After a few months of hindsight on our local web communication offerings, a few interesting trends are emerging. Here, we have chosen to share two case studies on the subject.
The hidden success
At Eureos, we set up performance indicators based not on traffic, but rather on business objectives. In the case that interests us, we therefore configured our client’s website to maximize the number of quote or information requests (in the furniture sector).
Three months after the launch of the Adwords campaigns and a new version of the website, the results are meager. A few quote requests here and there, but nothing really spectacular. So it is with some apprehension that we are preparing to conclude that it is a failure. Once on site, surprise: the client is delighted. He welcomes us with an “I don’t understand a thing about it, but I definitely don’t want to stop your thing.”. A little surprised, I let him elaborate. He then explains that he has received dozens of people “who saw him on the Internet.” French people, but also Swiss. And what do all these good people do: they call!
This brings us to the new issue related to this situation: how to track calls related to visits to the website, without using a Skype-style click-to-call system (useless because it is not used by 90% of prospects), while allowing the user to dial a number with their good old telephone (you know, that optional feature that is still available on the latest iPhones). We finally found a way (but that one, we’re keeping to ourselves 🙂 ). Clearly, we only improve through experience.
Lack of demand
Much less amusing is the lack of demand. Usually, with Adwords, we are more likely to be fighting to weed out lousy queries such as “looking for welder job” when we want to attract professionals who need a company specialized in laser welding. In the second case we are going to study, it is exactly the opposite: we are fighting to go after the 3 people who are locally interested in the client’s offer. We won’t tell you what activity it is, but let’s just say it is a fairly common business service.
Here, it becomes a little more difficult: how can you successfully push an offer to those who are potentially clients, but who do not yet know it or express it? So yes, there is the display network (selectively; we’re not going to pay to appear on all parked domains either…). But even then, the number of impressions is not taking off, what do we do?
We keep looking…
