The document provides an agenda for a marketing presentation covering the following topics: 1) Mobile marketing and advertising on Google platforms like AdMob. 2) Search network optimization techniques like sitelinks and Google+. 3) Google Display Network topics including dynamic ad delivery and demographic targeting. 4) YouTube advertising formats and targeting options. The presentation will also discuss measuring success through micro-conversions and remarketing campaigns.

2. Agenda
1 Mobile Marketing 4 Micro -
Conversions &
Remarketing
2 Search Network 5 adCore
3 Google Display 6 Google Panda
Network

3. Mobile Advertising on Google

4. Mobile Penetration
22% of Belgium has adopted a
smartphone
6% of Webpages visitors are
smartphones
Purchase on Mobile
The M-market saw a raise of 250% from
2010 to 2011 !
16% of internauts bought a Christmas
gift on their smartphone

9. mCommerce growth between 2011-2012.
70.00%
65.00%
60.00%
55.00%
Benelux
Moyenne E.U.

10. Websurfing evolution
 By 2014, over 40% of Europeans will be using smartphones to surf on the web
1800
1400
1000 Mobile Internet Users
Desktop Internet Users
600
200
Source : Morgan Stanley

11. What’s important to know ?
Specific Ads
Specific keywords
Specific bid

12. A system that allows advertising display in mobile applications.
With each consumer click, you’ll get a benefice.

13. Admob ads formats

14. Targeting ?

15. By Applications !

16. Targeting your customers

17. Admob in Adwords
 Dépenses Admob en Euro !
 Pas de ciblage par profil socio-demo
 Targting par langue available!
 Provider targeting
 Model targeting
 OS targeting
 Wi-Fi or 3G
 Apps targeting
 Apps category targeting
 Text ad or display ad

18. Search Optimisation Techniques

19. Agenda
1 Sitelinks
2 Google +
3 1. MultiChannel
Analysis

20. Sitelinks

21. Duplicate Sitelinks: Policy Enforcement
 Specific URL per Sitelink

22. New enhanced sitelinks !
 Only in premium position: 6 - 10
 30% Higher CTR

23. Dynamic Sitelinks

24. Local Extensions

25. New: Location Insertions

26. Location Insertions: Example

27. Social extension

28. Google +

29. Google +
69,6% 30,4%

30. Local Listing Management
 Conumer are looking for your business in a variety of places and expect informations to
be easily available and acceptable
49% of social network searchers are
looking for :
• adresses/location
• Phone numbers
• Driving directions
• Hours of operation

31. Geo-Social Audit: Example

32. Multi Channel Analysis

33. First-Click Analysis

34. Last Click Analysis

35. GDN

36. Agenda
1 DDA
2 Demographic
targeting
3 YouTube

38. YouTube homepage Belgium
2,3 M.
Impressions/day
1 M.
Users/day
On the YouTube Homepage
In Belgium
14%
Reach of total 15+ population
Source: Google Internal Data

39. YouTube Belgium is for everyone
Source: Metrixlab research study November 2011

40. The biggest audience
Audience (UV/day) (k) Imp/day (M)
1200 4
1000
1000
867
3
2.9
800
2.3
600
510 2
1.6
400
1
200
0
0
PNU YouTube MSN
PNU YouTube MSN
Source: Ratecards DMA, Google Internal Data
PNU: newspaper selection)

41. Youtube formats

42. TrueView in Stream

43. TrueView in Stream
 Skipable Ads after 5sec
 Only charged if the ad
has been watched in full
or for at least 30
seconds.
You only pay for
views, not impressions
 Optional companion
banner (highly
recommended)

44. TrueView in Search
 Viewers see your ad as
they are searching for or
watching relevant
videos.
You only pay when
people choose to view
your videos
 Just write a few
sentences to describe
your video

45. TrueView in Slate
 Before youtube partner
videos that are 10 min or
longer
 Viewers choose either to
watch an ad from one
of 3 different
advertisers, or to see
regular commercial
breaks during the video
You only pay when the
viewer has selected to
watch your ad

46. TrueView in Display
 Shown as users browse
relevant sites across the
web.
 They can click to watch
your video, pause
it, adjust the volume or
click through to your site
You only pay for
views, not impressions
 Just write a few
sentences to describe
your video

47. Banners
 Viewers see your ad
• In the right of a video
on the watch page
• As an InVideo overlay
at the bottom of the
video being played
• On a browse page
• On the search Results
You pay on a CPC or
CPM base
 Adtexts/banners/video

48. InVideo
 Viewers see your ad
• In the right of a video
on the watch page
• As an InVideo overlay
at the bottom of the
video being played
• On a browse page
• On the search Results
You pay on a CPC or
CPM base
 Adtexts/banners/flash
overlay

49. Video targeting tool

50. Audience Video targeting
Huge volume and
high quality visibility

51. Search Video targeting
Low volume BUT
high quality visibility

52. Rich Media Gallery
http://www.richmediagallery.com/

53. Masterhead lite

54. Masterhead lite

55. Calculating the value of the
micro conversions
WNOG

56. Macro conversion:
Sales
Micro conversion 1:
Simulator
Micro conversion 4:
Download
calculator
Micro conversion 2:
Micro conversion 3: Contact us
Job / HR pages
The value of a micro conversion
Macro = Online sale of a loan 1 000
Micro 1 = Simulator 4 000
Micro 2 = Contact us 500
Micro 3 = Jobs – recruitment page 150
Micro 4 = Download calculator 4 350

57. The value of a macro conversion

58. The value of a micro conversion

59. Click 100 000
CPC 0,12€
Media budget 12 000€
# Macro Conversions 1000
CPA 12€
Generated revenue / conversion 18€
The value of a macro conversion
ROI: Margin x # of conv.
media spent
Total Margin 18€ x 1000 = 1,5
Didived by media 12 000 €  ROI =150%

60. 1. All visitors go through the simulator
2. We need 4 visitors to have 1 online purchase of a loan
# Macro conversions 1000
Total Margin 18 000€
# Micro Conversions 1 4000
Total Margin 18 000€ divided by 4000 namely 4,5€
Macro & Micro related
Macro = Online sale of a loan 1 000
Micro 1 = Simulator 4 000
Micro 2 = Contact us 500
Micro 3 = Jobs – recruitment page 150
Micro 4 = Download calculator 4 350

61. 1. 0,5% of the visitors go through the « contact us » page
2 . We need 2 « contact us » to have 1 online purchase of a loan
Click 100 000
Contact us 500
Online sale revenue via « contact us » 18€
# of « contact us » needed for a sale 2
Value of the micro conversion 18 € divided by 2 equals 9€
500 n°2 micro-conversions would generated 250 online sale of a loan
which equals a value of 4 500€
Macro & Micro semi related
Macro = Online sale of a loan 1 000
Micro 1 = Simulator 4 000
Micro 2 = Contact us 500
Micro 3 = Jobs – recruitment page 150
Micro 4 = Download calculator 4 350

62. 1. Average recrutement cost 5000€
2. We need 50 sollicitants with a resume for 1 hired candidate
Value of the micro conversion 5 000 € divided by 50 equals 100 €
3 candidates would have been hired thanks to the 150 n° 3 micro
conversions
Which is equal to a saved value of 15 000€
Macro & Micro unrelated
Macro = Online sale of a loan 1 000
Micro 1 = Simulator 4 000
Micro 2 = Contact us 500
Micro 3 = Jobs – recruitment page 150
Micro 4 = Download calculator 4 350

63. 1. Average cost of an activated double opt-in address 1€
# of calculator download resulting in validated addresses 4 350
Value of the n°4 micro conversion 4 350 €
Which is equal to a saved value of 4 350 €
Macro & Micro unrelated
Macro = Online sale of a loan 1 000
Micro 1 = Simulator 4 000
Micro 2 = Contact us 500
Micro 3 = Jobs – recruitment page 150
Micro 4 = Download calculator 4 350

64. Macro conversion:
Sales
Micro conversion 1:
Simulator
Micro conversion 4:
Download
calculator
Micro conversion 2:
Micro conversion 3: Contact us
Job / HR pages
The value of micro conversions
Macro = Online sale of a loan 1 000 = 18 000 € ROI 150%
Micro 1 = Simulator 4 000 = 0€
Micro 2 = Contact us 500 = 4 500 €
Micro 3 = Jobs – recruitment page 150 = 15 000 €
Micro 4 = Download calculator 4 350 = 4 350 €
12 000  41 850 € ROI 350%

65. The Next steps
1° Define your goals
2° All your goals…
3° Analyse your micro/macro effect
4° Define specific Kpi’s /campaign
5° Help your visitor to convert thanks to…
REMARKETING !

67. Remarketing matters

68. Remarketing matters

69. Remarketing network

70. Remarketing is not fun for everybody…
IHATE
the marketing team

71. The revolution!
ONE CODE

72. Easy Set up

73. The Smart Pixel

74. Audiences settings

75. The advanced setup !

76. Custom Tags

77. Custom retail parameters

78. Custom travel prameters

80. Awesome features
 Remarketing with analytics let you create audiences based on
 Time on site
 Website categories
 Web browser
 Specific funnel
 Page view
 Territory
 …
 ..
 .

81. Link necessary

82. Remember this !
Macro conversion:
Sales
Micro conversion 1:
Product pages
Micro conversion 4:
Newsletter
Micro conversion 2:
Micro conversion 3: Support pages
Job / HR pages

83. Standard or custom?

84. adCore

86. Dynamic Campaigns
 Submission Shedule
 Website Availability

87. Weekly Analysis
 Activités du compte

89. Conclusion

90. Cool stuff

93. Thank You !