LABEL.ch - SEM - SEA -EN

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LABEL.ch - SEM - SEA -EN

  1. 1. SEARCH ENGINE ADVERTISING (SEA) 1
  2. 2. SEARCH ENGINE MARKETING SEM = SEO + SEA SEO = Search Engine Optimization SEA = Search Engine Advertising 2
  3. 3. DRIVE TRAFFIC TO YOUR WEBSITE 3
  4. 4. OBJECTIVE Increase traffic toward your site, blog, page ... 4
  5. 5. SEARCH ENGINE ADVERTISING 5
  6. 6. SEARCH ENGINE ADVERTISINGAds placement essentially made of short texts,or images, on search engines,social networks and networks of affiliated websites such as: • Google Adwords • YouTube promotion & advertising • Facebook advertising • LinkedIn advertising • Other targeting tools 6
  7. 7. TARGETING & PERFORMANCEAllows you to display your ads only to the people with an interestin your products or services.Media based on a reliable performance indexCPC (Cost per Click).Highly precise targeting, relying on key wordsto handle depending on auction.Directs toward a page answering the consumer’s questions:landing page (site or blog) or landing tab (Facebook). 7
  8. 8. ADVANTAGES• Low cost per visit and high conversion rate• Performance based advertising system• Client orientation• Pre-qualified traffic (various filters, countries, languages, centers of interest ...)• Real time control and optimization on: - creative performance - ad placement - budget 8
  9. 9. KEY STEPS• Definition of target market/clients and objective (KPI)• Selection of key words and key sentences• Creative idea• Selection of display networks• Campaign tests• Real time optimization 9
  10. 10. ADVANTAGES• High return on investment (ROI)• Short, medium and long term revenue generation• Possibility of very short term action• Campaign tests in real time• Possibility of low budget engagement and subsequent decision making• Interaction with highly targeted prospects 10
  11. 11. CASE STUDY - GARNIER SUISSE (L’ORÉAL) 11
  12. 12. LAUNCH OF THE FACEBOOK PAGE GARNIER CHGarnier wanted to launch a Facebook pagespecific to the Swiss market.The page would be called Garnier CH.It had to be managed in two languages (French & German).Garnier wanted to use its Garnier Fructis brand ambassador,Diego Benaglio, to launch its page. 12
  13. 13. OBJECTIVES OF THE LAUNCH OPERATION6 weeks to reach: • a minimum number of “fans” on the page • a number of cumulated views between the 4 viral videos launched for this operation.A start of interaction with the page “fans”/members.Target: people interested in football, then broadening of the target to people interested in Garnier products. 13
  14. 14. ROLE OF LABEL.CHCreative concept development and production.Video shooting in association with Freestudios.Development of visual and technical elements.Conception, installment and management of CPC campaigns (SEA): • Google Adwords • YouTube advertising • Facebook advertising • Other display networksCommunity management. 14
  15. 15. THE “CHALLENGE DIEGO BENAGLIO” COMPETITION 15
  16. 16. COMMUNITY MANAGEMENT 16
  17. 17. YOUTUBE & TWITTER 17
  18. 18. FOR YOUR ATTENTION 18

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