Ecommerce: Digital Cameras Case Study

1
Ecommerce Digital CamerasCase Study

• Podium Advertising Technologies Ltd.
• adCore V3.0

2
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

3
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 clients
  email.

4
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 .
5
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.

6
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.

7
5. Results Oct. 13/07 Dec. 15/07

• 12.79 cost/conversion, 25 lower than the goal
  of 16.00.

8
5.1 Conversion Rate Cost/Conversion
9
5.2 Total Conversions
10
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.

11
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.

12
7. adCore V3.0

• Full integration between the websites inventory
  levels and online campaigns.
• Dynamic insertion of prices within ad texts,
  helping increase CTR and overall conversion
  rates.

13
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.