Hitting the Mark with Search

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Hitting the Mark with Search
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Overview

• Performics acquires customers for leading
  multi-channel marketers with performance-based
  online marketing services
  
• Privately held with 90 employees and over 180
  clients including some of the worlds most
  recognized multi-channel marketers Target,
  L.L.Bean, Eddie Bauer, Bose, HP Shopping, Kohls
  and CompUSA
• We offer a comprehensive approach to online
  customer acquisition
  
• Affiliate Marketing progressive approach to
  helping our clients run affiliate programs
  
• Search Marketing - leading SEM running search
  programs for more than 100 major multi-channel
  marketers
  
• E-mail Marketing customer acquisition for the
  right client with the right offer
  
• Powered by a real-time tracking and reporting
  technology platform
  
• Conversion tracking to a sale or action
• Programs managed to a targeted ROI and Performics
  fees are performance- based
  

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Overview

• Performics and Target
• Started working together at year-end 2002
• Program expanded in May 2003
• Program overview
• Started with several hundred keywords with
  ambitious plans to quickly scale to thousands of
  words
  
• Target thinks like a direct marketer - requires
  willingness and desire to testing. Test,
  measure modify.
  
• Target believes in the power of search as an
  effective advertising channel
  
• Target required an experienced provider with
  expertise, service and technology to handle their
  large-scale search engine marketing program
  

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Performics Six Step Approach
Build Keywords
Keyword Creative/Bid
?
?
Client Interaction
Create titles, descriptions and initial bids

• Create master
• keyword List

Submit Keywords
Manage Bid Price
?
?
Monitor price, update bids (daily)
Build links, submit words to engines


?
Audit Keywords
Optimize Program
?
Client Interaction
Review keyword performance vs. Objectives (Weekl
y)

Revisit program objectives (monthly/ quarterly)


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The Challenge

• Meet Targets aggressive online sales goals
• Attract new customers to file and drive traffic
• Build large scale search marketing program.
  Target wants to be a leader in Search

The Audience

• Target has a mass consumer appeal
• Broad product mix means Target has an opportunity
  to acquire new guests through thousands of
  product keywords

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The Creative

• Performics and Target work together and focus on
  expanding peripheral keywords

Brand
Category
Product
The Vehicles

• Primary traffic and media spend is Overture and
  Google
  
• Other partners include
• Paid Listings Kanoodle, FindWhat, AskJeeves
• Paid Inclusion DealTime, FindWhat, Nextag, Alta
  Vista
  
• Plus natural SEO is important to Target

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The Results/Metrics

• 3,600 keywords and growing
• Averaging 30,000 to 50,000 highly qualified
  visits per day
  
• Identified some interesting trends, made changes
  to improve ROI
  
• Seasonality Toys category - adjusted bids for
  seasonality on low margin Toy category
  
• Competitive category (Electronics) closely
  monitor and reduce bids in highly competitive
  electronics category.

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Tips for Effective Search Marketing

• Measure more than clicks
• Conversion is key
• Dig Deep
• Find the peripheral keyword gems
• Test, measure modify
• Smooth Landings
• Experiment with site landing pages
• Deep site navigation can impact conversions
• Leverage your brand(s)
• Its what your customers know you for
• Let it Breathe
• Think long term
• Campaigns need time to mature, do not over steer