clients

Mio

About Mio

mio-screenshotMio is an industry-leading GPS company with operations in Taiwan, China, Japan, South Korea, Australia, the United States and Europe. Due to ambitious expansion plans, Mio needed to greatly increase their online visibility and become a dominant online player in their target markets for search for GPS devices.

OBAN Objectives

Mio required a search agency with global capabilities, expertise and experience of the technology market and working in both B2C and B2B environments. OBAN were engaged by Mio in February 2010 for PPC and SEO campaigns in the UK, France, Italy, Spain and Germany.

OBAN Solution

  • Assessed Mio sites for localisation and opportunity capture per market in line with local search terminology and demand for both SEO and PPC. 
  • Findings were that sites and keywords had been translated/duplicated and each site was capturing only a small percentage of search opportunity.
  • Assessed audience types – looking at B2B and B2C opportunities distinctly, creating targeted link campaigns to capture and incorporate both.
  • Provided centralised account management and reporting to provide Mio with a single point of communication to access global stats and campaign performances.

OBAN Results - SEO

Italian Site - Google.it

French Site - Google.fr

  • ‘GPS Auto’ (Car GPS)
    February 2010 – Not Ranking
    November 2010 – Rank 4
  • ‘gps pour voiture’ (gps for the car)
    February 2010 - Not Ranking
    November 2010 - Rank 5
  • ‘GPS PDA’ (GPS PDA)
    February 2010 – Not Ranking
    November 2010 – Rank 3
  • ‘auto gps’ (car gps)
    February 2010 - Not Ranking
    November 2010 - Rank 8
  • ‘PDA con GPS’ (PDA with GPS) February 2010 – Not Ranking
    November 2010 – Rank 7

  • ‘navigateur gps’ (gps navigator)
    February 2010 - Not Ranking
    November 2010 - Rank 7

OBAN Results - PPC

  • OBAN conducted PPC for Mio across a number of markets including UK, France, Italy, Spain and Germany.
  • Each campaign was created from scratch, from keywords through to Ad creative, by each of our local teams.
  • Due to the fact that the campaigns had not been translated (as they had been previously) the resulting CPA's far outstripped the target by an average of 50%.
  • These results led us to further test the conversion pages via cultural multivariate testing, using our in-house tool, Globalmaxer. The results have been outstanding, once again highlighting how important it is to have not only fully localised SEM, but also tailoring a webpage's design to the appeal to specific cultures.

Testimonials