Ecommerce: Digital CamerasCase Study

Podium Advertising Technologies Ltd.adCore ™ V3.0

Outline

1. adCore™ V3.0 Overview2. Buying Cycle3. Background4. Solution5. Results 5.1 Conversion Rate & Cost/Conversion 5.2 Total Conversions6. 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 Rate1.25%3.77%202%

Total conversions48452842%

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 Rate1.87%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.