Search Marketing Case Study: Century Novelty Uses Marin Search Marketer to Boost Revenues by 20%

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Leading online party supply retailer leverages Marin Software's robust paid search marketing technology to decrease time spent on paid search management by 25% - boosting conversion by 11% and decreasing CPA by 38% at the same time

News Facts:

  •     Marin Software, provider of the leading enterprise-class paid search management application for large advertisers and agencies, today announced that Century Novelty, a leading online retailer supplying of party favors, supplies, and decorations for nearly every occasion, has seen significant results with Marin's sophisticated paid search marketing solution.
  •     Paid search helps Century Novelty attract first-time customers who are crucial to the party supply industry where "every customer is a new customer" as customers are often making a purchase for a stand-alone event. The company has grown its paid search spend 50% a year on average since it began its SEM program, the company has grown overall revenues by 20% a year, every year.
  •     Century Novelty turned to Marin Software after realizing its paid search program was becoming too large and complex to manage, measure, and optimize with the tools it had been using for the past few years. Century Novelty needed a sophisticated paid search management application that would enable it to accelerate the growth of search-driven revenues, while at the same time continuing to optimize its current SEM program.

Results:

  •     Marin Search Marketer has delivered impressive results to Century Novelty. Due to streamlined bidding across all three publishers, optimized bidding based on granular and true-cost ROI goals, automated reporting and analytics, and increased visibility into campaign effectiveness, Century Novelty was able to decrease spending on paid search by 62% - while at the same time increasing conversion by 11% and overall revenues by 20%.
  •     With Marin Search Marketer, Century Novelty: decreased spending on paid search by 62%; increased company-wide revenues by 20%; increased overall conversions from paid search by 11%; decreased CPA by 38% and spends 25% less time on managing its paid search program.

Quotes:

  •     "To see such a sharp decrease in costs was amazing, as we've been increasing our spend on paid search by 50% a year every year - and with Marin we not only cut spending by over 60%, but at the same time increased revenues 20%," said Ian Macdonald, vice president and general manager of Century Novelty. "We're blown away at the power of Marin Search Marketer."
  •     "For an online retailer like Century Novelty, where customers are most often making a single purchase for a standalone event, getting paid search right is critical," said Chris Lien, chief executive officer of Marin Software. "Century Novelty has done a fantastic job using paid search to significantly boost its revenues, and we're proud that Marin Search Marketer delivered such tangible results."

Resources:

About Century Novelty:
Founded in 1951, Century Novelty offers an extensive selection of party favors, supplies, and decorations for nearly every occasion. Started as a retail store outside of Detroit, Century Novelty became a web-only business in 2004.

About Marin Software:
Marin Software provides an enterprise-class paid search management application for advertisers and agencies. Marin Search Marketer®, designed for those spending at least $100,000 monthly on paid search, addresses the workflow, analysis, and optimization needs of large-scale advertisers and agencies, saving time and improving financial performance. Over 150 companies are running on Marin Software, including some of the world's largest interactive agencies and advertisers. Marin's clients manage over $600 million of annual paid search spend in the Marin Search Marketer application.

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Kari Moe Straley
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