Cover Story: Finding the Perfect Balance

Efficient Keywords
Whereas Gaiam previously focused on more competitive and expensive search terms that weren't getting high conversion rates, it's narrowed its terms this year, substituting, for example, "organic clothing" or "yoga clothing," or even "Gaiam brand clothing," for simply "clothing."

Moves like this are consistent with Gaiam's intent to improve its cash position this year rather than focus too heavily on sales. "If most people out there were doing search focused on actual bottom-line contribution rather than top-line sales," Marshall points out, "they'd find that a lot of the terms they're bidding on, they're actually losing money on. That was the case with us: Some keywords weren't converting, or they were getting the sale but we were paying too much to get them."