EI
MDMK09


Borislav
Kiprin


SEM Relevancy in Saneco’s Marketing Plan

Search Engine Marketing - Session 6
Assignment

Course Lecturer: Thomas Medrina

515 Xujiahui Rd, 14-2303

Shanghai, China
Phone: +86 13801713361
E-Mail: bkiprin.mdmk2010@alumno.ie.edu
Web: www.borislavkiprin.com
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 Borislav
Kiprin


Background
Saneco Corporation Ltd. is an Import/Export company that supplies customers with outsourcing solutions mainly
for the construction, electronics and soft toy products. The main channel for product representation is the
company’s corporate website – www.sanecocorp.com.

At the end of year 2007 the company has completed its new factory set for a construction framework element
called H20 Beam. The H20 Beam is a part of the framework system that ensures the correct concrete pouring
and shape. This was the final element that was missing from the offer of formwork and framework solutions that
Saneco was aiming at. As soon as the line was set and initial product line testing was on the go, the
management has decided to come up with a marketing strategy for introducing the H20 Beam in the
European, Middle East and the Americas. Naturally, the strategy was to be implemented as soon as our partner
in Bulgaria confirmed the quality as per the results shown during the “real life” testing period in a few
construction sites.

A major thing to remember in this case is that both the GM and the Sales & Marketing Director had a minimum
knowledge of SEM campaigning and virtually very little experience. And this case is described as how it was
rather than how it should be. Unfortunately, I have left the company and the files with the numbers stayed
there. I have no other choice but to approach this report from a very general aspect.

Make or buy? In-sourced or outsourced?

Since Saneco Corporation Ltd. is a small company with 11 people (worldwide base reps not included), sitting in
the office and another 14 workers in the factory the question about buying or outsourcing the marketing was
never really present. On the other hand the company also didn’t have the financial means or the staff resource
to be going with traditional media advertisement. It was a natural choice to focus on the website SEO and then
put our available resources in the following marketing solutions:

 Website SEO – This task was to be outsourced to a third party web developer in India as well as worked on
in-house by the Sales & Marketing Director. This process included revamp of the whole site (Design &
Structure wise), creation of valuable copyright, keywording, and HTML tagging and inbound linkage.

 SEM campaign on Google Adwords – In-house job that was taken care of mainly by the GM with the close
help of the Sales & Marketing Director.

 B2B Search Engine profile submission – In-house job for which the responsible ones were the Sales team
under the Leadership of the Sales & Marketing Director. The profile submission and product description
included both free listing as well as paid ones. Please look at the Examples chapter for more information on
chosen B2B search engines!

SEM objectives
 Higher organic results page rank

 Listing of the paid ad on the first page when the user searches for the chosen keywords

 Driving traffic and potential customers to the website

 Creating awareness for high-quality H20 Beam supply from China

SEM’s relevancy in the Saneco’ Marketing Plan – SEM Session 6 Individual Assignment
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 Borislav
Kiprin


 And of course generation Sales, Sales and again Sales

Examples

H20
Beam
 I‐beam

We were relying mainly on
Wooden
Beam
 Wooden
I‐beam
 exact match and for the H20
Beam, H-Beam and I-beam on
H‐beam
 Wooden
H‐beam
 a broad match.
Construction

Girder

wooden
beam

Framework
H20
 Framework
H‐beam

Beam




Example of some of the B2B

Alibaba.com 
 search engines chosen. In total
we managed to get
Europages.com
 Tradekey.com

subscription and listing in over
Kellysearch.com
 Madeinchina.com
 70 engines, specialized portals
and associations.
Marketeo.com
 Mfgtrade.com

Kompass.com
 Globalsourcess.com




Campaign Set Up

Campaign
Set
Up
Factor
Focus


Competitors'
 Geographical

Keyword
 Landing
page

behavior
 Copy
creation
 appeariance
 Budget

selection
 optimization

analysis
 selection


 We have recognized Doka GmbH, Peri GmbH as our main competitors among many suppliers.
We have analyzed their websites and in particular the H20 Beam product page.

 The team has amassed a list of 10 keywords in English that we were to bid for. They were
naturally evaluated with the tool in Google Adwords concerning average bid price.

 There were two main copies created linked to the Framework & Formwork Solution page and
another one linked to the H20 Beam product page.

 Made sure the keywording in the page was also used in the ad copy for relevance reasons.

 Focusing mainly on EU & Eastern Europe. Middle East, The Americas, South Africa & Australia.

 The budget was sat at 1500 USD per month for the initial rollout of the campaign.

SEM’s relevancy in the Saneco’ Marketing Plan – SEM Session 6 Individual Assignment
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 Borislav
Kiprin


What happened?
The campaign was initially released at the beginning of year 2008.:

 Generated serious number of impressions – With the spreadsheet generated from the Google Adwords
account we were able to analyze the where, how much and what. It gave us a lot of ground to work on
since it seems that the European region so far was the one that was looking on regular basis for H20 Beams.
Particular note should be made here that the major searchers were coming for Spain and Eastern Europe.
We even contemplated designing a local language based campaign on a later stage.

 Relatively good CTR – I cannot remember the exact number, but it was good. Actually, very good. There
were few countries that were standing out in terms of CTR – Poland, Kazakhstan, Spain, Mexico, Brazil and
Romania.

 Zero Sales – Here comes the interesting part. Good number of impressions, good CTR and no sales. One
cannot help but feel that something went wrong somewhere along the way. And the question was what.
Was the fact that our online presentation was not good enough? Was it a Trust & Safety issue? Or was it the
global economic crisis that hit the construction industry the most?

Now, that I look back there many things that could be optimized or done differently. But my point is that I
would never know in this particular case and SEM should not be thought only in the good preparation,
implementation and analysis, but also our response – I.e. action plan.

SEM’s relevancy in the Saneco’ Marketing Plan – SEM Session 6 Individual Assignment