2. Company: ASTVM
ASTVM is a website which offers various As Seen on TV products direct to the public at discounted rates.

Situation:
ASTVM decided to create a website in 1998 due to the increase in demand for As Seen on TV Products. As a second job, the owner of ASTVM was interested in building multiple streams of income, and felt the Internet would be a viable source of profit. Armed with nothing more than a simple website builder, he created the ASTVM website. ASTVM’s owner dedicated a portion of his other earnings to online marketing in order to drive sales. Initial investments in pay-per-click programs at the time cost a mere $0.08. Business boomed, and ASTVM began to climb the search engines ranks. Along came big updates to the search engines, causing ASTVM to lose all of his rankings during Google’s notorious “Florida” update in November of 2003. As time passed, the average price of cost-per-click marketing rose sharply, while the quality of such traffic diminished.

Strategy:
Despite ASTVM’s lack of results with other search engine marketing firms, the owner decided to purchase a campaign from ContentLogic. We created an initial test campaign to promote 25 of ASTVM’s keywords for maximized outcome. After the initial campaign achieved remarkable success, ContentLogic launched an additional campaign, focusing on 100 additional product-specific keywords to raise conversion rates and search engine rankings.

Success:
The results of the initial campaign returned 20 first page rankings out of 25 keywords, in Google alone. The second campaign launched nearly 3 months after the initial campaign, and included 100 of ASTVM’s top keywords. The second campaign was launched the first week of March and has returned 97 Top 10 rankings in Google. 45 of these recent keywords are already in the #1 position for their term. Orders have increased dramatically, and ASTVM is considering promoting even more keywords with ContentLogic.

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