One key strategy: they bought about 100 search engine keywords and phrases that included common misspellings of the brand, such as "romba," "rhumba," "irobot" and "eyerobot."
"We recommend more specific phrases that will drive sales, like 'robot vacuum cleaners.' " the company said.
As a result of better keyword buys, Roomba became the 7th most-searched brand on Google and experienced a 100% increase in sales.
While the keywords were an important part of the company's strategy, the campaign was supported by an integrated ad program. Finding new ways to complement old strategies is a smart way to increase business.