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Search Marketing Campaign

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by

Grace Anthony

on 11 December 2013

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Transcript of Search Marketing Campaign

Search Marketing Campaign
Team GOEP
G
race Anthony
O
mar Shawki
E
ileen Hanna
P
eter Sandler

The Situation
Fab has 2 main challenges to solve
1. Reduce marketing and acquisition costs to become a profitable business

2. Attract genuine traffic
88% decrease in traffic this year
$1 m over budget
Strategic Imperative
Make Fab.com a profitable business
1. Generating Traffic by SEO Keyword Targeting
Currently, Fab.com is not ranking in Search engines for their key search words: "Design products," "Gifts" or "Contemporary furniture"
Creative Campaign to lead SEO + SEM
In four steps, using SEO will enhance your ranking within search crawlers.
1. Use
Relevant Keywords
2. Embed
relevant keywords
in source
: "Contemporary Design"
3. Focus on
improving Title tags & Meta Description Tags
4. Resolve duplicate pages
, increases page strength for ranking power
2. Increase Conversion with SEM
Keyword targeting improves quality score AND achieves traffic.
A holiday keyword campaign could
double
Fab's existing monthly traffic!
High Ambitions
"Fab will become the Worlds No.1 Design Store taking over Amazon and Ikea"
- Founder & CEO Jason Goldberg
Key Issue
Fab.com was an over night
e-commerce success story, and to keep it's success, Fab must evolve into a revenue driven business vs growth driven.

88% decrease in traffic in one year
$1million over budget
Objectives:
Primary
- Achieve a 10% increase
in sales from the products
with highest margins

Secondary
– Increase sales
among existing consumers by 10%
Tactics to Achieve Primary Objective
1. Generate Qualified Traffic
2. Increase Conversion
Generate Traffic
How?
SEO - IMPROVE SEARCH ENGINE RANKING
Keyword Targeting + Technical site improvements
Increase Conversion
How?
Increase CTR in the ‘conversion phase’ with relevant Keyword Bidding
Create actionable ads
Unique landing pages to achieve higher conversion
Tactics to Achieve Secondary Objectives
3. Reach existing customers through Social
Be where they are!
How?
SOCIAL
Enhance current channels
Leverage current channels smarter
Focus on channels tailored to generating revenue and site traffic
Gain more followers on current channels
Increase newsletter sign ups
"Make your gifts Fab-ulous"
From designer furniture to unique accessories, find the gift they don't expect at Fab.com
it's free!
Voila!
3. Increase Loyalty with Social Channels
Enhance current channels
Leverage current channels smarter
Focus on channels tailored to generating revenue and site traffic
Gain more followers on current channels
Increase newsletter sign ups
Social Landscape
Landing Page
Competition for PPC
These are competitively sought keywords relative to SEM.
PPC
Thank you!
From Team GOEP,
Have a
FAB-ulous
holiday season!
SEM - PAID SEARCH
All social improves search engine score
SEM Tactics
Going Further
Employ the use of Robots.txt
HTML and XML site map
Give image files names with semantic value
Ex) www.fab.com/unique_gifts_for_men
Use HTML instead of Flash
Use AJAX instead of iFrame to preserve link juice
Mobile Landing Page
YouTube
Commercial
Promoted
Twitter
x2!
2013, Mcommerce 16% of Ecommerce sales
$61.8 billion
Success Metrics
$1.5 Million
Revenue
Full transcript