Successful online marketing

IAB Atelier - Search Engine Marketing 25/09/2008

QueroMedia Snapshot

Our Killer Combo

Difference SEO-SEA

• Long term short term

• High entrance fee low entrance fee

Agenda

• Intro

• Succesful search marketing campaigns

• Findings of two cases

Agenda

• Intro

• Succesful search marketing campaigns

• Findings of two cases

Marketing Channel Mix 2007

Evolution 2006-2007

Worldwide Market Share August 2008

Source: http://marketshare.hitslink.com

Emerging Market: Asia

Source: http://www.tradingmarkets.com

Market Situation in Belgium & The Netherlands

Agenda

Intro

• Succesful search marketing campaigns– What are your goals?– Define your audience– Choose the right PPC platform– Choose the ad type(s)– Determine your budget– Campaign Metrics– Pitfalls

• Findings of two cases

What are your goals?

Define your audience (1)

Define your audience (2)

Define your audience (3)

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

Choose the right PPC platform (2)

High search volume

Expensive

Integration Google Analytics

Easy-to-use

Language & regional targeting

Any audience

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,...

Choose the ad type(s)

Ad type (2): Search & Content Network

Ad type (3): Banner ad blindness

Ad type (4): Mobile ads

Survey on www.mobiel.nu.nlfor 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

Ad type (5): Local Business Ads

Budget (1): Average budget per category & evolution 2006-2007

Budget (2): Changing user behaviour

Budget (3): Traffic Estimator

Campaign Metrics (1)

Product page

Checkout success

Campaign Metrics (2)

Campaign Metrics (3)

Pitfalls

Agenda

IntroSuccesful search marketing campaigns

• Findings of two cases

Gamma: 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.

Gamma: Challenges

• Results are difficult to measure because the purchases are done offline, in the brick-and-mortar stores.

• Available resources (time and budget) were very limited.

• The URL is not www.gamma.be as one would expect, but www.gamma-belgie.be & www.gamma-belgique.be

Gamma: Solution

Gamma: Results

• 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

Conclusion: Good results with limited resources

Just Eat: Situation

• Dutch website for ordering take-out

food online with a network of over

900 restaurants.

• Companies and students make up the target audience.

• Launch of a new brand and a completely new website.

• Focus on high volume of orders at a low cpo

Just Eat: Challenges

• Fierce competition from other websites such as www.thuisbezorgd.nl.

• No possibility to deeplink to specific restaurants.

• Former brand Hapgids is a household name, Just Eat is a completely new brand.

Just Eat: Solution

Just Eat: Results

• Very low bounce rate.• Cpo 40% below target.• 250 000 unique visitors last 8 months.• Steady number of sales & decreasing cpc.• Average sales value is slightly higher through the cpc

campaign in comparison to the organic search.