Increasing Online Sales for a Smokeless Cigarette Manufacturer
August 2005 - Light Free Cigarettes, a smokeless cigarette manufacturer, approached Reciprocal to increase their online sales volume.
At the time, they had a website that had been professionally designed and optimized for the web. The website was showing up #1 on Google for "Smokeless Cigarette," their highest traffic keywords. In spite of this, their sales were low, averaging only one to two orders per week. The company considered ending their web marketing effort.
After analyzing the situation, Reciprocal set up a search ad campaign and sales increased to one order per day. After a month, the company decided they could run the Adwords campaign successfully in-house. They terminated our agreement and set up their own campaign.
After a month of managing the campaign in-house, sales were down and their click costs were up. They asked us to resume management of the Adwords campaign. Because of the small size of this account, we agreed to co- manage the campaign with them. We recommended changes to the campaign that quickly brought sales back to the one order per day level. Since that time, Internet sales have continued to slowly but steadily increase. ROI of the campaign runs above 100% consistently because of the limited competition for keywords.
Reciprocal has also recommended an affiliate program or joint marketing effort with other advertisers on the web who sell programs used to quit smoking.
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