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What’s New on Google - February 2013 Session

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blue2purple in collaboration with Mobilosoft and ClickAnalyst present their special SEA Training Session. …

blue2purple in collaboration with Mobilosoft and ClickAnalyst present their special SEA Training Session.
It's time to discover a brand new way of envisionning Online Advertisement !
Learn How to Pimp your Ads !!!


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  • 1. © blue2purple in collaboration with
  • 2. © blue2purple 2 Summary How to pimp my Ads? Mobile What’s RemarketingNext on for SearchGoogle? adCore Google+ Tag Manager
  • 3. © blue2purple What’s New on Google Search ?
  • 4. © blue2purpleGlobal Search Behaviour
  • 5. © blue2purple How To Pimp My Ads?
  • 6. © blue2purple 6 Online Search Behaviour A Zone B Zone Always Sometimes Never Doesn’t know A Zone of the users think they never have sponsored links on top of the search results.
  • 7. © blue2purple 7 There’s a lot for marketeers to consider…
  • 8. © blue2purple 8 Device vs User Centric Evolution
  • 9. © blue2purple 9 Key datesFEB. JUNE Q3 12 2013 2013
  • 10. © blue2purple Product Ads
  • 11. © blue2purple 11 What Are Product Listing Ads? Key Points! !   Link Merchant Center account with AdWords campaign. ! Product targeting: ads dynamically generated by Google. !   Double-serving: multiple ads of 1 merchant possible
  • 12. © blue2purple 12 Where Are Product Listing Ads Shown?¤  Up to 2 PLA’s can show in the Top Ad Placement¤  Up to 3 PLA’s on the Right Hand Side
  • 13. © blue2purpleGoogle Offer Ads
  • 14. © blue2purple 14 What Are Offer Ads?¤  Offer Ads is a scalable ad format that shows relevant offers on Google.com as part of the ad text based on the users search query. Users click on the + box to expand the offer included on the text adAny action taken by auser (e.g. printing, etc.) is charged like a click on the ad. Advertiserscharged at most twice (for two actions)
  • 15. © blue2purple 15How Do Offer Ads Work For the User
  • 16. © blue2purple 16 How Do Offer Ads Work For the User?1 User looks for a laptop on Google 2 Top ad for company XYZ with an offer is triggered
  • 17. © blue2purple 17 How Do Offer Ads Work For the User?3 4 Offer expands when user clicks on the + box User prints the offer (on mobile: email/sms)
  • 18. © blue2purpleWhat’s NEXT… on Google Search
  • 19. © blue2purpleGoogle Shopping
  • 20. © blue2purple 20 Google Shopping¤  Sur base d’un feed .xml¤  Pas de lien nécessaire avec un compte Adwords (Merchant Center)¤  Payant à.p.d. 13 February 2013
  • 21. © blue2purpleCommunication Extensions
  • 22. © blue2purple 22 Communications ExtensionsAllows AdWordsadvertisers to collectemail leads directly fromGoogle search 1 Give your customers a fast and easy way to sign up for your email list Get subscribers when someone submits their email address through 2 your ads Easy: Like all Extensions, it enhances your existing ads, and it can 3 appear on the right-side ads as wellIf you are an advertisers who gives regular updates, newsletters or to anemail subscriber base, this is the beta for you!
  • 23. 23Google checkout
  • 24. © blue2purpledoubleclick
  • 25. © blue2purple 25 Today’s Consumers…¤  Are fueled by overwhelming options and content
  • 26. © blue2purple 26One platform for everything !
  • 27. © blue2purple 27What is does
  • 28. © blue2purple 28Can you repeat… Please?
  • 29. © blue2purple Case adCore LaCie
  • 30. © blue2purple 30 Conclusions¤  Increases your ad relevance •  Ad diffusion under conditions •  Dynamic price in ad •  …¤  Increases account quality •  Higher CTR •  Higher Conversion Rate •  Better avg. Position¤  Growth of ROI
  • 31. © blue2purple Google Tag Manager
  • 32. © blue2purple 32How many tags do you have ? !   Who’s in charge of their implementation ? !   How long doe’s it take to implement a new tag?
  • 33. © blue2purple 33What’s the impact ?
  • 34. © blue2purple 34What if you had only one tag? ! Who’s in charge of their implementation ? !   How long doe’s it take to implement a new tag?
  • 35. © blue2purple 35Benefits ü  Speed ü  Usability ü  Flexibility
  • 36. © blue2purple 36Benefits ü  Fast tag loading to collect more data ü  Rules ü  Templates & error checking
  • 37. © blue2purple 37Benefits ü  All your tags in one place ü  No need to access site code ü  Debug Console & Preview mode
  • 38. © blue2purple 38Benefits
  • 39. © blue2purple 39Every one wins ! ¤  Marketing: •  Easy and fast tag implementation •  No technical knowledge required •  Enhanced page & data quality ¤  IT: •  Integration of only 1 tag •  Win of time •  Control thanks to Tools and user permission
  • 40. © blue2purple 40Let’s begin 1 2 3 4
  • 41. © blue2purple© blue2purple Google +
  • 42. © blue2purple 42Worldwide Data’s
  • 43. © blue2purple 43Performances
  • 44. © blue2purple 44Why Google+ ? à Google+ can make your marketing plan perform better
  • 45. © blue2purple 45Google+ Pages Overview
  • 46. © blue2purple 46Google+ Local Page ! Add pictures ! Leave a comment ! Mention all the different routes to reach your company ! Keep information about your campany up to date (cannot add info) ! Subscription via Google Address or Google + Local
  • 47. © blue2purple 47Google + displayed on search page
  • 48. © blue2purple 48Google Local Extensions
  • 49. © blue2purple 49Google+ Local Page
  • 50. © blue2purple 50Google+ Business ! Add pictures / Videos ! Leave a comment ! Post general and specific information about your campany ! Plan and share an Event ! Add links ! Manage followers by creating « Circles » ! Subscription via Google+ Business
  • 51. © blue2purple 51
  • 52. © blue2purple 52 AdWords & Google+à  Just ad a +1 button on your website and / or create a Google + Page
  • 53. © blue2purple 53Where to use G+ ?
  • 54. © blue2purple Remarketing for Search
  • 55. © blue2purple 55Remarketing matters
  • 56. © blue2purple 56Remarketing network
  • 57. © blue2purple 57Remarketing is not fun for everybody… HATE I the marketing team
  • 58. © blue2purple 58The revolution! ONE CODE
  • 59. © blue2purple 59Tag your visitors Time on site Specific page view Conversion Basket based Personal combinaison Based on analytics
  • 60. © blue2purpleHow to use it?
  • 61. © blue2purple 61Let’s imagine…
  • 62. © blue2purple 62Common situation Star Trek NEW DVD Collector
  • 63. © blue2purple 63Common situation?
  • 64. © blue2purple 64This is how remarketing should work HéHéI found all my Xmas presentsBy myself !
  • 65. © blue2purple 65 Use it as a nice to have targeting¤  Reach higher-value audiences for more effective AdWords campaigns¤  Active audiences start @ 100 users
  • 66. © blue2purple 66How can this help me? Saving Money ! Cross Sales scenario Segmented bidding strategy Tailored message / Communication
  • 67. © blue2purple 67 Saving Money !Is my goal unique or recurrent ? •  Newsletter subscription •  Life insurance / Mortgage •  Long term products (refrigerator, etc.) à Use your audiences to exclude them from your communication à Avoid Clicks which are not conversion oriented
  • 68. © blue2purple 68 Cross Sales ScenarioAre your objectives crossable ? •  Burger + french fries? •  second hand car + car insurance? •  TV + Blu-Ray player? à Help your customers to update/upscale à transform your existing customer into a new prospect
  • 69. © blue2purple 69Segmented bidding strategyHow to improve my perfomances on high-competion KW? •  Generic KW drive a lot of trafic •  Generic KW can lead to uninterested prospects •  Generic KW can be more expensive due to competition à Define on which audience you want to bid more à Focus on valuable prospects who already visited your website à Segment you prospect by Time on site & Pages views metrics TIPS ! Bid on this o 5 Looser ne Prospect
  • 70. © blue2purple 70 Tailored message / CommunicationShould I adapt my message for each stage of the buying cycle? •  Prospects usually don’t convert @ the first click (93%) •  Prospects usually click many times on adwords ads •  Prospects usually click many times on your ads à Try to adapt your communication as much as possible à Decide which message you want to deliver @ what specific time
  • 71. © blue2purpleSearch Media Ads
  • 72. © blue2purple 72Search Media Ads¤  What?A new way to target, pay for, and experience video ads onGoogle search pages.¤  Why?If people who search for your brand are primarily looking for videocontent, then Media Ads is right for you. Media Ads makes it easyto get your brand in front of the right audience on Google.com.¤  Availability?Only for entertainment sector (Movies, Gaming, etc.)àOther sectors in development
  • 73. © blue2purple 73 How it works¤  Automated Targeting •  Product name •  Sector •  Kind of product¤  Flat Charge Rate Every sector has it’s own flat CPC rate. à CPC is known beforehand.¤  Only 1click charged Possibility to click on video, as well as on ad title à only one click is charged¤  Video Expansion the video expands to the center of the screen and dims the rest of the page around it. à Grabs the viewers full attention and creates a more theatrical experience
  • 74. © blue2purple 74 The results Flat CPC: 0,40€ à Lower Avg. CPC Higher CTR ü  54% of the users watch the video (from 4% to 253% higher) ü  46% of the users click on the adtextà More than 250 000 Impressions during the launch
  • 75. © blue2purple 75Should I use the remarketing for search?¤  More flexibility in bidding¤  More budget control¤  More flexibility in terms of message broadcasting¤  More possibilities in terms of prospect activation¤  Advanced beta à will be implemented quickly¤  The data exists, please let us use them !
  • 76. © blue2purple© blue2purple Mobile
  • 77. © mobilosoft Mobile to drive traffic and salesWhat’s new on Google @ b2p
  • 78. © mobilosoft 78 Hello, I’m G-A¤  What can you find about me ?
  • 79. © mobilosoft 79 Hello, I’m G-A¤  What can’t you find about me ?
  • 80. © mobilosoftSmartphones in Belgium
  • 81. © mobilosoft 81 •  Le Soir, January 2012: 21%! •  Trends, March 2012: 26%! •  Google & Ipsos, April 2012: 22%! •  AWT, May 2012: 35%! •  Mobistar October 2012: 33,6%!
  • 82. © mobilosoft 82 OK, seriously… for everythingSource: http://www.ourmobileplanet.com
  • 83. © mobilosoft 83 And from everywhereSource: http://www.ourmobileplanet.com
  • 84. © mobilosoftMobile Marketing
  • 85. © mobilosoft 85First there is the support Apps Mobile Site
  • 86. © mobilosoft 86Which support to use ? Apps Mobile Web One per OS One fits all Download Browser Synchronised Searchable Personnalised Standardised High costs Lower costs Loyalty Acquisition
  • 87. © mobilosoft 87Own vs Shared Passbook Delhaize
  • 88. © mobilosoft 88Then the traffic generation
  • 89. © blue2purple Mobile Marketing
  • 90. © blue2purpleMobile Marketing with Google Generate Subscriptions thanks to mobile
  • 91. © blue2purple 91Two Mobile networks
  • 92. © blue2purple 92Display Advertising In app On site Text or Display Text or Display Rich media Video ads Rich media ads Youtube specific formats
  • 93. © blue2purple 93First: Let’s focus on Search
  • 94. © blue2purple 94 Where is my opportunity?Click to website Click to call Click to map
  • 95. © blue2purple 95 Define your goalsPromote your App Improve your customer experience Generate visibilityGenerate offline Sales Improve contact experience Drive traficGenerate online Sales Show your stores
  • 96. © blue2purple 96 Build a strategyClick to map Click to download Click to call Click to website
  • 97. © blue2purple 97Click to map What is it? ! Bring more customers ! Business phone number ! Clickable directions ! Distance
  • 98. © blue2purple 98Click to map What is it?
  • 99. © blue2purple 99Google Address
  • 100. © blue2purple 100Click to call What is it? ! Include a click-to-call phone number in your mobile. ! Your phone number appears as an extra line in the ad. 8% 02 511 25 37 higher CTR
  • 101. © blue2purple 101Hold the line please…
  • 102. © blue2purple 102Click to download What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page
  • 103. © blue2purple 103Build a strategy What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page
  • 104. © blue2purple 104Build a strategy What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page Track your download!
  • 105. © blue2purple 105Click to website Connect more customers with what they want by using Sitelinks to help people get straight to a specific page on your mobile site. % of mobile querries in 2013 More users using the internet via mobile devices than via desktops
  • 106. © blue2purple 106Choose the right targeting
  • 107. © blue2purple 107Be creative ! Airport targeting
  • 108. © blue2purple 108Schedule your broadcasting
  • 109. © blue2purple 109Define your message
  • 110. © blue2purple 110You’re ready for Mobile !
  • 111. © blue2purpleCase 1 Generate Traffic thanks to mobile
  • 112. © blue2purple 112 Traffic September 2012¤  Launch of the mobile website in september¤  Objective: more and more traffic ! JUNE 12: Trafic: 2500 CPC: 0,70€ Cost: 1750€ SEPT 12: Trafic: 3500 CPC: 0,80€ Cost: 2800€ JUNE 12: Trafic: 8000 CPC: 0,50€ Cost: 4000€ SEPT 12: Trafic: 17500 CPC: 0,25€ Cost: 4375€ SEPT 12: Trafic: 7000 CPC: 0,08€ Cost: 560€ CASE 1
  • 113. © blue2purple 113Conclusion case 1 ! Very low CPC ! Very low competition ! Huge inventory ! Adwords full integration ! Multiple ads formats CASE 1
  • 114. © blue2purpleCase 2 Generate Subscriptions thanks to mobile
  • 115. © blue2purple 115 September 2012Objective: more Subscriptions! JULY 12: CPC: 0,16€ CPA: 1,52€ Conv Rate: 10% SEPT 12: CPC: 0,18€ CPA: 1,91€ Conv Rate: 10% JJULY 12: CPC: 0,26€ CPA: 2,33€ Conv Rate: 11% SEPT 12: CPC: 0,20€ CPA: 1,49€ Conv Rate: 14% JULY 12: CPC: 0,09€ CPA: 1,31€ Conv Rate: 7% SEPT 12: CPC: 0,05€ CPA: 1,22€ Conv Rate: 4% CASE 2
  • 116. © blue2purple 116Conclusion Case 2 ! Very low CPC ! Very low competition ! Lower CPA ! Slightly lower Conversion Rate ! Multiple ads formats CASE 2
  • 117. © blue2purple 117 Conclusion①  Mobile internet use is booming – be there or someone else will take the spot②  Mobile Advertising offers you a lot – define your goals and be strategic③  If you do not feel ready – start slowly but be there anyway !
  • 118. © blue2purple