via: MediaPost
PPC Campaign Scares Up Big Profits
Holiday sales might have been slow for Halloween Express if not for pay-per-click advertising. Brad Butler, the company’s chief operating officer, has his hand in several businesses — from awards to wine — and he plans to spend about $1 million this year and get more than every penny back on the investment.
Halloween Express is online, and also has 250 seasonal retail stores. September and October are the peak period — he spends more than 90% of his Google AdWords budget during these two months.
Butler taught himself how to use AdWords. He dedicates about 35% of the overall marketing budget to AdWords, and attributes about 20% of site traffic to the campaigns. Managing about 5,000 keywords helps him to differentiate the business from larger advertisers and capture every relevant costume query possible including sexy, adult and even plus size and religious — words that big-box retailers might avoid.
“We also use negative keywords to filter out the pornography, so we don’t get all the perverts coming to our site wasting our money,” Butler says.
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