Our client had been utilising search engine marketing for quite some time in order to guide potential customers to its online product range. The campaign already had a large number of search terms, but no system had been put in place to precisely measure their efficiency.
Due to the varied and heavy workload in the marketing department, the Head of Marketing and his staff were simply unable to spend the time that was required to properly tackle search engine marketing. It was not only the management of the campaign itself, but also the continuous need to keep all the information up to date that was using up resources which were urgently needed in other places.
Thanks to our many years of experience in the field of search engine marketing, we were able to immediately identify many of the most inefficient search terms, thereby helping the company to save money right from the start.
Promising new search terms were then added in specific areas.
In order to subject the existing campaign to more sophisticated and precise analysis, it was necessary to incorporate a tracking system. This enabled us to record specific actions carried out by users on the client's website. Examples of user actions include submitting requests for brochures or simply downloading information on a product.
Information supplied by the tracking system quickly enabled us to identify further search terms that had been incurring significant costs.
The tracking system also made it possible to identify where the users originated (i.e. their place of residence). This revealed that certain parts of Germany were over-represented, and it was this information that allowed us to apply different weightings within the campaign for the individual federal states, thus ensuring a more efficient use of the overall budget.
We were also able to optimise further areas by creating a more detailed breakdown of the campaign structure, which provided new opportunities to properly control the budget.
The Head of Marketing had permanent access to the tracking system and was able to keep in touch with the results of the campaign on an ongoing basis. In addition, he received a weekly report featuring current changes and the latest figures.
Practical Examples
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