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What’s New on Google - September 2012 Session
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  • 1. Agenda 1 Mobile Marketing 4 Micro - Conversions & Remarketing 2 Search Network 5 adCore 3 Google Display 6 Google Panda Network
  • 2. Mobile Advertising on Google
  • 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. mCommerce growth between 2011-2012.70.00%65.00%60.00% 55.00% Benelux Moyenne E.U.
  • 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. What’s important to know ?Specific Ads Specific keywords Specific bid
  • 7. A system that allows advertising display in mobile applications. With each consumer click, you’ll get a benefice.
  • 8. Admob ads formats
  • 9. Targeting ?
  • 10. By Applications !
  • 11. Targeting your customers
  • 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. Search Optimisation Techniques
  • 14. Agenda 1 Sitelinks 2 Google + 3 1. MultiChannel Analysis
  • 15. Sitelinks
  • 16. Duplicate Sitelinks: Policy Enforcement Specific URL per Sitelink
  • 17. New enhanced sitelinks ! Only in premium position: 6 - 10 30% Higher CTR
  • 18. Dynamic Sitelinks
  • 19. Local Extensions
  • 20. New: Location Insertions
  • 21. Location Insertions: Example
  • 22. Social extension
  • 23. Google +
  • 24. Google +69,6% 30,4%
  • 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. Geo-Social Audit: Example
  • 27. Multi Channel Analysis
  • 28. First-Click Analysis
  • 29. Last Click Analysis
  • 30. GDN
  • 31. Agenda 1 DDA 2 Demographic targeting 3 YouTube
  • 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. YouTube Belgium is for everyoneSource: Metrixlab research study November 2011
  • 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. Youtube formats
  • 36. TrueView in Stream
  • 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. 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. 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. 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. 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. 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. Video targeting tool
  • 44. Audience Video targeting Huge volume and high quality visibility
  • 45. Search Video targeting Low volume BUT high quality visibility
  • 46. Rich Media Galleryhttp://www.richmediagallery.com/
  • 47. Masterhead lite
  • 48. Masterhead lite
  • 49. Calculating the value of the micro conversions WNOG
  • 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. The value of a macro conversion
  • 52. The value of a micro conversion
  • 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. 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. 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. 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. 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. 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. 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. Remarketing matters
  • 61. Remarketing matters
  • 62. Remarketing network
  • 63. Remarketing is not fun for everybody… IHATE the marketing team
  • 64. The revolution! ONE CODE
  • 65. Easy Set up
  • 66. The Smart Pixel
  • 67. Audiences settings
  • 68. The advanced setup !
  • 69. Custom Tags
  • 70. Custom retail parameters
  • 71. Custom travel prameters
  • 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. Link necessary
  • 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. Standard or custom?
  • 76. adCore
  • 77. Dynamic Campaigns Submission Shedule Website Availability
  • 78. Weekly Analysis Activités du compte
  • 79. Conclusion
  • 80. Cool stuff
  • 81. Thank You !