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Digital Marketing Case Studies

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Digital Marketing
Examples & Case Studies
PAUL CLARE
www.opticommerce.co.uk
Google PPC & SEO
1
Dominate the page (maximum
coverage)
2
Highly Targeted
3
Easy to Measure ROI
4
Get more Clicks – Competitors Get Less
Clicks
PAUL CLARE
www.opticommerce.co.uk
WHAT SHOULD BE THE IDEAL SITUATION
5 Practical Reasons You Should Consider PPC Marketing
1
You only pay when an interested person clicks.
2
You set your budget to control
costs.
3
You can reach your target consumer at the right time with the right
ad.
4
Unlike organic search, PPC can show results very
quickly.
5
PPC data can inform your other marketing channels.
PAUL CLARE
www.opticommerce.co.uk
PAY PER CLICK MARKETING (PPC)
60%
FEB
49,52%
MARCH
50%
46,06%
42,99%
40,73%
39,39%
40%
42,86%
36,38%
38,14%
31%
30%
29%
27%
29%
20%
10%
0%
Glasgow Optician
PA U L C L A R E
London Suburb
Optician
Cetral London
Optician
www.opticommerce.co.uk
APRIL
MAY
PPC Total Conversions (Jun– Sep)
PPC TOTAL CONVERSIONS (FEB-MAY)
180
160
140
138
120
100
155
121
80
60
40
20
0
Glasgow
Optician
Glasgow Opticians
PA U L C L A R E
London
Suburbs
Optician
Total Enquiries From
PPC From
June-September
2015
London Suburb
Optician
Central London Optician
Central London
Optician
www.opticommerce.co.uk
3 Things To Watch For If You’re Just Starting PPC
HOW TO INCREASE REVENUES (EXAMPLE)
GOOGLE SEARCH
PA U L C L A R E
PAID
ADVERT
LANDING
PAGE
REQUEST
VOUCHER
www.opticommerce.co.uk
EMAIL WITH
VOUCHER
HOW TO INCREASE REVENUES (EXAMPLE)
GOOGLE SEARCH
Our PPC
Advert
PAUL CLARE
www.opticommerce.co.uk
HOW TO INCREASE REVENUES (EXAMPLE)
PAID ADVERT
GOOGLE
SEARCH
Strong,
Engaging
Copy
PAUL CLARE
www.opticommerce.co.uk
HOW TO INCREASE REVENUES (EXAMPLE)
LANDING PAGE
PAUL CLARE
www.opticommerce.co.uk
HOW TO INCREASE REVENUES (EXAMPLE)
REQUEST
LANDING
PAID ADVERT
VOUCHER
PAGE
GOOGLE
SEARCH
Strong Call To Action
PAUL CLARE
www.opticommerce.co.uk
HOW TO INCREASE REVENUES (EXAMPLE)
Direct Response
Results:
From – 01/09/2017 to 30/09/2017
Clicks- 403
Impressions – 11,891
CTR – 3.39%
Cost - £260.51
Voucher downloads – 21
Phone Calls – 2 (1 New Eye Test Patient + 1 Brand Enquiry)
CPL (Cost per Lead/Conversion) - £11.32
PAUL CLARE
EMAIL WITH VOUCHER
www.opticommerce.co.uk
www.opticommerce.co.uk
Successful Campaign 1 PPC
Client – Optician based in West London area
Targeted Location – 5 miles around the practice
No. of Campaigns – 5 (with Offers)
Budget - £500/month
Main Campaigns
Eye Test Offer: £50 off prescription glasses
Tom Ford Offer: £50 off
Dior Offer: £75 off
Results:
From – 01/09/2017 to 30/09/2017
Clicks- 403
Impressions – 11,891
CTR – 3.39%
Cost - £260.51
Voucher downloads – 21
Phone Calls – 2 (1 New Eye Test Patient + 1 Brand Enquiry)
CPL (Cost per Lead/Conversion) - £11.32
PAUL CLARE
www.opticommerce.co.uk
Successful Campaign 2
Client - Practice based in Brighouse, Leeds
Targeted location - 6 miles around practice
No. of Campaigns – 5 (with Offers)
Budget - £350/month
Main Campaigns
Eye Test Offer: Free Upgrade to Comprehensive Eye Test
Lindberg Offer: £50 off
Oliver Peoples Offer: £50 off
PAUL CLARE
www.opticommerce.co.uk
Successful Campaign 2
Results:
From 01/09/2017 to 30/09/2017
Clicks – 112
Impressions – 4,944
CTR - 2.27%
Cost - £69.99
Voucher downloads – 9
Cost per lead - £12.4
PAUL CLARE
www.opticommerce.co.uk
Unsuccessful Campaign
Client – Practice based in the Isle of Man
Targeted Location – 3 miles around the practice
No. of Campaigns – 4 (with NO offers)
Monthly Budget - £150/month
Main Campaigns
Eye Test – No Offer
Dry Eye – No Offer
OCT - No Offer
Results:
From 01/01/2017 to 31/01/2017
Clicks – 25
Impressions - 396
CTR - 6.31%
Cost - £37.52
Conversion - None
PAUL CLARE
www.opticommerce.co.uk
5 Practical Reasons You Should Consider SEO
1
You do not pay Google for any Clicks.
2
SEO is a Cost Effective Strategy.
3
It’s a Good tool to Protect Your Online Reputation
4
Helps Dominate the Search Page and Block out Competitors
5
You Can Easily Analyse the Data and Learn about Consumer
Behaviour
PAUL CLARE
www.opticommerce.co.uk
WHAT DIFFERENCE CAN SEO MAKE
PAUL CLARE
www.opticommerce.co.uk
WHAT DIFFERENCE CAN SEO MAKE
PAUL CLARE
www.opticommerce.co.uk
WHAT DIFFERENCE CAN SEO
MAKE
PAUL CLARE
www.opticommerce.co.uk
HOW DO WE DO OUR SEO
1
On Page Optimisation
2
Includes ( Content, Site Structure, URL Structure, HTML)
3
Off Page Optimisation
4
Includes Google Listings, Link Building, Social Media, Content
Creation such as guest blogs
PAUL CLARE
www.opticommerce.co.uk
E-Mail Marketing
Release Untapped Gold In Your Practice
Thousands of patients
Targeted e-mail-shots
Cheap & Measurable
eDatabase = Goldmine
PAUL CLARE
www.opticommerce.co.uk
E-Mail Marketing
PAUL CLARE
www.opticommerce.co.uk
EMAIL EXAMPLES
PAUL CLARE
www.opticommerce.co.uk
E-Mail Marketing
PAUL CLARE
www.opticommerce.co.uk
EMAIL EXAMPLES
PAUL CLARE
www.opticommerce.co.uk
SOCIAL MEDIA SERVICES
PAUL CLARE
www.opticommerce.co.uk
Successful Campaign 1 - Social Media
Business Objectives
Increase exposure, click through rates
●and reach to current audience
●Client is willing to pay for Facebook
●advertising to increase exposure and engagement
●Increase SEO with blogs and promote on
●Social Media channels resulting in more
●click through rates to the website
●
Social Media Structure
Create blogs and promote on Social
●media channels that reflect the brand
●Use the brand tone of voice for all social media posts
●Consistent posts but finding out relevant
●timings to post for the brand and collecting data
●
PAUL CLARE
www.opticommerce.co.uk
Successful Campaign 1 - Results
This was NOT via paid advertising through social media channels but rather our unique
content following the brands tone of voice and finding out about the current followers'
interests through various data.
Through a content marketing expert client received more click throughs and reach
●
Custom made blogs were created and shared on social media channels resulting in higher
click through rates to the website increasing the likelihood of booking an appointment or
downloading a voucher
●
PAUL CLARE
www.opticommerce.co.uk
Successful Campaign 2 – Paid advertising
Business Objectives
●Increase exposure to current followers and gain new followers
●Increase clicks to posts and the website
●Increase brand exposure
Social Media Structure
●Using a "lookalike" audience of other bigger opticians, designer eyewear brands etc as the
target audience, create various Facebook ads including likes, increase engagement, reach
and click through
●Use various artistic tools and advertising techniques such as Canvas ads, Carousel ads and
photo/link sharing ads
Results
●Increase in reach, likes and clicks to the website/blog or voucher download page
●£35 spent for this particular ad, running for 2 days – paid advertising does not have to be
expensive. Good content is required to acquire the results you desire
PAUL CLARE
www.opticommerce.co.uk
Unsuccessful Social Media Campaigns
'Success' in social media is a very loose term as it depends on what you are looking for.
Higher traffic to the website does not mean higher engagement or reach and vice versa.
However, clients have a higher chance of successful social media campaigns when they
update us with relevant practice news, have a monthly social media advertising budget,
interact with and share their social media channels, consistently post good content and
useful information, know their target audience/current audience and select a higher social
media package.
Here are a few examples of the reach, likes, click-through rates of clients have not used the
above techniques:
PAUL CLARE
www.opticommerce.co.uk
PAID ADVERTISING ON SOCIAL MEDIA
PAUL CLARE
www.opticommerce.co.uk
OUR SERVICES
1
Social Media Management and Paid Marketing
2
Email Marketing ( including Copy creation )
3
Copywriting (Website Copy, Marketing Copy, Blogs, etc )
4
Video Production
5
Design ( Website and Print )
6
Search Engine Marketing, including
PPC and SEO
PA U L C L A R E
www.opticommerce.co.uk
WHO WE ARE
Click Optical – Powerful digital marketing
PAUL CLARE
www.opticommerce.co.uk
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