User-Centric Event 6. How Moto-Baron capitalized on Google newest tools (Geoffrey-Doriane)

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User-Centric Event: 6. How Moto-Baron capitalized on Google newest tools for the promotion of a new brand? (Geoffrey & Doriane)

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User-Centric Event 6. How Moto-Baron capitalized on Google newest tools (Geoffrey-Doriane)

  1. 1. Case 2: How Moto-Baron capitalized on Google tools for the promotion of a new brand © Semetis, December 6, 2013
  2. 2. 1. Who is Moto-Baron? 2. Challenges 3. Opportunities & Solutions 2
  3. 3. Who is Moto-Baron? 3
  4. 4. Who is Moto-Baron? Specific products… 4
  5. 5. Who is Moto-Baron? An old industry… 5
  6. 6. Who is Moto-Baron? And a passion… 6
  7. 7. 1. Who is Moto-Baron? 2. Challenges 3. Opportunities & Solutions 7
  8. 8. Challenges 3 Big Challenges… Awareness 8
  9. 9. Challenges New Brand With many obstacles… Awareness 9
  10. 10. Challenges New Brand With many obstacles… Competition Awareness 10
  11. 11. Challenges New Brand With many obstacles… Competition Awareness Seasonality 11
  12. 12. Challenges New Brand With many obstacles… Competition Awareness Targeting Seasonality 12
  13. 13. Challenges New Brand With many obstacles… Competition Awareness Purchase Process Targeting Seasonality 13
  14. 14. Challenges New Brand With many obstacles… Competition Awareness Purchase Process Targeting Seasonality Profitability 14
  15. 15. 1. Who is Moto-Baron? 2. Challenges 3. Opportunities & Solutions 15
  16. 16. Opportunities & Solutions Awareness 16
  17. 17. Opportunities & Solutions AWARENESS Moto-Baron was totally new on the market. How to deal with this? What message for the users? 17
  18. 18. Opportunities & Solutions AWARENESS Solution: Bannering on GDN combined with Business Intelligence 18
  19. 19. Opportunities & Solutions AWARENESS Implementation of Branding campaigns on the Google Display Network with the most accurate user targeting methods:  Interest targeting  Contextual targeting  Placements targeting 19
  20. 20. Opportunities & Solutions AWARENESS Brand Traffic Before 20
  21. 21. Opportunities & Solutions AWARENESS Brand Traffic Display Launch After  Brand traffic x2 when we launched Display Bannering 21
  22. 22. Opportunities & Solutions AWARENESS Brand Traffic Display Launch After  Brand traffic x2 when we launched Display Bannering But we didn’t stop there… 22
  23. 23. Opportunities & Solutions AWARENESS  Banners improvement based on Business Intelligence and by focussing on users understanding Identify the best format Identify the best message 23
  24. 24. Opportunities & Solutions AWARENESS We significantly increased bannering assisted transactions: New Banners  More Qualitative Traffic 24
  25. 25. Opportunities & Solutions Awareness 25
  26. 26. Opportunities & Solutions ACQUISITION How to face competition? How to get closer to users and to follow them all along their shopping experience? 26
  27. 27. Opportunities & Solutions ACQUISITION Solution: 27
  28. 28. Opportunities & Solutions ACQUISITION 28
  29. 29. Opportunities & Solutions ACQUISITION Google Shopping Campaign NL:  2nd Transactions Source in AdWords  Highest Transaction Rate after Brand Campaign 29
  30. 30. Opportunities & Solutions ACQUISITION Google Shopping Campaign: 2x avg. Transaction Rate 30
  31. 31. Opportunities & Solutions ACQUISITION How to deal with the long purchase process? 31
  32. 32. Opportunities & Solutions ACQUISITION Solution: Remarketing 32
  33. 33. Opportunities & Solutions ACQUISITION – Standard remarketing We retarget users who visited Moto Baron Website on the GDN 33
  34. 34. Opportunities & Solutions ACQUISITION – Standard remarketing 2 targets: Pages/Visit Avg. Visit Duration +28% vs. Site avg. +28% vs. Site avg.  Qualitative traffic 34
  35. 35. Opportunities & Solutions ACQUISITION – Standard remarketing  Assisting campaigns 35
  36. 36. Opportunities & Solutions ACQUISITION – Standard remarketing 36
  37. 37. Opportunities & Solutions ACQUISITION – Standard remarketing 37
  38. 38. Opportunities & Solutions ACQUISITION – Standard remarketing 38
  39. 39. Opportunities & Solutions ACQUISITION – Standard remarketing  Assisting campaigns 39
  40. 40. Opportunities & Solutions ACQUISITION – Remarketing for Search We retarget users who visited Moto Baron Website on Google Search 40
  41. 41. Opportunities & Solutions ACQUISITION – Remarketing for Search Objective: increase returning visitors % and increase conversion rate How: by increasing bidding for returning visitors on our search campaigns 41
  42. 42. Opportunities & Solutions ACQUISITION – Remarketing for Search We first conducted a test on the accessories and the equipment: 42
  43. 43. Opportunities & Solutions ACQUISITION – Remarketing for Search We first conducted a test on the accessories and the equipment: Visits Transactions Transaction Rate CPC +20% +22% +6% ROI +3,5% +60% 43
  44. 44. Opportunities & Solutions ACQUISITION – Remarketing for Search Given the great results we extended remarketing for search to all the other search campaigns: 44
  45. 45. Opportunities & Solutions ACQUISITION – Remarketing for Search Given the great results we extended remarketing for search to all the other search campaigns: Visits Transactions Transaction Rate CPC -17% -7% +12% ROI +8% +24% Seasonality 45
  46. 46. Opportunities & Solutions ACQUISITION – Remarketing for Search Given the great results we extended remarketing for search to all the other search campaigns: Visits Transactions Transaction Rate CPC -17% -7% +12% ROI +8% +24% Seasonality Visits New Visitors -20% Returning Visitors -12%  Remarketing for Search limited the impact of seasonality 46
  47. 47. Opportunities & Solutions ACQUISITION – Dynamic Remarketing “Customized ads that connect with shoppers by reminding them of items they've seen in the past on your site and suggesting other products they might like.” 47
  48. 48. Opportunities & Solutions ACQUISITION – Dynamic Remarketing Versus Standard Display Remarketing… Visits +62% CTR CPC Transaction Rate +323% -17% +304% It generates direct conversions (3rd best converting campaign) 48
  49. 49. Opportunities & Solutions Awareness 49
  50. 50. Opportunities & Solutions RETENTION How to build customer loyalty? 50
  51. 51. Opportunities & Solutions RETENTION Solution: Dynamic Remarketing 51
  52. 52. Opportunities & Solutions RETENTION Solution: Dynamic Remarketing “Remind shoppers of items they've bought in the past on your site and suggesting other products they might like.” 52
  53. 53. Opportunities & Solutions RETENTION Versus Dynamic Remarketing on non buyers… CTR CPC Transaction Rate +187% -13% +851%  Very qualitative & profitable audience 53
  54. 54. What’s in it for me? 54
  55. 55. What’s in it for me? 1. Path to success is very long and full of obstacles 55
  56. 56. What’s in it for me? 1. Path to success is very long and full of obstacles 2. Essential to understand user and his purchase process 56
  57. 57. What’s in it for me? 1. Path to success is very long and full of obstacles 2. Essential to understand user and his purchase process 3. Focus on user shopping experience  Follow him wherever he is 57
  58. 58. What’s in it for me? - Follow user wherever he is Surf the web Moto-Baron eShop Conversions
  59. 59. What’s in it for me? - Follow user wherever he is Surf the web Search the web Moto-Baron eShop Conversions
  60. 60. What’s in it for me? - Follow user wherever he is Surf the web Search the web Moto-Baron eShop Search the web Conversions
  61. 61. What’s in it for me? - Follow user wherever he is Surf the web Search the web Moto-Baron eShop Search the web Conversions
  62. 62. What’s in it for me? - Follow user wherever he is Surf the web Search the web Moto-Baron eShop Search the web Surf or Watch the web Conversions
  63. 63. What’s in it for me? - Follow user wherever he is Surf the web Search the web Moto-Baron eShop Search the web Surf or Watch the web Conversions
  64. 64. What’s in it for me? 1. Path to success is very long and full of obstacles 2. Essential to understand user and his purchase process 3. Focus on user shopping experience  Follow him wherever he is 4. Capitalize on Google Tools 64
  65. 65. What’s in it for me? 1. Path to success is very long and full of obstacles 2. Essential to understand user and his purchase process 3. Focus on user shopping experience  Follow him wherever he is 4. Essential to understand user and his purchase process 5. Measure campaigns success accurately 65
  66. 66. What’s in it for me? 1. Path to success is very long and full of obstacles 2. Essential to understand user and his purchase process 3. Focus on user shopping experience  Follow him wherever he is 4. Capitalize on Google Tools 5. Measure campaigns success accurately 66

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