Client
Domino's Pizza
Title
An integrated approach to Paid and Natural Search using Local Search
Objectives
To identify and implement online initiatives that would drive more pizza orders and more revenue through the Domino's UK website.
Budget
Search was allocated a budget of £500k for 2008. The integration campaign ran from March to December 2008.
Category specific information / insight
The emergence of Blended Search (mixing relevant results from other Search catalogues e.g. Maps) in 2007 was a clear indicator that Search Engines had identified very specific search user habits. The inclusion of map technology and local business listings into mainstream web results confirmed that Search Engines were attempting to satisfy search users' regionalised queries.
Strategy
BLM Quantum identified that significant additional Search Volume was achievable by targeting users through Local Search on Google - a search engine with 90%+ market share in the UK.
By integrating Paid and Natural Search optimisation we would maximise the coverage of dominos.co.uk across Search Engine Results Pages (SERPs) for all relevant, location-based queries and drive click through to targeted store pages.
By improving the usability of the store landing pages, we would also maximise the conversion of site visitors.
Method deployed
Over 500 store locations were submitted to Google Local Business Centre for inclusion in Google Maps and blended search results.
Individual store pages were optimised for Natural Search - improving the keyword relevancy for each location, store information and on-page call-to-action.
Paid Search keyword targets were expanded to include all store locations by Postcode and City. Keyword groups were categorised by Postcode and City to enable relevant, targeted ad copy; which was continuously improved to maximise click through rate. Regional targeting was deployed to target appropriate store delivery areas - cutting out wasteful clicks to maximise PPC efficiency.
Efficiency was further improved when Natural Search began to achieve top positions in organic listings - enabling Paid Search to lower bids on keywords with a higher CPC. The combined presence on results pages also increased click through rate.
Asset 1 - Click to View
Creativity / Innovation
Store pages were re-designed with a greater emphasis on location, utilising Google Maps and local information. Improved navigation encouraged users to click through to the menu and enter the order journey - whilst maintaining their store details.
Asset 2 - Click to View
Paid Search ad copy targeted a variety of regionalised search queries, including news and events e.g. football derby matches where fan bases are more centralised.
Outcome
Year on year results for 2008 immediately benefited from site optimisation.
- Visitor to Order conversion improved by 100%
- Average Order Value increased by 11%
- Campaign results from March to December 2008 showed significant growth in contribution
- Monthly volume of site visitors from Search increased by 19%
- Monthly sales revenue generated by Search increased by 110%
Asset 3 - Click to View
Return on Investment (ROI)
- Domino's Cost per Order from Search was reduced by 47%
- In 2008, Search delivered £70 worth of revenue for every £1 spend and the overall contribution to web sales was up by 6% on 2007
People
Strategy and landing page optimisation by Paul Bennett, Head of Natural Search
Paid Search optimisation and bid management by John Tabari, Search Executive
Robin Auld, Marketing Director, Domino's Pizza