{"id":1038,"date":"2007-02-01T13:10:40","date_gmt":"2007-02-01T11:10:40","guid":{"rendered":"https:\/\/roodlicht.com\/search-engine-marketing-congres-dl-2-live.htm"},"modified":"2007-02-01T13:10:40","modified_gmt":"2007-02-01T11:10:40","slug":"search-engine-marketing-congres-dl-2-live","status":"publish","type":"post","link":"https:\/\/roodlicht.com\/en\/search-engine-marketing-congres-dl-2-live\/1038","title":{"rendered":"Search Engine Marketing Congres dl. 2 (live)"},"content":{"rendered":"

Een centraal onderdeel van het Search Engine Marketing Congres is de Search Engine Award 2006. Er zijn drie genomineerden. De eerste case is die van Huis & Hypotheek.<\/p>\n

H&H is een franchiseformule. Ze hebben 90 vestigingen in Nederland. Trends in de hypotheek markt: 500k hypotheken per jaar, homogeen aanbod, minder dan 50% orienteert zich via internet, 10% overweegt daadwerkelijk online een hypotheek af te sluiten. H&H heeft als 3e keten van Nederland een marktaandeel van 2%.<\/p>\n

Reden voor H&H om SEM in te zetten was om beter vindbaar te zijn met generieke trefwoorden en de website meer in te richten op leadgeneratie. De SEM partner van H&H, TrafficBuilders, geeft als kenmerken voor SEM: structurele aanpak (niet adhoc), rol als projectaanjager, focus op conversie, met beperkt budget.<\/p>\n

De eerste stap was het opnieuw opzetten van de site. Attractiever, meer tools en rekenmodules. Als strategie werd vooralsnog gekozen voor SEA, in 130 advertentiegroepen met niche trefwoorden. Daarnaast veel variatie in campagne teksten. CTR lag op bijna 11%. Kosten per klik lager dan 1,30.<\/p>\n

Als gekeken wordt naar optimalisatie, dan heeft de partner het ontwikkelbureau aangestuurd tijdens de ontwikkeling van de site. Focus lag op 40 generieke trefwoorden, en circa 180 specifieke combinaties. Om conversie te meten werd het EyeTracking mechanisme ingezet als tool in combinatie met Google Analytics.<\/p>\n

Resultaten: sterke stijging van bezoekers. Meeste groei afkomstig uit advertising. Optimalisatie heeft daar minder in bijgedragen. Daarnaast verdubbeling van het aantal offferte aanvragen en een verlaging van de kosten van een online offerte aanvraag.<\/p>\n","protected":false},"excerpt":{"rendered":"

Een centraal onderdeel van het Search Engine Marketing Congres is de Search Engine Award 2006. Er zijn drie genomineerden. De eerste case is die van Huis & Hypotheek.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[85,300,320],"class_list":["post-1038","post","type-post","status-publish","format-standard","hentry","category-google","tag-advertising","tag-nationaal","tag-optimalisatie","category-8","description-off"],"yoast_head":"\nSearch Engine Marketing Congres dl. 2 (live) - ROODlicht Consultancy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/roodlicht.com\/en\/search-engine-marketing-congres-dl-2-live\/1038\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ric van Westhreenen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/search-engine-marketing-congres-dl-2-live\\\/1038#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/search-engine-marketing-congres-dl-2-live\\\/1038\"},\"author\":{\"name\":\"Ric van Westhreenen\",\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en#\\\/schema\\\/person\\\/cda13b6bfaa3464e24912d851555335c\"},\"headline\":\"Search Engine Marketing Congres dl. 2 (live)\",\"datePublished\":\"2007-02-01T11:10:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/search-engine-marketing-congres-dl-2-live\\\/1038\"},\"wordCount\":249,\"commentCount\":0,\"keywords\":[\"Advertising\",\"Nationaal\",\"Optimalisatie\"],\"articleSection\":[\"Google\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/roodlicht.com\\\/en\\\/search-engine-marketing-congres-dl-2-live\\\/1038#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/search-engine-marketing-congres-dl-2-live\\\/1038\",\"url\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/search-engine-marketing-congres-dl-2-live\\\/1038\",\"name\":\"Search Engine Marketing Congres dl. 2 (live) - 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