Google Publishes Case Study Featuring Yankee Candle Company and @Website Publicity

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Yankee Candle successfully employed an innovative new Search Marketing Program, according to a Google Case Study.

Peterborough, NH (Vocus/PRWEB) January 16, 2011

Google has published a Remarketing Case Study featuring Yankee Candle Company, according to Susan O’Neil, president of @Website Publicity, the search engine marketing agency of record for Yankee Candle. O’Neil said: “While Google’s Remarketing program was in Beta, we proposed to YCI that we test what appeared to be an innovative and promising program using Google's extensive Content Network. The results were so impressive that Google asked if they could create and publish a case study.” The Yankee Candle remarketing case study can be found within Google’s Google for Advertisers section of its website.

The Yankee Candle Company, Inc. (YCI) is a leading designer, manufacturer, wholesaler and retailer of premium scented candles. A successful online advertiser for many years, Yankee Candle is always looking to grow its customer base through innovative means. Accordingly, Todd Soucy, YCI’s e-Commerce Marketing Manager, was receptive to conducting a test with @Website Publicity of the Remarketing program. The Remarketing program allows advertisers to tag users who visit their websites, then later display ads to those same visitors on other, unrelated domains.

In the case of Yankee Candle, the test was designed to tag visitors who start but don’t complete a shopping cart transaction and then to offer customized ads to those same people when they later visit other websites in the Google Content Network.

Yankee Candle’s Remarketing campaign has generated positive results, with nearly 10 percent of its abandoned shopping cart visitors returning to the site. The Remarketing campaign’s conversion rate was also 600 percent higher than the account average, and the cost per conversion was nearly half the account average.

“Yankee Candle is an early adopter,” said Holly Sanderson, Senior Paid Search Manager at @Website Publicity. “They aren’t afraid to test because they understand how important it is to use that data to grow their market.”

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