Executive summary




Дата канвертавання20.04.2016
Памер23.09 Kb.




Marketing Society Star Awards 2009


Online Excellence:

Playing the Digital GAME




Company: Bigmouthmedia Ltd.

Client: GAME

Category: Online Excellence

EXECUTIVE SUMMARY

Goals

GAME.co.uk engaged bigmouthmedia to develop a SEO and PPC campaign to drive high levels of traffic to their site at a low cost per order. Goals included ranking on the first page of Google UK’s natural search results for top consoles during the Christmas period, a 100% rise in orders from search, achieve a ROI target of over 35:1 with PPC and 50:1 with SEO, and hit a CPO target of just £3.00 with PPC.


Tasks

Bigmouthmedia ensured GAME could be found in both the natural and paid search space for their available computer games. The full product inventory was placed into the PPC campaign, with each individual game having its own bid strategy and Hitwise data employed to predict the big games of the year. Bigmouthmedia also ensured that all forms of offline advertising were incorporated in the online campaigns.


Results

As a result SEO traffic to the site grew by over 62% and PPC traffic increased by 88% year-on-year in the period October 07 to October 08.

The GAME site achieved top organic rankings on some of the most competitive keywords in the retail sector. The CPO from PPC was £1.28, significantly lower than the initial £3 target, and online orders increased by over 414% YOY.

Introduction

GAME.co.uk engaged bigmouthmedia to work with them on their search strategy in March 2007. Incorporating both SEO and PPC, the brief was to transfer their strong high street presence online, with the emphasis on driving high levels of traffic and orders to the site at a low cost per order.


Objective/Client Brief

Knowing that gamers are a particularly savvy online audience who search with specific games in mind, the strategy was focused on ensuring GAME could be found in both the natural and paid search space for the long list of computer games which are available on the site.



  • Rank on the first page of Google UK’s natural results for the top consoles (including Xbox 360, Nintendo Wii) at the Christmas trading period.

  • 100% rise in orders from search

  • Achieve an ROI target of over 35:1 with PPC, and 50:1 with SEO

  • Hit a CPO target of just £3.00 with PPC

  • Combine joined up SEO & PPC strategies to yield maximum ROI.

  • Ensure PPC budget is not spent on any terms where there is zero stock.

STRATEGY & METHOD DEPLOYED

  • Ensure the full product inventory (with misspells) was in our PPC campaign, with each individual game having its own budget, specific bid strategy and creative copy (with price points in each PPC advert).

  • Develop quality, keyword rich landing pages beneficial for SEO and PPC.

  • Employing hitwise data to predict what were going to be the big games of the year and allocated PPC budget accordingly to be ready for searches.

  • Ensured we were on the first page of results for key pre-order titles such as Wii Fit – the biggest selling title of the year.

Christmas is the key trading period for GAME, with the site generating a large percentage of their annual orders during the 10 week period leading up to Christmas Day. It was therefore necessary to have all SEO recommendations carried out well in advance so these had time to take effect and PPC budgets had to be very reactive in order to cater for all the changes in price promotions which occurred at this time.



CREATIVITY/INNOVATION

Constantly evolving keyword research on the likes of Google Insight and Hitwise allowed us to update our search strategy with the keywords which users were typing in. This was particularly relevant at Christmas, when huge demand and scare supply for the top products meant that users changed their habits and began searching for terms such as “Wii fit in stock”. We spotted this trend early and ensured we catered for it in our search campaign.



We also worked hard to ensure all other forms of offline advertising (including TV, radio and print) were incorporated into the campaigns. This meant working closely with the GAME marketing department to find out exactly when TV spots were running and changed the prices in our PPC adverts to reflect promotions.

OUTCOME

  • 62% year on year growth of SEO traffic at £59:1 ROI

  • 88% year on year growth of PPC traffic at £37:1 ROI

  • Conversion rate increased by 1%

  • Top SEO rankings for some of the most competitive gaming keywords

  • Maintained tight CPO target for PPC of under £3.00

  • Online orders grew 414% year on year

Bigmouthmedia grew SEO traffic to www.GAME.co.uk by over 62% year-on-year from October 07 to October 08, while PPC traffic grew 88% in the same period.



Conversion rate on search traffic increased by 1% - evidence that bigmouthmedia were targeting the shoppers and not the browsers.
The site achieved top organic rankings on some of the most competitive keywords in the retail sector, including number one rankings for 'xbox games', 'wii games' and ‘wii accessories’.


The cost per order (CPO) from PPC was £1.28, significantly lower than the initial £3.00 target.


Bigmouthmedia also succeeded in growing online orders by over 414% YOY (Sept 07 – Sept 08) and sustaining healthy order levels well after the Christmas peak.



RETURN ON INVESTMENT

ROI from PPC = £37: £1

ROI from SEO = £59: £1




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