performance is more than search
Post on 26-Jun-2015
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Performance is more than
Search
The click is dead
slide GG : acteurs en 2012
slide GG : acteurs en 2014
What is Your ROI this morning ?
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Your ROI this morning
What’s new on Google?
Old
New
Project Loon
Project Loon
???
Buy in one Wink !
- belgian Statistics -
Google Now
The future is (Google) Now
- The new native Advertising -
- Context Matters -
Right message Right Moment Right People
3 RRRules
Agenda
Google Adwords • Audience Targeting via GSP
• Lightbox Ads – What are the possibilities
• RLSA with Google Analytics
Gmail Sponsored Promotions
The expandable format can be:
Video Picture Text Form
Many targeting possibilities • Interest category targeting (cookie based)
• Keyword: contextual targeting
• By domain names (wow effect to beat competitors J )
• By email addresses and personal listings
• By Socio-demographics: Jobs, age, gender (thank you Gmail)
à Pay per engagement
Light Box " Engagement Ads
What’s in it? • Numerous creative possibilities:
• - Video
• - Mini-Game
• - Mini Site
• - +1 Ads
• - YouTube Masthead in lightbox
• 2 second Delay = I want it, or Not !
• Pay per Engagement
• Classic GDN Targeting & Remarketing à be creative !
Mouse over
Mouse over
2°Automated product indexation à Google Shopping à Allows you to make a
deepliking on the displayed products
We take care of it !
1° PDF Folder in order to build the Ads in 1 click !
We take care of it !
3° Catalogue Lighbox Ads are ready ! We take care of it !
Remarketing Search " With Analytics !
Should I adapt my message for each stage of the buying cycle?
1. Prospects usually don’t convert @ the first click (93%)
2. Prospects usually click many times on adwords ads
3. Prospects usually click many times on your ads
4. Clients never stop looking at you
Ads N°1 Ads N°2 Ads N°3
Which one is the best?
Prospect 1
Prospect 2
RLSA – Analytics
Targeting is Key: • Cross sales Scenario • Bid Adjustments • Client exclusion With Analytics you can include or exclude: • Socio-Demo profiles • Technologies • High potentials prospects • Build better stories
What have we learned today?
• Build better audiences thanks to Gmail Sponsored promotions • Multiple socio-demo profiles available
• Build more engagement ads thanks to « Google Light Box Ads »
• Pay per engagement!
• Build better stories thanks to RLSA • Be there when it Matters!
Thank you ! • Gaetan Godart • Senior Account Manager • Mobile: +32 474 46 94 76 • gg@blue2purple.com
DS3 - How we use it @b2p
Tool & Case Presentation
Concretely
• One single platform • Targets all the different search engines
Search Marketing
When opportunity knocks, open the door.
Inventory-aware Campaigns
Search Network
Nice story, this DS3 Remarketing!
• Display Remarketing
• Based on the user’s search terms
• And it’s tagless!
Great Reportings
• Holistic view of your campaigns results • Across all engines • Real time reports • Flexible reports • Product Specific Reports
Golden Palace - Case Why capitalize on generics when your brand is your biggest
source?
Golden Palace
# In a nutshell # From an offline to a native digital brand # Main KPIs : Signups / FMD / ARPU # 2 years of models testing # One account manager to rule them all
Brand Investment
Generic Investments
Brand Visibility
Generic Visibility
Brand ROAS
Generic ROAS
Brand Visibility
Generic Visibility
Conversion Funnels
10%
5%
3%
1%
1%
7%
4%
2%
1%
1%
10%
5%
3%
1%
1%
7%
4%
2%
1%
1%
HIGH CPA
ROAS <1
COST HIGH
Keyword “goldenvegas.be”
HIGH ASSISTED
CONV RATE
HIGH ASSISTED
CONV VALUE
HIGH ASSITED
ROAS
Audience & Presence
Evolution of Search Queries - Golden Palace
Jan 2011 - May 2014
ROAS ?
LESS NEW VISITORS
LOWER BOUNCE
RATE
HIGHER TIME ON
SITE
MORE PAGE VIEWS
Reach & Frequency
Brand: Prints & ROAS evolution
Generic investments
Indirect Display Impact 37,26% 49,73% 42,39% 41.71%
The importance of Attribution Modeling
Attribution Models
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
(direct) / (none) google / cpc google / organic pokerclient / cashierbutton SPMailing / email
Last Interaction Conversions First Interaction Conversions
What’s the impact ? (last vs. first click)
-14,5% 19,9% 17,7% -32,5% 14,2%
How to choose the right model?
Conclusion
# Don’t underestimate the impact of your investments in generics
# Look further than the last click # Experiment with attribution models # Increase your ROAS
# Goldenpalace.be from a standard MarCom model to a digital holistic model
Any Questions ?
Thank you!
Performance is definitely
more than Search
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