BrandsMart
Driving YoY Efficiency by Shifting From Traditional to Performance Media
BrandsMart is a leading consumer electronics and appliance retailer with locations across Florida and Georgia and a nationwide ecommerce presence. Facing rising traditional media costs and diminishing, hard-to-measure returns, the opportunity was to capture demand more efficiently across paid and organic channels rather than simply spending more.
Goals & Objectives
- ›Reallocate investment from traditional to high-intent digital channels
- ›Increase conversion volume without inflating cost
- ›Strengthen demand capture as direct traffic declined
- ›Improve organic visibility to support long-term efficiency
Performance Channel Reallocation
- ›Shifted investment to Paid Search, Shopping, and Paid Social
- ›Prioritized channels with strong intent signals and faster optimization cycles
- ›Balanced brand and non-brand keyword strategy to unlock incremental demand
Search, Shopping & Social Optimization
- ›Positioned Paid Search as the primary engine for sessions and revenue
- ›Scaled Shopping campaigns to capture product-level demand
- ›Repositioned Paid Social as a revenue driver, achieving 10x ROAS YoY
- ›Continuously optimized bids and keyword alignment to lower CPC
SEO & Organic Demand Reinforcement
- ›Strengthened technical SEO signals to support crawlability and ranking
- ›Aligned paid and organic keyword strategy to maximize total search presence
- ›Captured incremental demand organically, reducing pressure on paid channels
Results
Year-over-year, September 2024 through June 2025 vs. the prior year:
- ›Impressions grew 30% from scalable digital reach
- ›Clicks grew 38%, driven by improved relevance and targeting
- ›CTR reached 6% through stronger keyword and audience alignment
- ›CPC fell 2.5% through continuous optimization
- ›Online conversions increased 412%
- ›CPA fell 74% year-over-year
Key Takeaway
Better allocation changed the outcomes. BrandsMart grew revenue and dramatically improved efficiency by shifting away from traditional media, doubling down on high-intent digital channels, and strengthening SEO.
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