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
69
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
Seekingtobuildsupportamongblackfamiliesforitseducationreformlaw,theBushadministrationpaidaprominentblackpundi
Someconsumerresearchersdistinguish【C1】______"rational"motivesand"emotional"(or"non-rational"motives.Theyusetheterm
Someconsumerresearchersdistinguish【C1】______"rational"motivesand"emotional"(or"non-rational"motives.Theyusetheterm
Shouldwecareifover150knownspeciesofanimalshave【C1】______fromtheearthinthelastfiftyyears?Shouldwebeconcerned
Shouldwecareifover150knownspeciesofanimalshave【C1】______fromtheearthinthelastfiftyyears?Shouldwebeconcerned
Somepeoplewishtoamendthelawsothatchildrenmuststayatschooluntiltheyare16.
地球大气层正在转暖,这种迹象日趋明显,这向人们提出了一个重大问题,即地球变暖在多大程度上应归咎于人类活动,又在多大程度上是自然原因造成的?气候变化科学家们正在寻求答案。经过对全球气候变化的全方位定期科学评估,科学家们断定全球气候受到了“显而易见的人为影响”
A、ItisthefirsthomegrownChinesejetlinerforthe21stCentury.B、Itisofmediumrange.C、Itshouldstarttorolloffthepr
A、Peopleresiststandardization.B、Parentswanttoreducetheweddingcost.C、Manycouplescan’taffordmorethanthepriceofa
可口可乐公司是世界上最大的软饮料公司,有33000名员工,其产品在世界上195个国家销售,成为世界软饮料市场的巨头。
随机试题
(absent)Inthe________ofanyevidence,thepolicehadtoletMikego.
谢经理的决策之道谢伟是一家大型企业的销售部经理,他聪明机灵,为人诚恳,富有民主意识和进取精神,喜欢听取下属的意见。一天,企业总经理把他叫到办公室,对他说,企业准备推出一个新产品,希望他们能尽快拿出一个切实可行的推广方案。谢经理明确任务之
关于血清肌酐哪一项是错误的【】
反馈信息是指
患者,男,78岁。未服药状态下多次测血压平均值为160mmHg/105mmHg,有糖尿病病史20余年,无心血管病家族史。该患者高血压分级及危险度分级为
下列哪一选项不属于程序正当原则的要求?()
关于火力发电厂厂用高压母线接线中公用段母线的设置,正确的是()。
进行工期和成本的同步控制的方法是()。
Companieshaveembarkedonwhatlookslikethebeginningsofare-runofthemergersandacquisitions(M&A)wavethatdefinedth
报表的数据源不包括()。
最新回复
(
0
)