Marks

1
Marks Spencer Case StudyChris Francis, Search
Media Analyst
2
Agenda

• Case study background
• Campaign objectives
• Optimisation impacts and learnings

3
Live Search - New User Experience
Background and Campaign Objectives

• Background
• Highly recognised online brand with strong
  offline presence
• Huge selection of products offered via the
  website
• Objectives
• Increase visibility and the volume of across
  the search platform
• Increase impressions
• Increase orders from search channel

4
Live Search - New User Experience
Campaign Approach

• Collaborative approach with Efficient Frontier
  and Microsoft
• Reviewed MS account and offered
  recommendations
• Identified quick wins and developed ongoing
  strategy for long term
• improvements.
• Focused on high volume, high potential product
  specific areas.

5
Ad Copy Recommendations
6
Live Search - New User Experience
Campaign Results

• Increased Impressions
• Increased impression volume by over 200 from
  August 2007 to February
• 2008.
• Increased Volume and Clicks
• Click volume for flower-related keywords
  increased by 450 from Valentines
• 2007 to Valentines 2008.
• The number of clicks in womens clothing
  keywords doubled between
• Christmas 2007 and Christmas 2008.
• Increased Revenue and Orders
• Increased search revenue by 73 from May 2007
  to January 2008.
• Orders increased by 135.

7
Live Search - New User Experience
Optimisation Impact
Optimisation implemented

• Strong growth in impressions and clicks.
• Highly relevant, well-performing keywords.

8
Live Search - New User Experience
Summary

• Strong relationship between agency, advertiser
  and Microsoft.
• Clear understanding of objectives.
• Account optimisations.
• Implementation of quick wins in tandem with
  longer-term strategies in
• line with agency and advertiser goals.

9
Thank you