Century Novelty Boost Revenue By 20 % Through SEM

2 Min Read. |

About Century Novelty:

Founded in 1951, the company has been offering a wide range of party selections, such as decorations for an anniversary, birthday or a graduation day. ‘Party Heroes Since 1951’, the tagline of Century Novelty completely epitomizes the extensive products they have in their kitty. The company has become a ‘one stop shop’ for all party requirements, with various accolades coming its way such as Internet Retailer Hot 100 in 2009, Multichannel Merchant Magazines Silver Award in 2009 and 2010. After completely going online in 2004, the company has emerged as a key player in party supply industry.

Century Novelty

Century Novelty’s Challenges:

Two major challenges faced by the company:-

  • Finding new customers every day is a challenging task, especially if the customers make single purchase for an event. Century Novelty too faced this uphill task while maximizing revenues from organic and paid search. As stated by Ian MacDonald, the company VP and General Manager “every customer is a new customer”, hence it became imperative for the company to attract more customers.
  • It required an application to manage large number of keywords. With keywords amounting as high as 45000,Century Novelty was finding it tough to manage keywords and analyze the results.

Strategy adopted by Century Novelty:

Century Novelty finally chose Marin Software as its paid search management application. The company was highly impressed with the software’s easy to use interface, analytical features to name a few. The biggest advantage with Marin Software was its seamless integration across all platforms, i.e. instead of managing campaigns through Google AdWords, Microsoft Bing Ads, all was done on a single application.


After streamlining the process of analytics, measurement of ROI and management of campaigns, the results achieved were something to boast about.

These was –

  • 11% increase in conversion rate
  • 62% decrease in paid search spending
  • 20% increase in company revenues

Now with single window for all necessary transactions, Century Novelty was able to steer clear its goals and objectives.

In yet another landmark achieved, Marin Software efficiently reduced the time spent on paid search campaigns by 25 %, a significant amount considering the complexities of different strategies followed on these campaigns.


Managing Search Engine Marketing for a company can become laborious sometimes and paid search management applications such as Marin Software can prove to be a game changer during such testing times.

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1 Comment

  1. Indrajit Goswami

    Managing 45000 key words? Its really fascinating. Wonderful case study.


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