Download - 2 rianne jacobs_schouten_conversion2014
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Kwik-Fit: met 20% minder SEA-budget 2x zoveel SEA-omzet
Rianne Jacobs-SchoutenOnline Marketeer
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Al meer dan 30 jaar in Nederland.
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Vooral bekend van banden en uitlaten
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Maar inmiddels voor al het auto-onderhoud.
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Kwik-Fit: niet alleen een offline speler• Al 6 jaar een webshop.• Webshop zorgt voor groot deel van
totale omzet.
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December 2012...• Autoservicebranche in z’n geheel
online ‘onvolwassen’..• Focus op neerzetten van
functionaliteit i.p.v. op bezoeker.• Budgetgestuurde online
marketinginzet
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Wat is er veranderd?
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Van budgetgestuurd naar sturen op CPODecember 2012• Geen idee van CPO.• Branded-verkeer liep dwars door alle
campagnes heen.Nu:• CPO per productgroep vastgesteld.• Offline upsell meegenomen in CPO-
berekening.• Branded-verkeer netjes in aparte
campagne.
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Focus op kwalitatief verkeer
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Betere afstemming zoekopdracht, advertentie en landingspagina
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Local search optimalisatie
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Autobanden feedcampagnes
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Display advertising• Prospecting in afstemming met offline
acties.
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Remarketing
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Resultaat
Gem. CPC Kosten per conversie (CPO)
Gem. positie
- 41,67% - 53,16% Van 2,4 naar 2,0
Kosten Opbrengst- 18,35% - 104,86%
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Ging er dan niks mis?
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CTR Velgen-campagne
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Uitdagingen voor het komende jaar?
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It’s all about mobile
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Te afhankelijk van één kanaal
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Vriendjes blijven met development