Successful search marketing in online retail: Overtoom & Gamma cases

QueroMedia Snapshot

Our killer combo

Organic results – paid results

(De Tijd, 18 april 2008)

© Michael Sack – Idearc Media

Selling the milk Susan is more likely to buy the milk if it is in aisle 7 Problem : You don’t know it is Susan walking in the store. How to move the milk in real-time to aisle 7? Leverage the power of internet!

You don’t know it is Susan walking in the store.

How to move the milk in real-time to aisle 7?

© Michael Sack – Idearc Media

What is a conversion

Visitor s Customers Success * 2 Input * 2 Dropout /2 Search Engine Advertising Search Engine Optimization Persuasive webdesign Usability Web Analytics

Search Engine Advertising

Search Engine Optimization

Persuasive webdesign

Usability

Web Analytics

CASE: GAMMA 1

1

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.

Challenges Results are difficult to measure because the purchases are done offline, in the brick-and-mortar stores. Available resources (time and budget) were limited. The URLs are www.gamma-belgie.be & www.gamma-belgique.be Radio commercial: www.gamma.com

Results are difficult to measure because the purchases are done offline, in the brick-and-mortar stores.

Available resources (time and budget) were limited.

The URLs are www.gamma-belgie.be & www.gamma-belgique.be

Radio commercial: www.gamma.com

Solution (1)

Solution (2) - Ad groups

Solution (3) - Ad efficiency CTR = Clickthrough Rate = (Impressions / Clicks )*100

Solution (4) – integration SEO-SEA Fierce competition

Results (1)

Results (2) 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

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

CASE: OVERTOOM 2

2

Situation Overtoom is the top b2b shop for office and workplace equipment in the Benelux, with over 40 000 products Overtoom has online presence in the Benelux Orders can be placed offline (phone, mail, fax) and online. The online campaign is crucial to supporting the offline sales Online makes up 35% of the total turnover and 50% of the new customers

Overtoom is the top b2b shop for office and workplace equipment in the Benelux, with over 40 000 products

Overtoom has online presence in the Benelux

Orders can be placed offline (phone, mail, fax) and online. The online campaign is crucial to supporting the offline sales

Online makes up 35% of the total turnover and 50% of the new customers

Challenges +400 000 keywords in numerous ad groups Deeplinks per product Turning visitors into customers

+400 000 keywords in numerous ad groups

Deeplinks per product

Turning visitors into customers

Solution (1) - Structure, structure, structure

Solution (2) – Long Tail Tapping into the long tail with specific, low-volume keywords

Tapping into the long tail with specific, low-volume keywords

Solution (3) - Dynamic texts & deeplinks

Overtoom: Results