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

Long term  short term

High entrance fee  low entrance fee

Agenda Intro Succesful search marketing campaigns Findings of two cases

Intro

Succesful search marketing campaigns

Findings of two cases

Agenda Intro Succesful search marketing campaigns Findings of two cases

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

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.nl for 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 Intro Succesful search marketing campaigns Findings of two cases

Intro

Succesful 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 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

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

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

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.

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.

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.