4-page Case Study - Posted 1/14/2008
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Microsoft Online Customer Story: Intel
I don’t like to play hide-and-seek.
Regardless of its size, scope, or specialty, every company needs to be easily and conveniently located by its customers. In a world where online shopping is the norm, having to click around poorly arranged Web pages as if they were a disorganized department store isn’t good for business—or for customers. If you’re in charge of marketing for an Internet-based business, how do you let your customers know where you are?
Intel is a world leader in silicon innovation. The company develops technologies, products, and initiatives to continually advance and improve how people around the globe live and work. As a complex global business, Intel often must face the question of how to best manage and measure its search marketing efforts across multiple business units and product lines—and how to best serve its customers in the process.
Intel is not alone in its challenges. For all companies, search engine marketing (SEM) is a crucial tool that helps them know exactly what’s most important to their customers and makes the business easy to find. But not having a clear view of the revenue source that can be tied to SEM costs makes it difficult to measure what value the campaign actually delivers to a company. That in turn makes it difficult to justify the appropriate levels of search-related marketing that make a company’s services, products and solutions more easily identifiable to customers. The bottom line? Being able to identify and track meaningful conversion events that occur on the site after an ad has been clicked is critical to measuring the success of a business-to-business campaign—and to continuing to deliver a superior customer experience. For that reason, Intel turned to Microsoft® adCenter and Paid Insight, a solution offered by SEMDirector™ for results that can be measured.
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Microsoft adCenter has proven to be a strong partner, and Paid Insight has allowed us to maximize our value from Microsoft adCenter. |
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Corey Carrillo
Project Manager of Search Media, Intel |
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SEMDirector’s Paid Insight offers Intel a way to better serve its customers by providing data that proves which campaigns are most valuable—and which are not. It gives Intel the ability to measure conversions as well as “success events”—on-site activity that has attributed an appropriate value—and tie them back to keyword and campaign performance. When tied to campaigns that are run across multiple search engines, the Paid Insight product provides total visibility into not only which keywords and campaigns are providing an acceptable search engine return, but also in the quality of visitors led to the site, defined as page views.
“SEMDirector’s Paid Insight solution is an innovative way for us to attribute value to our search marketing partners and manage campaigns much more efficiently,” says Corey Carrillo, Intel’s Project Manager of Search Media. “Microsoft’s adCenter has proven to be a strong partner, and Paid Insight has allowed us to maximize our value from Microsoft adCenter.”
“As a very large B2B advertiser, Intel places unique demands on its marketing enterprise,” says Craig Macdonald, Vice President of Marketing, Alliances and Product Management with SEMDirector. “Our Marketing Action Platform provides actionable insights that allow Intel to appropriately allocate budget to Microsoft adCenter where it has achieved strong results at a more attractive cost-per-click.”
By working with SEMDirector’s Paid Insight solution, Intel has achieved a 35 percent improvement in click-through rates and, at the same time, a 28 percent decrease in its cost-per-click on Microsoft adCenter. And perhaps most important, the partnership with SEMDirector and Microsoft adCenter has made it easier for Intel’s customers to find what they’re looking for quickly.
For more information, go to http://www.microsoft.com/.
