Bosch Power Tools and Accessories, a division of the Robert Bosch Tool Corp., tasked us to direct qualified searchers cost-effectively to www.boschtools.com, which in turn drives traffic and sales of Bosch Products with online and offline distribution partners.
The company also wanted to capture a larger online audience by offering rich product data and exposure to available retail outlets.
We undertook several initiatives. First, we developed detailed keyword lists to guarantee keyword coverage at all points of the search funnel. This ranged from general (initial Bosch brand interaction) to specific product-level terms (qualified customers ready to buy).
Second, we sought optimal traffic by analyzing cost, value of traffic, Web analytics and back-end performance reporting. Third, we strategically supported other online and offline Bosch Tools marketing initiatives with targeted keyword and creative builds.
Fourth, we developed a comprehensive campaign that uses several sources, including pay-per-click and feed-based options to ensure full search coverage. Fifth, we tested various vertical search opportunities to capture different targeted audience markets.
Sixth, we used best-of-breed tools and technology to manage the campaign within budget and predefined metrics. The final step was to analyze keyword/market and Web analytics data for additional campaign expansion and opportunities.
Since implementing the search program in 2003, traffic volume rose 38 percent through 2004. Search traffic influenced an increase in the manufacturing Web audience share from 9 percent in 2004 to 11.3 percent in the first half of 2005.
The search efforts supported Bosch online channel growth. From 2003 to 2004, Bosch e-commerce channel sales (distribution partners) increased 50 percent. There is a projected 2004 to 2005 rise of another 30 percent.
In 2003 to 2004, the Bosch Power Tools brand exposure also doubled. And 2004 to 2005 is tracking another 75 percent increase in brand exposure. Paid search now accounts for 30 percent of all Web traffic to BoschTools.com.
For more articles from The Direct Marketer’s Essential Guide to Search Engine Marketing, visit http://www.dmnews.com/cgi-bin/artcategory.cgi?category_id=22
A PDF of the guide is available at: http://www.dmnews.com/pdffiles/semguide.pdf
