Worked with a parent company (HQ office in Japan) to assist global SEM
Selected English keywords to attract visitors from all over the world.
Tried to
attract visitors to the global website through English keyword ads
Omron is a popular consumer brand
of health equipment, but B2B products, including control equipment, account for
the largest percentage of their sales. Their B2B division, Industrial
Automation Business Company (IAB), now has branches in 60 countries and more
than 40 websites. In April 2007, Omron IAB established a global website.
Although IAB sales of control
equipment and factory automation (FA) systems are among the largest in the world, their brand recognition
was not very strong in some regions. A global website was required to convey
the brand image of Omron IAB to the world, increasing brand recognition.
To achieve this, the first step
was attracting visitors to the global website. Although Omron had experience
and know-how in search engine optimization (SEO) and keyword ads on their domestic websites, different approaches
were required for the global website where they need to communicate in English
with overseas visitors. Looking for a partner with experience and know-how in
global marketing, Omron decided to rely on us, transcosmos, inc.
Created an ad-placing process on major US portals for a client in Japan
Responding to the request from
Omron, transcosmos America(TCA) created a process for placing keyword ads in Yahoo and Google. We
also selected appropriate English keywords, wrote advertisement copy, and
registered the website with directory websites. Omron IAB's global keyword ad
campaign was launched in August 2007.
Selecting appropriate keywords for
the overseas B2B market was a challenging task. English copywriting with a
minimum number of words differs greatly from copywriting in Japanese. After
Omron, transcosmos, and TCA reviewed keywords and copy together, visitors to
the global website increased daily.
Succeeded in attracting visitors from
over 150 countries
The initial purpose of the
campaign, to increase brand recognition of Omron IAB overseas, was achieved.
Both page views and unique visitors increased steadily, the number of unique
visitors quadrupling within six months after the campaign launch. Visitors
accessed the website from over 150 countries, some without IAB branches. We
succeeded in establishing global communication.
For the future, we need to analyze
keywords and access patterns, polish the contents, and verify the increase in
brand recognition. We are also planning to work to attract more potential
customers to the website, placing banner ads on industry-related websites.
In addition to placing keyword ads
and banner ads, transcosmos also assists Omron in selecting more appropriate
keywords and optimizing the landing pages. Together with Omron, we are working
hard to strengthen the IAB global website.
Client Advantages
1. Attracted global visitors through English keyword ads.
2. Worked together with our American group company to create an ad-placing
system and select appropriate keywords.
3. Succeeded in attracting visitors from over 150 countries, as well as
quadrupling page views and unique visitors.
Client Reviews
We have finally found the right partner with global
operations.
At Omron, this was our first
overseas search engine
marketing (SEM)
project. We were looking for a partner with global experience. In addition to
know-how for placing ads, transcosmos offered us valuable advice that
considered all Internet marketing. We are glad that we found the right partner
with global operations.
In a sense, keyword ads listen to
customers¡Ç unspoken actions. Establishing a plan-do-check-action (PDCA) cycle, where customers are heard, their
words and actions examined, and reflected in the contents, is our major
challenge for the future. We hope to deepen our partner relationship with
transcosmos further, working together to meet this challenge.
Client Profile
Satoru Terasaka
Manager
OMRON Corporation
Industrial Automation Company
Process Innovation Group, Contents Center
Global Service Center
Kei Date
Assistant Manager
OMRON Corporation
Industrial Automation Company
Process Innovation Group, Contents Center
Global Service Center
