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Local Search Business Case (english) - IAB Search Marketing Thursday

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Local Search Business Case on Search Marketing Thursday. Rederij Lovers Canal Cruises, Amsterdam

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Business Case Local Search
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Search
 
 
Universal Search
Universal Search Heatmap ,[object Object],[object Object],[object Object]
 
Discover
Re-discover
[object Object],[object Object],[object Object]
Reaching the top
http:// www.davidmihm.com / local-search-ranking-factors.shtml
 
[object Object],[object Object]
Business Case
Lovers Canal Cruises http://www.lovers.nl
Problem: ,[object Object],[object Object]
 
 
 
Challenge
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Meerdere kanalen Multi channel approach
Starting a successful campaign
Measuring campaigns
Statistics ,[object Object],[object Object],[object Object],[object Object]
Statistics (ROI) ,[object Object],[object Object]
KPI : Conversionrate E-commerce
Target: conversion!
Choosing the right Landingspages
 
 
Lessons learned ,[object Object],[object Object],[object Object]
Take aways ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Local Search Business Case (english) - IAB Search Marketing Thursday

Hinweis der Redaktion

  1. Introductie
  2. Agenda
  3. Wat leren we vandaag?
  4. Discover You want your potential customers to find you in the local search engines and Universal Search results.
  5. Recover You want to help your current customers by lending them a helping hand in finding your business
  6. 20%-40% zoekopdrachten lokaal
  7. Reaching the Top
  8. Local Search Ranking Factors, David Mihm
  9. Model of Ranking Factors, research by Mike Blumenthal and others.
  10. Following the everchanging guidelines: Carter Maslan VP of Dev for Google Maps : its like getting a vaccine. it makes you resilient long term. all the spam you are seeing are short term things. We are tackling them and they will be exponentioally cured by exposure to the spam. we are working on spam abatement as a top priority. this will allow us to provide an even beter experience. it has been an all hands effort to accelerate this process.
  11. Business Case
  12. #1 marketing budget onmeetbaar #2 baten voor de kosten, problematiek oude systeem #3 reserveringssysteem automatiseren #4 personele kosten terugdringen #5 systeem in eigen beheer. Minder commissie uitdragen
  13. De eerste partij met deze online presence 10% korting is incentive , mes snijdt aan twee kanten.
  14. URL tagging
  15. Slide met wat grafiekjes, cijfertjes
  16. Slide met wat grafiekjes, cijfertjes
  17. Bounce Rate : allerlaagste
  18. Learning Points Local intent: zoekopdrachten Offline conversie: niet alles is meetbaar door local intent Schakel snel: door lage drempels en veranderende guidelines actie nodig