21 percent increase in leads from these search terms (screenshot)
Clear uplift in branded organic search
Significant uplift in direct traffic
screenshots transactions
Display ads and a search remarketing campaign
Excellent results of course. In order to achieve the highest possible results, Feenstra followed up the group of 'watchers' with display ads and a search remarketing campaign. Johan and Ruud, together with online marketing agency S&D Interactive Media, ran a pilot in which traditional channels were combined with Google AdWords and upper-funnel digital video (both paid and owned). All this with the aim of supporting the awareness of the security product and ultimately the resulting leads. The three-week pilot consisted of:
YouTube preroll skip ads
Upper-funnel deployment video with real people's experiences and high emotional value
Retargeting video viewers who have watched the entire pre-roll
Retargeting with a more concrete video message (the Do phase)
Once again retargeting viewers with display ads
Feenstra's online marketing future
The results achieved by the campaign 'You don't want to experience a burglary' have ensured that search engine marketing has come to play an even more important role within Feenstra's total kuwait whatsapp number marketing mix. Search is now truly present in every orientation path on the website. Johan and Ruud indicate that both SEA and SEO continue to play an important role within the integral media deployment and attribution within Feenstra. The paid keywords are and will remain divided per phase in the purchasing decision process. SEO will therefore be continuously deployed by Feenstra to capture the undercurrent. However, the current SEO strategy does not yet play a role in the 'See, Think, Do' approach of the marketing team and will therefore be examined.
Ruud and Johan expect that in 2018 the switch will be made to keywords in the 'See-Think' phase. This is in contrast to the situation in which SEO is judged on last-click lead generation and much less on upper-funnel keywords. As a result, content production and keyword grouping will focus more on upper-funnel keywords and content. And as soon as that happens, the Search committee will be the first to hear about it and share it on Frankwatching.