| Living Direct is an online retail company, specializing in consumer appliances, indoor air quality products, and lawn and garden furniture. The company maintains a core business philosophy that incorporates both a customer-focused approach to business and a customer-driven selection of products. Headquartered in Austin, Texas, Living Direct encompasses a network of specialty eCommerce websites including CompactAppliance.com, LivingDirect.com, PortableAirShop.com, Kegerator.com, SimplyDehumidifiers.com, and HotWaterSource.com. The company also designs and manufactures two product brands, EdgeStar and KoldFront.
Living Direct is an industry leading company and has been named to prestigious lists like Internet Retailer Top 500 and Entrepreneur Magazine's Hot 500.
CHALLENGE
Living Direct had been running a very successful search marketing program. The program was focused on selling their higher margin and higher volume products on their larger websites. As their program expanded the marketing team began to max out their available resources. Profit gains from search marketing were slowing down, so Living Direct began to seek out a search marketing platform that would allow them to take their SEM campaigns to the next level.
Living Direct began a comprehensive search to find the most robust search marketing platform on the market. As sophisticated search marketers they were not satisfied with the current offerings in the marketplace. Most platforms low level solutions or ones that utilized rigid technology that was incompatible with the specific needs of Living Direct. None of the platforms in the market were able to connect with both Living Direct’s Web Analytics and their e-commerce platforms.
SOLUTION
After extensively researching the options, Living Direct selected KENSHOO™ Search as their platform of choice because it offered the most features of any platform on the market and the technology was flexible enough to be customized to fit their specific requirements. Kenshoo was also able to fully integrate with Living Direct’s web analytics, as well as deeply connect their e-commerce platform, Demandware, with their search marketing program.
Living Direct worked closely with the team at Kenshoo to leverage KENSHOO Search and take their campaigns to the next level. Living Direct was able to triple their efficiency; expanding their campaigns’ size, advertise more products and increase revenue while cutting costs.
Using KENSHOO Search, Living Direct has grown their search marketing program to 380 campaigns, containing 28,000 ad groups with over 500,000 keywords across 18 different search accounts directing traffic to 6 websites. Using the platform, Living Direct is able to perform over 5,000 attribute changes a month without having to add additional staff.
600% ROI Increase - Increased Sales, reduced costs, more efficient staff, and better budget allocation have given Living Direct a 600% ROI increase in its search marketing activities.
40% Cost Reduction - By gaining better control over the campaigns and focusing on improving the quality, Living Direct was able to cut costs by over 40% without losing conversions.
Tripled Efficency - Living Direct estimates that it can now accomplish 3 times the amount of tasks with KENSHOO Search as it could before. Increased efficiency led to improved quality of all campaigns resulting in better sales and increased ROI.
25% Increase Rev/Conv. - By using conversion attribution and the other analytical tools in the platform, Living Direct was able to focus in on their most profitable keywords and better allocate budgets.
10% Sales Increase - Sales from search marketing grew 10% when compared to the same period one year prior.
Full Marketing Integration - RealTime Campaign Synchronizers helped Living Direct achieve full integration between their E-commerce platform (Demandware), websites, and search marketing program – something that was not possible previous to KENSHOO Search.
“To achieve similar results without KENSHOO Search would require us to triple our search marketing staff and have them work 100% of the time as PPC specialists. Plus it would not be nearly as closely integrated into our websites as KENSHOO Search now is. During the evaluation stage we looked at several solutions but KENSHOO Search was the one that stood out with the most potential and it has fully lived up to its lofty expectations.”- Brian Wulfe, Online Business Manager for Living Direct
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