Adversitement Omniture Seminar Series De
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Adversitement helps customers optimize their search marketing returns through data-driven insights. They worked with Speurders.nl to increase interaction per visitor and stabilize visits while lowering keyword costs. They had Speurders license analytics tools, defined success metrics like email submissions, implemented the tools, created automated bid rules, then evaluated results which included a 33% increase in quality traffic and 52% reduction in cost per conversion.
Adversitement Omniture Seminar Series De
- 1. Optimizing search returns Adversitement 2010 ©
- 3. Mission Adversitement increases lifetime customer profitability by empowering technology and intelligence, all focused on multichannel micro data for sustainable revenue improvement and a more efficient user experience. Adversitement 2010 ©
- 4. Vision Adversitement provides tools, information, services (f.e. training) and innovative insights for existing and new ambitious customers / organizations. We help them to achieve proven – data driven – optimizations in their communication channels according to their KPI’s, to increase campaign, channel and business profitability. With our help, strategic decisions can be made through detailed and aggregated analysis. The ultimate goal is to help our customers achieve their online business objectives. Adversitement 2010 ©
- 5. Adversitement.com Adversitement: • Online behavior insights • Partner Omniture • Market leader in the Netherlands Adversitement 2010 ©
- 6. Search marketing • Who’s not into SEM? • Who doesn’t have loads of keywords? • Who has unlimited budget? • And is craving more success… Adversitement 2010 ©
- 7. The cause? It’s your It’s your website! campaign! Adversitement 2010 ©
- 8. 5 steps to search success! 1. License SiteCatalyst and SearchCenter 2. Kick off: define success and goals 3. Implement SiteCatalyst 4. Setup and bid rules: SearchCenter 5. Evaluate, celebrate and elaborate! Adversitement 2010 ©
- 10. Goals Speurders.nl When we have buyers, we have sellers… We’ll make € • Increase interaction per visitor Quality • Stabilize number of visits Volume • Lower keyword cost Cost More for less! Adversitement 2010 ©
- 11. 1. You need tools Measure success Optimize efforts Adversitement 2010 ©
- 12. 2. Success and targets Kick off: • What do we want visitors to do on our website? • What do we facilitate: Interaction = conversion Adversitement 2010 ©
- 13. 2. Success and targets Rank your conversions: • Make €… = Outcome • Contact us • Search our website • Get a quote Conversions! • Compare products • Register • Come to our website… = Prerequisite Adversitement 2010 ©
- 14. Quality conversions Speurders.nl Paid search should lead to (interaction): • E-mails to Advertisers 12X points • Bids on Ads 10X points • Ads forwarded 10X point • Ads viewed 2X point • Pageviews X point Adversitement 2010 ©
- 15. How do we make decisions? GooglLive Yaho Decisions e Searc o Google h Content Campaign Optimisation Website Product Database Campaign Development Adversitement 2010 ©
- 16. 5 steps to search success! 1. License SiteCatalyst and SearchCenter… 2. Kick off: Define success and goals 3. Implement SiteCatalyst 4. Setup and bidrules: SearchCenter 5. Evaluate, celebrate and elaborate! Adversitement 2010 ©
- 17. How could we make decisions? GooglLive Yaho Decisions e Searc o Google h Content Campaign Optimisation Website Product Database Campaign Analytics Development Data Adversitement 2010 ©
- 18. For 1000 100 1000000 100000 10000 keywords? Adversitement 2010 ©
- 19. How should we make decisions? GooglLive Yaho Decisions e Searc o Google h Content Campaign Optimisation Website Product Database Campaign Analytics Development Data Adversitement 2010 ©
- 20. Automate! Decisions = End Conversions Campaign = Interaction quality Optimisation = Volume Campaign Development Adversitement 2010 ©
- 21. Bid rule creation Adversitement 2010 ©
- 22. Result Speurders.nl: All goals achieved Quality traffic (interaction website) up by 33% Cost per conversion down by 52% • More e-mails to Advertisers • More bids on Ads • More Ads forwarded • More Ads viewed • More pageviews Adversitement 2010 ©
- 23. Cost per conversion Start Search Center Start Business Rule V2 - intelligence Drop from € 0,75 to € 0,30 (40% saving) Adversitement 2010 ©
- 24. Total Conversion (interaction) Start Search Center Start Business Rule V2 - intelligentie Increase from 100 to 400+ (400% uplift) Adversitement 2010 ©
- 25. E-mail to advertiser Start Search Center Start Business Rule V2 - intelligence Adversitement 2010 ©
- 26. Bids on Ads Start Search Center Start Business Rule V2 - intelligence Adversitement 2010 ©
- 27. 5 steps to search success! 1. License SiteCatalyst and SearchCenter… 2. Kick off: define success and goals 3. Implement SiteCatalyst 4. Setup and bidrules: SearchCenter 5. Evaluate, celebrate and elaborate! Adversitement 2010 ©
- 28. Advantages • Data driven marketing • Cut costs on search agency • Set it and forget it! Adversitement 2010 ©
- 29. Questions and answers Thanks! For more information and/or questions: info@adversitement.nl Adversitement 2010 ©