Case Study – blinkBox
blinkBox.com, the leader in the UK online social video rental market, is a London based company that lets users customize video clips by adding pre-roll text to any section of their favorite movie, TV show or viral video. It has contracts with both large production houses as well as many independent one’s to bring you a heavily populated video library.
Background
The blinkBox website provides movies and videos on-line for rent and for sale via downloads. In addition to earning money via online video rentals and sales, blinkBox’s business model is to leverage their site traffic into advertising revenue. Both streams of revenue are important to blinkBox which was problematic for blinkBox when they began Search Engine Marketing (SEM) as the search engine systems were not designed to accommodate both goals simultaneously. These conflicting goals of downloads/rentals vs. traffic driven advertising caused problems that blinkBox alone was not able to handle.
blinkBox turned to Kenshoo in order to optimize their existing SEM campaigns and increase their ROI.
Objectives
Kenshoo and blinkBox defined four different goals for their campaigns:
1. Restructure the campaigns in order to increase Quality Score.
2. Lower the average Cost per Click (CPC)
3. Attract more users to the site (Increase volume).
4. Improve the quality of traffic as measured by page views per visitor.
Kenshoo activities on the blinkBox Campaign
Kenshoo utilized KENSHOO Search and the Quality Management™ approach in order to restructure blinkBox existing campaigns and to build new ones. Kenshoo created different campaigns for the search network and the content network.
New campaigns were created with focused adgroups based on genre or subject with relevant keywords, ads and deep link landing pages. KENSHOO Search enabled Kenshoo’s campaign managers to build this complex project in a short period of time. The automatic crawlers matched product keywords with the most relevant deep links on blinkBox.com. This approach resulted in high Quality Score, low CPC and achieved blinkBox’s ongoing SEM goals.
After the initial organizational and building phase, Kenshoo’s account managers used KENSHOO Search tools and automations like Advance Search and Bid Management to optimize the live campaigns. These continual processes not only help to meet blinkBox’s SEM goals but also to exceed them.
Tools Used By Kenshoo
- The KENSHOO Search Crawler: The crawler indexes every page in the website, indentifies the important keywords for a page and then matches them up so that every user click is directed to the most appropriate page. The crawlers enhance user experience and bring them to the exact pages that they seek.
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KENSHOO Search Tracking System: Enabled blinkBox to track the real search terms entered by users in the search engines. The tracking system also identified user data like page views and conversion to best allocate funds to the keyword that bring the most value.
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KENSHOO Search Reports: blinkBox used KENSHOO Search's comprehensive reports to track valuable data like clicks, conversions and revenue. In addition, reports can be created to track optimal days or times to run campaigns, best performing keywords or ad texts and countless other performance indicators.
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KENSHOO Search Bid Management: After tracking initial results, KENSHOO Search's automated bid policies were applied to blinkBox. These automated features were set to achieve many goals including maximizing revenue, optimizing for position appearance, improving ROI along with others to suit many needs.
Comparative Results
Below are the results blinkBox achieved while using KENSHOO Search:
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Average Cost Per Click (CPC): reduced by 50%.
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Average clicks/day: Not only did the average CPC drop but the amount of traffic increased KENSHOO Search achieved clicks/day rate which was 290% higher than previous rates, bring almost 3 times more traffic.
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Page/view rate: One of the key goals of the blinkBox campaign was to maintain the quality of traffic as measured by page views/visitor.
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Average time on the website: Another way to measure the exposure of the website is the average time that the user spends on the website.
GRAPH 1: Number of visitors to blinkBox.com before and after the implementation of KENSHOO SEARCH.
GRAPH 2: KENSHOO Search lowered the Average CPC by 50% making the campaigns more effective.
Conclusion
The partnership between blinkBox and Kenshoo was typical of the success that KENSHOO Search has provided for its clients. All of the goals set by blinkBox were met or exceeded, Kenshoo removed the hurdles for blinkBox to help them effectively and efficiently use Search Engine Marketing to advance their business.
“We have been really pleased with the results we have seen since working with Kenshoo. In a short amount of time they have achieved our goals. We look forward to expanding and further optimising our account with KENSHOO Search.” - Alice Gaffney, Marketing Manager of blinkBox
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