Agenda

Mobile Marketing1

Search Network2

Google Display Network

3

Micro - Conversions & Remarketing

4

adCore5

Google Panda6

Mobile Advertising on Google

Mobile Penetration

22% of Belgium has adopted a

smartphone

6% of Webpages visitors are

smartphones

Purchase on Mobile

The M-market saw a raise of 250% from 2010 to 2011 !

16% of internauts bought a Christmas

gift on their smartphone

mCommerce growth between 2011-2012.

Benelux

Moyenne E.U.

58.00%

60.00%

62.00%

64.00%

66.00%

68.00%

70.00%

Websurfing evolution

By 2014, over 40% of Europeans will be using smartphones to surf on the web

2007

2008

2009

2010

2011

2012

2013

2014

2015

200

600

1000

1400

1800

Mobile Internet UsersDesktop Internet Users

Source : Morgan Stanley

What’s important to know ?

Specific Ads

Specific keywords

Specific bid

A system that allows advertising display in mobile applications.With each consumer click, you’ll get a benefice.

Admob ads formats

Targeting ?

By Applications !

Targeting your customers

Dépenses Admob en Euro !

Pas de ciblage par profil socio-demo

Targting par langue available!

Provider targeting

Model targeting

OS targeting

Wi-Fi or 3G

Apps targeting

Apps category targeting

Text ad or display ad

Admob in Adwords

Search Optimisation Techniques

Agenda

Sitelinks1

Google +2

1. MultiChannel Analysis

3

Sitelinks

Specific URL per Sitelink

Duplicate Sitelinks: Policy Enforcement

Only in premium position: 6 - 10 30% Higher CTR

New enhanced sitelinks !

Dynamic Sitelinks

Local Extensions

New: Location Insertions

Location Insertions: Example

Social extension

Google +

Google +

69,6% 30,4%

Conumer are looking for your business in a variety of places and expect informations to be easily available and acceptable

Local Listing Management

49% of social network searchers are looking for :• adresses/location• Phone numbers• Driving directions• Hours of operation

Geo-Social Audit: Example

Multi Channel Analysis

First-Click Analysis

Last Click Analysis

GDN

Agenda

DDA1

Demographic targeting

2

YouTube3

YouTube homepage Belgium

2,3 M.Impressions/day

1 M.Users/dayOn the YouTube HomepageIn Belgium

14%Reach of total 15+ population

Source: Google Internal Data

YouTube Belgium is for everyone

Source: Metrixlab research study November 2011

The biggest audience

Audience (UV/day) (k) Imp/day (M)

Source: Ratecards DMA, Google Internal DataPNU: newspaper selection)

PNU YouTube MSN0

200

400

600

800

1000

1200

867

1000

510

PNU YouTube MSN0

1

2

3

4

2.9

2.3

1.6

Youtube formats

TrueView in Stream

TrueView in Stream

Skipable Ads after 5sec

Only charged if the ad has been watched in full or for at least 30 seconds.

You only pay for views, not

impressions

Optional companion banner (highly recommended)

TrueView in Search

Viewers see your ad as they are searching for or watching relevant videos.

You only pay when people choose to view your videos

Just write a few sentences to describe your video

TrueView in Slate

Before youtube partner videos that are 10 min or longer

Viewers choose either to watch an ad from one of 3 different advertisers, or to see regular commercial breaks during the video

You only pay when the viewer has

selected to watch your ad

TrueView in Display

Shown as users browse relevant sites across the web.

They can click to watch your video, pause it, adjust the volume or click through to your site

You only pay for views, not

impressions

Just write a few sentences to describe your video

Banners

Viewers see your ad • In the right of a video

on the watch page• As an InVideo overlay

at the bottom of the video being played

• On a browse page• On the search Results

You pay on a CPC or CPM base

Adtexts/banners/video

InVideo

Viewers see your ad • In the right of a video

on the watch page• As an InVideo overlay

at the bottom of the video being played

• On a browse page• On the search Results

You pay on a CPC or CPM base

Adtexts/banners/flash overlay

Video targeting tool

Audience Video targeting

Huge volume and high quality visibility

Search Video targeting

Low volume BUT high quality visibility

Rich Media Gallery

http://www.richmediagallery.com/

Masterhead lite

Masterhead lite Buy 1 get 2Until sept 30

Calculating the value of the micro conversions

WNOG

The value of a micro conversion

Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350

Macro conversion:

SalesMicro conversion 1:

Simulator

Micro conversion 2:

Contact usMicro conversion 3:

Job / HR pages

Micro conversion 4:

Download calculator

The value of a macro conversion

The value of a micro conversion

The value of a macro conversion

ROI: Margin x # of conv. media spent

Total Margin 18€ x 1000 = 1,5Didived by media 12 000 € ROI =150%

Click 100 000

CPC 0,12€

Media budget 12 000€

# Macro Conversions 1000

CPA 12€

Generated revenue / conversion 18€

Macro & Micro related

Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350

Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. All visitors go through the simulator2. We need 4 visitors to have 1 online purchase of a loan

# Macro conversions 1000

Total Margin 18 000€

# Micro Conversions 1 4000 Total Margin 18 000€ divided by 4000 namely 4,5€

Macro & Micro semi related

Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350

Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 0,5% of the visitors go through the « contact us » page2 . We need 2 « contact us » to have 1 online purchase of a loan

Click 100 000Contact us 500Online sale revenue via « contact us » 18€# of « contact us » needed for a sale 2Value of the micro conversion 18 € divided by 2 equals 9€

500 n°2 micro-conversions would generated 250 online sale of a loan which equals a value of 4 500€

Macro & Micro unrelated

Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350

Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. Average recrutement cost

5000€2. We need 50 sollicitants with a resume for 1 hired candidate

Value of the micro conversion 5 000 € divided by 50 equals 100 €

3 candidates would have been hired thanks to the 150 n° 3 micro conversions

Which is equal to a saved value of 15 000€

Macro & Micro unrelated

Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350

Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. Average cost of an activated double opt-in address 1€

# of calculator download resulting in validated addresses 4 350

Value of the n°4 micro conversion 4 350 €

Which is equal to a saved value of 4 350 €

The value of micro conversions

Macro = Online sale of a loan 1 000 = 18 000 € ROI 150%Micro 1 = Simulator 4 000 = 0 €Micro 2 = Contact us 500 = 4 500 € Micro 3 = Jobs – recruitment page 150 = 15 000 € Micro 4 = Download calculator 4 350 = 4 350 € 12 000 41 850 € ROI 350%

Macro conversion:

SalesMicro conversion 1:

Simulator

Micro conversion 2:

Contact usMicro conversion 3:

Job / HR pages

Micro conversion 4:

Download calculator

The Next steps

Ok fine…

So what ?

1° Define your goals

2° All your goals…

4° Define specific Kpi’s /campaign

3° Analyse your micro/macro effect

5° Help your visitor to convert thanks to…REMARKETING !

Remarketing matters

Remarketing matters

Remarketing network

Remarketing is not fun for everybody…

I HATEthe marketing team

The revolution!

ONE CODE

Easy Set up

The Smart Pixel

Audiences settings

The advanced setup !

Custom Tags

Custom retail parameters

Custom travel prameters

Time on site

Website categories

Web browser

Specific funnel

Page view

Territory

…

..

.

Remarketing with analytics let you create audiences based on

Awesome features

Link necessary

Remember this !

Macro conversion:

SalesMicro conversion 1:

Product pages

Micro conversion 2:

Support pagesMicro conversion 3:

Job / HR pages

Micro conversion 4:

Newsletter

Standard or custom?

adCore

Dynamic Campaigns

Website Availability

Submission Shedule

Weekly Analysis

Activités du compte

Conclusion

Cool stuff

Thank You !