marks & spencer case study chris francis, search media analyst
Post on 20-Dec-2015
226 views
TRANSCRIPT
![Page 1: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/1.jpg)
Marks & Spencer Case StudyChris Francis, Search Media Analyst
![Page 2: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/2.jpg)
Agenda
• Case study background
• Campaign objectives
• Optimisation impacts and learning’s
![Page 3: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/3.jpg)
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
![Page 4: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/4.jpg)
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.
![Page 5: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/5.jpg)
Ad Copy Recommendations
![Page 6: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/6.jpg)
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%.
![Page 7: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/7.jpg)
Live Search - New User Experience
Optimisation Impact
• Strong growth in impressions and clicks.
• Highly relevant, well-performing keywords.
Optimisation implemented
![Page 8: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/8.jpg)
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.
![Page 9: Marks & Spencer Case Study Chris Francis, Search Media Analyst](https://reader036.vdocuments.site/reader036/viewer/2022081514/56649d485503460f94a23f06/html5/thumbnails/9.jpg)
Thank you