Presentation held by Cristian Ignat, Head of Pay Per Click Department, 2Parale, at SEM Days 2015.

1. Over 1,000,000 brand and sales accomplished objectives
for +500 happy customers
since 2008
CRISTIAN IGNAT, HEAD OF PAY PER CLICK MARKETING

3. Ioana
- 31 years old
- Works as a manager @big company
- Loves fashion, reading, travelling
- Monthly income 2,000 euro / month
Vlad
- 33 years old
- Works as a programmer @start up
- Loves computers, gadgets, travelling
- Monthly income 2,000 euro / month
- Has an iPhone 6
- Has a Smartphone SAMSUNG Galaxy S6 Edge, 5.1", 16MP, 3GB RAM, 4G, Octa-Core, 32GB, Black
- They have met on Facebook
- Married for about 3 years
- They live in a house near Bucharest

4. ADVERTISER
- I have the best products
- I have the best prices
- Everyone would want to buy from me
- He would like to reach only people like Ioana & Vlad

5. What do we KNOW about Ioana?
- She will go to a wedding
- She would need a dress
Ioana

6. What do we DON’T KNOW about Ioana?
- Her income
- Her favorite colour
- Her style
- How much she would pay for a dress
- When is the wedding?
Ioana

7. Ioana

8. Ioana

9. Ioana

10. Ioana

11. Ioana

12. Ioana

13. Ioana

14. After one hour:
- 15 different queries on Google about dresses
- Clicked on 5 paid ads
- Clicked on 5 organic results
- Has seen 8 websites
- Has seen 379 dresses
- Liked 10 dresses
- Kept in mind only one website
- No purchase
- Told her best friend on FB messenger that she has a weeding to go to
Ioana

15. Vlad

16. Vlad

17. What do we KNOW about Vlad?
- He is interested in a tiller
- The price is important
Vlad

18. What do we DON’T KNOW about Vlad?
- His income
- How much she would pay for a tiller?
- When does he need the tiller?
Vlad

19. Vlad

20. Vlad

21. Vlad

22. Vlad

23. Vlad
After 40 minutes:
- Completely forgot about the wedding invitation
- Clicked on 20 paid ads
- Clicked on 20 organic results
- Has seen 35 websites
- Has seen 17 tillers
- 11 websites were forums and blogs with reviews
- Realised he needs a “hobby” type tiller
- The products prices are between 700 – 1,500 RON
- His maximum budget is 1,300 RON
- The best price / quality might be an Apollo 45 - 5CP
- Asked friends on FB about tillers
- No purchase

24. After 3 days
ADVERTISER
Remarketing Lists for Search

25. After 3 days
ADVERTISER
Dynamic Remarketing on Facebook
Tools: Criteo, Sociomantic, Ad Pilot

26. After another 3 days

27. After another 3 days

28. After another 3 days

29. After another 3 days

30. ADVERTISER
Smart YouTube Advertising
- Make the audience DON’T skip the ad
- Associate a story with your brand
- Deliver a message to your audience
10,000 Euro: 800k – 1.6m views
5,000 Euro: 400k – 800k views
20,000 Euro: 1.6m – 3.2m views
- Straight from AdWords

31. After another 3 days
ADVERTISER
Dynamic remarketing
Straight from AdWords

32. After another 3 days
ADVERTISER
Gmail Sponsored Posts
Straight from AdWords

33. After 1 day
ADVERTISER
AdWords Ad:
Vino la standul o-mac si ia-ti un
Motocultor!

34. Recap
Search on Google means intention.
With Google Display Network you reach 90% of online Romania.
With YouTube you can deliver a story and associate it with your brand.
Dynamic remarketing is essential for ecommerce businesses.
You can reach your audience when is reading emails on Gmail.
Remarketing for search for business where acquisition time is longer.
With mobile you can reach your audience heading to spend money.
Using Google you can easily target Ioana & Vlad types of audience wherever they are online.

35. TNX!
Q&A
ONLY for companies that want mind blowing results: cristian.ignat@2parale.ro