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How to use programmatic to support global search

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How to use programmatic to support global search

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This presentation looks at the benefits of programmatic advertising and how these targeted campaigns can provide tangible improvements to search performance across multiple markets. It also shares a couple of case studies of successful campaigns.

This presentation looks at the benefits of programmatic advertising and how these targeted campaigns can provide tangible improvements to search performance across multiple markets. It also shares a couple of case studies of successful campaigns.

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How to use programmatic to support global search

  1. 1. HOW TO USE PROGRAMMATIC TO SUPPORT GLOBAL SEARCH GEMMA HOUGHTON // WEBCERTAIN // @GEMHOUGHTON
  2. 2. Supporting global brands with digital marketing since 1997 What we do: • Multilingual SEO • Performance translation • Internationaladvertising • Global social media Key sectors we work in: • B2B technology • B2B manufacturing • Tourism and hospitality • Student recruitment
  3. 3. | 3 Training platform includes: • How-to guides • Videos • Reports • Presentations • Full recordings of International Search Summit talks Training and international search support
  4. 4. | Agenda • What is programmatic and how does it work? • Benefits of programmatic • When and why to use it • Case studies
  5. 5. | Programmatic advertising is an automated marketing method based on real-time bidding on advertising inventory, targeting specific customers,in a specific context. Source: https://frank.ai/what-is-programmatic-advertising/
  6. 6. | Jen | Gym Instructor Lululemon Athletica is fantastic. Fred Leger Age 30 T-Mobile 4 Samsung Note 5 Sue Child Chris Manchester Elisa Sanchez Age 40 Jerry | Stock Broker AT&T IPhone 8s @AdobeMktgClo ud Albert 3,343, 4,453 THE NEW ERA OF DIGITAL EXPERIENCES *Source: Adobe Advertising Cloud
  7. 7. | 7 How Programmatic Advertising works *Source: AdClick – Programmatic Advertising Ecosystem
  8. 8. 86% of digital display spend in US is programmatic 8
  9. 9. In UK it’s 90%
  10. 10. France is 86%
  11. 11. Germany comes in around 70%
  12. 12. Programmatic spend in China will double from 2017 in 2019
  13. 13. You get the idea…….. It’s big!
  14. 14. So what are the benefits of programmatic?
  15. 15. Target people, not placements, platforms or devices
  16. 16. Reach audiences at scale
  17. 17. Drive efficiency
  18. 18. | 18|| Audiences vs keywords
  19. 19. 19 The robots are coming…….
  20. 20. | But we still need people! 20 • Strategy • Audience targeting • Creative • Monitoring performance • Analysis and reporting
  21. 21. | Creatives 21 • Really important • Consider cultural relevance • Beware of language differences • Experiment with formats
  22. 22. 22 When to use programmatic
  23. 23. Brand Awareness
  24. 24. Influence consideration
  25. 25. Retargeting
  26. 26. Student and Franchise recruitment Case Study
  27. 27. | The challenge • Increase brand awareness in markets where the brand is not well-known. • Expand the number of franchisees in Greece and Poland. • Recruit new students in Germany, Greece and Poland 27| Industry Education Countries Germany, Greece and Poland Project type Programmatic & search advertising
  28. 28. | 28 The execution Persona research to identify the right audience
  29. 29. | 29 The execution Persona research to identify the right audience Banner creation/localisationto ensure relevant and appropriate for each market
  30. 30. | 30 The execution Persona research to identify the right audience ‘Fill evenly’ pacing strategy over the duration of the campaign to assess performance and maximise budget Banner creation/localisationto ensure relevant and appropriate for each market
  31. 31. | 31 The execution Persona research to identify the right audience ‘Fill evenly’ pacing strategy over the duration of the campaign to assess performance and maximise budget Banner creation/localisationto ensure relevant and appropriate for each market Frequency capping to ensure maximum reach and audience engagement
  32. 32. | 32 The execution Persona research to identify the right audience ‘Fill evenly’ pacing strategy over the duration of the campaign to assess performance and maximise budget Ongoing campaign optimisation to boost click-throughrates and only bidding on placements that achieved strong CTRs Banner creation/localisationto ensure relevant and appropriate for each market Frequency capping to ensure maximum reach and audience engagement
  33. 33. | 33 The results 127% 246% Increase in brand searches Increase in conversions
  34. 34. B2B e-commerce Case Study
  35. 35. | The challenge Company with high market share but low brand awareness Objectives • Increase brand awareness • Improve conversionrate 35| Industry Retail – B2B e-commerce Countries UK, France, Germany and Spain Project type Programmatic & search advertising
  36. 36. | 36 The execution Used 3rd - party data partners to identify relevant target audience
  37. 37. | 37 The execution Used 3rd - party data partners to identify relevant target audience Localised creatives and campaign assets to maximise performance and ad relevance in target markets.
  38. 38. | 38 The execution Used 3rd - party data partners to identify relevant target audience Tested HTML5 animated banners alongside static banners to boost engagement Localised creatives and campaign assets to maximise performance and ad relevance in target markets.
  39. 39. | 39 The execution Used 3rd - party data partners to identify relevant target audience Tested HTML5 animated banners alongside static banners to boost engagement Localised creatives and campaign assets to maximise performance and ad relevance in target markets.
  40. 40. | 40 The execution Used 3rd - party data partners to identify relevant target audience Tested HTML5 animated banners alongside static banners to boost engagement Localised creatives and campaign assets to maximise performance and ad relevance in target markets. On-going optimisationand refinement of bid strategy
  41. 41. | 41 The results 50% Increase in brand searches 34% Increase in conversions
  42. 42. | 42 Takeaways • Programmatic is on the rise globally • It is effective for generating brand awareness and brand trust • Creatives are really important • Used as part of a wider digital strategy it can contribute positively to growth • Try, test and see what works for you
  43. 43. Thank you gemma.houghton@webcertain.com www.webcertain.com in/gemmabirch @gemhoughton

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