User-Centric Event: 1. Understand User-Centric Approach (Nicolas)

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+ User-centric digital advertising with Google AdWords enhanced campaigns
+ Consolidation in buying technology platforms
+ Challenges & opportunities in mobile marketing
+ Integration of social & local approaches

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User-Centric Event: 1. Understand User-Centric Approach (Nicolas)

  1. 1. Google & User-Centric Technology As User-Centric Enabler Mobile & Social Advertising Challenges
  2. 2. Thank you Google Thank you to you and your successful companies who believe in us and invest massively on Google so you‟re a little bit at home here :-) 2nd half of the chessboard
  3. 3. Software Mobile is eating the world
  4. 4. Mobile First
  5. 5. Mobile First Money In
  6. 6. What about Google?
  7. 7. Enhanced campaigns? Devices Time of the day Location
  8. 8. How was it before? One Desktop Campaign One Tablet Campaign One Smartphone Campaign
  9. 9. How was it before? One Desktop Campaign Settings (language, location, …); Daily budget, Ad Groups with keywords and specific ads and landing pages One Tablet Campaign Settings (language, location, …); Daily budget, Ad Groups with keywords and specific ads and landing pages One Smartphone Campaign Settings (language, location, …); Daily budget, Ad Groups with keywords and specific ads and landing pages
  10. 10. How is it now? One Desktop Campaign One Tablet Campaign One Smartphone Campaign
  11. 11. How is it now? One [Desktop+Tablet] Campaign Smartphone One Tablet Campaign One Smartphone Campaign
  12. 12. How is it now? One [Desktop+Tablet] Campaign Smartphone In common Settings (language, location, …); Daily budget; Ad Groups with keywords; Not in common Specific ads [Desktop + Tablet] and landing pages Specific ads [Mobile] and landing pages
  13. 13. How is it now? One [Desktop+Tablet] Campaign Smartphone Bidding strategy flexibility Device targeting Time scheduling Location targeting Global settings Bidding Adjustment
  14. 14. How is it now? One [Desktop+Tablet] Campaign Smartphone Ad extensions flexibility @ Ad Group Level Time scheduling Mobile preferred or not
  15. 15. How is it now? One [Desktop+Tablet] Campaign Smartphone Ad extensions overview Sitelinks Apps Review Social Call Location Product Dynamic Search Ad
  16. 16. How is it now? One [Desktop+Tablet] Campaign Smartphone Ad extensions overview Sitelinks Apps Review Social Call Location Product Dynamic Search Ad
  17. 17. How is it now? One [Desktop+Tablet] Campaign Smartphone Ad extensions flexibility @ Ad Group Level Campaign Ad groups Ads iPhone Ad: iPhone 5S Time scheduling iPhone 5S Mobile preferred or not iPhone 5C Sitelinks 5S Ad: iPhone 5C Sitelinks 5C 0h 9h Call Extension 17h 23h
  18. 18. How is it now? One [Desktop+Tablet] Campaign Smartphone Traffic breakdown Desktop Tablet Smartphone Conversion Rate 85% 1% 11% 4% 0,70% 0,15%
  19. 19. How is it now? One [Desktop+Tablet] Campaign Smartphone Traffic breakdown Desktop Tablet Smartphone Conversion Rate 85% 1% 11% 4% 0,70% 0,15%
  20. 20. How is it now? One [Desktop+Tablet] Campaign 100% Desktop Enhanced – Desktop+Tablet 100.000€ budget 100.000€ budget 88.500€ 1% 1% Conv Rate Conv Rate 885 Sales 1.000 Sales 1.000 Sales 11.500€ 0,70% 81 Sales 966 Sales -3,4% Conv Rate
  21. 21. So What? Pro’s All-in-1 More options More flexibility Con’s Increased workload more setups more monitoring more reporting Forced to include tablet
  22. 22. 1 Re-think our campaigns to match user expectation 2 Re-think our user experience and its device engagement
  23. 23. Technology
  24. 24. Search Term Pay for what you get revolution CPC model Keyword based
  25. 25. Context Matching Keyword based: => matching any page on the web But still very traditional…
  26. 26. Audience Matching Cookies: matching browser history Login: Facebook, Google, Twitter, Linkedin
  27. 27. Audience Matching Matching people not website content • Interest Based Targeting • Affinity Targeting • Profile Targeting • Remarketing
  28. 28. Programmatic and Real-Time Bidding Birth of online self-service platforms replacing traditional sales/work-force To compete with Google and likes: «Dans nos métiers, il faut savoir se réinventer tous les quatre à cinq ans», reconnaît Cyril Zimmermann, PDG de Hi-Media. Pour opérer cette mutation, le groupe a renouvelé environ 30 % des 500 salariés pour mettre l'accent sur les ingénieurs.
  29. 29. Measurement Attribution
  30. 30. Message Objective S I M P L E E N G A F G U E & N M E E N A T S Y Channels Devices Audiences Measure Search S A L E S U P S E L L R E T E N T I O N Audience A Display Video Audience B Rmkt & Attribution Apps Audience N Affiliation Email TECHNOLOGY PEOPLE
  31. 31. 1 Better user-targeting
  32. 32. 3. Mobile & Social Advertising Challenges
  33. 33. Find some break (video) http://www.youtube.com/watch?v =jdpQir1sqiQ
  34. 34. Social & Mobile Advertising Challenges Ad Formats - Native advertising Location - Mobile advertising Login – Cross devices targeting
  35. 35. Social & Mobile Advertising Challenges Ad Formats - Native advertising Native advertising? “is a web advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Native ad formats match both the form and the function of the user experience in which it is placed.” Wikipedia
  36. 36. Native Advertising? See the difference?
  37. 37. Native Advertising Examples See any difference?
  38. 38. Native Advertising Examples See any difference?
  39. 39. Native Advertising All-in!
  40. 40. Native Advertising All-in!
  41. 41. Native Advertising All-in! Promoted Places Sponsored Promoted Videos Sponsored Links Sponsored Update Promoted Pin Sponsored Ads Promoted Tweet
  42. 42. Social & Mobile Advertising Challenges Location - Mobile advertising Mobile Social Mobile Social Mobile + Desktop Social Mobile + Desktop Mobile + Desktop / Social Mobile + Desktop Social Mobile + Desktop Social Mobile Social
  43. 43. So What? 1 It‟s all about advertising business model 2 It‟s mobile focused 3 It‟s open, self-service advertising It‟s Programmatic & Real-Time-Bidding 4 It‟s easy set-up creatives 5 It‟s clicking!
  44. 44. Social & Mobile Advertising Challenges Login – Cross devices targeting Browser vs User
  45. 45. Social & Mobile Advertising Challenges Login – Cross devices targeting Browser Cookies vs User Login No Personnal Info Personnal Info No cross devices Cross devices Browser history Login history Risk of multiple users Single user „‟Everybody‟‟ „‟Only sign-in user‟‟
  46. 46. Social & Mobile Advertising Challenges Login – Cross devices targeting
  47. 47. So What? 1 Data Volume 2 Data Accuracy 3 Performance 4 Cross Platforms? 5 Publishers?
  48. 48. Time to wrap-up
  49. 49. 1 Mobile impact on Google & Facebook Internet is more than one screen = desktop 2 Google & user-centric Advanced features and targeting options 3 Technology as user-centric enabler Taking shape 4 Mobile & Social Advertising Challenges Have embraced advertising
  50. 50. Thank you Google Thank you to you and your successful companies who believe in us and invest massively on Google so you‟re a little bit at home here :-) 2nd half of the chessboard

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