Ecommerce: Digital CamerasCase Study

Podium Advertising Technologies Ltd.

adCore ™ V3.0

Outline

1. adCore™ V3.0 Overview

2. Buying Cycle

3. Background

4. Solution

5. Results

5.1 Conversion Rate & Cost/Conversion

5.2 Total Conversions

6. Specific Product Model vs. Generic Campaigns

6.1 Product vs. Generic Conversions

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 client’s email.

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 .

3 .Background

• Podium's client is an online reseller of digital cameras

• Target market: UK

Goals1. $16.00 cost/conversion.

2. Increase the total number of conversions.

4 .Solution

• Podium set up a strategy based on two types of campaigns

1. Generic Campaign – Focused on generic keywords based on the brands our client sold on the company's ecommerce site.

2. 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.

5 .Results: Oct. 13/07 – Dec. 15/07

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

CriteriaOct. 13 - 20 2007Dec. 9 - 15/07 %Change

Conversion Rate

1.25%3.77%202%

Total conversions

48452842%

5.1 Conversion Rate & Cost/Conversion

5.2 Total Conversions

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.

CriteriaGeneric Campaign

Product Models Campaign

%Difference

Conversion Rate

1.87%2.64%41.2%

Cost/Conversion

$13.45$12.477.9%

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.

7 .adCore™ V3.0

• Full integration between the website’s inventory levels and online campaigns.

• Dynamic insertion of prices within ad texts, helping increase CTR and overall conversion rates.

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.