EXPANDING PERFORMANCEFROM SEM TO REMARKETINGANDERS HJORTHMAY 2013© BDBL Media 2013
DIGITAL LOTUS• Contents• Distribution• Amplification• RemarketingMy trackPhilosopy• Search & Social• Attribution• Remarket...
Qui sommes-nous?Oreca Store is an Automobile Sports accessoires provider
Oreca-Store : …2009-2013…0501001502002503003504004502009 2010 2011 2012 2013ProductfeedEmailingSocialDisplayAffiliatesSEOS...
3 year campaign evolution01/02/2010au07/02/201022/02/2010au28/02/201015/03/2010au21/03/201005/04/2010au11/04/201026/04/201...
The Remarketing sceneGoogle Realm Facebook RealmYahoo, MSN & WWWSearchDisplayGoogle Adex:Reach of Google RemarketingGoogle...
TechnologyAffiliateplatformsEmailOtherTrackingManagement& OptimisationSocialDisplayRTBOtherMediaOrganicresultsPaid search
Dynamic retargetingMontres (watches)Montres (watches)Montres (watches)This specific userhas a high score on« montres » - t...
DeduplicationD-7D-30 Day D0% 0%0%D-3DisplayViewDisplayClickSalePPC click onGenerickeywordMedia exposureD-1100%PPC click on...
Attribution modelingMixed attribution butstill last clickPPC, Social Media andDisplay prioritized External Ad server dat...
OutcomeImpressionsGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition IdealoGoogle Yahoo! Search...
Conclusions• Aggressive sales expansion calls for multiplication of acquisitionchannels• Display remarketing now a major c...
THANKSAnders Hjorth (@soanders)anders@bdbl.fr+33 1 58 05 39 10
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SEM to Remarketing Case Study (SMX London)

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This Online Marketing case study traces performance back over 4 years with a focus on the introduction of Display Remarketing into an online Marketing Mix dominated by Search Engine Marketing. Presented on SMX London on 16 May 2013

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  • Relation IgnitionOne – BDBL et BDBL - Oreca
  • SEM to Remarketing Case Study (SMX London)

    1. 1. EXPANDING PERFORMANCEFROM SEM TO REMARKETINGANDERS HJORTHMAY 2013© BDBL Media 2013
    2. 2. DIGITAL LOTUS• Contents• Distribution• Amplification• RemarketingMy trackPhilosopy• Search & Social• Attribution• RemarketingTechnologyFashion, finance, B2B, FranceBusiness SchoolBubble YearsInnovell, Fluxus, BeFreePan-EuropeSearch Marketing2011 Biddable Media2013 Content MarketingCOO Search Marketing - Europe
    3. 3. Qui sommes-nous?Oreca Store is an Automobile Sports accessoires provider
    4. 4. Oreca-Store : …2009-2013…0501001502002503003504004502009 2010 2011 2012 2013ProductfeedEmailingSocialDisplayAffiliatesSEOSEM non brandSEM brandHighest growth from 2012 – 2013 was in Display(mainly remarketing but also acquisition)• Aggressive progression ofRevenues year on year• Changes in the OnlineMarketing Mix over time• 4 sales channels in 20098 in 2013– Optimised share of voice– Conversion processimproved• Deduplication allowing foroptimal investments
    5. 5. 3 year campaign evolution01/02/2010au07/02/201022/02/2010au28/02/201015/03/2010au21/03/201005/04/2010au11/04/201026/04/2010au02/05/201017/05/2010au23/05/201007/06/2010au13/06/201028/06/2010au04/07/201019/07/2010au25/07/201009/08/2010au15/08/201030/08/2010au05/09/201020/09/2010au26/09/201011/10/2010au17/10/201001/11/2010au07/11/201022/11/2010au28/11/201013/12/2010au19/12/201003/01/2011au09/01/201124/01/2011au30/01/201114/02/2011au20/02/201107/03/2011au13/03/201128/03/2011au03/04/201118/04/2011au24/04/201109/05/2011au15/05/201130/05/2011au05/06/201120/06/2011au26/06/201111/07/2011au17/07/201101/08/2011au07/08/201122/08/2011au28/08/201112/09/2011au18/09/201103/10/2011au09/10/201124/10/2011au30/10/201114/11/2011au20/11/201105/12/2011au11/12/201126/12/2011au01/01/201216/01/2012au22/01/201206/02/2012au12/02/201227/02/2012au04/03/201219/03/2012au25/03/201209/04/2012au15/04/201230/04/2012au06/05/201221/05/2012au27/05/201211/06/2012au17/06/201202/07/2012au08/07/201223/07/2012au29/07/201213/08/2012au19/08/201203/09/2012au09/09/201224/09/2012au30/09/201215/10/2012au21/10/201205/11/2012au11/11/201226/11/2012au02/12/201217/12/2012au23/12/201207/01/2013au13/01/201328/01/2013au03/02/201318/02/2013au24/02/201311/03/2013au17/03/201301/04/2013au07/04/201322/04/2013au28/04/20132010 2011 20120102030405060week08-Du18/02/2013au24/02/2013week11-Du11/03/2013au17/03/2013week14-Du01/04/2013au07/04/2013week17-Du22/04/2013au28/04/20132013CPAConversionsTotales
    6. 6. The Remarketing sceneGoogle Realm Facebook RealmYahoo, MSN & WWWSearchDisplayGoogle Adex:Reach of Google RemarketingGoogle Adex + Yahoo adex + Rubicon + FBX + …Total reach of Display Remarketing
    7. 7. TechnologyAffiliateplatformsEmailOtherTrackingManagement& OptimisationSocialDisplayRTBOtherMediaOrganicresultsPaid search
    8. 8. Dynamic retargetingMontres (watches)Montres (watches)Montres (watches)This specific userhas a high score on« montres » - thewatches section ofthe site
    9. 9. DeduplicationD-7D-30 Day D0% 0%0%D-3DisplayViewDisplayClickSalePPC click onGenerickeywordMedia exposureD-1100%PPC click onBrandkeywordDeduplication(last click)Non-deduplication(last click)0% 100%0% 100%100%=200%
    10. 10. Attribution modelingMixed attribution butstill last clickPPC, Social Media andDisplay prioritized External Ad server data insecond tier Organic traffic in 3rd tier Postview data in 4th tier
    11. 11. OutcomeImpressionsGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition IdealoGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition IdealoGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition IdealoImpressionsGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition Idealo0,00%5,00%10,00%CTR0,0010,0020,0030,00ROIOrdersGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition IdealoImpressionsGoogle Yahoo! Search | BAd Exchange FB Ad Exchange AcquGoogle Yahoo! Search | Bing Ad ExchangeAd Exchange FB Ad Exchange Acquisition Idealo
    12. 12. Conclusions• Aggressive sales expansion calls for multiplication of acquisitionchannels• Display remarketing now a major contributor representingbiggest year-on-year progression in 2013• Essentials for this expansion were:– Deduplication– Attribution analysis and modeling– Dynamic retargeting• 10% of conversions now attributed to Display campaigns (mainlyRemarketing)• As more channels are being mastered, affiliate marketing isreducing
    13. 13. THANKSAnders Hjorth (@soanders)anders@bdbl.fr+33 1 58 05 39 10

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