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The Neiman Marcus Group, a well-known luxury retailer with both a strong brick & mortar and online presence, is one of several prestige brands that are within the iProspect client umbrella. The Neiman Marcus Group brands include Neiman Marcus, Bergdorf Goodman, Horchow, CUSP, and more. Beginning in late 2009, Neiman Marcus Direct launched a mobile campaign in addition to their paid search efforts.

Challenge:

Neiman Marcus Direct wanted to test the viability of mobile advertising charging us to launch a well-researched and tailored mobile campaign, setting a strong foundation for future growth.


Results:

Mobile CTR higher than search/desktop CTR
  • Mobile AOV higher than search/desktop AOV
  • Mobile CPC lower than search/desktop CPC
  • ROI consistent with search/desktop ROI
  • Set foundation for expansion into other match-types and engines for future growth

Strategy:

  • Leverage understanding of the search engines, industry knowledge and insight into the Neiman Marcus brand to develop a customized, fl exible and scalable test program based on the success of the paid search campaign
  • To ensure accurate click-through-rate comparisons and consistent brand messaging, used identical creative messaging to that of desktop-targeted search campaigns
  • Campaigns and keywords proven to produce high volume/revenue potential were targeted plus high-cost terms with a perceived lower CPC in mobile
  • Daily performance tests optimized cost-per-clicks, cost & volume