• Ferrit
  • FIAM (Watties)
  • Turners
  • Warehouse Stationery

    • Case Study: Ferrit - www.ferrit.co.nz

    “SureFire have had a dramatic influence on optimising our paid search spend and ensuring we drive greater conversion & ROI from this critical online channel.”

    MARIJKE ZWAAGMAN
    Head of Marketing

    Type of Campaign

    PPC – one of New Zealand’s biggest paid search campaigns.

    Synopsisferrit webshot Ferrit

    Ferrit, part of the Telecom group of companies, is New Zealand’s largest online shopping mall, giving access to hundreds of thousands of products from a huge range of NZ Retailers all in one place.

    Compared to markets like UK and the USA online shopping is relatively undeveloped in New Zealand. Ferrit is a bold strategy by Telecom to develop and grow the NZ online shopping category.

    Initially Ferrit relied on traditional offline advertising like TV and online banners to promote the website. A limited amount of PPC advertising was trialed but the campaign set up was far from optimal and results were poor. In November 2006 SureFire was engaged to take over Ferrit’s PPC campaign management.

    Objectives

    Ferrit’s primary objective was to increase traffic volumes to ensure the maximum number of qualified visitors were driven to the website. However when the site became transactional in its own right & individual retailer shopping carts were replaced with a single shopping cart the focus shifted to maximising conversions.

    Strategy and Implementation

    First SureFire worked closely with Ferrit’s marketing team to understand their business goals and KPIs. The existing PPC campaign was then completely restructured and optimised.

    Extensive keyword research was done and many thousands of additional keywords added, including ‘long tail’ keywords. These are the very specific 3 – 5 word search phrases used by people when they are ready to buy. Individually these have low search volumes, but collectively can generate more searches than the obvious ‘head’ of search keywords. Far more important is the fact that these ‘tail’ keywords are typically cheaper and have much higher conversion rates.

    Keywords were grouped into thematically-related clusters (AdGroups) and specific ads were created for each. Split testing was continually done on ads to maximise click throughs and conversions. Individual ads were mapped to the most appropriate landing pages to maximise relevancy and conversions.

    Constant monitoring of the campaign by SureFire search analysts has ensured that the campaigns are kept relevant and spend is kept within budget.

    Initially PPC advertising was limited to Google AdWords, however this was later extended to Yahoo! Search Marketing. When Google site targeting advertising became available this was also incorporated into the campaign with great success.

    SureFire has also provided Ferrit with advice on Google Analytics plus recommendations to improve the shopping cart checkout process.

    Results

    Ferrit immediately saw improvements in its PPC campaign with the average cost per click being dramatically reduced, whilst click through rates and traffic increased substantially.
    Since Ferrit became transactional SureFire has progressively increased the conversion rates from PPC traffic. Paid search is now the biggest source of traffic and sales for Ferrit. Because of these positive results Ferrit has increased its spend on paid search by 400% since November 2006. This has been done by shifting spend from TV and other media.