The online fashion retailer ideeli used a mix of online advertising tools, including search advertising. When ideeli wanted to stand out on a crowded search page, it ran Rich Ads in Search on the Yahoo! Bing Network. With ad placement on top of the search page and striking visuals, ideeli reaches high volumes of search users and achieved a 300 percent increase in click-through rate (CTR).
ideeli is an online shopping community that offers top-brand apparel, home, and beauty items at preferential prices to registered members. More than 5 million ideeli members in the United States save up to 80 percent on designer labels such as Calvin Klein, D&G, and BCBGMAXAZRIA.
To maintain a robust marketing profile and support its overall growth, ideeli combines word-of-mouth and viral messaging with a variety of online advertising strategies, such as email, display, social media, and search engine marketing (SEM). Placing advertisements in search engine results has helped ideeli reach new members and inform consumers about current offerings. But in a competitive market, the company wanted a way to stand out on a crowded search page, have more brand impact, and effectively engage the millions of search users who can find what they’re looking for at ideeli.
“We are always looking for people to join ideeli, but we also want to make sure we are reaching the right consumers—the ones who want to purchase premier shoes and apparel,” says Dan Kirchgessner, Director of Online Advertising at ideeli. “Our goal is always to earn an efficient return on our ad spend.”
Since 2009, ideeli has worked with the agency Elite SEM to help develop and execute its search engine marketing initiatives. In 2011, Elite SEM recommended that ideeli use Rich Ads in Search to enhance the impact of its search ads, improve its CTR, and increase conversions. With Rich Ads in Search, ideeli could enhance the performance of its search campaigns and reinforce its brand by providing a richer, more relevant search experience.
“ideeli was the first client I recommended Rich Ads in Search to,” says Chris Chang, Senior Account Executive at Elite SEM. “They are open to new opportunities, and with their business model, it was a smart way for them to stand out from the competition.”
In 2012, ideeli began using Rich Ads in Search to advertise on the Yahoo! Bing Network. Keyed to the company’s top-performing branded terms, the ideeli search ads are always placed at the top of the search page, and ideeli has the option to include extra links, logos, images, videos, or other elements of its branded campaigns. ideeli included links to four separate categories at its website along with the company’s bright, eye-catching logo, and it intends to test other images and video assets with Rich Ads in Search.
“We are running a SEM campaign across a number of search engines,” says Kirchgessner. “Yahoo! Search and Bing are the only places where we’re running search ads that give us multiple links, eye-catching images, and exposure at the top of the search page. We will continue using Rich Ads in Search.”
When ideeli launched a search engine marketing campaign by using Rich Ads in Search, it found a way to reach greater volumes of search users with high-impact advertising, gaining a 300 percent increase in click-through rates at an efficient ad spend.
High-Scale Impact, High Click-Through Rates
With the Yahoo! Bing Network delivering 30.4% percent of the overall U.S. search market—up to 151 million unique searchers every month (comScore, June 2012)—ideeli can use Rich Ads in Search to reach search users at a scale that matters and with an impact that delivers. ideeli enhanced its brand identity with search users by including its logo in its search ads, and by placing its ad at the top of the search-results page, ideeli increased its visibility and delivered strong click-through rates.
“Click-through rates for Rich Ads in Search are 300 percent higher than for regular search ads,” says Kirchgessner. “That is a real change and it was a key win of the campaign.”
The Right Users at the Right Cost
By using Rich Ads in Search on the Yahoo! Bing Network, ideeli can support its continued growth and meet the overall goals of its search program at an efficient cost. “We used Rich Ads in Search to increase our exposure and encourage more people to join our site as members,” says Kirchgessner. “We found the right users at the right cost per action.” In fact, between February and July 2012, the company’s Rich Ads in Search campaign drove 23.5 percent of all new ideeli members acquired on the Yahoo! Bing Network.
Launched in June 2007, ideeli is an online shopping community that offers top-brand apparel, home, and beauty items at preferential prices to registered members. One of the fastest growing retailers in the United States, ideeli works with more than 1,000 brand partners and helps more than 5 million members save up to 80 percent every day on top designer labels such as Calvin Klein, D&G, and BCBGMAXAZRIA.
For more information about ideeli products and services, visit: www.ideeli.com
About Elite SEM
Elite SEM is a client-driven search engine marketing firm with offices in New York City, Atlanta, and San Francisco. Recognized by Inc. 5000 as one of the fastest-growing search engine marketing agencies in the country, Elite SEM serves customers that range from Fortune 1000 companies to top-Internet retailers, household brands, and ‘pure-play’ Internet operations.
For more information about Elite SEM products and services, visit: www.elitesem.com
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