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Buy.com, The Internet Superstore™, is among the Internet’s top 50
e-tailers. The site offers millions of products and serves tens of millions of customers monthly. The Buy.com team is highly familiar with the opportunities and challenges of product-level search marketing. Success depends on it.

The Search for Better Returns

Over the years, Buy.com had engaged multiple leading SEM agencies and technology providers. But results had been disappointing. Many struggled with managing a campaign for over 4 million SKUs and the highly dynamic nature of SEM for Internet retail. Higher revenue and new customer acquisitions often came at the expense of profitability – a compromise Buy.com was not willing to make.

Conversion Rate Revenue

Buy.com Turns to Adlucent

Facing a tough economy, strong competition, and aggressive margins, Buy.com sought a partner with a fresh strategy and strong, retail-centric technology. They turned to Adlucent, intrigued by the company’s Deep Search™ technology, geared specifically for retail search marketing. Buy.com was also impressed with Adlucent’s unique performance-based compensation model. After a highly successful 3-month pilot, Adlucent became the agency of record for the entire Buy.com account.

Putting Deep Search™ to Work

To achieve Buy.com’s ambitious ROAS goals, Adlucent focused specifically on non-branded, product-level terms. The Adlucent team quickly expanded coverage across the entire Buy.com catalog. It leveraged its advanced retail Deep Search™ modules to optimize for revenue and profitability by predicting key factors, such as product effectiveness and competitive seasonal trends.

Adlucent also aligned the campaign with Buy.com’s inventory activity. By automating the extrapolation of key data from massive daily feeds, Adlucent could better manage bids based on product availability and sales priorities. The integration of other product-level data, such as ratings and reviews, will further enhance performance and ad relevance.

Doubled Conversion Rates and Increased Profitable Revenue

Within months, Adlucent boosted profitable revenue from paid search by 75%. Equally important, Adlucent doubled conversion rates on paid search campaigns. By expanding keyword coverage, Adlucent captured higher quality leads and exceeded Buy.com’s aggressive ROAS target for non-branded campaigns. Despite one of the most challenging economic climates in decades, Adlucent quickly achieved Buy.com’s goals while setting the stage for continued success and a strong holiday season.