Online Marketing Case Study

KRAS.nl

Direct seller KRAS.NL saw in 2005 that there was great potential profit possible through leveraging and expanding their search engine marketing strategy. For results-oriented advice in this area KRAS decided to cooperate with Traffic4u. Today KRAS is considered a pioneer in this field and the company even officially included the .nl domain extension in their corporate brand.

How it began

With the first SEO advice, an alternative way of navigating the offering of Kras, made the offering accessible to search engines and direct visitors from Google. This increased the conversions considerably in the initial phase. Niels Welten (E-commerce manager KRAS): "These improvements were clear arguments to internally advocate the further rollout of the online marketing strategy. Traffic4u was elected the perfect party to manage our search advertising campaigns besides continuing their work on SEO."

Knowledge as a priority

It was decided to expand knowledge in-house by establishing a fully fledged e-commerce department. Besides the technical advice and managing search advertising campaigns, Traffic4u consultants shared their knowledge on online marketing and assured that online marketing became fully integrated into the organization KRAS.NL. "Knowledge is an important focus of our cooperation. Through the sharing of knowledge, Traffic4u gives us broader understanding and greater insights regarding the various types of online marketing" says Welten.

A wealth of information with Google Analytics

In 2008 a Web Analytics consultant Traffic4u was added to the team that works for KRAS.NL. Thanks to the use of Google Analytics, the behavior and origin of each visitor to all websites managed by KRAS of measured and analyzed. The data is then used for SEO and search advertising to refine the strategy. Also the extensions of the standard data in Google Analytics is a valuable addition to KRAS.NL for it’s effective use in the overall media mix. "The advice of the Web Analytics Consultant has made Google Analytics more efficient to deploy," says Welten.

Technology offers a solution and profit

The large amount and frequently changing range of accommodations of KRAS.NL makes the creation of search advertising copy time consuming. Traffic4u therefore decided to test with an automated way of generating Adwords ad text based on available accommodations. Traffic4u links XML feeds from the advertiser in the AdWords advertising system that can be generated automatically. Since early 2008 KRAS.NL makes use of this innovative system.

"It used to take us at least one day per week to take to manually change the ad texts. Now we can now spend that time on the creative side of marketing. Also, because of Traffic4u, it is possible for us to advertise with prices to Google. This used to be too time consuming and costly. "

Results

The websites of KRAS.NL achieve high rankings in both organic and sponsored results on Google and a flawless access to the extensive travel content. "It's good to see that we score well in both organic and paid search, but competition forces us to constantly stay alert," concludes Welten.