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Performance Marketing course at Solvay EMMA
The document discusses the evolution and strategies in performance marketing, focusing on the integration of SEO and SEA techniques for enhancing online visibility and conversions. It emphasizes the role of paid, owned, and earned media in driving traffic and controlling messaging, along with the importance of data analytics in optimizing campaigns. The content also highlights the significance of video advertising and affiliate marketing in reaching various consumer touchpoints throughout their purchasing journey.
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Performance Marketing course at Solvay EMMA
- 1. EXECUTIVE MASTER INMARKETING AND ADVERTISING
- 2. Founder Pioneer of the SEM Market in Belgium (1999) Google AdWords Qualified Individual Google Analytics Qualified Individual Who amI? An experienced multi‐lingual team Google AdWords Certified Partner Managing large accounts in Benelux and Europe. 5 individually certified specialists: AdWords Analytics Microsoft AdExcellence 2 Google Forums Top Contributors (AdWords & Analytics) Gérald Claessens
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- 5. Performance main issues •CPM CPC • CPC CPL, CPA • Post View or Post Click ? • Cookie based, MultiTouch or Last Click ? DATA (marketing)! Gérald Claessens
- 6. POE and Search ASINTRODUCTION
- 7. Paid. Owned. Earned. Opinions of friends and family, word of mouth Opinions of surfers (blogs, forums, community networks, etc ...) Presscoverage Advertising in media (TV, Internet, Radio, outdoor, print) (e‐)mailings Promotional gifts, trade fairs Sponsored events Web Site, facebook page of the brand Point of sale Catalogue or magazine of the brand P O E
- 8. POE impact onbusiness Owned 36% Control content & dist. Control message Drive traffic & conversion Paid 32% Drive traffic & awareness Broad reach & scalability Track & measure ROI Earned 32% Credibility & trustworthy Peer references Third‐party influence
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- 11. SEO Search EngineOptimization
- 12. Google Market Share Googlecontrols 46% of online ad spendingBELGIUM: 95%
- 13. Google : 46%of online ad spend According to the 2010 overall figures for Digital Ad Spend, courtesy of Darren Herman, of the circa $64 billion Worldwide 2010 Digital Advertising Revenues, Google is responsible for nearly half, i.e. $29 billion or circa 45.7%.
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- 17. Making Google Easyis Hard
- 18. Making Google Easyis Hard
- 19. Making Google Easyis Hard
- 20. Google was Blind… See Do not see Text Images Title Video URL Flash Alt Javascript Java Applet
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- 26. Social Link Building On pageOptimization Accessibility & Quality Content Start with the basics Unique Text Content Sitemaps Bot accessibility URL structure Error handling Keyword research Titles, Meta, URLs, H1, Copy, Internal anchor text Manual request & creation On site Engagement features
- 27. On Page Optimization 1.Page Titles, 2. Url Parameters 3. Headers (H1) 4. Bread Crumbs 5. webcopy & anchor text links 6. Alt tags 7. Image optimization 8. Microdata (reviews) 9. Call 2 action 10. Etc…
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- 31. Link Building High Auth. Sites Brand Advocates &Social Media PR, Basic Social Media, Partnerships Niche Directories, Article Sites Blogs, Forums, Profiles General Directories, Organizations, Classifieds
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- 33. Summary Most Important Factors4 SEO? 1. Content 2. URLs 3. Links 4. Social Networks
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- 35. Search Display A DualNetwork
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- 37. A Closer Lookat the Ad Auction Ad Position is determined by... Ad Rank… which denotes ad position= … Relevance Quality Score is determined by a combination of factors, including: • Click‐through‐rate on Google.com (clicks divided by impressions) • Keyword and ad text relevance • Landing page quality Quality Score X Willingness to pay Max CPC is the highest € amount an advertiser is willing to pay for one click on their ad Max CPC
- 38. Example: Auction &Ad Quality
- 39. More Quality ReducesPrice
- 40. Regional and LocalTargeting Country, Regional, and City-level Targeting ◦ Reach customers searching for results in geographic areas you choose Customized Targeting ◦ Reach customers searching for results in an area you define Language Targeting ◦ Reach users searching in a specific language, wherever they are* *Marketer is responsible for translating ads into selected languages. Region City Radius Set borders
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- 42. Campaign = WebsiteStructure Clothing Sporting equipment Athletic shoes Home gym Tennis Shoes Ad Group Ad Group Ad Group Ad Group Ad GroupAd Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group
- 43. You are incontrol Campaign: Clothing Message Audience Keywords: tennis shoes tennis footwear shoes for tennis tennis shoes on sale tennis shoe adidas shoes nike tennis shoes “tennis shoes” Example Ad Group: Tennis Shoes Annonce Keywords Athletic Shoes
- 44. Metrics That Matter •Manageyour keywords for overall profitability, not for quality score.
- 45. Landing Pages • FirstImpressions are Everything
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- 48. Everything is (willbe) Display
- 49. Fragmentation is anopportunity
- 50. The vision ofDisplay by Google Planning, targeting & reporting BRANDING ! For the advertiser: Reach the user at the right time For the user: For the publisher: Applies the“search” science to display “art” Monetization Serving and formats
- 51. Display Search Awareness Interest DesireAction Buying Cycle Display covers the whole buying cycle
- 52. Google Display Network YouTube & the Google websites Google Partners
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- 54. Ad are linkedto content Google use keywords and themes to find the most appropriate content.
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- 57. Remarketing ? 2 Page is tagged with the remarketing Code 5 … and visit a websiteof the nbetwork A new ad is displayed User surfs on the website 1 3 Server collects the ids of all the users User List • Cookie 1357 • Cookie 2468 • Cookie 9753 • … 4 Users keep on surfing 6 Users clicks and come back on the website 2 Cookie 1357 Cookie 1357
- 58. Campaign delivery When the concerned users go on our network, the customized ads are shown to the relevant users. Products data collect (thanks to a cookie) We memorize the products of the users browsing / surfing on the the partners sites Choice of the relevant strategy 1 Products consulted 2 Similar products to the products consulted or placed in the basket page of the site 3Complementary products to the product purchased Data collect Strategy Diffusion Dynamic retargeting : concept
- 59. 5 9 Dynamic retargeting :scenarios Hitech.comHitech.com 500€ The user has seen a 46cm TV on the Hitech.com site Product recall Recommendations Cross selling The user has placed the TV in the basket page but has not bought the product. The user has bought a 46cm TV Hitech.comHitech.com 300€ Hitech.comHitech.com 100€ We personalized the banners by showing the products previously consulted by the user. We personalize the banners with the highlight in the banners of the products from the same category (TV size, price, brand, etc…) We personalize the banners by highlighting additional products In this case, it could be a DVD player or surround sound system.
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- 65. •TrueView video adsare a family of formats that give viewers choice and control over which advertisers’ messages they want to see and when. •Viewers can choose to view your video ad or skip it if they're not interested. You pay only when they choose to watch your message. Engage by giving viewers the choice SKIP THIS AD? VIEW THIS AD?
- 66. Target who youwant - and who wants you The opt-in nature of TrueView video ads provides natural targeting eliminating viewers who have already seen your ad or who are not in the market for what you have to offer. Only pay for views You pay only when viewers choose to watch your ad - not by the page impression - and our auction-based system helps you control your budget based on performance. Increase your video view count All views on TrueView formats are user initiated and are happening in the YouTube player. Meaning that every single view is increasing the YouTube view count of your video. Gain essential insights Track your performance with “AdWords for Video” and you'll know exactly which of your ads perform best, then adjust your campaigns for even greater success. Reach people who are primed to hear your message
- 67. Overview of TrueViewad formats TrueView IN STREAM TrueView IN SEARCH TrueView IN DISPLAY TrueView IN SLATE User can choose to view or skip your Pre Roll ad User can choose to click through to view your video User can choose to view your video while on relevant websites User can choose to view your ad out of three ads shown
- 68. TrueView In Stream(TrueView Pre Roll) HOW IT WORKS • Viewer experience: Ad plays for 5 seconds, then viewers can choose to skip or watch the ad to the end. • Advertiser experience: You are only charged if the ad has been watched in full or for at least 30 seconds. Ads play on YouTube videos of all lengths. CREATIVE ASSETS • Video, no max length • Optional companion banner (300x60) PLACEMENT • YouTube Watch Page • Partner videos only TARGETING • Keyword, Category, Placement, Demographic PRICE • Auction, CPV (Cost per View) • You only pay for views, not impressions
- 69. TrueView In Stream (Pre Roll) Copy length – Max 30sec Companion Banner –Optional, 300x60 Buying – Reservation or Auction Currency – CPM or CPC Remarketing – Not available Copy length – No max Companion Banner – Optional, 300x60 Buying – Auction Currency – CPV (Cost per View) Remarketing – Available TrueView vs. Standard Pre Roll Standard In Stream (Pre Roll)
- 70. TrueView In Search(Promoted Videos) HOW IT WORKS • User experience: Viewers see your ad as they are searching for or watching relevant videos. They can click on your ad and will be directed to your Watch Page to view it. • Advertiser experience: You only pay when people choose to view your videos. All impressions are free. CREATIVE ASSETS • Video, no max length • Just write a few sentences to describe your video and you’re ready to go PLACEMENT • YouTube Search Page TARGETING • Keyword, Category, Placement, Demographic PRICE • Auction, CPV (Cost per View) • You only pay for views, not impressions
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- 78. Visitor The advertiser pays the platform The platform pays the affiliate publisher The sale is recorded by the affiliation platform The publisher receives a commission Affiliate Publisher Advertiser Affiliation: How does it work? Affiliation Platform The visitor clicks on the ad published on the website of the publisher and buys on the advertiser's site.
- 79. Visitor Affiliate Network Publisher website Advertiserwebsite 4. visitor makes a transaction 3. Network stores click information and forwards visitor to advertiser’s website 5. Advertiser reports the transaction 1. Visitor visits publisher website 2. Visitor clicks on advertising which links to affiliate network 6. Network matches transaction to click and credits transaction to the publisher Standard affiliate tracking
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- 81. The last advs Reality The “Last Ad” Standard –Last Ad Clicked –Last Ad Viewed The Reality Campaigns reach consumers multiple times, across multiple channels, over extended periods of time $ $ $ $ $ Search Google Banner Yahoo Rich Media & Sponsorship MSN Banner CNet Banner Sky Sports $
- 82. Solution Only report transactionto network which referred last click Overview: 1) Tag all destination urls with the name of the affiliate network Example: http://www.3suisses.be/fr/?source=tradedoubler Google Analytics campaign tagging can also be used 2) Get the traffic source of the current visit from the url and store this information in a cookie on the visitors computer cookie contains affiliate network of last click 3) On sales confirmation page report the transaction only to the network stored in the visitor’s cookie affiliate which referred last click gets the commission
- 83. Result Visitor Affiliate Network AAffiliate Network B Advertiser website 5. makes transaction Publisher from network A Publisher from network B 1. clicks 3. clicks 6. reads cookie from visitor and reports transaction only to network B 7. credits transaction 2. Visits website 4. Visits website 2a. sets cookie ‘network A’ 4a. sets cookie ‘network B’, overriding previous cookie
- 84. Advantages Lower the costsof the Affiliates Campaigns (up to 50% savings) Keep the same volume of sales Easy to implement Only minor changes to existing affiliate tracking code necessary No additional third party software necessary Can also involve other traffic sources, e.g. emailing campaigns Easy to customize to business requirements Examples: Do not override old traffic source if second visit of user came via Google Adwords using a brand search keyword or via an emailing campaign Remove the cookie after the first sale to attribute only first sale to traffic source
- 85. Attribution HOW TO BELESS WRONG?
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- 87. Why last clickis often too late
- 88. People search andbuy on different devices
- 89. People research onlinethen purchase offline 35%of Belgian consumers have researched online before buying offline, in the past 12 months
- 90. Google Conversion TrackingSolutions
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- 92. Understand the customerjourney How many days from the first touchpoint do conversions take?
- 93. Understand the customerjourney How many digital media touchpoints Do visitors have before converting?
- 94. Understand the mediamix How many conversion paths does a channel touch?
- 95. Attribution Modeling Last Click First ClickLinear Based on the Position Time Decay Personalised My business is unique !
- 96. Attribution Models Display View Display Click Affiliation Click E‐mailing Click SEA Click Conversion 100% Display View Display Click Affiliation Click E‐mailing Click SEA ClickConversion 100% Last Click First Click Display View Display Click Affiliation Click E‐mailing Click SEA Click Conversion 100% First Contact
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- 100. Almost there… You justneed to TEST •Option 1 : pre and post-test •Option 2 : geo test
- 101. Performance Marketing isan endless process Be Found Generate Sales SEA SEO Conversions ! TEST ‐ ANALYZE OPTIMIZE
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