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Singapore (4 July,2008) - PurpleClick Media, search marketing agency, has again proven that the search medium, when strategically incorporated into the right mix, boosts the entire campaign's conversion rates.
To celebrate KLM's 75th anniversary, the airline offered tickets at promotional rates and set up an online game to engage audience in a quiz. Players get a chance to win tickets to Europe. The main objective was to drive target audience to the microsite for the game and be informed of the anniversary promotion.
Online platforms comprised of Search Engine Marketing on Yahoo and Google, and online display media including Facebook, Blogger.com, Friendster and Youtube.com.
"Since this time, the main aim is more focused on driving action - getting game sign ups and promotional sales rather than building awareness, we chose to run them on a CPC (cost per click) instead of CPM (cost per metric/ thousand impressions) model," said Leonard Tan, Managing Director of PurpleClick. "This put KLM at minimal risks, since they were charged only when there was a confirmed visit to the microsite."
The agency added its forte in Search Engine Marketing to further drive quality traffic to both the game microsite and KLM homepage. Keywords on Yahoo and Google were selected based on consumer search and buying behaviour. Grouping them into categories such as destinations, travel interests, cost-centric and special interest, these ensured searchers were led to what they were looking for, thus maximising the campaign's conversion rates.
Despite being run on CPC model, online display media delivered an impressive amount of over 12,500,000 impressions in 3 weeks. Conversion rate was an impressive 35%.
"We are very happy with the ROI of this campaign", commented Nura Akbar, E-Commerce Coordinator of KLM. "It outperformed a similar campaign we had last year for the launch of KLM Boeing 777 Singapore-Amsterdam route by three times!"
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