20820014 Entry-8

Better online search gets Papa John`s a bigger slice.

A fresh search approach boosts online pizza orders 61%.
/summary/

This article is about how Papa John`s, the first pizza chain company to offer national online ordering, remain the leader of pizza pack by refreshing their online search campaign. They knew that to keep staying in the first position, they’d have to stay top-of-mind with consumers – and that means staying on top of search results. In order to achieve their goal they have collaborated with Advertising.com implemented “OutSearch” solutions.
Search is one of the best, most cost-effective ways for Papa John’s to ensure hungry consumers find them first. But in early 2006, they realized their search vendor was not managing their search campaign to its full potential – new terms were not being added and term performance was not being effectively tracked. Always looking to grow and improve, Papa John’s developed and implemented a search strategy that included continual keyword evaluation and development, constant data analysis, and ongoing bid adjustments to reflect keyword performance – i.e., resulting online orders. This dynamic strategy means that Papa John’s would no longer be paying top-dollar for non-performing terms and could quickly add new terms.
First, search team focused on managing keyword bids in relation to individual keyword performance. After reviewing Papa John’s keyword portfolio, the team developed additional keywords and fresh creatives to capture opportunities that had been overlooked. As the campaign launched, the team was able to continually evaluate the performance of every term and adjust bids accordingly – removing keywords that weren’t generating sales and focusing bid dollars on the best performers.
As a result, their campaign efforts immediately improved Papa John’s search performance and ROI. In fact, from March to May, they decreased the number of search impressions by 38% while increasing the number of online orders by 61%. In those three months alone, the new search marketing strategy generated millions in online sales their previous vendor had been letting fall through the cracks.

My opinion
As, a new form of marketing communication, internet allows marketers not only build awareness of their product but also persuades and forces target consumers to make action or order products and service through well designed blogs. For company, to determine which media best reach target consumers and how much it will cost is a vital. In the case study of Papa John`s , as a online ordering company, marketing team has revealed their disadvantage successfully while set most proper key words to differ from competitors through collaboration with professional advertising network “advertising.com"
Furthermore, character of the blog must be create customer value (product excellence, operational excellence, customer excellence) even though it`s appear on the first line of search. Whereas poor blogs could lead to backlash, damage customer relationship decrease customer trust, consumer loyalty and even profit.
Reference:
http://www.advertising.com/