Date post: | 17-Nov-2014 |
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Successful search marketing in online retail: Overtoom & Gamma cases
QueroMedia Snapshot
Our killer combo
Organic results – paid results
(De Tijd, 18 april 2008)
© Michael Sack – Idearc Media
Selling the milk
Susan is more likely to buy the milk if it is in aisle 7
Problem: 1. You don’t know it is Susan walking in the store.2. How to move the milk in real-time to aisle 7?
Leverage the power of internet!
© Michael Sack – Idearc Media
What is a conversion
Visitors
Customers Success * 2
Input * 2
Dropout /2
- Search Engine Advertising- Search Engine Optimization
- Persuasive webdesign- Usability- Web Analytics
CASE: GAMMA1
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.
Challenges
• Results are difficult to measure because the purchases are done offline, in the brick-and-mortarstores.
• Available resources (time and budget) were limited.
• The URLs are www.gamma-belgie.be & www.gamma-belgique.be
• Radio commercial: www.gamma.com
Solution (1)
Solution (2) - Ad groups
Solution (3) - Ad efficiency
CTR = Clickthrough Rate = (Impressions / Clicks )*100
Solution (4) – integration SEO-SEA
Fierce competition
Results (1)
Results (2)
• 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
CASE: OVERTOOM2
Situation
• Overtoom is the top b2b shop for office and workplace equipment in the Benelux, with over 40 000 products
• Overtoom has online presence in the Benelux
• Orders can be placed offline (phone, mail, fax) and online. The online campaign is crucial to supporting the offline sales
• Online makes up 35% of the total turnover and 50% of the new customers
Challenges
• +400 000 keywords in numerous ad groups
• Deeplinks per product
• Turning visitors into customers
Solution (1) - Structure, structure, structure
Solution (2) – Long Tail
Tapping into the long tail with specific, low-volume keywords
Solution (3) - Dynamic texts & deeplinks
Overtoom: Results