The original focus was on Logitech’s award-winning cordless products, specifically mice and keyboards. There were television and print ads focused on these products, and the expectation was that people would see the ads, and then turn to the internet for more information about the products. The challenge was that Logitech products weren’t currently appearing at the top of the organic search results, due to their dynamic (database-driven) web content.
This situation required a three-pronged approach:
- Be sure to have immediate search engine coverage for products and
general keywords associated with the advertising campaign. Someone searching for “cordless mouse,” for example, would need to find Logitech’s cordless mouse easily. The answer here was to quickly implement a paid search program across the major engines, to ensure rapid coverage and placement.
- For the medium-term, Logitech also incorporated a trusted feed
program to ensure placement in certain search engines and regular refreshing of the feed.
- In the longer view, Logitech also needed to optimize its site to
improve its organic search rankings. MarketSmart worked with Logitech to make certain changes to key content areas on its site to encourage organic coverage.
This combination of approaches ensured that Logitech products could be found immediately by users searching for their products. Logitech was also aware that an optimal use of the marketing budget would be to focus on implementing some web site changes to encourage organic placement. The end result is that Logitech now has critical first page placement for its most important keywords for both sponsored/paid search and organic search. |
