Case Study: Century Novelty achieves 20% revenue growth and 62% SEM cost reduction with Marin Software

Century Novelty Boosts Revenues by 20% While Cutting SEM Costs by Over 60%

Century Novelty, a party supplier founded in 1951 and web-only since 2004 (centurynovelty.com), depends on search for more than 80% of its revenue. As its paid search program grew to 45,000+ keywords, it became too large and complex to manage, measure, and optimize with existing tools—threatening the efficiency of a channel that drives most new-customer sales.

Century implemented Marin Software for cross-publisher automated bidding, granular ROI-based bid management (incorporating true cost of goods), and automated reporting. The result: SEM costs fell 62%, time spent on reporting and campaign management dropped 40%, conversions rose 11%, and overall revenue increased 20%.

Century Novelty

Ian MacDonald

VP and General Manager