Marks & Spencer Case StudyChris Francis, Search Media Analyst

Agenda

• Case study background

• Campaign objectives

• Optimisation impacts and learning’s

Live Search - New User Experience

Background and Campaign Objectives

Background:

• Highly recognised online brand with strong offline presence

• Huge selection of products offered via the website

Objectives:

• Increase visibility and the volume of across the search platform

• Increase impressions

• Increase orders from search channel

Live Search - New User Experience

Campaign Approach

• Collaborative approach with Efficient Frontier and Microsoft

• Reviewed M&S account and offered recommendations

• Identified quick wins and developed ongoing strategy for long term improvements.

• Focused on high volume, high potential product specific areas.

Ad Copy Recommendations

Live Search - New User Experience

Campaign Results

Increased Impressions

• Increased impression volume by over 200% from August 2007 to February

2008.

Increased Volume and Clicks

• Click volume for flower-related keywords increased by 450% from Valentines

2007 to Valentines 2008.

• The number of clicks in women’s clothing keywords doubled between

Christmas 2007 and Christmas 2008.

Increased Revenue and Orders

• Increased search revenue by 73% from May 2007 to January 2008.

• Orders increased by 135%.

Live Search - New User Experience

Optimisation Impact

• Strong growth in impressions and clicks.

• Highly relevant, well-performing keywords.

Optimisation implemented

Live Search - New User Experience

Summary

• Strong relationship between agency, advertiser and Microsoft.

• Clear understanding of objectives.

• Account optimisations.

• Implementation of quick wins in tandem with longer-term strategies in

line with agency and advertiser goals.

Thank you