Follow us on
Connect
Advertisement
 

Customer Acquisition : EmpireCovers.com Acquires New Customers Via Google Shopping

December 2012 By Melissa Campanelli
Get the Flash Player to see this rotator.
 

EmpireCovers.com, a Philadelphia-based online retailer that manufactures and sells automotive, marine, patio and power sport protective covers, has seen new customer acquisition as well as its clickthrough rate increase since launching a program on Google's new Shopping platform earlier this year. In addition, EmpireCovers.com's cost-per-acquisition (CPA) and cost-per-click (CPC) rates have declined since it began using Google Shopping.

Google Shopping provides consumers with a new shopping experience within Google search, while giving marketers who use product listing ads (PLAs) more control over when and where their products appear in search results.

"Under the Google Shopping model, we have more control to set pricing and bids on product-specific categories," said Robert Brous, search engine marketing manager at EmpireCovers.com, in a company press release. "We know that we'll be served in the most relevant places. We can quickly and easily maneuver to capitalize on the product categories that beckon niche companies similar to ours, and can compete with them intelligently."

After EmpireCovers.com launched its PLA campaign on Google Shopping this past spring, its CPA declined 36 percent from April to August, while CPC dropped 11 percent from July to August. What's more, the retailer's clickthrough rate climbed 55 percent from July to August.

"PLAs have taken their place at the table in our paid search strategy along with search campaigns and remarketing," Brous said. "These three techniques now make up the backbone of our paid search strategy. As we develop new products and new websites, and as we sit in photo shoots and develop and design new catalogs and ads, we have to leave room in the conversation now for PLAs and Google Shopping."


 

Companies Mentioned:

SPONSORED CONTENT

MORE ON E-COMMERCE >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

SUBSCRIBE TO Today @ Target Marketing

Receive our FREE Daily
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
Winter 2015
     Privacy Policy