Marks & Spencer Case Study Chris Francis, Search Media Analyst.

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Presentation transcript:

Marks & Spencer Case Study Chris Francis, Search Media Analyst

Agenda Case study background Campaign objectives Optimisation impacts and learning’s

Live Search - New User Experience Background and Campaign Objectives Background: Highly recognised online brand with strong offline presence Huge selection of products offered via the website Objectives: Increase visibility and the volume of across the search platform Increase impressions Increase orders from search channel

Live Search - New User Experience Campaign Approach Collaborative approach with Efficient Frontier and Microsoft Reviewed M&S account and offered recommendations Identified quick wins and developed ongoing strategy for long term improvements. Focused on high volume, high potential product specific areas.

Ad Copy Recommendations

Live Search - New User Experience Campaign Results Increased Impressions Increased impression volume by over 200% from August 2007 to February Increased Volume and Clicks Click volume for flower-related keywords increased by 450% from Valentines 2007 to Valentines The number of clicks in women’s clothing keywords doubled between Christmas 2007 and Christmas Increased Revenue and Orders Increased search revenue by 73% from May 2007 to January Orders increased by 135%.

Live Search - New User Experience Optimisation Impact Strong growth in impressions and clicks. Highly relevant, well-performing keywords. Optimisation implemented

Live Search - New User Experience Summary Strong relationship between agency, advertiser and Microsoft. Clear understanding of objectives. Account optimisations. Implementation of quick wins in tandem with longer-term strategies in line with agency and advertiser goals.

Thank you