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Ecommerce: Digital Cameras Case Study. Podium Advertising Technologies Ltd. ad Core ™ V3.0. Outline. adCore™ V3.0 Overview Buying Cycle Background Solution Results 5.1 Conversion Rate & Cost/Conversion 5.2 Total Conversions Specific Product Model vs. Generic Campaigns
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Ecommerce: Digital CamerasCase Study Podium Advertising Technologies Ltd. adCore ™ V3.0
Outline • adCore™ V3.0 Overview • Buying Cycle • Background • Solution • Results 5.1 Conversion Rate & Cost/Conversion 5.2 Total Conversions • Specific Product Model vs. Generic Campaigns 6.1 Product vs. Generic Conversions
1. adCore™ V3.0 Overview • adCore™ is a Web based advertising technology used to fully automate paid search activity in Google AdWords™, Yahoo! Search™ and Microsoft adCenter™. • Offers a complete integration and synchronization between websites and their online campaigns, enabling advertisers to show real-time prices and automatically update inventory changes. • Automatically generate keywords, ads and ad groups, helping clients better react to changes in market conditions. • Automate bid management based on ROI (Return on Investment) goals. • Cross channel reports summarizing daily, weekly and monthly activities straight to the client’s email.
2. Buying Cycle • As customers move along the buying cycle to the purchase stage, keywords should become more specific, leading to a higher CTR and conversion rate. * Table is taken from the Yahoo! Search Marketing ambassador program .
3. Background • Podium's client is an online reseller of digital cameras • Target market: UK Goals • $16.00 cost/conversion. • Increase the total number of conversions.
4. Solution • Podium set up a strategy based on two types of campaigns • Generic Campaign – Focused on generic keywords based on the brands our client sold on the company's ecommerce site. • Product Specific Campaign – Focused on the product models, in order to develop a campaign based on the client's entire and current inventory level. • Text ads were developed through adCore to dynamically inserted the product price within the ad headline to focus on the purchasing phase of the buying life cycle.
5. Results: Oct. 13/07 – Dec. 15/07 • $12.79 cost/conversion, 25% lower than the goal of $16.00.
6. Specific Product Model vs. Generic Campaigns adCore automation process: • Generated the campaigns ad groups, ad variations and keywords based on the client's inventory level. • Paused keywords and ad groups that were no longer in stock. • Updated campaigns with new keywords based on the new product models being introduced to the market. • Updated the change in product prices in the text ads.
6.1 Product vs. Generic Conversions • By long tailing the thousands of specific products through adCore, Podium was able to increase total conversions and reduce the overall cost/conversion. • The product specific campaign produced 333 conversions in a week during the holiday season compared to 119 produced by the generic campaign.
7. adCore™ V3.0 • Full integration between the website’s inventory levels and online campaigns. • Dynamic insertion of prices within ad texts, helping increase CTR and overall conversion rates.
7. adCore™ V3.0 • Ad group and keyword level bid management based on your ROI goals. • Analytics reports through the system as well as scheduled email reports on a daily, weekly and monthly basis, keeping you updated at all times.