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Collections, Etc. Case Study

KeywordFirst Rights the Cost-Benefit Ship for Retailer’s SEM Program


Company Background

Collections Etc. is a property of Winston Brands Incorporated—one of the fastest growing direct to consumer multichannel merchandising companies nationwide. Collections Etc. offers unique and appealing merchandise for home, outdoor and garden, plus apparel and seasonal and gift items, at an exceptional value.


The internet retailer was running a search marketing program that was largely unprofitable.


KeywordFirst was called on to make the company’s SEM efforts more strategically sound and improve ROI. The agency’s first step: conduct a thorough audit of Collection Etc.’s SEM campaigns. A key finding: an over-dependence on costly broad category-based terms and limited coverage on cost-effective targeted terms.

To right the cost-benefit ship, KeywordFirst took a number of steps, including the following:

  • Built more than 100,000 new, cost-effective targeted terms focused on individual products.
  • Launched Product Listing Ad (PLA) and Dynamic Search Ad (DSA) campaigns, which when used properly can help advertisers grow site traffic and revenue.
  • Adjusted SEM spend and product type keywords for seasonality, limiting unnecessary spend.

With the new programs run by KeywordFirst, Collection Etc. revenue improved by more than 15%, year over year, fueled by a 20% increase in orders.

The retailer also was able to stretch its SEM budget farther, improving Return on Spend by more than 20%.

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