Successful online marketing
IAB Atelier - Search Engine Marketing 25/09/2008
QueroMedia Snapshot
Our Killer Combo
Difference SEO-SEA
• Long term short term
• High entrance fee low entrance fee
Agenda
• Intro
• Succesful search marketing campaigns
• Findings of two cases
Agenda
• Intro
• Succesful search marketing campaigns
• Findings of two cases
Marketing Channel Mix 2007
Evolution 2006-2007
Worldwide Market Share August 2008
Source: http://marketshare.hitslink.com
Emerging Market: Asia
Source: http://www.tradingmarkets.com
Market Situation in Belgium & The Netherlands
Agenda
Intro
• Succesful search marketing campaigns– What are your goals?– Define your audience– Choose the right PPC platform– Choose the ad type(s)– Determine your budget– Campaign Metrics– Pitfalls
• Findings of two cases
What are your goals?
Define your audience (1)
Define your audience (2)
Define your audience (3)
Choose the right PPC platform (1)
Low search volume
Big content network
Young audience
CPC & CPA up to 50% cheaper than in Google
Flanders/The Netherlands & Wallonia/France
Integration Yahoo! IndexTools
Choose the right PPC platform (2)
High search volume
Expensive
Integration Google Analytics
Easy-to-use
Language & regional targeting
Any audience
Choose the right PPC platform (3)
Only in France, UK, USA, Canada & Singapore
Integration with AdCenter Analytics
Demographic targeting
Integration with Yahoo network for Belgium & The Netherlands
Advertising on Messenger, Digg, Facebook,...
Choose the ad type(s)
Ad type (2): Search & Content Network
Ad type (3): Banner ad blindness
Ad type (4): Mobile ads
Survey on www.mobiel.nu.nlfor Nederlandse Spoorwegen, 392 testees.
CTR x 3
75% did not have a negative attitude towards mobile ads
52% used the trip planner
Source: http://researchblog.web-log.nl
Ad type (5): Local Business Ads
Budget (1): Average budget per category & evolution 2006-2007
Budget (2): Changing user behaviour
Budget (3): Traffic Estimator
Campaign Metrics (1)
Product page
Checkout success
Campaign Metrics (2)
Campaign Metrics (3)
Pitfalls
Agenda
IntroSuccesful search marketing campaigns
• Findings of two cases
Gamma: 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.
Gamma: Challenges
• Results are difficult to measure because the purchases are done offline, in the brick-and-mortar stores.
• Available resources (time and budget) were very limited.
• The URL is not www.gamma.be as one would expect, but www.gamma-belgie.be & www.gamma-belgique.be
Gamma: Solution
Gamma: Results
• 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
Conclusion: Good results with limited resources
Just Eat: Situation
• Dutch website for ordering take-out
food online with a network of over
900 restaurants.
• Companies and students make up the target audience.
• Launch of a new brand and a completely new website.
• Focus on high volume of orders at a low cpo
Just Eat: Challenges
• Fierce competition from other websites such as www.thuisbezorgd.nl.
• No possibility to deeplink to specific restaurants.
• Former brand Hapgids is a household name, Just Eat is a completely new brand.
Just Eat: Solution
Just Eat: Results
• Very low bounce rate.• Cpo 40% below target.• 250 000 unique visitors last 8 months.• Steady number of sales & decreasing cpc.• Average sales value is slightly higher through the cpc
campaign in comparison to the organic search.