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Agenda
Mobile Marketing1
Search Network2
Google Display Network
3
Micro - Conversions & Remarketing
4
adCore5
Google Panda6
Mobile Advertising on Google
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
mCommerce growth between 2011-2012.
Benelux
Moyenne E.U.
58.00%
60.00%
62.00%
64.00%
66.00%
68.00%
70.00%
Websurfing evolution
By 2014, over 40% of Europeans will be using smartphones to surf on the web
2007
2008
2009
2010
2011
2012
2013
2014
2015
200
600
1000
1400
1800
Mobile Internet UsersDesktop Internet Users
Source : Morgan Stanley
What’s important to know ?
Specific Ads
Specific keywords
Specific bid
A system that allows advertising display in mobile applications.With each consumer click, you’ll get a benefice.
Admob ads formats
Targeting ?
By Applications !
Targeting your customers
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
Admob in Adwords
Search Optimisation Techniques
Agenda
Sitelinks1
Google +2
1. MultiChannel Analysis
3
Sitelinks
Specific URL per Sitelink
Duplicate Sitelinks: Policy Enforcement
Only in premium position: 6 - 10 30% Higher CTR
New enhanced sitelinks !
Dynamic Sitelinks
Local Extensions
New: Location Insertions
Location Insertions: Example
Social extension
Google +
Google +
69,6% 30,4%
Conumer are looking for your business in a variety of places and expect informations to be easily available and acceptable
Local Listing Management
49% of social network searchers are looking for :• adresses/location• Phone numbers• Driving directions• Hours of operation
Geo-Social Audit: Example
Multi Channel Analysis
First-Click Analysis
Last Click Analysis
GDN
Agenda
DDA1
Demographic targeting
2
YouTube3
YouTube homepage Belgium
2,3 M.Impressions/day
1 M.Users/dayOn the YouTube HomepageIn Belgium
14%Reach of total 15+ population
Source: Google Internal Data
YouTube Belgium is for everyone
Source: Metrixlab research study November 2011
The biggest audience
Audience (UV/day) (k) Imp/day (M)
Source: Ratecards DMA, Google Internal DataPNU: newspaper selection)
PNU YouTube MSN0
200
400
600
800
1000
1200
867
1000
510
PNU YouTube MSN0
1
2
3
4
2.9
2.3
1.6
Youtube formats
TrueView in Stream
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)
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
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
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
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
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
Video targeting tool
Audience Video targeting
Huge volume and high quality visibility
Search Video targeting
Low volume BUT high quality visibility
Rich Media Gallery
http://www.richmediagallery.com/
Masterhead lite
Masterhead lite Buy 1 get 2Until sept 30
Calculating the value of the micro conversions
WNOG
The value of a micro conversion
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Macro conversion:
SalesMicro conversion 1:
Simulator
Micro conversion 2:
Contact usMicro conversion 3:
Job / HR pages
Micro conversion 4:
Download calculator
The value of a macro conversion
The value of a micro conversion
The value of a macro conversion
ROI: Margin x # of conv. media spent
Total Margin 18€ x 1000 = 1,5Didived by media 12 000 € ROI =150%
Click 100 000
CPC 0,12€
Media budget 12 000€
# Macro Conversions 1000
CPA 12€
Generated revenue / conversion 18€
Macro & Micro related
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. All visitors go through the simulator2. 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 semi related
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 0,5% of the visitors go through the « contact us » page2 . We need 2 « contact us » to have 1 online purchase of a loan
Click 100 000Contact us 500Online sale revenue via « contact us » 18€# of « contact us » needed for a sale 2Value 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 unrelated
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 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 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 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 €
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%
Macro conversion:
SalesMicro conversion 1:
Simulator
Micro conversion 2:
Contact usMicro conversion 3:
Job / HR pages
Micro conversion 4:
Download calculator
The Next steps
Ok fine…
So what ?
1° Define your goals
2° All your goals…
4° Define specific Kpi’s /campaign
3° Analyse your micro/macro effect
5° Help your visitor to convert thanks to…REMARKETING !
Remarketing matters
Remarketing matters
Remarketing network
Remarketing is not fun for everybody…
I HATEthe marketing team
The revolution!
ONE CODE
Easy Set up
The Smart Pixel
Audiences settings
The advanced setup !
Custom Tags
Custom retail parameters
Custom travel prameters
Time on site
Website categories
Web browser
Specific funnel
Page view
Territory
…
..
.
Remarketing with analytics let you create audiences based on
Awesome features
Link necessary
Remember this !
Macro conversion:
SalesMicro conversion 1:
Product pages
Micro conversion 2:
Support pagesMicro conversion 3:
Job / HR pages
Micro conversion 4:
Newsletter
Standard or custom?
adCore
Dynamic Campaigns
Website Availability
Submission Shedule
Weekly Analysis
Activités du compte
Conclusion
Cool stuff
Thank You !