Optimizing search
     returns



      Adversitement 2010 ©
Customers




Adversitement 2010 ©
Mission

Adversitement increases lifetime
     customer profitability by
   empowering technology and
    intelligence, al...
Vision
Adversitement provides tools, information,
services (f.e. training) and innovative insights
 for existing and new a...
Adversitement.com

Adversitement:
• Online behavior insights
• Partner Omniture
• Market leader in the Netherlands




   ...
Search marketing

•   Who’s not into SEM?
•   Who doesn’t have loads of keywords?
•   Who has unlimited budget?
•   And is...
The cause?


It’s your                          It’s your
website!                           campaign!




            Adv...
5 steps to search success!

1.   License SiteCatalyst and SearchCenter
2.   Kick off: define success and goals
3.   Implem...
Speurders.nl




Adversitement 2010 ©
Goals Speurders.nl

When we have buyers, we have sellers…
We’ll make €

• Increase interaction per visitor         Quality...
1. You need tools




Measure success           Optimize efforts




              Adversitement 2010 ©
2. Success and targets

Kick off:
• What do we want visitors to do on our website?
• What do we facilitate: Interaction = ...
2. Success and targets

Rank your conversions:
• Make €…                               = Outcome
• Contact us
• Search our...
Quality conversions
                           Speurders.nl
Paid search should lead to (interaction):

•   E-mails to Adve...
How do we make
                        decisions?
                                          GooglLive
                    ...
5 steps to search success!

1.   License SiteCatalyst and SearchCenter…
2.   Kick off: Define success and goals
3.   Imple...
How could we make
                        decisions?
                                            GooglLive
               ...
For
    1000
     100
 1000000
  100000
   10000
keywords?

  Adversitement 2010 ©
How should we make
                         decisions?
                                             GooglLive
            ...
Automate!


 Decisions
                                      = End Conversions


 Campaign                             = I...
Bid rule creation




Adversitement 2010 ©
Result Speurders.nl:
                   All goals achieved
 Quality traffic (interaction website) up by 33%
 Cost per co...
Cost per conversion
                 Start Search Center

                                      Start Business Rule V2 - i...
Total Conversion
                         (interaction)
                    Start Search Center


                        ...
E-mail to advertiser

      Start Search Center
                        Start Business Rule V2 - intelligence




 Adversi...
Bids on Ads

    Start Search Center

                   Start Business Rule V2 - intelligence




Adversitement 2010 ©
5 steps to search success!

1.   License SiteCatalyst and SearchCenter…
2.   Kick off: define success and goals
3.   Imple...
Advantages

•   Data driven marketing
•   Cut costs on search agency
•   Set it and forget it!




                   Adve...
Questions and answers

Thanks!

For more information and/or questions:

info@adversitement.nl




                   Adver...
Upcoming SlideShare
Loading in …5
×

Adversitement Omniture Seminar Series De

839 views

Published on

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
839
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
16
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Adversitement Omniture Seminar Series De

  1. 1. Optimizing search returns Adversitement 2010 ©
  2. 2. Customers Adversitement 2010 ©
  3. 3. Mission Adversitement increases lifetime customer profitability by empowering technology and intelligence, all focused on multichannel micro data for sustainable revenue improvement and a more efficient user experience. Adversitement 2010 ©
  4. 4. Vision Adversitement provides tools, information, services (f.e. training) and innovative insights for existing and new ambitious customers / organizations. We help them to achieve proven – data driven – optimizations in their communication channels according to their KPI’s, to increase campaign, channel and business profitability. With our help, strategic decisions can be made through detailed and aggregated analysis. The ultimate goal is to help our customers achieve their online business objectives. Adversitement 2010 ©
  5. 5. Adversitement.com Adversitement: • Online behavior insights • Partner Omniture • Market leader in the Netherlands Adversitement 2010 ©
  6. 6. Search marketing • Who’s not into SEM? • Who doesn’t have loads of keywords? • Who has unlimited budget? • And is craving more success… Adversitement 2010 ©
  7. 7. The cause? It’s your It’s your website! campaign! Adversitement 2010 ©
  8. 8. 5 steps to search success! 1. License SiteCatalyst and SearchCenter 2. Kick off: define success and goals 3. Implement SiteCatalyst 4. Setup and bid rules: SearchCenter 5. Evaluate, celebrate and elaborate! Adversitement 2010 ©
  9. 9. Speurders.nl Adversitement 2010 ©
  10. 10. Goals Speurders.nl When we have buyers, we have sellers… We’ll make € • Increase interaction per visitor Quality • Stabilize number of visits Volume • Lower keyword cost Cost More for less! Adversitement 2010 ©
  11. 11. 1. You need tools Measure success  Optimize efforts Adversitement 2010 ©
  12. 12. 2. Success and targets Kick off: • What do we want visitors to do on our website? • What do we facilitate: Interaction = conversion Adversitement 2010 ©
  13. 13. 2. Success and targets Rank your conversions: • Make €… = Outcome • Contact us • Search our website • Get a quote Conversions! • Compare products • Register • Come to our website… = Prerequisite Adversitement 2010 ©
  14. 14. Quality conversions Speurders.nl Paid search should lead to (interaction): • E-mails to Advertisers 12X points • Bids on Ads 10X points • Ads forwarded 10X point • Ads viewed 2X point • Pageviews X point Adversitement 2010 ©
  15. 15. How do we make decisions? GooglLive Yaho Decisions e Searc o Google h Content Campaign Optimisation Website Product Database Campaign Development Adversitement 2010 ©
  16. 16. 5 steps to search success! 1. License SiteCatalyst and SearchCenter… 2. Kick off: Define success and goals 3. Implement SiteCatalyst 4. Setup and bidrules: SearchCenter 5. Evaluate, celebrate and elaborate! Adversitement 2010 ©
  17. 17. How could we make decisions? GooglLive Yaho Decisions e Searc o Google h Content Campaign Optimisation Website Product Database Campaign Analytics Development Data Adversitement 2010 ©
  18. 18. For 1000 100 1000000 100000 10000 keywords? Adversitement 2010 ©
  19. 19. How should we make decisions? GooglLive Yaho Decisions e Searc o Google h Content Campaign Optimisation Website Product Database Campaign Analytics Development Data Adversitement 2010 ©
  20. 20. Automate! Decisions = End Conversions Campaign = Interaction quality Optimisation = Volume Campaign Development Adversitement 2010 ©
  21. 21. Bid rule creation Adversitement 2010 ©
  22. 22. Result Speurders.nl: All goals achieved  Quality traffic (interaction website) up by 33%  Cost per conversion down by 52% • More e-mails to Advertisers • More bids on Ads • More Ads forwarded • More Ads viewed • More pageviews Adversitement 2010 ©
  23. 23. Cost per conversion Start Search Center Start Business Rule V2 - intelligence Drop from € 0,75 to € 0,30 (40% saving) Adversitement 2010 ©
  24. 24. Total Conversion (interaction) Start Search Center Start Business Rule V2 - intelligentie Increase from 100 to 400+ (400% uplift) Adversitement 2010 ©
  25. 25. E-mail to advertiser Start Search Center Start Business Rule V2 - intelligence Adversitement 2010 ©
  26. 26. Bids on Ads Start Search Center Start Business Rule V2 - intelligence Adversitement 2010 ©
  27. 27. 5 steps to search success! 1. License SiteCatalyst and SearchCenter… 2. Kick off: define success and goals 3. Implement SiteCatalyst 4. Setup and bidrules: SearchCenter 5. Evaluate, celebrate and elaborate! Adversitement 2010 ©
  28. 28. Advantages • Data driven marketing • Cut costs on search agency • Set it and forget it! Adversitement 2010 ©
  29. 29. Questions and answers Thanks! For more information and/or questions: info@adversitement.nl Adversitement 2010 ©

×