Successful Search Marketing In Online Retail

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    Successful Search Marketing In Online Retail - Presentation Transcript

    1. Successful search marketing in online retail: Overtoom & Gamma cases
    2. QueroMedia Snapshot
    3. Our killer combo
    4. Organic results – paid results
    5. (De Tijd, 18 april 2008)
    6.  
    7. © Michael Sack – Idearc Media
    8. 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!
    9. © Michael Sack – Idearc Media
    10. What is a conversion
    11. Visitor s Customers Success * 2 Input * 2 Dropout /2
      • Search Engine Advertising
      • Search Engine Optimization
      • Persuasive webdesign
      • Usability
      • Web Analytics
    12. CASE: GAMMA
      • 1
    13. 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.
    14. 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
    15. Solution (1)
    16. Solution (2) - Ad groups
    17. Solution (3) - Ad efficiency CTR = Clickthrough Rate = (Impressions / Clicks )*100
    18. Solution (4) – integration SEO-SEA Fierce competition
    19. Results (1)
    20. 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
    21. CASE: OVERTOOM
      • 2
    22. 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
    23. Challenges
      • +400 000 keywords in numerous ad groups
      • Deeplinks per product
      • Turning visitors into customers
    24. Solution (1) - Structure, structure, structure
    25. Solution (2) – Long Tail
      • Tapping into the long tail with specific, low-volume keywords
    26. Solution (3) - Dynamic texts & deeplinks
    27. Overtoom: Results
    28.  

    + Tom MichielsTom Michiels, 12 months ago

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