Our client was marketing and selling their products through their own online shop. No search engine marketing system had yet been put into operation.
As a result of the homogenous products on offer, there was intense competition between the various online shops and tight margins for individual products.
There had been frequent cases of other shop operators and affiliates advertising on Google and other search engines using the client's brand name, which essentially meant that the client had been losing sales.
It was essential to ensure a good balance between costs and turnover in pursuing these goals.
Steps were taken to promote individual products in a targeted manner. The users were guided directly to the advertised products from the shop. High click-through rates were achieved thanks to advertising copy that had been precisely tailored to the products and the inclusion of prices in the ad texts. In order to exclude irrelevant search queries right from the start, numerous search terms were placed on a negative keyword list.
To ensure a close eye was kept on the cost-effectiveness of the campaign, a tracking system was employed to keep an ongoing record of costs and sales. Since there were some misgivings about using Google's tracking system, a powerful external tracking system was chosen. The only thing required on the pages of the online shop were a few lines of source code that were incorporated on the order confirmation page.
Thanks to the tracking system, which was accessible to the client at any time, there was full transparency in regard to clicks, costs and sales. This provided the basis for continuous optimisation of the search terms and the click-through prices offered for these terms. Successful products were identified in order to make optimum use of the existing budget.
In order to adapt the campaign to reflect the constant changes in the range of goods on offer, systems were put in place to incorporate new products in the campaign on an ongoing basis and remove any products that were no longer available.
In order to prevent other online shops from advertising using the client's brand name in the future, a request for trademark protection was submitted to Google to protect the client's brand. Constant monitoring was put in place to ensure that this trademark protection continues to be observed and that any infringements result in a warning.
Practical Examples
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