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Search marketing is more than just advertising on Google. And it works for both b2b as b2c projects, from any sector. This slideshow illustrates by means of the cases Overtoom and Gamma how a combination of pay-per-click ads, search engine optimization and social media can be used to boost the number of online and offline sales.
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Successful search marketing in online retail: Overtoom & Gamma cases
QueroMedia Snapshot
Our killer combo
Organic results – paid results
(De Tijd, 18 april 2008)
© Michael Sack – Idearc Media
Selling the milk
Susan is more likely to buy the milk if it is in aisle 7
Problem: 1. You don’t know it is Susan walking in the store.2. How to move the milk in real-time to aisle 7?
Leverage the power of internet!
© Michael Sack – Idearc Media
What is a conversion
Visitors
Customers Success * 2
Input * 2
Dropout /2
- Search Engine Advertising- Search Engine Optimization
- Persuasive webdesign- Usability- Web Analytics
CASE: GAMMA1
Situation
• Gamma is a top DIY retailer in Belgium
• They wanted to increase their online visibility in Flandres, Brussels and Wallonia.
• The goal of the campaign is to bring people to the physical shops through the use of the Tool Tips, an how-to-guide for DIY enthousiasts.
Challenges
• Results are difficult to measure because the purchases are done offline, in the brick-and-mortarstores.
• Available resources (time and budget) were limited.
• The URLs are www.gamma-belgie.be & www.gamma-belgique.be
• Radio commercial: www.gamma.com
Solution (1)
Solution (2) - Ad groups
Solution (3) - Ad efficiency
CTR = Clickthrough Rate = (Impressions / Clicks )*100
Solution (4) – integration SEO-SEA
Fierce competition
Results (1)
Results (2)
• Over the course of 6 months:– over 30.000 visitors to the website through the PPC
campaign– on average 70% of new visitors through the organic
search
CASE: OVERTOOM2
Situation
• Overtoom is the top b2b shop for office and workplace equipment in the Benelux, with over 40 000 products
• Overtoom has online presence in the Benelux
• Orders can be placed offline (phone, mail, fax) and online. The online campaign is crucial to supporting the offline sales
• Online makes up 35% of the total turnover and 50% of the new customers
Challenges
• +400 000 keywords in numerous ad groups
• Deeplinks per product
• Turning visitors into customers
Solution (1) - Structure, structure, structure
Solution (2) – Long Tail
Tapping into the long tail with specific, low-volume keywords
Solution (3) - Dynamic texts & deeplinks
Overtoom: Results