It's a matter of logical thinking

[arzina221]

Don't just think about the obvious search terms: if you sell bicycles, for example, you also use search terms such as 'Scooter' and 'Vespa'. Ad texts must of course also match. Think about terms such as 'No driving license required', 'No helmet, always tailwind.'


It is, according to Jeroen, a matter of logically thinking about the pre-conversion phase keywords and then testing the hypothesis. “It doesn’t have to cost much to test that. The crux is in coming up with relevant keywords and that remains just common sense.”

What UPC also does is run loyalty and customer service campaigns. Keywords such as 'UPC complaint' and 'set-top box problems' can trigger ads that refer to the helpdesk or online customer service. Even search terms such as 'internet malfunction', if there is a major malfunction at some point, can be put live. "A great example of quick switching, hence the aforementioned in-sourcing of operational SEA work. That simply switches faster than via an agency."

Jeroen: “UPC’s coverage area and the link with norway phone data advertising remains a challenge. Existing tools for local targeting are improving, but are not yet good enough, so targeting is mainly done via keywords with place names and less on IP.”

Search Engine Optimization (SEO)
According to Google, UPC is an authority and therefore the website is punished severely for changes, but also rewarded quickly. Jeroen: “SEO is embedded in the organization, and we hire consultancy and training when necessary. In addition, experiments are carried out regularly. SEO results are closely monitored to further optimize SEA campaigns and vice versa. Keyword data linked to the service objectives in particular provide input for campaign fine-tuning and expansion.

Special SEO pages have been created, where technical terms such as DVB-C are explained. Not a keyword that the average consumer searches for, but extremely relevant for the UPC product. But also think of terms such as 'telephony versus calling'. Where we were not found in the beginning, we have adjusted in our product names. Not thought up by marketing, but searched for and found by our customers via SEM.”

Do you have a question for the DDMA Search Committee? Ask it via the Search Marketing Help Desk .