1. One Company – Excellent Brands

2. One Company – Excellent Brands
Hvordan indgår
RTB i SEO/SEM-
planen?

3. Search-kampagner vs. RTB-kampagner
• Identificer data og systemer
• Definer brugere og adfærd
• Kampagnedesign, opsætning
og budstrategier
• Kampagnestart
• DYNAMISK OPTIMERING
• Løbende rapportering
3
Users Partners
SystemsFriends

5. / http://gigidavidge.com/2012/02/05/the-sexy-computer-geek/

6. Kan du det samme i GDN?

7. Evaluering

8. 5% af internetpopulationen (US)
står for 82% af alle klik

9. Forholdet mellem visninger og søgninger
0
50
100
150
200
250
300
350
400
450
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
1 2 3 4 5 6
SEM
Klik
Indekseret
RTB
Visninger
Indekseret
Dage

10. Attribution | Path-to-conversion | Costumer journey
Produkt/
Service
Leverandør Køb Post
Time
Engagement
PRE Sharing
Research af
produkt/
service
Research af leverandør
Køb
Deling
Evaluering
Påvirkning/
behov
opstår

11. Attribution
• Last click attribution
• Last attribution
• Geom. attribution
• Equal attribution
• First attribution
• Standard First attribution
Impression
X
Impression
X
Impression
X
Affiliate click
X
Impression
X
Click X
Impression
X
Impression
X
Impression
X
Affiliate click
X
Click
X
Impression
X
Impression
X
Impression
X
Impression
X
Affiliate click
X
Impression
X
Click X
Impression
X
Impression
X
Impression
X
Affiliate click
X
Impression
X
Click X
Impression
X
Impression
X
Impression
X
Affiliate click
X
Impression
X
Click X
Impression
X
Click
X
Impression
X
Affiliate click
X
Impression
X
Click X

12. Behavior
Shopping > Apparel, Shopping >
Apparel > Footwear
Demography
Use of CCS profiles
• Female
• 34-55 years
Context
• Footwear
• Shoes
• Fashion
RTB og forbrugermindset

13. Sammensmeltningen Search Re-targeting