4. Mobile Penetration
22% of Belgium has adopted a
smartphone
6% of Webpages visitors are
smartphones
Purchase on Mobile
The M-market saw a raise of 250% from
2010 to 2011 !
16% of internauts bought a Christmas
gift on their smartphone
10. Websurfing evolution
By 2014, over 40% of Europeans will be using smartphones to surf on the web
1800
1400
1000 Mobile Internet Users
Desktop Internet Users
600
200
Source : Morgan Stanley
17. 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
30. 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
38. YouTube homepage Belgium
2,3 M.
Impressions/day
1 M.
Users/day
On the YouTube Homepage
In Belgium
14%
Reach of total 15+ population
Source: Google Internal Data
39. YouTube Belgium is for everyone
Source: Metrixlab research study November 2011
43. 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)
44. TrueView in Search
Viewers see your ad as
they are searching for or
watching relevant
videos.
You only pay when
people choose to view
your videos
Just write a few
sentences to describe
your video
45. 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 video
You only pay when the
viewer has selected to
watch your ad
46. 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
47. 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
48. 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
59. Click 100 000
CPC 0,12€
Media budget 12 000€
# Macro Conversions 1000
CPA 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%
60. 1. All visitors go through the simulator
2. We need 4 visitors to have 1 online purchase of a loan
# Macro conversions 1000
Total Margin 18 000€
# Micro Conversions 1 4000
Total 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
61. 1. 0,5% of the visitors go through the « contact us » page
2 . We need 2 « contact us » to have 1 online purchase of a loan
Click 100 000
Contact us 500
Online sale revenue via « contact us » 18€
# of « contact us » needed for a sale 2
Value of the micro conversion 18 € divided by 2 equals 9€
500 n°2 micro-conversions would generated 250 online sale of a loan
which 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
62. 1. Average recrutement cost 5000€
2. We need 50 sollicitants with a resume for 1 hired candidate
Value of the micro conversion 5 000 € divided by 50 equals 100 €
3 candidates would have been hired thanks to the 150 n° 3 micro
conversions
Which 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
63. 1. Average cost of an activated double opt-in address 1€
# of calculator download resulting in validated addresses 4 350
Value 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
64. Macro conversion:
Sales
Micro conversion 1:
Simulator
Micro conversion 4:
Download
calculator
Micro conversion 2:
Micro conversion 3: Contact us
Job / HR pages
The value of micro conversions
Macro = 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%
65. 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 !
80. Awesome features
Remarketing with analytics let you create audiences based on
Time on site
Website categories
Web browser
Specific funnel
Page view
Territory
…
..
.
