Local Search Program

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Local Search Program

• Results Findings

Mike Saad Global eMarketing Manager
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eMarketing

• eMarketing function is valued at Armstrong
• Success with search marketing
• Top spots in search across business units
  brands
• Holistic approach to search marketing
• Natural paid search
• Branded non-branded keywords
• Phrases by purchase phase
• Co-managed with SEM agency
• On again, off again, on again

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Search Landscape Changes Rapidly

• Shake-up in paid search
• E-tailers getting more aggressive
• Brand marketers at distinct disadvantage
• Renewed focus and new urgency on SEO
• Actions
• Maintain top organic search positions
• Achieve new listings
• Pilot new technologies

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Advantage with Local Search

• Local search emerges, is quickly adopted
• Obvious application for restaurants, hotels, etc.
• Possibilities for manufacturers with retail
  stores
• But, Would customers utilize local search to
  find flooring, ceilings or cabinets?
• Pilot program in early 2007

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Local Search Pilot Program

• Company-owned Cabinets locations as pilot stores
• Google feed, local business ads,
• Landing pages with clear success events
• Included click-to-call feature, call tracking
  call recordings

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Program Results

• Sufficient traffic to consume modest daily budget
• Neither direct competitors nor online retailers
  in local search
• Generally lower CPCs
• Improved click-thru rates 30-40 vs. generic ads
• Nearly 1/3 of site visitors get directions,
  download or place call
• Over 50 perform additional multiple store
  searches

100 increase Store searches
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Insights

• Instantly a fixture in our overall search program
• Site visitors are unique theyre purchase
  minded
• Slightly different customer segments than
  expected
• Click-to-call under utilized, but plentiful phone
  calls
• Phone recordings not what we expected
• Search marketing drives REVENUE

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Search Utilized Through Purchase Process
Marketing Activities
Purchase Process
Search Refinement
Cabinets, Kitchen cabinets Bathroom
vanities Cherry Cabinets Armstrong
Cabinets Armstrong Maple Cabinets Request Cabinet
Brochures Cabinets New Orleans, LA Buy Armstrong
Cabinets
Awareness
Teach me about cabinets. Inform me.
Consideration
Help me evaluate, compare. Convince me.
Trial/Sample
Brochure/sample Appointment request
Purchase
Have them in stock? How long to order? Im ready
to order
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Thank you.