Successful Search Marketing In Online Retail

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Search marketing is more than just advertising on Google. And it works for both b2b as b2c projects, from any sector. This slideshow illustrates by means of the cases Overtoom and Gamma how a combination of pay-per-click ads, search engine optimization and social media can be used to boost the number of online and offline sales.

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Successful Search Marketing In Online Retail

  1. 1. Successful search marketing in online retail: Overtoom & Gamma cases
  2. 2. QueroMedia Snapshot
  3. 3. Our killer combo
  4. 4. Organic results – paid results
  5. 5. (De Tijd, 18 april 2008)
  6. 7. © Michael Sack – Idearc Media
  7. 8. Selling the milk Susan is more likely to buy the milk if it is in aisle 7 Problem : <ul><li>You don’t know it is Susan walking in the store. </li></ul><ul><li>How to move the milk in real-time to aisle 7? </li></ul>Leverage the power of internet!
  8. 9. © Michael Sack – Idearc Media
  9. 10. What is a conversion
  10. 11. Visitor s Customers Success * 2 Input * 2 Dropout /2 <ul><li>Search Engine Advertising </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Persuasive webdesign </li></ul><ul><li>Usability </li></ul><ul><li>Web Analytics </li></ul>
  11. 12. CASE: GAMMA <ul><li>1 </li></ul>
  12. 13. 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>
  13. 14. 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 limited. </li></ul><ul><li>The URLs are www.gamma-belgie.be & www.gamma-belgique.be </li></ul><ul><li>Radio commercial: www.gamma.com </li></ul>
  14. 15. Solution (1)
  15. 16. Solution (2) - Ad groups
  16. 17. Solution (3) - Ad efficiency CTR = Clickthrough Rate = (Impressions / Clicks )*100
  17. 18. Solution (4) – integration SEO-SEA Fierce competition
  18. 19. Results (1)
  19. 20. Results (2) <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>
  20. 21. CASE: OVERTOOM <ul><li>2 </li></ul>
  21. 22. Situation <ul><li>Overtoom is the top b2b shop for office and workplace equipment in the Benelux, with over 40 000 products </li></ul><ul><li>Overtoom has online presence in the Benelux </li></ul><ul><li>Orders can be placed offline (phone, mail, fax) and online. The online campaign is crucial to supporting the offline sales </li></ul><ul><li>Online makes up 35% of the total turnover and 50% of the new customers </li></ul>
  22. 23. Challenges <ul><li>+400 000 keywords in numerous ad groups </li></ul><ul><li>Deeplinks per product </li></ul><ul><li>Turning visitors into customers </li></ul>
  23. 24. Solution (1) - Structure, structure, structure
  24. 25. Solution (2) – Long Tail <ul><li>Tapping into the long tail with specific, low-volume keywords </li></ul>
  25. 26. Solution (3) - Dynamic texts & deeplinks
  26. 27. Overtoom: Results

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