What’s New on Google - September 2012 Session

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Seminar@b2p Office
What's New On Google
21/09/2012

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What’s New on Google - September 2012 Session

  1. 1. Agenda 1 Mobile Marketing 4 Micro - Conversions & Remarketing 2 Search Network 5 adCore 3 Google Display 6 Google Panda Network
  2. 2. Mobile Advertising on Google
  3. 3. Mobile Penetration 22% of Belgium has adopted a smartphone 6% of Webpages visitors are smartphones Purchase on MobileThe M-market saw a raise of 250% from2010 to 2011 !16% of internauts bought a Christmasgift on their smartphone
  4. 4. mCommerce growth between 2011-2012.70.00%65.00%60.00% 55.00% Benelux Moyenne E.U.
  5. 5. Websurfing evolution  By 2014, over 40% of Europeans will be using smartphones to surf on the web180014001000 Mobile Internet Users Desktop Internet Users600200 Source : Morgan Stanley
  6. 6. What’s important to know ?Specific Ads Specific keywords Specific bid
  7. 7. A system that allows advertising display in mobile applications. With each consumer click, you’ll get a benefice.
  8. 8. Admob ads formats
  9. 9. Targeting ?
  10. 10. By Applications !
  11. 11. Targeting your customers
  12. 12. Admob in Adwords 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
  13. 13. Search Optimisation Techniques
  14. 14. Agenda 1 Sitelinks 2 Google + 3 1. MultiChannel Analysis
  15. 15. Sitelinks
  16. 16. Duplicate Sitelinks: Policy Enforcement Specific URL per Sitelink
  17. 17. New enhanced sitelinks ! Only in premium position: 6 - 10 30% Higher CTR
  18. 18. Dynamic Sitelinks
  19. 19. Local Extensions
  20. 20. New: Location Insertions
  21. 21. Location Insertions: Example
  22. 22. Social extension
  23. 23. Google +
  24. 24. Google +69,6% 30,4%
  25. 25. Local Listing Management Conumer are looking for your business in a variety of places and expect informations to be easily available and acceptable 49% of social network searchers are looking for : • adresses/location • Phone numbers • Driving directions • Hours of operation
  26. 26. Geo-Social Audit: Example
  27. 27. Multi Channel Analysis
  28. 28. First-Click Analysis
  29. 29. Last Click Analysis
  30. 30. GDN
  31. 31. Agenda 1 DDA 2 Demographic targeting 3 YouTube
  32. 32. YouTube homepage Belgium 2,3 M. Impressions/day 1 M. Users/day On the YouTube Homepage In Belgium 14% Reach of total 15+ populationSource: Google Internal Data
  33. 33. YouTube Belgium is for everyoneSource: Metrixlab research study November 2011
  34. 34. The biggest audience Audience (UV/day) (k) Imp/day (M) 1200 4 1000 1000 867 3 2.9 800 2.3 600 510 2 1.6 400 1 200 0 0 PNU YouTube MSN PNU YouTube MSNSource: Ratecards DMA, Google Internal DataPNU: newspaper selection)
  35. 35. Youtube formats
  36. 36. TrueView in Stream
  37. 37. 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)
  38. 38. TrueView in Search Viewers see your ad as they are searching for or watching relevant videos. You only pay whenpeople choose to view your videos Just write a few sentences to describe your video
  39. 39. 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 videoYou only pay when theviewer has selected to watch your ad
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. Video targeting tool
  44. 44. Audience Video targeting Huge volume and high quality visibility
  45. 45. Search Video targeting Low volume BUT high quality visibility
  46. 46. Rich Media Galleryhttp://www.richmediagallery.com/
  47. 47. Masterhead lite
  48. 48. Masterhead lite
  49. 49. Calculating the value of the micro conversions WNOG
  50. 50. Macro conversion: Sales Micro conversion 1: SimulatorMicro conversion 4: Download calculator Micro conversion 2: Micro conversion 3: Contact us Job / HR pagesThe value of a micro conversionMacro = 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
  51. 51. The value of a macro conversion
  52. 52. The value of a micro conversion
  53. 53. Click 100 000CPC 0,12€Media budget 12 000€# Macro Conversions 1000CPA 12€Generated revenue / conversion 18€ The value of a macro conversion ROI: Margin x # of conv. media spent Total Margin 18€ x 1000 = 1,5 Didived by media 12 000 €  ROI =150%
  54. 54. 1. All visitors go through the simulator2. We need 4 visitors to have 1 online purchase of a loan# Macro conversions 1000Total Margin 18 000€# Micro Conversions 1 4000Total Margin 18 000€ divided by 4000 namely 4,5€ Macro & Micro related Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
  55. 55. 1. 0,5% of the visitors go through the « contact us » page2 . We need 2 « contact us » to have 1 online purchase of a loanClick 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 loanwhich equals a value of 4 500€ Macro & Micro semi related Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
  56. 56. 1. Average recrutement cost 5000€2. We need 50 sollicitants with a resume for 1 hired candidateValue of the micro conversion 5 000 € divided by 50 equals 100 €3 candidates would have been hired thanks to the 150 n° 3 microconversionsWhich is equal to a saved value of 15 000€ Macro & Micro unrelated Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
  57. 57. 1. Average cost of an activated double opt-in address 1€# of calculator download resulting in validated addresses 4 350Value of the n°4 micro conversion 4 350 €Which is equal to a saved value of 4 350 € Macro & Micro unrelated Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
  58. 58. Macro conversion: Sales Micro conversion 1: SimulatorMicro conversion 4: Download calculator Micro conversion 2: Micro conversion 3: Contact us Job / HR pagesThe value of micro conversionsMacro = 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%
  59. 59. The Next steps 1° Define your goals 2° All your goals… 3° Analyse your micro/macro effect 4° Define specific Kpi’s /campaign 5° Help your visitor to convert thanks to… REMARKETING !
  60. 60. Remarketing matters
  61. 61. Remarketing matters
  62. 62. Remarketing network
  63. 63. Remarketing is not fun for everybody… IHATE the marketing team
  64. 64. The revolution! ONE CODE
  65. 65. Easy Set up
  66. 66. The Smart Pixel
  67. 67. Audiences settings
  68. 68. The advanced setup !
  69. 69. Custom Tags
  70. 70. Custom retail parameters
  71. 71. Custom travel prameters
  72. 72. Awesome features Remarketing with analytics let you create audiences based on Time on site Website categories Web browser Specific funnel Page view Territory … .. .
  73. 73. Link necessary
  74. 74. Remember this ! Macro conversion: Sales Micro conversion 1: Product pagesMicro conversion 4: Newsletter Micro conversion 2: Micro conversion 3: Support pages Job / HR pages
  75. 75. Standard or custom?
  76. 76. adCore
  77. 77. Dynamic Campaigns Submission Shedule Website Availability
  78. 78. Weekly Analysis Activités du compte
  79. 79. Conclusion
  80. 80. Cool stuff
  81. 81. Thank You !

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