Challenge
A west coast tanning salon chain is coming off it’s seasonal peak and entering what is historically the slow period. MJM’s challenge is to optimize the campaign so that traffic and conversions increase while controlling cost.

Medium
Paid Search (PPC/SEM)

Solution
The MJM Ecommerce team proactively sought to optimize the campaign to increase traffic and conversions while controlling total cost. Data from the campaign and third party sources provided data for optimizing this campaign. In addition, software used to manage the campaign provided multiple dimensions of data to further the optimization effort. After analyzing the data, the team split the campaign into 4 buckets to address unique requirements and allow for compartmentalized management. The four buckets segregated terms into business critical (branded terms), geographic, generic and test. The last bucket, test, was designated for new unproven terms that have to meet strict requirements before moving into one of three buckets. This segregation of terms allows the team to manage the campaign on different metric goals while achieving total campaign efficiencies.

Results
Month over month data shows significant improvements despite what is historically supposed to be the slowest period of the year for the business:

• Traffic: increased 6%
• Cost: decreased 20%
• Conversions: increased 133%
• Cost per Conversion: decreased 23%