Case Study Cookies by Design

Cookies by Design developed the original cookie bouquet in 1983. After three years, the company moved its headquarters to Dallas. Since then, Cookies by Design has become a nationwide brand with nearly 100 store fronts.

Challenge

Turn around drastically declining paid search accounts by reviewing three years of account data, and develop a cohesive improvement strategy to deploy for both Google AdWords and Bing Ads to increase revenue.

 

 

Paid Search

A well-optimized paid search strategy will target potential customers in all stages of the conversion funnel: from the most broad, information-seeking searches, to pinpointed brand searches.

With fully-developed paid search accounts, the blended ROI between high-converting and more speculative low converting campaigns should meet and exceed client goals.

Google Adwords

Over three months, Tractorbeam analyzed and revamped the account structure and performance, and cut underperforming campaigns from the account. We came to understand who the Cookies By Design customer was, how they were purchasing historically, and how we could reach new customers. We deployed a more cohesive campaign > ad group > keyword structure, lifting YoY Revenue and hitting ROI goals.

 

Cost Per Click

-10.15%

YoY, December 2015

Revenue

+32.15%

YoY, December 2015

Return on Ad Spend

+15.89%

YoY, December 2015

Bing Ads

It is fairly simple to import Google Adwords campaigns into Bing Ads. However, in-depth analysis of the user base’s engagement of the ads and optimizations for the audience is required to create a well-rounded Bing Ad strategy. Within three months, the account was performing well over the previous year’s results.

Click Through Rate

+85.86%

YoY, December 2015

Revenue

+44.10%

YoY, December 2015

Return on Ad Spend

+13.13%

YoY, December 2015

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