Search Engine Marketing - IAB Atelier


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This slideshow is an introduction to search engine marketing and search engine advertising.

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Search Engine Marketing - IAB Atelier

  1. 1. Successful online marketing IAB Atelier - Search Engine Marketing 25/09/2008
  2. 2. QueroMedia Snapshot
  3. 3. Our Killer Combo
  4. 5. Difference SEO-SEA <ul><li>Long term  short term </li></ul><ul><li>High entrance fee  low entrance fee </li></ul>
  5. 6. Agenda <ul><li>Intro </li></ul><ul><li>Succesful search marketing campaigns </li></ul><ul><li>Findings of two cases </li></ul>
  6. 7. Agenda <ul><li>Intro </li></ul><ul><li>Succesful search marketing campaigns </li></ul><ul><li>Findings of two cases </li></ul>
  7. 8. Marketing Channel Mix 2007
  8. 9. Evolution 2006-2007
  9. 10. Worldwide Market Share August 2008 Source:
  10. 11. Emerging Market: Asia Source:
  11. 12. Market Situation in Belgium & The Netherlands
  12. 13. Agenda <ul><li>Intro </li></ul><ul><li>Succesful search marketing campaigns </li></ul><ul><ul><ul><ul><li>What are your goals? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Define your audience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Choose the right PPC platform </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Choose the ad type(s) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Determine your budget </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Campaign Metrics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pitfalls </li></ul></ul></ul></ul><ul><li>Findings of two cases </li></ul>
  13. 14. What are your goals?
  14. 15. Define your audience (1)
  15. 16. Define your audience (2)
  16. 17. Define your audience (3)
  17. 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
  18. 19. Choose the right PPC platform (2) High search volume Expensive Integration Google Analytics Easy-to-use Language & regional targeting Any audience
  19. 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,...
  20. 23. Choose the ad type(s)
  21. 24. Ad type (2): Search & Content Network
  22. 25. Ad type (3): Banner ad blindness
  23. 26. Ad type (4): Mobile ads Survey on for Nederlandse Spoorwegen, 392 testees. CTR x 3 75% did not have a negative attitude towards mobile ads 52% used the trip planner Source:
  24. 27. Ad type (5): Local Business Ads
  25. 28. Budget (1): Average budget per category & evolution 2006-2007
  26. 29. Budget (2): Changing user behaviour
  27. 30. Budget (3): Traffic Estimator
  28. 31. Campaign Metrics (1) Product page Checkout success
  29. 32. Campaign Metrics (2)
  30. 33. Campaign Metrics (3)
  31. 34. Pitfalls
  32. 35. Agenda <ul><li>Intro </li></ul><ul><li>Succesful search marketing campaigns </li></ul><ul><li>Findings of two cases </li></ul>
  33. 36. Gamma: Situation <ul><li>Gamma is a top DIY retailer </li></ul><ul><li>in Belgium </li></ul><ul><li>They wanted to increase their online visibility in Flandres, Brussels and Wallonia. </li></ul><ul><li>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. </li></ul>
  34. 37. Gamma: Challenges <ul><li>Results are difficult to measure because the purchases are done offline, in the brick-and-mortar stores. </li></ul><ul><li>Available resources (time and budget) were very limited. </li></ul><ul><li>The URL is not as one would expect, but & </li></ul>
  35. 38. Gamma: Solution
  36. 39. Gamma: Results <ul><li>Over the course of 6 months: </li></ul><ul><ul><li>over 30.000 visitors to the website through the PPC campaign </li></ul></ul><ul><ul><li>on average 70% of new visitors through the organic search </li></ul></ul><ul><li>Conclusion: Good results with limited resources </li></ul>
  37. 40. Just Eat: Situation <ul><li>Dutch website for ordering take-out </li></ul><ul><li>food online with a network of over </li></ul><ul><li>900 restaurants. </li></ul><ul><li>Companies and students make up the target audience. </li></ul><ul><li>Launch of a new brand and a completely new website. </li></ul><ul><li>Focus on high volume of orders at a low cpo </li></ul>
  38. 41. Just Eat: Challenges <ul><li>Fierce competition from other websites such as . </li></ul><ul><li>No possibility to deeplink to specific restaurants. </li></ul><ul><li>Former brand Hapgids is a household name, Just Eat is a completely new brand. </li></ul>
  39. 42. Just Eat: Solution
  40. 43. Just Eat: Results <ul><li>Very low bounce rate. </li></ul><ul><li>Cpo 40% below target. </li></ul><ul><li>250 000 unique visitors last 8 months. </li></ul><ul><li>Steady number of sales & decreasing cpc. </li></ul><ul><li>Average sales value is slightly higher through the cpc campaign in comparison to the organic search. </li></ul>