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Search Engine Marketing - IAB Atelier
 

Search Engine Marketing - IAB Atelier

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This slideshow is an introduction to search engine marketing and search engine advertising.

This slideshow is an introduction to search engine marketing and search engine advertising.

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    Search Engine Marketing - IAB Atelier Search Engine Marketing - IAB Atelier Presentation Transcript

    • 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.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
    • 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.
    •