| |
 |
| |
 |
SONY's direct response consumer site, SonyStyle.com, was expecting to struggle during the holiday season. Knowing keyword bid prices would spike due to competition, they feared their resources could not manage the demand. SONY needed a tighter SEM strategy to manage the bidding and keep the ROI up, while maintaining their brand and high status with Google and Overture (now Yahoo! Search).
With budget constraints in hand, Zeta Interactive partnered with SONY and met with Overture and Google to manage traffic volume ensuring visibility was highest at peak conversion times. Their goal was to increase the keywords by 30% in a highly competitive time frame. Working closely with Google and Overture, Zeta Interactive was able to find cost savings on low performing keywords with a minimal risk to overall sales. Using Zeta’s analytics dashboard and a bid management tool, this tight surveillance gave the team a 360° view of the entire campaign. It also revealed which creative, copy and keywords were most effective by search engine, which assured Sony Style's listings would achieve maximum visibility across multiple time zones.
Highly successful within weeks, the cost of sale dropped dramatically for both search sites: 30% decrease for Google and 22% decrease for Overture. Not only did this save SONY hundreds of thousands of dollars, it also allowed them to continue with these tactics and maintain a hugely successful Paid Search Program. |
|
 |
|
|
