What's New On Google - May 2014 session

Performance is more than

Search

The click is dead

slide GG : acteurs en 2012

slide GG : acteurs en 2014

What is Your ROI this morning ?

W N O G

D S 3

D C M

C A S E

W N O G

D S 3

D C M

C A S E

W N O G

D S 3

D C M

C A S E

W N O G

D S 3

D C M

C A S E

Your ROI this morning

What’s new on Google?

Old

New

Project Loon

Project Loon

???

Buy in one Wink !

- belgian Statistics -

Google Now

The future is (Google) Now

- The new native Advertising -

- Context Matters -

Right message Right Moment Right People

3 RRRules

Agenda

Google Adwords •  Audience Targeting via GSP

•  Lightbox Ads – What are the possibilities

•  RLSA with Google Analytics

Gmail Sponsored Promotions

The expandable format can be:

Video Picture Text Form

Many targeting possibilities •  Interest category targeting (cookie based)

•  Keyword: contextual targeting

•  By domain names (wow effect to beat competitors J )

•  By email addresses and personal listings

•  By Socio-demographics: Jobs, age, gender (thank you Gmail)

à Pay per engagement

Light Box "   Engagement Ads

What’s in it? •  Numerous creative possibilities:

•  - Video

•  - Mini-Game

•  - Mini Site

•  - +1 Ads

•  - YouTube Masthead in lightbox

•  2 second Delay = I want it, or Not !

•  Pay per Engagement

•  Classic GDN Targeting & Remarketing à be creative !

Mouse over

Mouse over

2°Automated product indexation à Google Shopping à Allows you to make a

deepliking on the displayed products

We take care of it !

1° PDF Folder in order to build the Ads in 1 click !

We take care of it !

3° Catalogue Lighbox Ads are ready ! We take care of it !

Remarketing Search " With Analytics !

Should I adapt my message for each stage of the buying cycle?

1.  Prospects usually don’t convert @ the first click (93%)

2.  Prospects usually click many times on adwords ads

3.  Prospects usually click many times on your ads

4.  Clients never stop looking at you

Ads N°1 Ads N°2 Ads N°3

Which one is the best?

Prospect 1

Prospect 2

RLSA – Analytics

Targeting is Key: •  Cross sales Scenario •  Bid Adjustments •  Client exclusion With Analytics you can include or exclude: •  Socio-Demo profiles •  Technologies •  High potentials prospects •  Build better stories

What have we learned today?

•  Build better audiences thanks to Gmail Sponsored promotions •  Multiple socio-demo profiles available

•  Build more engagement ads thanks to « Google Light Box Ads »

•  Pay per engagement!

•  Build better stories thanks to RLSA •  Be there when it Matters!

Thank you ! •  Gaetan Godart •  Senior Account Manager •  Mobile: +32 474 46 94 76 •  gg@blue2purple.com

DS3 - How we use it @b2p

Tool & Case Presentation

Concretely

•  One single platform •  Targets all the different search engines

Search Marketing

When opportunity knocks, open the door.

Inventory-aware Campaigns

Search Network

Nice story, this DS3 Remarketing!

•  Display Remarketing

•  Based on the user’s search terms

•  And it’s tagless!

Great Reportings

•  Holistic view of your campaigns results •  Across all engines •  Real time reports •  Flexible reports •  Product Specific Reports

Golden Palace - Case Why capitalize on generics when your brand is your biggest

source?

Golden Palace

# In a nutshell # From an offline to a native digital brand # Main KPIs : Signups / FMD / ARPU # 2 years of models testing # One account manager to rule them all

Brand Investment

Generic Investments

Brand Visibility

Generic Visibility

Brand ROAS

Generic ROAS

Brand Visibility

Generic Visibility

Conversion Funnels

10%

5%

3%

1%

1%

7%

4%

2%

1%

1%

10%

5%

3%

1%

1%

7%

4%

2%

1%

1%

HIGH CPA

ROAS <1

COST HIGH

Keyword “goldenvegas.be”

HIGH ASSISTED

CONV RATE

HIGH ASSISTED

CONV VALUE

HIGH ASSITED

ROAS

Audience & Presence

Evolution of Search Queries - Golden Palace

Jan 2011 - May 2014

ROAS ?

LESS NEW VISITORS

LOWER BOUNCE

RATE

HIGHER TIME ON

SITE

MORE PAGE VIEWS

Reach & Frequency

Brand: Prints & ROAS evolution

Generic investments

Indirect Display Impact 37,26% 49,73% 42,39% 41.71%

The importance of Attribution Modeling

Attribution Models

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

(direct) / (none) google / cpc google / organic pokerclient / cashierbutton SPMailing / email

Last Interaction Conversions First Interaction Conversions

What’s the impact ? (last vs. first click)

-14,5% 19,9% 17,7% -32,5% 14,2%

How to choose the right model?

Conclusion

# Don’t underestimate the impact of your investments in generics

# Look further than the last click # Experiment with attribution models # Increase your ROAS

# Goldenpalace.be from a standard MarCom model to a digital holistic model

Any Questions ?

Thank you!

Performance is definitely

more than Search