L’entrée en vigueur du RGPD, la fin prochaine des cookies tiers, les récentes décisions de justice en défaveur de Google, le décollage d’Amazon, l’omnicanalité des parcours sont autant d’enjeux actuels auxquels est confronté le SEA. Représentant toujours plus de 50% du budget media investi, il doit se réinventer pour rester un canal performant et ainsi répondre aux attentes des annonceurs qui sont de plus en plus nombreux à commencer à réfléchir à sortir de leur Google-dépendance. C’est dans cette démarche que Waisso présentera les résultats de son analyse à l’automne prochain Cette étude abordera différentes problématiques : * La révolution du machine learning appliqué au SEA (les étapes de l’automatisation du compte – solutions de bid management…) * L’essor du retail media (Google Shopping – Amazon Ads – Cdiscount Ads – solutions de gestion de flux..) * Le search walled garden (ASO – search intelligence) * Les nouveaux usages du search

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THE NEW SEA
APPLICATIONS
Chapitre réalisé par

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SPEAKER PRESENTATION
JEREMY
LACOSTE
TEAM LEADER ACQUISITION
WAISSO
« Waisso is a digital agency
specialized in marketing
relationship management.
We support and advise our
customers in the implementation
& execution of their digital
strategies »

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2020, the end of the beginning?
First digital channel for marketing departments, SEA
spending have decreased this year. Several reasons:
GDPR deployment, the growth of retail media, the end
of third cookie, the diversification of mix-marketing, the
Google’s bashing….
Waisso invites you to take a look at the SEA’s
challenges
o Traditional SEA boosted with Machine Learning
o The new retail media
o Search walled garden
o The future of SEA
SUMMARY

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1/ TRADITIONNAL SEA
BOOSTED BY
MACHINE LEARNING

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RGPD
Consentment – cookie third
92% of Google’s income is generated by its
Ads platform based on several lead solutions:
Google Ads – Youtube – Gmail – GDN -
Waze
RETAIL MEDIA
Amazon captures 1 of 2 US request
60%
NEW TENDENCIES
CUSTOMER CENTRIC
The new domination of 1rst party data
GOOGLE BASHING
Diversification for mix-marketing – European Comission

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HAGAKURE MODELLING
No granularity – no matchtype
division – long tail – DSA
campaigns
SMART BIDDING
Campaign management with
performance approach (CPA –
ROAS…)
RSA APPROACH
Personnalized ads with new format
or special attribut (if…)
ADVANCED AUDIENCE
Customer Match – Look a Like
Modelling – RLSA – In Market -
Interest
GA 360
Link between website data and
advertising data with GMP
+ Attribution
SMART DISPLAY
Display and Shopping Campaigns
based on Machine Learning
TRADITIONNAL SEA BOOSTED BY MACHINE LEARNING
Création en 2000
Juillet 2018

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Bidding solutions are still
necessary with the
growth of machine
learning on Google/
Microsoft Ads?
Bidding solutions are able to manage different
channels: Google – Microsoft – Facebook – Amazon
to deploy an unified approach
BIDDING SOLUTIONS
MULTI-CHANNEL
Management & audience & dashboarding
MACHINE LEARNING
Based on advanced algorithm
GLOBAL APPROACH
Bulk operations

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EXTERNAL SOLUTIONS
External solutions focus on leading middle market
support to generate more qualified leads on Search
channel
LEAD GENERATION
Campaign management based on CPA
LOCAL APPROACH
Local support – middle market - network
COUPLE OF CHANNEL
SEO-SEA or Social-SEA

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Sous-titre
2/ THE NEW
RETAIL MEDIA

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SHOPPING ADVANVED
Shopping showcase ads & Local
inventory ads
.
RETAIL MEDIA GOOGLE
SMART SHOPPING
Campaign management with
machine learning approach
.
CSS WORKFLOW
Creation of a cheaper product
workflow.
SHOPPING ACTIONS
Test of a premium cross-brand
marketplace
.
1/3 of Google’s income is generated by its retail
media universe and it represents now an innovative
product.

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AMAZON ADS
Launched in 2016, Amazon Ads generate $ 2.5 billion
with a growth of 123%
SEA: Sponsored Product and Sponsored Brands with
CPC management and bidding model
DISPLAY: Amazon Vendors are able to broadcast
display ads on Amazon platform
AMAZON DSP: Amazon sells its ad inventory through its
DSP solution
.
RETAIL MEDIA INHOUSE
CDISCOUNT ADS
Launched in 2018, CDiscount Ads is used by 3 000
brands
SPONSORED PRODUCT: Product campaign
management with CPC bidding
PREMIUM ADS: Broadcast display on home page or
result page
GOOGLE SHOPPING: Target a specific audience on
Google in order to generate more traffic on CDiscount
.

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AUTOMATION SOLUTIONS
Automation solutions are used by retailers and e-
commerce actors to optimize their SEA management
and deploy a personnalized product approach.
AUTOMATION ADS
Creation of bulk management to update SEA
account
CUSTOM WORKFLOW
Product workflow to personnalize ads
information
PERSONNALIZATION ADS
Ad Customizer management or custom labels

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3/ SEARCH WALLED
GARDEN

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ASO
87% of the time spent on Internet is from native applications and
mainly focus on 10 of them
BRANDS: Apple Search Ads, Google Play
MODELE: Google and Apple offer a very simple platform to
manage app campaigns by using a CPC model. Even if these
campaigns are based on download apps goal, the tracking may
be difficult and we need to use some external solutions.
.
SEARCH WALLED GARDEN
SEARCH INTELLIGENCE
New discipline, search intelligence is able to address interest
audiences with a clustering approach and semantic treatment
BRANDS: Captify, Keymantics, Nano Interactive
MODELE: These brands collect structure from speciliazed
editor and sell out the data.They define different typology of
audience based on data model, machine learning and request
from search engine
.

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Sous-titre
4/ THE FUTURE
OF SEA

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THE NEW APPLICATIONS
SEARCH EXPERIENCE OPTIMIZATION
Marketers have to have a global user experience approach to define
their acquisition strategy
VOCAL SEARCH
2 millions French use wireless speakers.
Brands will try to capture the 1rst position
VISUAL SEARCH
Mobile first technology, it is based on scanning
images and recognizing similar items by using
machine learning

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Search projects are based on long-
term optimization in order to integrate
machine learning – data approach –
personnalization workflow
This channel is central and we
recommend to align web, commerce,
product and DSI
01
04
01. EXPERTISE
Work with Search expert
and digital specialist
02. TRACKING
Need to track the visitor’s
behavior with custom event
03. UX
Offer an efficient user
experience on site to
optimize the conversion rate
04. KPI
Define the different steps of
customer funel to analyse
engagement rate
06.
PERSONALIZATION
Integrate custom workflow based
on 1rst party data
05. AUTOMATION
Inject machine learning and
rule to optimize the
campaigns management
SEARCH’S KEY FACTORS

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Search will stay a hegemonic channel for marketing directions for
several reasons:
- Cookieless Universe based on Walled Garden and ID
Tracking
- High level of rentability with performance approach and data
granularity
- Machine learning modelling which help marketers
- The Diversification of format, channel, ads…
- The development of Google’s technology stack (GMP &
GCP) fully integrated
- The lack of tough alternative
WAISSO’S POINT OF VIEW

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CONTACT
JEREMY LACOSTE
TEAM LEADER ACQUISITION
Jeremy.lacoste@waisso.com
CYRIL FLEURET
OWNER
Cyril.fleuret@waisso.com
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Merci !