Oodles Travel Tech 2009
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Oodles Travel Tech 2009 - Presentation Transcript
- .com/oodles
- .com/SteveSherlock
- .com/SteveSherlock
- 1. SEO: DESIGN FOR T h e B o t or FOR PEOPLE
- Not compromised design
- Stuck with oodles.com
- Mostly brand search, rely more on SEM
- 1. SEM:
- PPC more than doubled
- $22 per booking – minus ROI
- Alternatives: affiliates, email, social media, others???
- 2. Own affiliate network:
- Benefits:
- Better ROI
- Brand building
- Co-op marketing
- Builds traffic & links
- Look out for:
- Switching
- Low CR
- Slow ramp up
- 2. Third party affiliate networks:
- Benefits:
- ramp up
- easy admin
- Brand building
- no ad serving
- Look out for:
- Easy switching
- lose control
- Key word bidding
- 30 day & 48 hour cookies
- 3. Metrics to support relying less:
- repeat user rates Avg 30%
- conversion rates
- cost per acquisition
- annual value of a client
- brand vs. generic key word search
- 3. Top 8 Google Organic Terms by Bookings .com/SteveSherlock Keywords Conv. rate 1. oodles 2. oodles .com.au 21.52% 3. oodles .com 4. oodles car hire 5. car hire comparison 6. car hire melbourne 5.26% 7. oodles car rental 20% 8. newcastle airport car hire
- Summary:
- ambition: product & direct traffic
- in meantime: smarter acquisition & ROI
- affiliate networks help
- Take Aways:
- know CPA & value of client PA
- balance design and SEO
- move resources to better ROI
- brand building, quality partners
- careful when setting max CPC!
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Presentation by Steve Sherlock, founder of Oodles.c more
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