We looked at other providers and agencies but none had the level of expertise and focus of Covario. And no other firm had a solution [Covario Paid Search Insight] that could provide us with the insights that are now driving our global search program efforts.”

— Kristen Kaefer, Sr. Manager of eMarketing, NetApp

RESULTS that matter

“The results Lenovo has seen in its Yahoo! search marketing campaigns alone have been impressive, but to see an increase in these results through combined media messaging has really been exciting.”

— Gary Milner
Global Director of Search
Lenovo

Quantifiable results and increased online marketing ROI for some of the world's most recognized brands

Customer Profile: Procter & Gamble

P&G Uses Search to Find the Right Customers

Summary
What comes up on a search engine's results page when customers are looking for a generic product like toothpaste, coffee, or dog food? Until recently, not a corresponding Procter & Gamble brand. The company has more than 600 U.S. Web sites devoted to its various products, but they were hard to find, didn't contain the information consumers were looking for, and had no centralized system for designing their content and tracking their effectiveness. P&G worked with Covario, an interactive marketing analytics company, to track how successfully the content of its brands' Web pages were driving the right traffic to their sites. Initially, Randy Peterson [search marketing innovation manager] says, he wanted to improve the search engine rankings so his brands would be included on the first page of results for their chosen keywords, see increased visitors to P&G brand pages via search, and find out what customers were searching for that would be relevant to the pages he manages. Today Peterson and his team examine everything from the keywords on a home page, to what pages outside links point to and how reliable they are, to how the tagging of images and other rich content affects how search engines rank the sites.

Customer Profile: iVillage

Media Company Arbitrages Eyeballs

Summary
This Covario customer is a recognized online media company owned by a Fortune 500 conglomerate. Their online presence encompasses millions of pages of content, and has hundreds of millions of page views monthly. "Value" analysis enables the firm to generate dollar margin from keyword purchases, a far more sophisticated approach than simply counting clicks.

Customer Profile: NetApp

Covario Paid Search Insight Increases Quality of Leads for NetApp

Summary
NetApp, a world leader in unified storage solutions for today’s data-intensive enterprises, identified a need in the third quarter of 2005 to establish more presence in the online marketing media. With only a few search marketing campaigns running at the time, and limited visibility into the performance of each campaign, NetApp chose Covario to help increase not only the number of leads generated by their campaigns but also the quality of leads as well.

Customer Profile: Lenovo

Leveraging Display Advertising to Increase Results of Paid Search Advertising

Summary
Lenovo has been running paid search campaigns on Yahoo! to drive direct ecommerce sales in the US, Canada and Australia as well as lead referrals to channel partners around the world. In addition, for selected campaigns, the company has been running a series of display advertisements on the Yahoo! ad network. During August and September of 2007, Lenovo conducted a test to get a sense of the impact of the display channel on its paid search programs. While Lenovo measures search marketing success in many ways, for the purposes of this test, they looked at direct unit sales on the US site. The results were very interesting.