Creative

Search engine marketing is more often than not focused on generating a direct response. The final objective of a campaign depends upon the advertiser’s requirement but tends to be measured as two types of conversion, either an e-commerce transaction (sale) or a business enquiry (sales lead).

The role played by a creative in influencing a user to complete a transaction or make an enquiry is highly important although is often overlooked. Outlined below are three steps used in internet marketing to drive visitors towards a conversion.

In terms of search marketing (PPC) with evolving search patterns, higher competition and bidding wars creatives are now playing a bigger role than ever in influencing and improving conversion. Within any vertical there are always certain websites which outperform their competitors. In terms of online transactional (e commerce) websites the biggest factor is always price, however for enquiry based propositions this is unlikely to be the defining factor as often price is obtained by enquiry.

In our experience a campaign structure influences the ability to generate targeted traffic, but the creative is the key in converting traffic to a measurable return. For a creative to work it needs to have the following attributes:

• Clear proposition/message
• Strong call to action
• Good visual presentation
• Presence of interactive features

Incorporating the above points will result in lower bounce rates, increased return frequency of visitors and improved conversion ratios.  

Outlined below is a case study of DAMAC Properties. When DAMAC first approached Mediarun to improve their PPC campaign we had to focus on two key areas in order to achieve the client’s objectives. Once we had restructured the campaign we focused our efforts onto on page factors such as design and creatives.

Client Name: DAMAC Property

Category: Overseas Property

Campaign Objective: Increase targeted enquiries from the UK & Ireland for property investment in Dubai and reduce cost per enquiry

Challenge: Tackling low conversion ratios and high bounce rates on the main website

Mediarun Solution: To address the above issues we took the following measures:

• Created a micro site with independent sections for each property type
• Integrating multiple level call to action cues
• Enhancing visual impact using improved images and flash
• Conveyed company ethos and unique sales proposition through rich marketing copy  

Campaign Results: Mediarun achieved a 60% drop in bounce rates, a steady increase in conversion ratios and a reduction in the cost per lead. The new microsite was able to increase relevancy at both the keyword and product level. Mediarun is now consistently delivering volume enquiries at a cost per acquisition (CPA) dramatically below the industry average.

To find out more on how we can help monetise your marketing spend call us on +44 (0) 0207 843 2265 or email enquiries@mediarunsearch.co.uk