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