Search case study: How attribution modelling increased profit for Baby Supermall

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Baby Supermall recently worked with Google to run a targeted AdWords paid search campaign, targeting mothers. This video case study outlines how the baby retailer linked analytics to search with attribution modelling to generate tens of thousands of dollars in additional sales every week."

View the video case study below:

Brand: Baby Supermall | Sector: Ecommerce | Country: US | Objective: brand awareness, consideration and purchase | Format: Search, Analytics

Baby Supermall products have an unusually long buying cycle. "Our typical customer is a pregnant mother-to-be," says Joe Meier of Baby Supermall "They have months to make a decision."

In this video, Meier describes how Google Analytics’ attribution modeling tool let them measure the impact of different marketing touch points before customers finally made a purchase.

So they could figure out which of their marketing activities led all those moms (and dads) to visit the Baby Supermall site. It also saved him from the monster 80-megabyte spreadsheets he'd been building as he tried to manually figure those patterns out.

Result? “We’re spending our money more efficiently than we were before. We know what we’re getting for it,” says Meier. By linking their Google Analytics and Adwords accounts, Baby Supermall was able to see the impact of different keywords and optimize their AdWords ads, bringing in “tens of thousands of dollars in additional sales every week."

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