution. Promo teams were able to set up the right offers, the client could track search ads to the dynamic landing page, and RevTrax used clickstream and contextual data to determine the optimal offer set for each consumer. Each offer was barcoded to designate the individual consumer, online session ID, associated keyword and ad-group, allowing for comprehensive data analytics.


Results

The optimized offer sets resulted in a 40% rate of engagement and offer downloads. One in four consumers who downloaded targeted offers redeemed in-store, with an average purchase 12% higher than online shoppers. The client received weekly reports detailing the best and worst-performing keywords and in-store ROI for each keyword based on corresponding in-store sales. Daily reports were sent to the bid-management partner to update bidding algorithms and optimize keyword investments without the lag time.

Learn how to maximize ROI for your SEM efforts and measure in-store sales impact.

Contact RevTrax