Paid Search Helps the Smithsonian Institution Increase Revenues
One of the best things about living in the DC area is taking advantage of ALL that the Smithsonian Institution has to offer (much of it available for free). However, what many people don’t realize is that the Smithsonian offers many products, services, and activities for people outside of the area. As Mickey Alam Khan’s DMNews.com article: Search Shows Smithsonian’s Facets, points out, search advertising is helping the organization increase profits in the e-commerce arena.
The Washington-based organization in August posted a 38 percent year-over-year increase in total sales to $54,000 for its e-commerce site at www.smithsonianstore.com. Also, online sales attributed to paid search are up 75 percent year to date. Smithsonian’s educational group travel brand, Smithsonian Journeys, similarly is benefiting from paid search, as that tactic is driving more than half of the online queries for the service. And paid search is raising the profile of the 2 million-circulation Smithsonian Magazine for members, too.
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