SEO Case Study:

MedNetDirect.com

MedNet Direct offers a wide range of medical and veterinary supplies at wholesale prices, but they came to us with a very specific SEO need. They wanted to increase their ranking for searches related to puppy training pads.

The competition in the puppy pad category was strong and when we were approached with the task, MedNet was languishing at the bottom of page three on Google. After an analysis of the competition and the quality and depth of the puppy pad-related content in the MedNnet site, we chose a landing-page-heavy strategy. We created several pages detailing the benefits of the use of puppy pads. We explained just what they were, how to use them, why they’re effective, how they save money... basically we created a mini-site focused on puppy training pads. We also rewrote the content of Mednet’s sister site (which had primarily the same content as the MedNet site). The results? One week later, MedNet was on Google’s page one.

Of course, any firm that promises you page one is lying to you, so we certainly won’t do that here, but we will say that our customized approach delivers reliable (and often remarkable) success. Call us to learn how...

PPC Case Study:

TheShelvingStore.com

In 2007, Shelving.com (the e-commerce arm of a 48-year-old industrial shelving company) signed a wide reaching agreement with Brand Labs. Not only did the deal include management of the SEM program for their existing site, but also the development of a new venture aimed more specifically at residential customers.

The first order of business was to address Shelving.com’s pay per click program. Our immediate and total PPC overhaul resulted in a savings of 85%... in the first month. That means their savings in the first month paid for our services for the next six months. Now, we may not be rocket scientists, but that seems like a pretty good deal to us.

TheShelvingStore.com was a different type of challenge. We built it from the ground up. We created the brand identity. We designed and built the site. When the site first launched, nearly 100% of the revenue was coming from PPC. Through our dynamic management of their SEM program, over 40% of their revenue is now the result of completely organic traffic. Another 5-10% comes from their Affiliate Marketing Program (which we also manage). That 5-10% represents a 500% return on investment. That, my friend, is a whole lot of percents.

Affiliate Case Study:

ChessHouse.com

In 2007, ChessHouse.com hired Brand Labs to redesign their logo and website. We also took on the management of their Affiliate program.

As we examined their existing program, we found that it was lacking a critical element: communication. Unfortunately, this is all too common. Most merchants are too busy with their daily operations to engage properly with their affiliate partners, but when communication isn’t maintained, the program inevitably suffers.

We increased the frequency and variety of Chess House’s affiliate promotions, and initiated a newsletter campaign aimed specifically at the program’s partners, offering them the opportunity to help us shape the program. We also recruited more industry-specific affiliates in an effort to precisely target the proper consumers and limit costs by increasing the likelihood of conversion. This effort was further bolstered by doubling the overall number of partnered affiliates.

Our efforts have had immediate and long-lasting results. In the first month, the number of orders increased by 30% which, in turn led to a revenue increase of 7%. Since that first month, the average monthly orders have increased 130%

CSE Case Study:

After completing their new site’s migration, we signed on to manage ____________.com’s Comparison Shopping Engine program.

We began in May of 2009 with only a fraction of ___________’s overall inventory and even with that partial offering, in the first month the program generated thousands of dollars in gross revenue. In the next month, that revenue doubled.

Of course, good is never good enough for us, so as the program progressed, we refined the product listings to best take advantage of the specific nature of each unique feed (including Google Shopping, NexTag, PriceGrabber, Shopzilla and Shopping. com). We updated the bids to ensure that we weren’t overpaying for results and monitored the feeds to get the best possible conversions. These efforts paid off as each month we saw an increase in the revenue generated by the program.

In August, we expanded the program to include ___________’s entire inventory. In September the revenue (already almost three times what it had been at the beginning) once again doubled.

... so what’s with all of the ____s? Well, we’re doing such an amazing job that ___________ doesn’t want their competition to know about us. That’s a completely true story, by the way

Google Analytics Case Study:

ellusionist.com

Ellusionist, the Internet’s leading provider of street magic instruction, had been a Brand Labs customer in early ‘09 when we were managing their PPC program. After seeing the success of our efforts, with a 330% Return on Ad Spend (ROAS), they decided to manage the program themselves. Over the next several months, they experienced a drop of nearly 200 percentage points in their ROAS and they returned to us in the hope of regaining that lost revenue.

In our initial examination of their Analytics, we found that several of their campaigns were operating in the red, prompting us to dive deeper in search of solutions. We discovered that only a select group of keywords were performing well, so we adjusted the bids accordingly. We were also able to see the impact of being on the Google Content Network by tracking several sales from content sites, and finding them to be ultimately unprofitable. We then separated out search and content ads into different campaigns and apportioned the budget based on the propensity of each to convert.

Within a month, the PPC ROAS shot up to over 250%, going from barely breaking even to very profitable... all due to our clever use of Analytics.

Merchandising Case Study:

Ricky's NYC

With only weeks to go before Halloween, Ricky’s (an established, multimillion-dollar business) suddenly realized that their new Volusion site would have to be populated with over 6000 SKUs, so they hired Brand Labs to complete the task in time to launch the site and take advantage of this all-important season.

Despite the seemingly unmeetable deadline, Brand Labs didn’t cut any corners. Our goal was to ensure that the product listings would not only be up in time, but that they’d also conform to best SEO practices (for the sake of searchability and durability). We had to gather and resize thousands of images from multiple sources and create searchable listings and strong meta data. We faced the additional challenge of linking appropriate accessories to each product in order to increase add on sales. Working around the clock for several days, we not only met Ricky’s goal, but helped to deliver a six-figure sales month in October of 2008... which also happened to be the site’s first full month of operation.

Ricky’s success demonstrates that you should never underestimate the importance of proper merchandising... nor should you underestimate Brand Labs’ ability to positively affect your bottom line.