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Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12

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  • The most abused quote by marketeers in history. Used as an excuse for poor campaigns and planning. Marketeers that still use it …
  • Probably at least 90% … In fact I believe this is the reason why traditional media budgets are still growing in Belgium. most of these just perform better.
  • Who has GA customers whit no goals defined in their GA accounts?
  • >60% of marketing budgets is spend on Media website traffic quality mostly is very poor from online campaigns.
  • When using rather broad display tactics, ads appear on websites that have unbelievable high CTR, but also very poor traffic quality
  • When using rather broad display tactics, ads appear on websites that have unbelievable high CTR, but also very poor quality. having to evaluate / exclude / optimize all these website placements is an impossible job.
  • Many advertisers are evaluating campaigns on the wrong objectives: Sales conversions.
  • Prepare yourself
  • Key to evaluating campaigns is to evaluate the impact on the creation of Desire.
  • how do we measure Desire? How long does the desire phase last? It depends
  • Most conversions don’t happen in the first visit. in fact the more expensive / high involvement products are the more potential customers will revisit the website before actually buying
  • One of the most relevant Segmentations Avinash has shared. It’s all about measuring qualitative traffic.
  • Campaigns are about reaching your target audience, not about being present in certain media. why would you pay let’s say 20 Euro to reach 1000 targets via one medium, if you could reach him/her the same day via an alternative medium at 5% of the cost?
  • let’s get concrete
  • Our customer has been using GA since 2006. In fact I believe they were the first Enterprise Customer in Belgium to adopt GA. Website traffic has been growing steadily, and especsilly thanks to continuous SEO optimisations
  • In the same period +3M Euro was spend on online Media in many forms (txt, banners, rich media, …) In the early years we experienced all the earlier mentioned difficulties of online campaigning. Every year we kept finetuning and improving the campaigns.
  • I requested this feature years ago. Was happy to see it appear.
  • Results.
  • Results.
  • The fusion of Google Analytics conversion data with Adwords has some king of nuclear power
  • This goes against common knowledge
  • This goes against common knowledge
  • Know what? In several European markets the Banner Display campaign generate higher ROI than the keyword Adwords campaigns.
  • This goes against common knowledge
  • The most abused quote by marketeers in history. Used as an excuse for poor campaigns and planning.
  • how do we measure Desire? How long does the desire phase last? It depends?
  • You can probably
  • I’ve never seen a view though effect that was bigger than 10% of the effective clicks
  • the same ads on websites with good content always underperform in comparison to the same ad on a ‘bad’ website. Don’t be afraid your ad might appear on a ‘poor website’. If your add and landing page are relevant to the consumer, in the consumers mind your ad will have saved them from a poor experience.
  • Start by doubling your ROI targets.
  • thank you