Case Study: Leading Retailer Company improves SEM ROI with Axtria's Digital Keyword Optimization Engine

Leading Retailer Company - Customer Case Study

Axtria worked with a leading retailer company that was spending about $2MM per month across more than 1,000 keywords but lacked clear visibility into which search engine marketing (SEM) efforts were generating positive ROI. The retailer needed help understanding cross-channel effects, sales attribution, and whether keyword spend was being allocated effectively across SEO, SEM, and EDM campaigns.

Axtria implemented a three-step Digital Keyword Optimization Engine to attribute sales to keyword clicks, determine keyword profitability, and identify optimal bid prices and budget allocation across keyword classes. Axtria’s analysis showed that about half of keyword-bid combinations were unprofitable or produced no sales, leading to recommendations to prune keyword volume by about 30% and reallocate spend to profitable terms. As a result, the retailer rotated keywords based on seasonality and profitability trends, improving traffic by 19% and profitability by 4%.