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Brief
Jellyfish (PPC) and its strategic partner agency Fresh Egg (SEO) entered into an exclusive partnership arrangement with IWOOT in 2009. IWOOT’s search marketing had been managed in-house for the previous three years. Richard Wainright-Lee, MD of IWOOT, said the move to Jellyfish and Fresh Egg was intended to position IWOOT at the forefront of search innovation, particularly in the lead-up to the key Christmas period 2009. He said: “Freshness and innovation are crucial for any retailer.”
Strategy/Execution
Jellyfish and Fresh Egg’s partnership comes with some unique collaborative benefits for IWOOT:
1. Maximising ROI Competitive Keywords: identifying the high-cost, high-volume terms through PPC that are most valuable for exploitation through a longer term SEO strategy. This ensures IWOOT receives maximum ROI from these profitable keywords at the minimum cost.
2. Website Usability & Conversion Report: undertaken at the start of the campaign to provide a full report on the website, identifying areas to increase site conversion and increase the value of conversions
3. Long Tail Search Exchange: while delivering lower traffic volumes than their ‘generic’ counterparts, the more specific nature of long-tail keywords results in them converting more strongly and at a lower cost. The collaborative approach ensures IWOOT’s long-tail terms are identified through PPC and integrated into the Fresh Egg SEO campaigns, and vice versa.
4. Quality Score (QS) Strategy: the agencies used the adwords QS to focus the SEO strategy. High QS keywords can indicate landing pages with the most relevant content. High QS pages are often quick wins for SEO creation and optimisation. Low scores may be caused by poor click-through rates, often the symptom of an ultra-competitive landscape. Fresh Egg uses these indicators to focus IWOOT’s SEO strategy and achieve first-page positions more quickly.
5. Ad Copy Testing Exchange: PPC offers an environment to test ad copies in a flexible, fast and easy-to-monitor way. The agencies fed IWOOT’s high-converting, high-CTR variations to the Fresh Egg SEO team for implementation into the site’s Meta descriptions.
6. Buzz Monitoring: the agencies kept track of who was talking about IWOOT, reporting on trademark appearances across the Web, whether paid search, websites, blogs or in the news. Active listening also provided IWOOT with the opportunity to choose to engage with consumers.
Results
When Jellyfish took over the IWOOT PPC campaign in August 2009, sales revenue was trending -25% on the previous year. Within two months, Jellyfish had reversed this trend, achieving growth on the previous year, all within the designated CPA parameters. Although excited about the results being achieved, during October 2009 IWOOT felt that the fixed CPA model could still be constraining the campaign. As a result, Jellyfish devised a campaign strategy, delivering to a fixed % of Sales Revenue charging model. This delivered a further uplift in sales revenue; in fact, Jellyfish achieved 16% growth during the peak Christmas period with an 11% decrease in CPA.
Based on the results from the UK campaign, Jellyfish was tasked with running the IWOOT campaign for Germany www.sowaswillichauch.de on a risk-free fixed CPA basis, which was closely followed by the Spanish brand www.yoquierounodeesos.com. Both campaigns are managed using native-speaking Account Managers employed by Jellyfish at the agency’s head office in Reigate, Surrey.
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