performance is more than search
DESCRIPTION
Performance is more than Search. Subtitle: the click is dead ;-)TRANSCRIPT
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Performance is more than
Search
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The click is dead
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slide GG : acteurs en 2012
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slide GG : acteurs en 2014
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What is Your ROI this morning ?
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W N O G
D S 3
D C M
C A S E
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W N O G
D S 3
D C M
C A S E
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W N O G
D S 3
D C M
C A S E
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W N O G
D S 3
D C M
C A S E
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Your ROI this morning
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What’s new on Google?
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Old
New
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Project Loon
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Project Loon
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???
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Buy in one Wink !
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- belgian Statistics -
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Google Now
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The future is (Google) Now
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- The new native Advertising -
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- Context Matters -
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Right message Right Moment Right People
3 RRRules
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Agenda
Google Adwords • Audience Targeting via GSP
• Lightbox Ads – What are the possibilities
• RLSA with Google Analytics
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Gmail Sponsored Promotions
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The expandable format can be:
Video Picture Text Form
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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
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Light Box " Engagement Ads
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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 !
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Mouse over
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Mouse over
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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 !
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Remarketing Search " With Analytics !
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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
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Ads N°1 Ads N°2 Ads N°3
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Which one is the best?
Prospect 1
Prospect 2
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RLSA – Analytics
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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
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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!
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Thank you ! • Gaetan Godart • Senior Account Manager • Mobile: +32 474 46 94 76 • [email protected]
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DS3 - How we use it @b2p
Tool & Case Presentation
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Concretely
• One single platform • Targets all the different search engines
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Search Marketing
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When opportunity knocks, open the door.
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Inventory-aware Campaigns
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Search Network
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Nice story, this DS3 Remarketing!
• Display Remarketing
• Based on the user’s search terms
• And it’s tagless!
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Great Reportings
• Holistic view of your campaigns results • Across all engines • Real time reports • Flexible reports • Product Specific Reports
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Golden Palace - Case Why capitalize on generics when your brand is your biggest
source?
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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
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Brand Investment
Generic Investments
Brand Visibility
Generic Visibility
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Brand ROAS
Generic ROAS
Brand Visibility
Generic Visibility
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Conversion Funnels
10%
5%
3%
1%
1%
7%
4%
2%
1%
1%
10%
5%
3%
1%
1%
7%
4%
2%
1%
1%
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HIGH CPA
ROAS <1
COST HIGH
Keyword “goldenvegas.be”
HIGH ASSISTED
CONV RATE
HIGH ASSISTED
CONV VALUE
HIGH ASSITED
ROAS
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Audience & Presence
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Evolution of Search Queries - Golden Palace
Jan 2011 - May 2014
ROAS ?
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LESS NEW VISITORS
LOWER BOUNCE
RATE
HIGHER TIME ON
SITE
MORE PAGE VIEWS
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Reach & Frequency
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Brand: Prints & ROAS evolution
Generic investments
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Indirect Display Impact 37,26% 49,73% 42,39% 41.71%
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The importance of Attribution Modeling
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Attribution Models
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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%
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How to choose the right model?
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Conclusion
# Don’t underestimate the impact of your investments in generics
# Look further than the last click # Experiment with attribution models # Increase your ROAS
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# Goldenpalace.be from a standard MarCom model to a digital holistic model
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Any Questions ?
Thank you!
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Performance is definitely
more than Search