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E-Commerce

Case Study – E-Commerce Market Leader

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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.


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