How to start advertise performance based

Business Case: BNP Paribas Fortis

Budget allocation

Budget allocation

Online strategy

Title Name Title Name Title Name Title Name

Affiliate marketingHow does it work?

Meet Bob. Bob wants to throw a party, but needs festive equipment.

Affiliate marketingHow does it work?

Bob checks out Kieskeurig.be in search of some speakers.

Affiliate marketingHow does it work?

Bob sees a product he likes and gets redirected to Redcoon.Bob buys his speakers here via Kieskeurig.be

Affiliate marketingHow does it work?

Redcoon made a new customer + sale.Kieskeurig.be gets rewarded with a commission.

Content Reviewsites

Comparisonsites

Emailmarketeers

Affiliate marketingThe channels

Affiliate marketingThe channels: content sites

Affiliate marketingThe channels: review sites

Affiliate marketingThe channels: comparison sites

Affiliate marketingThe channels: email marketeers

AFFILIATEMARKETING

BNP Paribas Fortis

SEO

SEA

Conversion?Classic way of advertising, butalready including some digital media

The situation

BNP Paribas FortisThe funnel

TVRadioPress

DisplayDM

SEO

SEA

BNP Paribas FortisNeeds

CrunchMissing part for people who already made mindset to go for a car loan

Quick fixAffiliate marketing can fill the gap between SEO and SEA to make an extra conversion

SEO SEAAM

BNP Paribas FortisThe case

onlineconversion

Goal

BEnl + BEfr

Coveragelongterm

DurationCPL

fixed amount - €

Costs

20/11/2014Launch

BNP Paribas FortisThe channels

• Car loan campaign

• Same objective on banner + landing page = a higher conversion rate

• No opportunity to click away

Landing page

BNP Paribas FortisThe channels

Display Emailing

BNP Paribas FortisCommunication

Dedicated account manager

• Direct point of contact for BNP Paribas & Havas• The translator between the advertiser and affiliates• Each party needs to generate leads = TEAM EFFORT• Communication is key!

BNP Paribas FortisCommunication: TT, BNP and the Affiliates

Aim for a trustworthy cooperation

Build trust

Set your boundaries upfront

Be direct

Be severe, but handle with care in crisis situations

Know how to act

Confide in your affiliate partner: They know what they are doing! Confide in

BNP Paribas Fortis4 key Indicators that drive good results

Relationship

Incentive / Fee

Conversion

Brand / Product

15%

85%

Affiliate Marketing Overige

SEABNP Paribas FortisThe results: online sales

BNP Paribas FortisRenovation Campaign

• Renovation loan

• Tagging system

• Correct insights

Landing page

Affiliate marketingYour 5 takeaways

Start with a plan

1.

Choose a good network

2.

Communicate

3.

Focus on conversion

4.

5.

Measure & improve