Client Stories
babycenter.com
Sarah Buckenberger, Manager, Online Marketing
Q: Describe your business.
A: BabyCenter is the largest online resource for expectant and new parents around the world. Our global network attracts over 6 million monthly visitors. BabyCenter is dedicated to helping parents find the information and support they need during pregnancy through early childhood.
Q: What are your objectives for search marketing?
A: Search marketing enables BabyCenter to reach women in the preconception stage, through pregnancy and early parenthood. We also use paid search to drive sales through our Online Store and build the BabyCenter brand as the leading destination on the Internet for new and expectant parents. Overall, we have turned paid search into a cost-effective acquisition channel for BabyCenter.
Q: Describe the situation and challenges you experienced before working with Efficient Frontier.
A: At the beginning of our paid search programs, we were managing with only raw data files. We were not using any bid management or optimization software. From there we tried various rules-based management solutions. Neither of these solutions, the raw data files nor the rules based bid management solutions, provided us the return we needed which is why we turned to Efficient Frontier to optimize our portfolio.
Q: Tell us why you chose Efficient Frontier.
A: We chose Efficient Frontier because we were impressed with the sophistication of their bid management approach, as well as the level of detailed reporting they provide, which helps us make the best business decisions.
Q: What results have you seen since working with Efficient Frontier?
A: Since we began working with Efficient Frontier, we have brought our cost-of-acquisition down substantially compared to when we were bidding manually and using a rules-based solution. We have been able to expand our search campaigns while simultaneously keeping the cost of acquisition within our acceptable range. Additionally, BabyCenter has gained more exposure across search markets while retaining our return-on-ad-spend goal.
