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URL: http://www.Dell.com
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Key Industries:
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Key Sectors:
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Affiliate Marketing
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Pay Per Click
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Dell
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Brief
In September 2008, Net Media Planet’s innovative Search Team recognised the immense potential in the growing mobile market for Paid Search Marketing and ventured into making Paid Search Marketing a success on the mobile internet platform.
Strategy
Our innovative Search Manager put forward an idea of driving calls to Dell B2B using the mobile interne platform after seeing the success we have had in driving
high volumes of calls to Dell B2B through Paid Search Marketing on our Dell websites.
Net Media Planet invested their own money in the venture demonstrating their dedication to innovation and finding the best solutions for their clients.
Execution
The Learning curve
On a mobile search page, sponsored adverts show both above and below the organic results. In September 2008, the first month of the campaign, Net Media Planet drove very few calls for Dell B2B via mobile. Net Media Planet’s advert for Dell only showed below the organic search results on mobile browsers. This was due to the difference between mobile web browsers and computer web browsers and also the difference between Google search engine pages for the internet and the mobile platform.
Implementation
Relying on their sound expertise in Paid Search, the Net Media Planet Search Team built an extensive list of highly relevant keywords that mobile internet users are most likely to type in. Working closely with the Research and Insights team, the different user behaviours were studied and the list was continuously optimised through testing and advert copy variation to ensure best results.
Since the Dell website was not compatible with mobile browsers, our innovative Search Team working in synergy with the Creative and Technology Teams created a mobile web page in a format that would ensure it was accessible on every kind of mobile browser. This also boosted our quality score on Google.
Using tools such as Google Ad Preview Tool and online emulators, the Search executives were able to consistently monitor and optimise the advert and check whether the page was displaying optimally.
Results
• When Net Media Planet first started, the adverts were showing below the organic search results. Within a month of our innovative endeavour, the adverts went up to top position.
• 60% increase in calls to Dell B2B from October 2008 to December 2008
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