Petco boosts search engine marketing with a jump from 25 to 2,500 keywords
Petco Animal Supplies Inc’s Petco.com is supporting a recent major expansion of online search engine marketing efforts–-a jump from about 25 keywords to some 2,500 across various engines--with the help of a new tracking and measurement product just launched by Coremetrics Inc., Petco’s director of e-commerce marketing and business development Heather Blank tells InternetRetailer.com.
Online marketing efforts that include keywords, banner ads and portal deals, all provided by vendors with different formats for reporting campaign results, can create confusion for marketers, Coremetrics says. “The conflicting metrics and tools available in the industry give marketers no idea as to how the campaigns are performing relative to each other,” says Coremetrics CEO Scott Kauffman.
Kauffman says Coremetrics Marketing Management Center automatically populates new reports with campaign results from all online marketing channels as they become available. Because it uses auto sensing technology, using the new product, a module within Coremetrics’ existing Marketforce analytics tool, requires no additional set up for Marketforce customers. "All they have to do is identify a destination URL,” says Kauffman. “It’s the first solution that enables online marketers to evaluate and compare every single marketing program they are running in a single intuitive interface without spending hours on set-up and maintenance.”
“We wanted to be able to track various vendors and advertising channels automatically without having to take the time to set up tracking and reporting for separate campaigns,” says Blank. Petco is using the new tool for search engine keyword placement and to track results of new programs in which it feeds its product database, including pricing, directly to major engines such as AOL and Google, for distribution.
“We are able to automate the tracking and that’s a huge time saver,” Blank says. “Otherwise, we would be setting up tracking of thousands of campaigns. We would have increased our search engine marketing anyway, but this has enabled us to do it at a much greater scale and to do it much more quickly. We’re able to get much more detailed information and fine-tune our campaigns.”
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