Amidst an Economic Slowdown, Etailers like PartStore.com Use Google Tools to Fight Back

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PartStore.com, a leading provider of replacement parts for consumer electronics, appliances and computers, saw its online business increase 32% in 2008 over 2007 as consumers turn to the Internet to repair their household appliances and electronics. Now more than ever, PartStore relies on the advanced suite of search engine management (SEM) tools from Google to respond to the dynamic market.

America's Largest Parts Superstore

This allows us to respond to performance quickly, which is critical in today's fast-paced online environment.

PartStore.com, a leading provider of replacement parts for consumer electronics, appliances and computers, saw its online business increase 32% in 2008 over 2007 as consumers turn to the Internet to repair their household appliances and electronics. Now more than ever, PartStore relies on the advanced suite of search engine management (SEM) tools from Google to respond to the dynamic market.

Providing parts for virtually every product in the home, from AC adapters, batteries, cables, lamps and knobs to circuit boards, color wheels and light engines, Partstore.com has over 8 million parts in its catalog across 560 brands. With demand for its parts increasing constantly, PartStore turned to Google tools to help manage their dynamic growth.

AdWords Editor from Google, a desktop tool built for advanced bidding options, mass updates and data organization, is one tool that PartStore has seen particular success with, recently using the tool to manage more than 1 million new keywords.

"AdWords Editor has allowed us to expand our keywords with incredible speed and ease," remarked Dan Seligson, VP of E-commerce for PartStore.com. "With these keywords we were able to capitalize efficiently on the long tail opportunity and we saw a 300% uplift in conversion for that part of our business."

Google AdWords Reporting is another tool that has helped PartStore increase conversion rates by as much as 40% for one of its programs.

"With Google AdWords Reporting, we're able to make real time changes to our SEM program, run multiple landing page tests at a time, and see results on demand," stated Corey Lynch, Director of E-commerce for PartStore.com. "This allows us to respond to performance quickly, which is critical in today's fast-paced online environment."

Following a recent consumer survey they conducted which found 82% of 2900 respondents said that they are more likely to repair a product now versus a year ago, with the products most likely fixed being major appliances and computers, PartStore was able to use this information to make some dynamic AdWord adjustments.

Flexible response to the market leveraging Google's spectrum of advanced SEM tools has helped PartStore to be successful in capitalizing on this evolving market opportunity.

About PartStore.com:
PartStore.com is America's largest online source for replacements parts for consumer electronics, appliances, computers, wireless products and more. With over 8 million parts in its catalog across 560 brands, PartStore.com provides unmatched selection, price, convenience and quality of service to consumers and businesses alike. To view their extensive parts selection, please go to http://www.partstore.com.

Google and Google AdWords are trademarks of Google Inc. All other company and product names may be trademarks of the companies with which they are associated.

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Karen Bray
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