FragranceNet.com
"We used Google TV Ads to reach new customers, increase brand awareness, and grow site traffic by 35%."
Sweet Smell of Success
FragranceNet.com used Google TV Ads to reach new customers, increase brand awareness, and grow site traffic by 35%.
Jason Apfel may run an online perfume store, but that doesn't mean he has a gifted nose. "I ended up with the entrepreneurial gene, not the olfactory one," he says. "But I know a good business opportunity when I see one." In 1995, he founded FragranceNet.com, which offers genuine brand-name fragrances, skincare, candles, aromatherapy, and more at low prices.
"At first, we just had an 800 number customers could call to order fragrances over the phone," Jason says. "Then, the Internet came along, and our business went in a whole new direction."
Picking up the scent
Jason and his team launched their website, FragranceNet.com, in 1997.
"All of a sudden, the phone started ringing off the hook," he says. "Next, we offered a shopping cart feature, and that's when things really took off. It's been steady growth ever since."
In 2001, the company signed up with Google AdWords™. "I learned the ropes and handled all the campaign management," Jason says.
"With AdWords, we've seen a 20 percent year-on-year increase in our conversion rate," he continues. "And we've boosted our click volume by more than 20 percent."
Remote control
Six years later, Jason and his team heard about the beta test for Google TV Ads™. With Google TV Ads, advertisers use the AdWords interface to upload their ads, set their own budget, and decide when and where they'd like their ads to run.
"We had advertised on national cable TV before, and it just didn't work for us," Jason explains. "As a smaller company, we didn't have the budget to get the exposure we needed. And we never knew if our ad was running during popular shows, or who was watching it."
Jason learned that with Google TV Ads, he could easily create, launch, and track national television campaigns. FragranceNet.com joined the beta test and began creating its first campaign.
Changing channels
Jason and his team showed their television ads on multiple networks across the country. Next, they experimented with targeting different demographics, channels, and times of day.
Google TV Ads' powerful reporting capabilities made it easy for FragranceNet.com to continuously test and adjust its campaign, and eventually identify the channels that generated the best return.
"We don't have to throw $20 million at a campaign and just hope it works," says Patti Kapla, vice president of business development. "Google really took the fear factor out of TV advertising."
Strong signals
After its Google TV Ads campaign ran, FragranceNet.com saw a 35 percent increase in website visitors.
"We also noticed that more people were searching for our company's name," Jason adds. "They see our TV commercial, and then they go to their computer to find us."
Jason and Patti measured the impact on sales in two ways. First, they showed a different website address in their TV ads - Fragrance.net rather than FragranceNet.com - to separate traffic from visitors who saw their TV ads. Second, they included a special coupon code at the bottom of their TV ads, which customers could enter during the purchase process.
"From this, we learned that TV ads are great for customer acquisition," says Patti. "About 95 percent of orders placed with the TV coupon code are from new customers."
"We used to look at TV advertising solely as a way to get our name out there," Jason recalls. "With Google TV Ads, we get the best of both worlds - success with both branding and direct response."
Staying tuned
Google TV Ads will play an even more important role as FragranceNet.com gears up for the busy holiday season.
"When the TV campaigns we did in the past weren't working well, we couldn't take them off the air immediately," Jason remembers. "It would be days before they stopped running, which was a little nerve-wracking. We don't have to worry about that now, since we can instantly adjust our campaign."
"The key competitive advantage of Google TV Ads is the ability to access multiple networks, make quick changes to spend and settings, and purchase on a true CPM basis - we pay only for impressions we receive," he continues. "Because of these benefits, we're definitely looking forward to using Google TV Ads this holiday season."