Clickable Product Used: The Clickable Pro Tool
Industry: Pool Supply Retailer
Problem Solved:
Pool Supply Retailer Leisure Living provides their customers with everything from floats and filters to full installations. They generate a significant portion of their revenue online, especially through search engine marketing (SEM). Gamal Jamil, Leisure Living's Web Marketing Manager, shares how The Clickable Pro Tool has helped him manage campaigns across search networks without duplicating effort. Clickable's ActEngine also provides him with valuable recommendations—optimized to his business goals and generated using the consistent data collected by Clickable Conversion Tracking.
The Business
Leisure Living is a Pool Supply Retailer that sells everything
from floats and filters for a few dollars to full scale pool
installations that run into the thousands. The company has a robust
catalog business, but over two-thirds of their revenue is generated
online. The biggest component of that online effort are their
search engine marketing campaigns, led by Leisure Living Web
Marketing Manager Gamal Jamil.
Redundant Management Across Networks
Leisure Living has a very comprehensive online presence. It
includes a fully featured e-Commerce site, eBay auctions, and
search marketing campaigns across all major networks, including
Google AdWords and the Yahoo!-Microsoft SearchAlliance. Gamal
spends nearly half his day managing these SEM accounts, and would
spend eight hours if he could. A lot of that time used to be spent
performing the same tasks in different interfaces. The various
search network interfaces aren't hard to learn, Gamal said, but
it's time consuming to always be forced to do things in slightly
different ways. "It's not the same sequence to accomplish the same
tasks," and that takes time. Doing things within Clickable helps
reduce that time. "I've created campaigns in there, and it's a
breeze."
The Perils of Complex Tools
Gamal is an experienced search marketer. He's led search marketing
efforts for over 5 years, and he's been at Leisure Living for 3 of
those. In those years, he's tried a variety of tools. Some of these
are common applications like Google Analytics and Google Trends,
and he also updates a variety of Excel spreadsheets on a weekly
basis. Gamal likes using these applications and spreadsheets to
complement his work within The Pro Tool, but other tools didn't
give him what he wanted.
Most of the time, the problem wasn't that the tools did too
little: "A lot of tools are intriguing because of all the features
they have, but it's usually too much. I would have to spend more
time getting everything to work within them." With the time he
spends on SEM being high enough already, he wasn't going to use
anything that made his life more complicated. He needed
sophisticated tools, but he also needed simplicity. He found it in
The Clickable Pro Tool. "Clickable is simple. The first thing I do
when I log in is go to the ActEngine and skim the recommendations,
find things I might overlook if I did it manually. It's really easy
to use."
Consistent Conversion Tracking
Because he was promoting his business on multiple networks, one of
the major problems that Gamal ran into was his inability to
consistently track performance. "Through Google we're tracking cost
and revenue, but with Yahoo and Microsoft, revenue isn't coming in.
You can't have solid recommendations without having both of those
figures, and tracking." The solution to Gamal's problem was
Clickable Conversion Tracking, which allows him to consistently
track performance across multiple networks, including valuable
conversion data from Yahoo and Microsoft that he wasn't getting
otherwise. Best yet, he can do it with a single snippet of code,
rather than needing to manage code for each search network. Gamal's
opinion of Clickable Conversion Tracking is positive and direct:
"The tracking code is an excellent, excellent thing."
Constant Innovation
Clickable Conversion Tracking wasn't the only new feature that
Gamal encountered when using the product. "You guys roll out new
features all the time, which is excellent. I love it." When he has
suggestions for fixes and improvements, he takes them to Account
Executive Patrick Duffy. "Patrick's been great with me. If I ever
have any questions or any trouble or anything, I call him and he
fixes it." Patrick also takes Gamal's suggestions to our product
team, so that all of our clients can benefit from his insights.
"You definitely hear what I have to say, which is great." We're
looking forward to hearing more.