Performance based advertising

Pioneering Brand Search Engine Marketing Since 1996

David WhiteCEO Weboptimiser Group Ltd

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Chair IAB UK & Europe Search Task force2006 - 2008

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Performance based advertisingPerformance based advertising

Paying for results is the holy grail of marketing

You have to be careful of the results you are paying for...

CPC, CPL, CPE, CPS

Other measurements, standards, systems... comparisons

Other values, exposure, brand building

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Pay Per Click

Natural Search

WHY?WHY?

HOW?HOW?

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Third Generation SEM• 24/7 Campaign Management

• Advanced Analytics

• behavioural targeting

• Content Management

• Demographic targeting

• Geographic Targeting

• Multi variant testing

• Video optimisation - new new media

FSB: The ChallengeFSB: The ChallengeThe London division of the Federation of Small Business wanted to promote their agenda for the next London Mayor during the election campaign.

The main challenge was the deadline – with campaigning by the major candidates already underway amid significant media interest, the FSB wanted to get their message across quickly and to as many voters and members of the media as possible.  

It exists to protect and promote the interests of the self-employed and all those who run their own business.

The London division supports the interests of businesses in the Greater London region.

FSB: The SolutionFSB: The SolutionWe suggested a search-optimised video as the solution.

The company’s Video Team filmed key FSB executives and members out and about in London talking about the issues that matter to their members.

By using real business people running small businesses in the London area, the video was extremely engaging for viewers and put a personal face to the FSB’s concerns.

FSB: The ResultsFSB: The ResultsVideo production was carried out within 24 hours, enabling the FSB to post it to their own website as well as sending the link to their members and select media organisations.

The video was search-optimised by the engineering team at Weboptimiser and within hours of its completion it was enjoying high rankings on Google and YouTube, fulfilling the FSB’s objective of reaching a wide audience in rapid time.

Weboptimiser “delivered”Weboptimiser “delivered”

Nick Winch, London Policy Manager at the FSB said “We were very impressed with the video Weboptimiser produced for us. As part of our campaign to make the voice of small business heard in the London Mayoral elections this video has proved very valuable. The team was professional, worked very closely with our team and delivered a fantastic movie in two days.

Thank you for watchingThank you for watching