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While retailers suffer through the recession, specialty gift merchants are feeling even greater pain as customers cut back on discretionary spending. Savvy gourmet gift retailers are turning to the internet to make the most of online shopping traffic and to drive cost-effective sales that impact the bottom line. Faced with the need to boost sales during a challenging 2009 holiday shopping season, a leading gourmet food and fruits gift purveyor turned to Microsoft Advertising specialists to help it optimize keyword search campaigns. The goal was to double both clicks and conversions without doubling its investment. Microsoft Advertising worked with the gourmet brand to analyze past spending patterns, including a position analysis to determine how keywords were impacting search results.
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