Search Engine Marketing - IAB Atelier

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    Search Engine Marketing - IAB Atelier - Presentation Transcript

    1. Successful online marketing IAB Atelier - Search Engine Marketing 25/09/2008
    2. QueroMedia Snapshot
    3. Our Killer Combo
    4.  
    5. Difference SEO-SEA
      • Long term  short term
      • High entrance fee  low entrance fee
    6. Agenda
      • Intro
      • Succesful search marketing campaigns
      • Findings of two cases
    7. Agenda
      • Intro
      • Succesful search marketing campaigns
      • Findings of two cases
    8. Marketing Channel Mix 2007
    9. Evolution 2006-2007
    10. Worldwide Market Share August 2008 Source: http://marketshare.hitslink.com
    11. Emerging Market: Asia Source: http://www.tradingmarkets.com
    12. Market Situation in Belgium & The Netherlands
    13. 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
    14. What are your goals?
    15. Define your audience (1)
    16. Define your audience (2)
    17. Define your audience (3)
    18. 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
    19. Choose the right PPC platform (2) High search volume Expensive Integration Google Analytics Easy-to-use Language & regional targeting Any audience
    20. 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,...
    21.  
    22.  
    23. Choose the ad type(s)
    24. Ad type (2): Search & Content Network
    25. Ad type (3): Banner ad blindness
    26. 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
    27. Ad type (5): Local Business Ads
    28. Budget (1): Average budget per category & evolution 2006-2007
    29. Budget (2): Changing user behaviour
    30. Budget (3): Traffic Estimator
    31. Campaign Metrics (1) Product page Checkout success
    32. Campaign Metrics (2)
    33. Campaign Metrics (3)
    34. Pitfalls
    35. Agenda
      • Intro
      • Succesful search marketing campaigns
      • Findings of two cases
    36. 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.
    37. 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
    38. Gamma: Solution
    39. 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
    40. 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
    41. 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.
    42. Just Eat: Solution
    43. 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.
    44.  

    + Tom MichielsTom Michiels, 10 months ago

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