Ronco Corporation achieved greater return on investment (ROI) through search marketing on Microsoft adCenter compared to other search engines. SendTraffic, Ronco's agency, developed an adCenter strategy to increase Ronco's online exposure and build a new customer base efficiently. SendTraffic delivered double the conversion rate and 1.5 times better ROI through adCenter at less than half the acquisition cost. SendTraffic hopes to further enhance ROI by utilizing adCenter's advanced targeting tools.

1. Case Study
“Microsoft adCenter presented us
with a unique opportunity to reach a
significant number of our customers
and extend our brand to a new
audience of qualified shoppers.
The return on investment has been
substantial; we hope to increase our
engagement significantly.”
—Justin Guyette,
Director of Web Development,
Ronco Corporation.
Ronco Corporation Achieves 1.5 times
Greater ROI on adCenter
Ronco Corporation, founded by the famed inventor and marketer Ron Popeil,
produces and distributes branded kitchen appliances and home products. For
50 years, Ronco products—among them the Ronco™ Showtime™ Rotisserie
series, the Ronco™ Electric Food Dehydrator, and the Popeil’s Pocket
Fisherman—have been brought to national prominence by perfecting television’s
30-minute infomercial.
Ronco Corporation launched Ronco.com to extend the reach of its existing
customer base and to integrate the online distribution channel into its direct
marketing business model.
Campaign Objectives
Ronco Corporation recognized that search marketing offered an opportunity
to leverage its brand leadership and direct marketing expertise to reach new
customers. With Microsoft adCenter, SendTraffic, the agency of record for Ronco
Corporation, developed a search strategy to increase Ronco’s online exposure
for existing customers and build a new customer base, while meeting Ronco’s
demand for a highly efficient return on investment (ROI).
sendtraffic
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“Microsoft adCenter enables
Ronco’s sales to grow at notably
low acquisition costs. It affords us
the flexibility to drive high return
on investment across the entirety
of Ronco’s search marketing
campaigns.”
—Dominic Acello, Senior Account
Executive, SendTraffic

2. For more information, please visit Microsoft adCenter: http://advertising.msn.com/adCenter
Campaign Results
SendTraffic achieved strong results compared to the other
major search engines:
• Delivering double the conversion rate
• Yielding 1.5 times better ROI at less than half the acquisition cost
Evolution of Strategy
SendTraffic hopes to build on Ronco Corporation’s success by increasing engagement with adCenter
and utilizing advanced targeting tools to enhance ROI above baseline performance.
“As adCenter traffic volume grows along with demand, we are examining how
adCenter’s targeting tools can help us achieve greater ROI by allowing us to
reach not only Ronco’s audience, but our entire client base, more efficiently.”
—Steve Jacoby, Executive Vice President, SendTraffic
19 September 2006
SendTraffic’s keyword strategy emphasized broad and niche
terms, integrated with Ronco’s offline efforts, to:
• Drive qualified searchers seeking Ronco’s unique
product offering
• Engage a new customer base seeking quality kitchen
and home products