Making online marketing pay |
 is the largest price comparison website in the UK and Europe, serving e-tailers and major brands in nine countries. It helps consumers compare prices online in order to find the most competitive deal and enables online shoppers to find specific goods in an easy, fast and secure manner. The company also allows various e-tailers the opportunity to access an extensive customer base. Established in 2000, Kelkoo soon consolidated its position as the leading European e-commerce search engine after various mergers in France, Spain and the UK.
As with every online business, the marketing of Kelkoo's services to correct audiences is imperative. Not only does the marketing need to make an impact but it also needs to ensure that it generates a return on the investment. Dorothea Arndt marketing director for Kelkoo, decided that the most effective way of achieving this was to be near or at the very top of the relevant search lists that were being compiled by the internet search engine providers.
A Measurable Method
Arndt commented: "Kelkoo's commitment to our 600 retail clients is to deliver measurable results and return on their investment by driving targeted traffic to their sites. In turn, we make the same demands of our business partners. Mirago offered a measurable method of attracting as many prospective buyers to Kelkoo as possible, enabling Kelkoo to achieve a full return on investment for its marketing efforts."
Three years ago Kelkoo started working with Mirago in the UK to ensure that it receives as much online exposure as possible to consumers that are searching for a specific product it can provide. As a UK technology company, Mirago helps businesses drive targeted traffic to their websites. One of its services that it provides is search engine marketing, based on purchasing key search words, on a Pay Per Click (PPC) basis.
For Kelkoo's PPC campaign, there are approximately 150 key words purchased in each category. Mirago specifically focuses advertising on users searching for words or phrases associated with the products or services that a particular business offers. It records more than 500 million pages of search results per month and this is with more than 97 per cent of Mirago users living or working in the country the index is aimed at. This offers an extremely focused way for Kelkoo to target prospective customers and ensure it is only paying for the traffic that it receives.
Good Return on Investment
According to Dorothea Arndt, the marketing director for Kelkoo the benefits are outstanding. "Mirago produces a good return on investment. We now devote 80 per cent of our advertising budget to online activities because of the results we that have seen from this. The quality of users from our online marketing suppliers is very important to us. The fact that our relationship with Mirago is now approaching three years, practically since Kelkoo was launched in the UK, is testament to the quality of leads it provides."
Mike James said: "As Kelkoo has seen, we can achieve high conversion rates from our PPC service. It targets buyers that are searching for a particular product rather than just browsers who may or may not make a sale through other methods such as banner advertising, which can sometimes be hit or miss. Additionally, we have recently introduced tools to enable clients to optimise their campaigns and increase their return on investment. Mirago has numerous exclusive distribution partnerships and therefore offers an excellent sales channel."
Kelkoo is hoping to continue to use Mirago to leverage its presence into their other nine markets across Europe. It is also hoping to further support its PPC campaign, by trialling Mirago's trusted feeds service in the near future.
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