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Optimizing search returns
Adversitement 2010 ©
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 ©
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 ©
Adversitement.com
Adversitement:
• Online behavior insights
• Partner Omniture
• Market leader in the Netherlands
Adversitement 2010 ©
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 ©
The cause?
It’s your website!
It’s your campaign!
Adversitement 2010 ©
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 ©
Speurders.nl
Adversitement 2010 ©
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 ©
1. You need tools
Measure success Optimize efforts
Adversitement 2010 ©
2. Success and targets
Kick off:
• What do we want visitors to do on our website?
• What do we facilitate: Interaction = conversion
Adversitement 2010 ©
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 ©
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 ©
Live Searc
h
Yahoo
Content
Product Database
Website
Decisions
CampaignOptimisation
CampaignDevelopment
How do we make decisions?
Adversitement 2010 ©
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 ©
Live Searc
h
Yahoo
Content
Product Database
AnalyticsData
Website
Decisions
CampaignOptimisation
CampaignDevelopment
How could we make decisions?
Adversitement 2010 ©
For
keywords?1001000100001000001000000
Adversitement 2010 ©
Live Searc
h
Yahoo
Content
Product Database
AnalyticsData
Website
Decisions
CampaignOptimisation
CampaignDevelopment
How should we make decisions?
Adversitement 2010 ©
Decisions
CampaignOptimisation
CampaignDevelopment
= End Conversions
= Interaction quality
= Volume
Automate!
Adversitement 2010 ©
Bid rule creation
Adversitement 2010 ©
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 ©
Drop from € 0,75 to € 0,30 (40% saving)
Start Search Center
Start Business Rule V2 - intelligence
Cost per conversion
Adversitement 2010 ©
Increase from 100 to 400+ (400% uplift)
Total Conversion(interaction)
Start Search Center
Start Business Rule V2 - intelligentie
Adversitement 2010 ©
E-mail to advertiser
Start Search Center
Start Business Rule V2 - intelligence
Adversitement 2010 ©
Bids on Ads
Start Search Center
Start Business Rule V2 - intelligence
Adversitement 2010 ©
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 ©
Advantages
• Data driven marketing
• Cut costs on search agency
• Set it and forget it!
Adversitement 2010 ©
Questions and answers
Thanks!
For more information and/or questions:
Adversitement 2010 ©