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making classifieds easier Online Marketing - Case Study DoneDeal.ie – Fred Karlsson
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making classifieds easier Fred Wexford town Computer nerd for 20 years Banks, mobile phone companies, universities Web sites and databases
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making classifieds easier Buy and sell classifieds/second hand Idea »Looking for furniture »Inspired by own experience »Sold in 15 minutes What is DoneDeal.ie?
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making classifieds easier Example Ad
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making classifieds easier What does DoneDeal.ie do? Internet only »Easy to use »No registration »Publish/update immediately »Photo and long descriptions »Remove once sold »Easy to search »Subscriptions €3 per ad
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making classifieds easier
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So Far, So Good 60,000 monthly visitors »5 minutes per visit »Over 1,000 ads »52% of all ads sell Dogs, cars, motorbikes »Furniture »Properties
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making classifieds easier Unexpected Challenges Business case Graphical design Time Marketing Scammers
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making classifieds easier Business Case Challenges Pricing Details CEB mentor program Gut feeling
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making classifieds easier Graphical Design Challenges Colours, lines, pictures, text, balance, ease of use, etc, etc Months Find a good designer
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making classifieds easier Scammer Challenge Pure scams »Shipping company »Overpay by cheque Educate the users Email filter
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making classifieds easier “Unique” (and Short Lived) Ads Video with man stripping 13 barges of crude oil
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making classifieds easier Marketing Activities Search engine marketing Affiliate scheme Newsletter Partners Search engine optimisation Flyers & posters Free vouchers Banner/link swap Radio advertising Blog
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making classifieds easier Google AdWords “dogs for sale” – 2 cent per click “motorcycle” – 12 cent per click “ebay” – 23 cent per click 2 weeks tweaking, revenue up 200%, costs down 50% »Content network = half price Only Irish customers Click through rate: 2%-7%
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making classifieds easier Affiliate Scheme IrishDogs.ie MAG Ireland Reward by advertising or revenue share
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making classifieds easier Tools Traffic - Google AdWords »Microsoft AdSense and Yahoo Search Marketing Web statistics - Google Analytics Where did you hear about us? Graphical designer
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making classifieds easier Other Tools Newsweaver – email newsletter iDevAffiliate – affiliate tracking BrowserPool, BrowserCam – web site testing Blogger.com, IrishBlogs.ie, Kick.ie OpenAds.org – banner ads
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making classifieds easier Questions? Fred Karlsson
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