5. Is it realistic for you too?
Where are my prospects looking for me?
When are my prospects looking for me?
How are my prospects looking for me?
5
6. Where is the BE internet population
97%
·
86.2% reach of BE internet population
· Age (average) :
41 yrs
1.709.000 visitors/day
·
·
18.8 monthly visits per visitor
*comscore
6
19. Conclusion
ü Define your priorities
Adapt your source / targeting & message
ü Try to understand how people search for that specific information:
- use benchmarks
- use your data
ü What do you want to push?
à Define your objectives
ü Understand the big picture and act at the right moment
à You’re ready to launch J
19
25. Why Invest in my
?
1. Prevent aggressive competitors
2. You take more space than your competitors
3. Specific call to action & landing page
4. Adapting ads is quick & effortless
5. Use of misspellings
25
26. Brand coverage on SEO / SEA
30%
Presence of 30%, SEO & SEA combined…
No 100%
coverage
26
29. SEO vs. SEA on Specific Actions
•
Tailored messages on brand campaigns (for specific actions) result in:
–
Better conversion rate
–
Higher value per visit
127892
17568€
2600
36,45€
1,73%
0,87€
53496
32945€
500
30,25€
0,91%
0,60
€
29
30. Still not convinced?
What if I pause my Brand campaigns ?
What we know will happen in AdWords:
1. Increase of global CPA
2. Decrease of overall conversions
3. Decrease of clicks due to higher CPC on generics
What we think won’t happen:
1. Lost of traffic on overall website
Because of our 1st position in SEO
30
32. What about my SEO then ?
1. Huge decrease of visits in SEA
2. Visits weren’t recovered by SEO
3. Decrease of >90% on brand traffic
8
%
1,60
%
2,50
%
15,00
%
7,00
%
15
%
18,20
%
30,70
%
5,80
%
18,00
%
My
Brand
450
6,43
00:04:53
45,34
%
10,57
%
230
4,12
00:03:43
17,57
%
40,00
%
200
5,75
00:04:21
53,68
%
15,11
%
3500
4,97
00:04:27
49,14
%
29,60
%
32
33. Why Invest in my
?
Google Findings:
1. A higher position in Google Search is interpreted by consumers as a higher
position on the market
2. The use of SEO & SEA increases the trust of the consumer regarding the brand
3. The combination of brand use in SEO & SEA increases the conversion rate
4. Stopping the broadcast of your brand in SEA can result in a decrease of 90% of
your traffic à organic results vouch for the lost traffic
5. The use of your brand in SEA isn’t taking up all of your SEO traffic
33
34. Why invest on Generic
?
• First look:
1. High cost
2. Low # of conversions
3. High CPA
è let’s decrease all my investments &
decrease my CPC’s !!
Are you sure about this?!
34
35. Case Study - CPC
Type
January
March
June
Generic
0,12€
0,10€
0,09€
Brand
0,21€
0,09€
0,07€
Total
0,12€
0,10€
0,09€
35
36. Case Study - Investment
Type
January
March
June
Generic
6500€
4200€
4000€
Brand
2000€
1200€
1000€
Total
8500€
5400€
5000€
- 36%
- 41%
36
37. Case Study - Return
Conversions
January
March
June
Generic
250
140
90
Brand
270
250
190
Total
520
390
180
- 25%
- 65%
37
38. Conclusion
Your generic keywords have to be analyzed in a larger scope
à Don’t forget the importance of the first touch point!
Indirect Conv
January
March
June
Generic
70
30
15
38
39. All attributions are equal, but some are
more equal than others…
1800
800
2000
1300
11%
62%
Last
Click
!
39
43. Best Hours – How much is your time worth ?
120
100
80
60
40
20
0
CPA before
CPA after
43
44. Search terms
Teach you how people outside of your sector see you
Integrate those learnings in your communication towards your
customers
44
45. The importance of your call to action
Call to action 1 :
Conv Rate
+13% conv rate
vacature
emploi
Call to action 2 :
Conv Rate
+51% conv rate
werft … aan
recrute
45
47. So… What can AdWords do for me?
1. Geographical location
2. Clicks / region
3. Mobile performances
4. Best hours of the day
5. ….
6. We can even go further & check the impact of offline campaigns on your online
campaigns !
47
48. What’s the impact of your offline
campaigns?
250,00
200,00
150,00
100,00
eed !
Ind
50,00
-
Conv Rate
Budget investment
48
49. There is no such thing as bad publicity…
Are you sure?
Beginning of March:
Negative Publicity
500
450
100
90
400
80
350
70
300
60
250
50
200
40
150
30
100
20
50
10
0
0
February
March
April
Leads
May
June
CPL
49
50. Is there anything more ?
• Improve your SEO
• Optimize newsletter diffusion
• Optimize website communication
• Check if mobile website is a priority
• ….
50
59. • Be Always On!
Call Extension
Mobile App
Mobile Promotion
Directions
1. Make ads
Specifically for
Mobile
2. Create tailored
messages
according to
place & time
59
68. • Create Target Groups
Many retailers have too many products to
bid on each one individually…
à Create target groups
Example:
1. Best Sellers
2. Highest Margins / ROI
3. Top Return on ad spend
68
71. • Why ?
Remind your customers of items they've seen or bought on your website
in the past and suggest other products they might like.
1. Increase of CTR
2. Increase of Conversions
3. Decrease of Cost of Sale
71
75. • New vs. Returning Visitors
§ Where should I invest ?
§ Is there a good and a bad visitor?
75
76. • The Solution – Remarketing for Search !
Save Money
Cross Sales scenario
Segmented bidding strategy
Tailored message / Communication
76
77. •
Save Money
What is my goal? Is it unique or not?
• Purchase
• Subscription
• …
If Unique:
à Use your audiences to exclude them from your communication
If Recurrent:
à Focus on visitors that converted to increase your conversions by
cross selling or proposing the same product again
à Avoid Clicks which are not conversion oriented
77
78. Cross Sales Scenario
Can you Cross Sale products ?
• Flight + Hotel ?
• Second Hand Car + Car Insurance?
• TV + Wifi Connection?
à Create new needs for your customer
à Help your customers to update/upscale
à Transform your existing customer into a new prospect
78
79. Impossible d'afficher l'image.
Votre ordinateur manque peutêtre de mémoire pour ouvrir
l'image ou l'image est
endommagée. Redémarrez
l'ordinateur, puis ouvrez à
nouveau le fichier. Si le x rouge
est toujours affiché, vous devrez
peut-être supprimer l'image avant
de la réinsérer.
Segmented bidding strategy
How to improve the performances of high-competition KW?
Generic KW
• drive a lot of traffic (often unconvinced prospects)
• can lead to uninterested prospects
• can be more expensive due to competition
à Focus on valuable prospects who are convinced by your brand
Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir
l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier.
Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la
réinsérer.
TIPS !
Bid on this o
ne
79
80. Tailored message / Communication
Should my message be adapted for each stage of the buying cycle?
Prospects usually
• don’t convert on the first click (93%)
• click many times on AdWords ads
à Try to adapt your communication as much as possible
à Decide which message you want to deliver @ what specific time
80
82. Use of data to boost traffic
and online sales:
weather analysis
27 Septembre 2013
82
83. Agenda
Ø What
we
do
at
SCK
Ø One
of
our
challenge:
Big
Data
Ø Our
Business
Case:
impact
of
weather
on
traffic
and
online
sales
Ø Methodology
Ø Predic5ve
Model
83
84. What
we
do
at
Scine5k?
Business
Developers
We’re
84
85. Focus
on
the
data,
all
kind
of
data
we
can
get
Bring
insight
and
op5mize
the
business,
specially
the
85
online
business
85
86. Data
should
guide
all
our
decisions.
A
good
strategy
should
be
based
on
the
reality
of
the
data
and
its
right
interpreta5on.
86
87. Our
approach
UNDERSTAND
Measure
Modelize
Interpret
SHARE
Transfer
Support
Train
IMAGINE
Advise
Innovate
Conceive
ACT
Product
OpOmize
Drive
87
89. What
we
are
experiencing
facing
the
Big
Data
«
Revolu5on
»
• Handle
informa5on
and
extract
the
value
of
it
to
drive
business
for
our
clients
• We
take
the
example
of
weather
because
we
suspected
that
some
of
our
clients
products
are
“weather-‐sensi5ve”*
• With
this
in
mind
we
tried
to
verify
and
hypothesis
that
says
that
the
weather
has
an
impact
on
sales.
89
90. Our
approach
applied
to
the
weather
analysis
Extract
Modelize
Visits,
Sales,
Searches
Transform
Validate
Segment
Best
Model
Predict
Forecas5ng
Planning
Filter
Historical
Data
Weather
variables
Factors
90
91. Our
approach
applied
to
the
weather
analysis
• Get
historical
data
of
traffic
and
sales
(via
GA)
• Get
historical
data
of
weather
(open
source
data)
• Prepare
and
transform
the
data
(factors)
• Find
the
“best”
model
• Validate
the
model
• Find
the
equa5on
• Use
the
model
to
predict
online
sales
91
92. Use
of
Google
Analy5cs
to
get
the
online
data
Not
only
standard
KPI:
visits
(#
and
trend),
Page
Views,
transac5ons
and/or
conversions,
conversion
rate,…
in
the
Dashboard.
GO
FURTHER…
Ø
Segment
crea5on
è
key
metrics
by
localiza5on
(ex
#
visits,
sales,
search
of
a
specific
kw,
….
for
Paris
)
Ø
Filters
è
iden5fy
and
group
products
“weather-‐sensi5ves”
Ø
Extracts
with
Excellent
Analy5cs
92
96. Extract
weather
data
• External
data
source:
examples
– Weather
Underground
– WeatherBug
– World
weather
online
• Historical
data
(for
the
modeling
part)
• Forecast
(for
the
predic5ve
part)
• By
date
and
localiza5on
96
97. Correla5on
analysis
Analyze
correla5on
between
the
variables
we
want
to
predict
and
the
weather
variables
97
98. Create
“Weather
factors”
T°
&
Frog
explain
more
than
50%
of
F2
….
Wind
not
that
much
correlated
– F1
-‐
Facteur
meteo1=
0,14
%
Moy
T°
+
13,24
%
Moy
Humidité
+
3,77
%
Moy
Visibilité
+
1,20
%
Moy
vent
+
41,74
%
Pluie
+
38,91
%
Ecart
Pluie
+
0,00
%
Ecart
T°
– F2
-‐
Facteur
meteo2=
29,73
%
Moy
T°
+
21,17
%
Moy
Humidité
+
30,94
%
Moy
Visibilité
+
5,82
%
Moy
vent
+
5,65
%
Pluie
+
6,06
%
Ecart
Pluie
+
0,63
%
Ecart
T°
F1
mostly
F1
and
F2
:
60%
of
the
informa4on
of
all
the
weather
variables
explained
by
Rain
(42%)
and
the
rain
diff.
(39%)
Humidity
explains
both
factors
(nega5vely
F1
and
posi5vely
F2)
98
99. Predic5ve
Model
• In
this
specific
case
use
of
linear
regression
to
predict
the
sales
• 10
%
of
online
sales
explained
by
our
weather
factor
• Other
significant
variable
included
in
the
model:
%
of
discount
•
Model
Adjusted
R²:
0,964
• Es5mated
sales
vs.
real
sales
99
100. Next
steps
to
complete
the
analysis
• Include
the
weather
data
in
the
internal
informa5on
system
• Use
the
weather
factors
for
business
purpose:
– Forecast
– Campaign
planning
(email,
adwords,
social
media
com,
….)
• Online
vs.
Offline
sales:
– Analyze
the
impact
of
weather
on
offline
sales
– Compare
the
effect
of
«
bad
weather
»
on
online
and
offline
ac5vity.
100
107. Smartphone Penetration is on the Rise
34%
Q1 2013
22%
Q1 2012
Base: National representative population 16+, n= 1.000
Q1:
Which if any of the following devices do you currently use?
Google Confidential and Proprietary
107
108. Smartphones are used everywhere
2012
2013
96%
96%
At home
70%
At home
86%
On the go
On the go
55%
In a store
Source: Our Mobile Planet - Google
77%
In a store
Google Confidential and Proprietary
108
109. Smartphones Inform Our Daily Life
43%
Restaurants, Pubs & Bars
33%
Travel
58%
Product Info
23%
Apartments, Housing info
22%
Job Offers
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
Google Confidential and Proprietary
109
110. Smartphones stimulate query growth
YoY data
Finance
Consumer
Electronics
Job listings
Home &
Garden
Women’s
Clothing
Total
13%
9%
12%
14%
18%
Desktop
6%
2%
2%
0%
1%
Smartphone
146%
141%
190%
166%
195%
Tablet
164%
108%
182%
174%
190%
Google Confidential and Proprietary
110
111. Research that Starts on Smartphones Leads
to Purchases Across Channels
Research
on smartphone
32%
24%
then purchased
then purchased
via computer
then purchased
it offline
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies toGoogle Confidential and Proprietary
you.
111
112. 1
Mobile in 2013
2
How to create value with mobile?
3
Summary
Google Confidential and Proprietary
112
113. How to Create Value for your Clients
1.
Mobile Value Attribution
2.
Having a Mobile Strategy
Google Confidential and Proprietary
113
114. 1) Attributing Value to Mobile
Mobile Sales
In Store
App
Conversions
Phone
Calls
CrossDevice
Google Confidential and Proprietary
114
115. How to Measure These Conversions
Mobile Sales:
• Conversion
tracking
In Store:
• Offer Extensions
• Off Line Conversion
tracking (coming soon)
• Store Locator Clicks
App Conversions:
• App Downloads
• In App
Conversions
Calls:
• Clicks on Call
Extensions
• Clicks on number on
site
• Call metrics (coming
soon)
Cross Device:
• Estimated total conversions
(coming soon)
• Track logged in users
Google Confidential and Proprietary
115
116. Define the Touchpoints for conversions
Calls
Online
Conversions
In-store
Downloads
Online
Conversions
Cross device
conversion tracking
Universal Analytics
beta
Downloads
Calls
Google Confidential and Proprietary
116
117. The Full Value of Mobile calculator
Google Confidential and Proprietary
117
118. 2. How can we have a mobile strategy, when not
having a Mobile Site
1. Get A Mobile Site
2. Seriously, get a Mobile Site!
3. Experiment with landing
Pages
4. Let your brand exist on
Mobile!
5. Experiment with Extensions
Google Confidential and Proprietary
118
119. 1) Mobile really means developing a mobile site
• How mobile ready is your clients website?
– Analyze by using howtogomo
– Visualize by using mobile webdevelopment-tools*
Example: created via Dudamobile.com
Google Confidential and Proprietary
119
120. 2) Experiment with your landing pages
What are they key messages/objectives you want to bring to your
users? This will probably differentiate for branding and performance
advertisers
Branding advertisers:
Direct your mobile search and display campaigns to social & mobile-friendly
landing pages instead of a mobile unfriendly website. In other words think;
YouTube, G+ and other social platforms.
Example Gillette:
m.website
YouTube Channel
Facebook- page
Google Confidential and Proprietary
120
122. Performance advertisers:
2) Experiment with different landing pages.
example: drive traffic to contact page
3) Be consistent, if the mobile experience is poor it’s
better to show
mobile visitors no website, but only the call-option.
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122
123. 3) Let your brand exist on mobile
Always be visible on Branded KW
• Low cost traffic with high value
• Avoid competitors taking over
• Valuable data to analyze
• Be in control of your message
• Leaving a professional impression
Google Confidential and Proprietary
123
124. In summary: the advertiser’s mobile journey
Optimize consumer experience
Understand how
mobile fits in the
consumer’s journey
Manage your
mobile bid
multiplier
• Simplify lead form
• Add call button
• Add store locator
• Simplify checkout
• Promote app
Consider relevant
conversions to
measure based on the
consumer journey:
calls, apps, forms,
directions, …
Drive conversions by
opting into extension
types/formats
• Enable call extensions
Adjust bids to
reflect mobile
value
• Drive app installs
• Use location extensions
• Use offer extensions
…and uncover the full value of mobile
Google Confidential and Proprietary
124
126. Summary
• Smartphone usage is on the rise. Users tend to use their
smartphone everywhere (strong increase with 2012).
• The average Belgian Smartphone user thinks local, acts social,
loves to multitask and is not afraid to use his mobile as an
essential tool in his purchase journey. Still there are some
barriers.
• Attribute the full value of mobile, by defining (soft) conversions and
measuring the different touch points.
• Experiment with landing pages or make use of mobile friendly
social alternatives such as YouTube, Google+ and others.
• Be visible on branded terms and don’t let your brand be hijacked.
Google Confidential and Proprietary
126
128. The basics: Mobile ads - APPENDIX
Mobile customers are converting in new ways and driving these conversions is
as simple as enabling an extension or trying a new ad format
Call extension
Location
extension
App Promotion
format
App extension
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