The document discusses successful online marketing strategies. It provides an overview of search engine marketing and analyzes case studies of marketing campaigns for two companies: a home improvement retailer called Gamma and a food delivery service called Just Eat. Key tactics discussed include defining goals and audiences, choosing paid search platforms, setting budgets, and measuring metrics like site traffic and orders. The case studies show how the companies improved visibility, drove traffic to physical stores and websites, and increased new orders through search engine campaigns.

1. Successful online marketing IAB Atelier - Search Engine Marketing 25/09/2008

2. QueroMedia Snapshot

3. Our Killer Combo

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

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,...

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

38. Gamma: Solution

42. Just Eat: Solution