PPC: Measuring Beyond the Click

By Stacie Susens, Associate Director, Client Services

On Monday, I spoke on a panel at OMMA Global NY titled, "Beyond the Click: Planners Use Search Beyond SEM."

Here is the presentation we walked through – Pier 1: Online to Store. This case study proves the value that Paid Search can drive for retailers with no ecommerce. Here is a snap shot of the results:

• Pier 1 Imports experienced an overall sales lift of 2% in the test markets when compared to the control markets.
• Additional lift of up to 5.3% was achieved in a select group of underperforming stores.
• Pier 1 Imports achieved a positive return on advertising spend equating to more than 300% (for every dollar spent on Paid Search, Pier 1 Imports received three dollars in sales).

Pier 1 Imports O2 S Case Study Final (2)

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