How Lenovo Uses Life Time Customer Value to Build SEM Campaigns
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How Lenovo Uses Life Time Customer Value to Build SEM Campaigns

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Learn from Limin Zhao, paid search manager of computer giant Lenovo

Learn from Limin Zhao, paid search manager of computer giant Lenovo

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How Lenovo Uses Life Time Customer Value to Build SEM Campaigns Presentation Transcript

  • 1. 1 NetElixir University Guest Expert Series HOW LENOVO USES LIFETIME CUSTOMER VALUE TO BUILD SEM CAMPAIGNS
  • 2. 2 ABOUT NETELIXIR UNIVERSITY • NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” • Through monthly webinars and quarterly seminars, we hope to provide the tools & knowledge to help people become better search marketers. NetElixir University
  • 3. 4 A $30B global personal technology company with 30,000 people and customers in 160+ countries. LENOVO IS…
  • 4. 5 OUR UNIQUE HERITAGE
  • 5. 6 REDEFINING THE COMPETITION Smart Connected Devices WW - YTY growth outpacing Apple, HP, and Sony Global PC Europe, Middle East, & Africa PC WW Consumer PC PC in China, Germany, Russia, Japan, and India WW Commercial PC, WW emerging markets
  • 6. 7 #2 Worldwide share (IDC) 13 Straight quarters fastest growing major PC company 6.5% 8.2% 9.6% 13.1% 16.0% “A MARKET SHARE JUGGERNAUT.” −WALL STREET JOURNAL Lenovo WW PC Market Share 2009 2010 2011 2012 HOW SEM Contribute to The GROWTH 2013
  • 7. 8 “LENOVO TWISTS TABLET & LAPTOP INTO IDEAPAD YOGA”−CNET
  • 8. 9 MEDIA LANDSCAPE Paid EarnedOwned Affiliates Paid Search Display TV Cinema Print Sponsorship Lenovo.com Lenovo Blogs Lenovo Apps Lenovo Social Assets Word of Mouth Social Mentions Reposts Media Coverage Customer Reviews SEO Email Paid Social Paid should drive activities to Lenovo Owned assets to provide a cohesive Lenovo experience for the customer. When users have a positive experience with Owned, Earned will generate more traction therefore increase more visits to Owned assets.
  • 9. 10 CONVENTIONAL SEM CAMPAIGN AdGoup Product Campaign AdGoup KWs Ads KWs Ads Conversion
  • 10. 11 LENOVO CUSTOMER JOURNEY Purchase new customer loop Attention Interest Desire Advocate Enjoy Bond existing customer loop
  • 11. 12 LENOVO SEM CAMPAIGN STRUCTURE Attention Interest Desire NewCustomerExistingCustomer Enjoy Advocate Bond Purchase Audience • Generic • Category • Product • Brand + long tail Creative • Awareness • Engagement • DG LP • Splash Page • Video Page • Product Page • Shop flow • Retailer Site Tactics • Goolge PPC; Bing RAIS • Youtube Video; GDN • Google/Bing PPC; retargeting • adMarketplace Metric • Visit; Bounce Rate • Video complete; Time on Page • Return Visist; Visitor Loyalty • Sale; CVR Audience • SS&P;customer service • Product review; product blog Creative • Accessories • Call center • Product Video • Google+; review LP • Shop flow • SS&P Page • Product Series Tactics • Sitelinks • Call extensions • Product Video • Google+ Metric • Cancellation rate • CSAT score • # of Google+ & reviews
  • 12. 13 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. PAID SEARCH New Customer Existing Customer Action Attention Interest Desire Purchase Enjoy Advocate Bond Digital Program Integration PLA, SEO, Social Audience (who is our target audience) Generic terms+Category terms: laptop, tablet, computer, pc etc Generic terms + competitive terms: convertible pc, ultrabook, AIO pc, touch laptop, etc. Product terms: yoga laptop, Ideapad etc Brand keywords+product+ long tail: lenovo yoga, lenovo ideapad yoga, lenovo touch laptops, buy lenovo yoga After sale+service: lenovo service, lenovo customer service etc Add google+ & reviews to all paid search ads Customer Need (what we want the customer to do) Curious, aware, interested -- product learning, researching, comparison shopping Consideration Purchase Support shopping cycle; accessories cross-sell Product review; plus on Google Goal (how will we measure what the customer does) •Bounce Rate •Watch video Time spend on Site •Visitor Frequency •First time Vs return visit •Direct Sales •Participation sales •In-direct sales •Efficiency •After sale support; •Call extension; •Google+ and review; Tactics (what will we do to reach the customer) •Google PPC •Bing/Yahoo RAIS •Youtube Search •Google PPC + Google Display Network •Bing/Yahoo RAIS + Bing Display Network •Google/Bing PPC •retargeting •Google,Bing/Yahoo •Google retargeting •PLA •Search Syndication network •Sitelinks •Call extension •Product Video •Googe+; •Facebook Search Creative direction (what will we show the customer) AWARENESS (Ad copy/video focus on product features) ENGAGEMENT (Ad copy focus on the benefits of the product; retarget people who have visited the page) DEMAND GENERATION (Ad copy focus on offers, deals and benefit; Product listing ads; retargeting) SS&P promotions; Google call extensions; product video through RAIS and sitelink Product Google+ page Messaging (how will we speak to the customer) Highlight multi-mode features with touchscreen, convertible, ultrabook Highlight multi-mode features; include usage Highlight benefits for multi-mode; include usage; problem solving; incorporate deal Highlight offer, deals and benefits, call to action in messaging (shop online now) Highlight SS&P; showcase product series in sitelinks; and product video using RAIS Highlight how many people +’ed Lenovo and how many reviews received with Star rating Destination recommendation (where will we send the customer) •Yoga splash page •Product Video page •Yoga splash page •Yoga shop flow •Visit retail store •Call customer center •Yoga shop flow •Yoga series page •Retail store •Related convertible product •Yoga shop flow •Yoga accessory page •Call customer center •Google+ page •Facebook page Targets (rollup & geo) (what will be measured in our dashboard) •Visit •Bounce rate •Video complete •Video playtime •Visit •Time on page •First time visit •Return visit •Visitor loyalty •Sale •Sale •Participation sale •In-direct sale •Conversion rate •E/R •Cancelation rate •Call center CSAT •SS&P sale •Added google+ •Added review
  • 13. 14 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. New Lenovo® Yoga 11S 4 Awsome Modes 1 Incredible Machine Touch, Flip and Enjoy! Get yours today. www.Lenovo.com/yoga Lenovo Yoga 11S Ultrabook The ultrabook with 4 usage modes and touchscreen. In 11inch Design! www.lenovo.com/yoga Lenovo Yoga Convertible Ultrabook and Tablet in one, with touchscreen. Learn More Now! www.lenovo.com/yoga New Lenovo® Yoga 11S The World's 1st Multi-Mode Mini Ultrabook. Buy Now Get 10% Off! www.Lenovo.com/yoga Sitelink 1: Yoga 11s accessories; Sitelink 2: Call # for customer service Sitelink 3: Yoga family Sitelink 4: All lenovo convertible products Desire Attention/Interest Purchase Enjoy Advocate
  • 14. 15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. Attention/Interes t Attention/Interest Advoca te +
  • 15. 16 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. Attention/Interes t Desire/Purchase Advoca te +
  • 16. 17 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. Attention/Interes t Enjoy/Advocate Advoca te +
  • 17. 18 RCS METHODOLOGY • Quality Score – relationship between keyword, adcopy and landing pages • A/B test • Keyword match type Siloing Relevancy • Cost control – cutting fat, optimize ROI • Match type efficiencyControl • Scale for converting terms/match types • Scale from account to account, geo to geo • Scale from device to device Scalability
  • 18. 19 GLOBAL SEARCH ENGINE LANDSCAPE AVG. MARKET SHARE IN >23 COUNTRIES 92% GOOGLE IS THE DOMINANT FORCE Source: WebCertain, 2011
  • 19. 20 GLOBAL SEARCH ENGINE LANDSCAPE GOOGLE IS THE DOMINANT FORCE AVG. MARKET SHARE IN CHINA RUSSIA S. KOREA 19% Source: WebCertain, 2011
  • 20. 21 GLOBAL SEARCH ENGINE LANDSCAPE Source: WebCertain, 2011 3 LOCAL CHAMPIONS VS. GOOGLE CHINA 76% 19%5% (Launched in 1997) GoogleOther RUSSIA 61% 26%13% (Launched in 2001) GoogleOther S. KOREA 65% 10%26% (Launched in 1999) GoogleOther
  • 21. 22 GLOBAL SEARCH ENGINE LANDSCAPE IN INTERNET USAGE WORLDWIDE#1 IN INTERNET USAGE IN EUROPE#1 IN MOBILE WEB USE WORLDWIDE#1 569 M INTERNET MARKET AT 42% 880 M MOBILE MARKET AT 66% 68 M INTERNET MARKET AT 49% 102 M MOBILE MARKET AT 74% 38 M INTERNET MARKET AT 78% 42 M MOBILE MARKET AT 85% 25% USE SMARTPHONES 60% USE SMARTPHONES27% USE SMARTPHONES 55% OF ONLINE AD SPENDING IS SEARCH $7 B DIGITAL AD SPENDING 66% OF ONLINE AD SPENDING IS SEARCH $2 B DIGITAL AD SPENDING 33% OF ONLINE AD SPENDING IS SEARCH $3 B DIGITAL AD SPENDING Source: eMarketer, 2011-2012 WHY DO WE CARE?
  • 22. 23 COMPETITION FROM RESELLERS Recommendations to best optimize  Protect trademark terms. “Lenovo”, “Thinkpad”, “Ideapad” keywords should be used only by Lenovo.  Require resellers to add these trademark terms as negative keywords across all campaigns.  Restriction on reseller Ad Rank. Resellers should never outbid Lenovo or rank above Lenovo  Audit resellers’ keyword list. If any violation is found, Lenovo is allowed to audit reseller’s keywords list and ad copies. Cost per Click and Spend trend for Trademark terms Spend CPC
  • 23. 24 THANK YOU Questions? Submit them to us through the GoToMeeting panel on your screen or email shahira@netelixir.com & we’ll get back to you! Tweet about today’s webinar with hashtag: #NetElixirU For access to free SEO and SEM tools, visit www.LXRMarketplace.com Stay tuned for information about next month’s webinar! Limin Zhao Global SEM Manager, Lenovo www.Lenovo.com