Case Study: Dr. Martens protects its brand and boosts transactions with Anvil Media

Dr. Martens lowers CPC by 46% with Anvil Media

The customer, Dr. Martens, faced intense competition in paid search from online retailers like Amazon and Zappos who were also selling its products. Their challenge was to protect their brand and drive more consumers to purchase directly from them rather than through these third-party retailers. The vendor, Anvil Media, was engaged to manage their paid search efforts.

Anvil Media implemented a strategic shift in bidding for branded search terms, moving from a CPA model to manually lowering bids incrementally. This aggressive approach significantly increased direct sales while reducing costs. The solution delivered substantial results for Dr. Martens: cost per click dropped by 46% and transactions increased by 130%.

Dr. Martens