Catherine Schenquerman is an avid traveler and a savvy digital marketer. As the interactive marketing manager for Carnival Cruise Lines, she has been able to merge her love of travel with her interest in experimenting with innovative digital marketing strategies. Since 2006, Carnival Cruise Lines has worked with its digital agency, Razorfish , to implement successful Google search campaigns that both generate new leads and build brand awareness. But Catherine and her team wanted to explore ways to drive bookings as well. They wanted to be more precise about how they connected with customers at the critical moment in the purchasing cycle, when customers were planning vacations and were about to book a cruise. Catherine sat down with Razorfish to review innovative approaches they could try, and they decided to explore contextual targeting using the Google Content Network. Experiment, Measure and Iterate The Razorfish search marketing team quickly got to work. First, they set out to optimize the core components of the campaign within ad groups, and then apply those to their content campaign on the Google Content Network. These optimizations resulted in nearly 400 new ad groups with tightly-themed keyword groupings, each with roughly 8–12 keywords per ad group. The new groupings allowed Carnival to better tailor its messages and precisely focus each message on specific sites and content. Carnival and Razorfish used two Google Content Network tools to measure and fine-tune its efforts. They began by using DoubleClick Ad Planner , a free media planning tool to help identify websites that its target customers are likely to visit, and then used the Placement Performance Report , which shows performance statistics for ads on specific domains and URLs in the Google Content Network. Smooth sailing Within the first few weeks of the Google contextually-targeted campaign, the Carnival team began to see a significant increase in cruise bookings sourced from the campaign. After five weeks, online cruise bookings from the Google Content Network increased 284 percent and delivered a 72 percent reduction in cost per conversion. They also saw a 36 percent increase in leads. “The Content Network proved to be a great new way for us to extend our reach, by giving us both the push and pull,” Schenquerman explained. “The push to associate our ads with relevant content and help stir demand, and the pull to capture someone who says ‘I want to learn more’– and then to pay for that on a cost-per-click basis, makes a lot of sense.” Building on the success of their text ad campaign, Carnival recently decided to start running display ads on the Google Content Network. They applied what they learned from their search campaigns to run high performing display ads. Razorfish and Carnival Cruise Lines have been very successful in bring the science of search to the art of display. Posted by Agency Ad Solutions Blog Team
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Carnival Cruise Lines Charts their Course with the Google Content Network
AT&T, Verizon Web Ads Viewed Most in First Quarter PC Magazine This pickup in activity should bode well for the online advertising industry as we move forward in 2010." Facebook, which has pledged to display ads only on ... Americans Received 1 Trillion Display Ads in Q1 2010 as Online Advertising ... PR Newswire (press release) comScore Makes It Official: Display Has Rebounded ADOTAS all 12 news articles??
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AT&T, Verizon Web Ads Viewed Most in First Quarter - PC Magazine
AFP Facebook top publisher of display ads: comScore AFP Display advertising includes banner ads, sponsorship and rich media ads and is distinct from the search-related advertising format dominated by Google . ... Study: Facebook Led US in Display Ad Impressions in Q1 PC World Facebook has most US display ads while Yahoo gains in search HEXUS Facebook now beats Yahoo sites in display ads CNET all 41 news articles??
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Facebook top publisher of display ads: comScore - AFP
Internet Advertising Pioneers From Yahoo!, Google and MySpace Join Board of ... Marketwire (press release) Rajaram was also the product lead for a number of acquisitions for Google , including DoubleClick (display advertising /ad serving), AdScape (in-game ... and more??
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Internet Advertising Pioneers From Yahoo!, Google and MySpace Join Board of ... - Marketwire (press release)
Our "Coffee break" series has provided us the chance to have great conversations with clients across industries, who have successfully used Google solutions to meet their marketing goals. This time we sat down with Patrick Wang, Manager Online Marketing & Technologies from the search engine marketing company LeadQual , which implemented View-through conversion tracking to successfully demonstrate the positive impact of display advertising to Chegg , an ROI-driven textbook rental company founded in 2007 to help college students reduce their book purchase costs. Here's what Patrick shared: What was the client's goal? Chegg was looking to expand its customer base for both rental and buy-back orders. It had more than doubled its growth year / year and had already heavily invested in search, yet had not been satisfied with the success of past display campaigns. We therefore needed a solution that provided reach while also being measurable and cost-effective. What Google solutions did you use to meet the goals? We ran display campaigns on the Google Content Network, and used view-through-conversion tracking to demonstrate the additive value of display to growing Chegg's user base. Can you describe the implementation process? Chegg provided the display creative, with variations by season. We then developed contextually-targeted campaigns around themes such as "textbook," "used textbook" as well as target student groups like "fraternity." From there, we used the placement performance report to see which sites performed well, and moved them into management placements campaigns. To receive view-through conversion statistics, we made sure that conversion tracking was set up.The campaigns began running in fall 2009 and remain active. How did the Google solution perform? By using view-through conversion tracking, we were able to show the client that the sales driven from the display campaign were within its cost/order metrics. We found that a quarter of the conversions came from people who had viewed, but not clicked, on one of Chegg's banner ads. If we simply looked at conversions directly from clicks, the cost-per-conversion would have been well above Chegg's goals. If you did not use this Google solution, how would things have been different? Without view-through conversion data, we would have had a difficult time convincing the client to invest in display. For more information on view-through conversion tracking, please visit the Help Center . Posted by Agency Ad Solutions Blog Team
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Coffee break with clients: Proving the value of display with View-through conversion tracking