marks & spencer case study chris francis, search media analyst
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Marks & Spencer Case StudyChris Francis, Search Media Analyst
Agenda
• Case study background
• Campaign objectives
• Optimisation impacts and learning’s
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
Live Search - New User Experience
Campaign Approach
• Collaborative approach with Efficient Frontier and Microsoft
• Reviewed M&S account and offered recommendations
• Identified quick wins and developed ongoing strategy for long term improvements.
• Focused on high volume, high potential product specific areas.
Ad Copy Recommendations
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 women’s 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%.
Live Search - New User Experience
Optimisation Impact
• Strong growth in impressions and clicks.
• Highly relevant, well-performing keywords.
Optimisation implemented
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.
Thank you
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