首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
For 20 years, Trevor Rowley has worked as an optician in York. Less than five years ago, he put into motion a long-standing idea
For 20 years, Trevor Rowley has worked as an optician in York. Less than five years ago, he put into motion a long-standing idea
admin
2011-01-10
33
问题
For 20 years, Trevor Rowley has worked as an optician in York. Less than five years ago, he put into motion a long-standing idea to build a mail-order contact lens business. "It should be easy to order lenses and supplies," says Rowley. "People should not have to contend with an errand they could easily do from home." He began offering his services through a catalogue and a free phone number, and gained a good deal of notice and sales. Two years ago, Rowley began Google keyword-search advertising. The result of steady growth and persistent vision, Postoptics today claims 80% of the mail order and online contact lens business in the UK.
Rowley has been recognized as a "Future Entrepreneur of the Year" for his efforts. Even better, he has grown his business by giving excellent service. One way Postoptics achieves this is by providing customers easy access to their orders and to staff. "We like to communicate with customers any way they choose—online, on the phone, or by post," Rowley says.
Approach
Rowley was not one to rush into online advertising simply because others were. "We have invested a lot of time studying back-end systems to learn which ones provide the most data on our sales," says Rowley. He appreciated that Google is used as a tool by what he calls "Internet savvy" people "who know what they are looking for." And since Google AdWords is built upon the search queries those users made, it has proved to be a good fit for Postoptics. "The goal of online ads should not be about the amount of traffic they create," he says, "but about knowing who is buying, and the amount of each sale. When you study that over time, you know your return on investment as well as quite a bit about your customers."
Results
"Google gives us 35% of our traffic and 58% of our orders," Rowley says. And given Postoptics’ interest in scrutinizing traffic and purchase patterns, he notes that "day in, day out, month in, month out, Google consistently produces 10% or 15% higher value per order—that much more revenue per sale. It’s so cost-effective to pay per click for Google customers, because we know the quality of leads is very high."
Now that Google advertising is a key part of Postoptics’ marketing strategy, Rowley says, "We’ve pretty much abandoned offline advertising. We don’t get a good return from running in the Sunday papers. We find that working a combination of Google advertising and direct mail gives us the customer base we need and the most accurate way to calculate in advance pounds per sale. We’re quite ruthless about it."
By his own admission, Rowley is a cautious entrepreneur. He takes a leap, but only after understanding the variables and the risks. As far as Postoptics goes, he says, "Google has been very, very good—and I don’t praise things lightly."
About Google Advertising
Google AdWordsTM is the world’s largest search advertising programme, currently used by more than 100,000 businesses to gain new customers cost-effectively. AdWords uses keywords to precisely target ad delivery to web users seeking information about a particular product or service. The programme is based on cost-per-click (CPC) pricing, so advertisers only pay when an ad is clicked on. Advertisers can take advantage of an extremely broad distribution network, and choose the level of support and spending appropriate for their business.
Why is it cost-effective for Google customers to pay per click?
选项
A、Because Google pays much more revenue per sale.
B、Because Internet-savvy people know what they’re looking for.
C、Because Google AdWords uses keywords in a precise manner.
D、Because the quality of the information provided is very high.
答案
D
解析
转载请注明原文地址:https://kaotiyun.com/show/CmcO777K
本试题收录于:
NAETI中级口译笔试题库外语翻译证书(NAETI)分类
0
NAETI中级口译笔试
外语翻译证书(NAETI)
相关试题推荐
Theyintendtoremovethe______rulesandregulationsthatarediscouragingforeigninvestmentintheircountry.
Hotelsandrestaurantsarean______partofthecity,withoutwhichthetouristindustrycouldnotexist.
An"epigram"isusuallydescriedasabrightorwittythoughtthatisterselyandingeniouslyexpressed.
AsanEnglishmajorstudent,IthinkbusinessEnglishismorepracticalthanotherfields.
Althoughmanymodificationshavebeenmadeinit,thegameknownintheUnitedStatesasfootballcanbetraceddirectlytothe
Thepresidentlikesjoking,butaboutveryseriouspoliticalmattershebecomesseriousenough.
LifeandtheWorldLifeandtheworld,orwhateverwecallthatwhichweareandfeel,isanastonishingthing.Themistoff
Scienceandtechnologyisamongthefactorsthathavetakenthehumancivilizationtothelevelitenjoystoday.Everymilestone
当前,亚欧两地区都处于蓬勃发展的阶段。亚洲是世界上最具经济活力的地区,资源丰富,市场广阔,区域合作方兴未艾。欧盟是世界上最大的发达经济体,资本充裕,科技先进,一体化程度高。两地区政治上共识很多,经济上优势互补,文化上各具特色,为开展更广泛和具有实质性的对话
中国的改革开放已经走过了26个年头。26年来,中国发生了翻天覆地的变化。中国经济持续快速增长,国内生产总值从不到1500亿美元增长到1.65万亿美元。进出口总额从206亿美元增长到1.15万亿美元。中国经济在世界经济总量中的比重从1%左右提高到
随机试题
流行病学的研究可分为
胃大部切除术后并发症中,不宜再次进行手术治疗的是
G化工公司主要生产、销售对二甲苯、邻二甲苯、苯、液化石油气及相关石化产品,总投资约138亿元,共16套装置,年产对二甲苯80×104t。2016年4月6日18时56分,G公司二甲苯装置在停产检修后开车时,加热炉区域发生爆炸着火,同时导致该装置西侧
“会计电算化”一词始于()。
商业银行应当对客户风险承受能力进行评估,确定客户风险承受能力评级,由低到高至少包括()级,并可根据实际情况进一步细分。
甲欲装修其房屋,与乙装修公司签订装修合同,双方约定,甲应于5月1日前负责腾出房屋,但5月1日甲未腾出房屋,则乙可以()。
依法行政对公安机关的基本要求包括()。
你能想象一只绿色老鼠的样子吗?科学家最近通过基因变化技术使老鼠长出了绿色的毛,试验的成功让科学家们相信,将相关基因移植入毛囊可以改变毛发的颜色,这意味着对毛囊进行基因变体疗法可能大有作为。 抗癌公司是美国加州圣迭戈的一家生物技术公司,这里的科学家将一种
下列句子中存在转折关系的是:
(对外经贸2013)假定流动补偿理论解释利率期限结构是合理的,已知下列条件:未来5年内的一年期利率分别是:5%,6%,7%,7%,7%未来1至5年的流动补偿率分别是:0,0.25%,0.5%,0.75%,1%画出收益曲线(YieldCruve)图
最新回复
(
0
)