American Cancer Society Case Study

Tender Loving Care Cancer Products—Selling More. Helping More.

TLC Tender Loving Care is a not-for-profit website and catalog of the American Cancer Society. Its mission is to help women cope during and after cancer treatments by providing wigs and other hair loss products (plus how-to information).

We began working with Lana Rosenfeld, executive director of TLC, several years ago when TLC was one of our pro bono SEO projects. The organization’s online advertising has grown into multiple, successful campaigns that are ongoing, including PPC in Search, Social and Mobile. As the campaign has matured over the years, aggressive testing and ongoing optimization still keep it gaining ground. Year after year as of July 31, 2011, PPC spending increased by 6% while revenues increased by 23%.

Recently, Lana gave us the go-ahead to optimize TLC’s products for Google Shopping and in the first three months, the TLC Product Feed revenues have grown by 161%.

“We just wanted to thank you for the terrific job you have done for TLC’s paid search program. Since Web Publicity took over the program, it has reached another level, and with your continual analysis, is still continuing to grow. “

Lana Rosenfeld, Director, Catalog and E-Commerce

Tender Loving Care

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