QUESTIONS :

1. Why was this campaign trying to reduce the number of impressions?

2. Which aspects of best practice were used to achieve the desired effect (ie how did they achieve their goals)? List at least 5 of the best practice techniques used to accomplish their goals.

11.12 Case study - Frooition 11.12.1 One-line summary Frooition, a web design firm, increased conversions and cut costs by optimising its PPC and SEO campaigns. 11.12.2 The challenge Frooition proves creative services and apps for more than a quarter of a million customers around the world. They wanted to overhaul their SEO and PPC efforts so that they could maintain their current levels of sales conversions while simultaneously reducing their marketing budget, 11.12.3 The solution They partnered with Vertical Leap to change their SEO and PPC campaigns. Their solution operated on several levels: They found that eBay was limiting exposure of Frooition ads and requested removal of the restriction placed on the ads. They restructured the entire account using historical data so that they could better focus budget. Keywords that didn't work well were removed and keyword match types were refined to better targeted search terms. They wrote new ad copy to match the new structure of the account and improve the keyword quality score. They adjusted the ad schedule so that high-performing hours of the day were targeted. They created new ad extensions to highlight USPs and improve clickthrough rates. 11.12.4 Results Because of the removal of poorly performing keywords and refining of targeting, they decreased the number of impressions by 33% and reduced overall spend by 65%. The quality score improved dramatically and cost per click was reduced by 52%. The changes to ad copy and ad extensions, along with the targeting, increased the clickthrough rate and conversions were up as well. In summary: Cost per conversion dropped by 70% Total conversions increased by 21% Conversion rate went up by 65% Overall costs dropped by 65% Clickthrough rate increased by 69% (Digital Training Academy, 2016). By using data and actionable insights carefully, this Frooition and Vertical Leap radically improved the PPC campaign. 11.13 The bigger picture Search advertising and search engine optimisation (SEO) should go hand in hand to create an effective search engine marketing strategy. The greater the part of the search results page that you own, the better. Google word worthstarvices wo wowo wesworth lothing woolworths.com Woolworths SA Online www. Woolworths Holdings Limited W WS Stu: Wing St- Wochotnsortens Stepono Buy Comes Food Honowar, www. SDC -es == sa Buy Women's Clothing, Shoes Kids De Food M Woolworths SA (@WOOLWORTHS SA) Twitter Oy OG Figure 20. Brand search ads and organic results appearing together. Search advertising is an excellent source of keywords and conversions. This insight can be used to improve the SEO of a site, as you will already know the relevance of these keywords to your intended audience. In turn, improved SEO rankings and social media interactions can help to reduce the CPC of your search advertising campaign, improve your Quality Score and raise your CTRs throughout Search advertising can also help to give your brand immediate search engine presence for your offline campaigns, when these might not yet be highly ranked in the natural search results. Search advertising can also be used together with online crisis management. If a company is unable to combat negative search results through the natural rankings, they are always able to bid for search adverts that can present their view. Having a firm grasp of search advertising on search engines will provide a good foundation for running digital advertising campaigns across other networks and ad types. 11.14 Summary Search advertising is advertising on the results pages of search engines where an advertiser typically pays for each click on an advert. These adverts consist of text, links and Ad Extensions. They are listed above and alongside the organic search results and are marked as adverts so that users are aware that these are paid-for listings. Search advertising is targeted according to keywords, demographics, behaviour or interest. On search engines, the CPC is determined by an auction. The success of an advert may be determined by its CTR, but the success of a campaign will be determined by its conversion rate and its ability to achieve a target CPA. After all, it's not enough for users just to click on your adverts, you want them to take specific actions on your site once they get there