Case Study – E-Commerce Market Leader
Client Background
Client is the leader of E-commerce market in the whole world
Objectives
Primary objective: is to quickly bring their search costs under control on Baidu.
Secondary objective: is to quickly increase the number of keywords under management
.
Final objective: search engine greatly the most low cost bring the biggest repay rate.
Additional request: to bring new insights and innovation to their optimization efforts
.
Marketing Challenges
Scalability:
Baidu’s tracking and reporting system capacity was not able to scale to client’s requested size.
Strong competitors :
well known, large brands and many, many new smaller entrants aggressively advertising on search engines.
Poor Visibility: Client was unable to compare weekly vs. monthly data given their own legacy reporting systems, a hurdle to optimization.
Results Table
| Week |
Week 1 |
Week 3 |
Week 7 |
+ / - |
|
| LEADS |
1629 |
6116 |
7016 |
330.69% |
↑ |
| CPL |
28.78 |
22.65 |
22.82 |
-20.71% |
↓ |
| BUDGET |
46882.6 |
138527.4 |
160105.1 |
241.50% |
↑ |
Marketing Results
Prior to Darwin, average cost per order was 127.06% higher in week 1 vs. week 7
Darwin increased keywords managed and budget by 241.5%, yet orders per week grew by 330.69% while maintaining cost control.
Darwin also provided key insights into buying behavior by time of day and monthly vs. weekly trends.
