Restoration Hardware bid on 3,200 keywords, found 98% of its PPC sales came from just 22 brand terms

One the best internet marketing stories I’ve read all year. That even internet marketing teams in big, publicly traded companies don’t know how to do it. Take Hardware Restoration, who was spending countless dollars on search ads. And 98% of their sales were from consumers searching their company name. Only 2% were from consumers who were looking for broad search terms. Absolute nuttiness. Clearly the marketing team failed at acquiring NEW customers. And the other thing that’s terrible is that I bet most of the 98% of sales they got of consumers searching their name, the company would’ve gotten those clicks for free through organic SEO. So most of their money was wasted. I say it over and over. Not enough people know how to do this stuff.

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