Performance Marketing course at Solvay EMMA

EXECUTIVE MASTER IN MARKETING AND ADVERTISING

Founder

Pioneer of the SEM Market in Belgium (1999)

Google AdWords Qualified Individual

Google Analytics Qualified Individual

Who am I?

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

Performance Marketing

Be Found

Generate Sales

SEA

SEO

Conversions !

Conversion Funnel

Performance main issues

• CPM CPC

• CPC CPL, CPA

• Post View or Post Click ?

• Cookie based, MultiTouch or Last Click ?

DATA (marketing)!Gérald Claessens

POE and SearchAS INTRODUCTION

Paid. Owned. Earned.

Opinions of friends and family, word of mouth

Opinions of surfers(blogs, forums, community networks,

etc ...)

Press coverage

Advertising in media (TV, Internet, Radio, outdoor, print)

(e‐)mailingsPromotional gifts, trade fairs

Sponsored events

Web Site, facebook page of the brand

Point of saleCatalogue or magazine

of the brand

P O E

POE impact on business

Owned36%

Control content & dist.

Control message

Drive traffic & conversion

Paid32%

Drive traffic & awareness

Broad reach & scalability

Track & measure ROI

Earned32%

Credibility & trustworthy

Peer references

Third‐party influence

POE in SERP

AdWords

AdWords

Natural Result

News & Reviews

SEOSEARCH ENGINE OPTIMIZATION

SEO Search Engine Optimization

Google Market Share

Google controls 46% of online ad spendingBELGIUM: 95%

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 Worldwide2010 Digital AdvertisingRevenues, Google isresponsible for nearlyhalf, i.e. $29 billion or circa 45.7%.

Offline vs Online

Natural Results

Google Golden Triangle

Making Google Easy is Hard

Google was Blind …

See Do not seeText Images

Title Video

URL Flash

Alt Javascript

Java Applet

The Spider

Keywords Research (1)

SEO Factors

Social

Link Building

On page Optimization

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

On Page Optimization

1. Page Titles, 2. Url Parameters3. Headers (H1)4. Bread Crumbs5. webcopy & anchor text links6. Alt tags7. Image optimization8. Microdata (reviews)9. Call 2 action10. Etc…

Pictures Optimization

Links are crucial

Link Building

HighAuth. Sites

Brand Advocates& Social Media

PR, Basic Social Media, Partnerships

Niche Directories, Article Sites

Blogs, Forums, Profiles

General Directories, Organizations, Classifieds

Link Baiting

Summary

Most Important Factors 4 SEO?

1. Content

2. URLs

3. Links

4. Social Networks

SEASEARCH ENGINE ADVERTISING

Search Display

A Dual Network

Search NetworkUp to 3 links

Up to 8 links

Sponsorized Links

A Closer Look at 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 XWillingness to pay

Max CPC is the highest €amount an advertiser is willing to pay for one click on their ad

Max CPC

Example: Auction & Ad Quality

More Quality Reduces Price

Regional and Local Targeting

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

Endless Optimisation

Right Traffic Building

Performance analysis Content

optimisation

Keyword List1

Copy2

Landing Page 3

Campaign = Website Structure

Clothing Sportingequipment

Athleticshoes Home gym

Tennis Shoes

Ad Group Ad Group Ad Group Ad Group

Ad GroupAd Group Ad Group Ad Group



You are in controlCampaign: 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

AthleticShoes

Metrics That Matter

•Manage your keywords for overall profitability, not for quality score.

Landing Pages

• First Impressions are Everything

Site Quality Guidelines

Search Display

Everything is (will be) Display

Fragmentation is an opportunity

The vision of Display 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

Display

Search

Awareness Interest Desire Action

Buying Cycle

Display covers the whole buying cycle

Google Display Network

YouTube & the Google websites Google Partners

Targeting

Contextual

Placement

Remarketing

Where they are Where they have been

Activity

Ad are linked to content

Google use keywords and themes to find the most appropriate content.

RemarketingOR RETARGETING

Remarketing

97% of new visitors do not convert after their first visits

It’s possible to target those surfers through Google display

Remarketing ?

2Page is tagged with the

remarketing Code

5… and visit a website of

the nbetworkA 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

6Users clicks and come back on the

website

2

Cookie1357

Cookie1357

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 consulted2 Similar products to the products consulted or placed in the basket page of the site3 Complementary products to the product purchased

Data collect Strategy Diffusion

Dynamic retargeting : concept

59

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


300€


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.

VIDEO ADVERTISING

The phenomenon

YouTube in Belgium

YouTube vs TV

•TrueView video ads are 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

SKIPTHIS AD?

VIEWTHIS AD?

Target who you want - 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

Overview of TrueView ad 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

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

TrueView In Stream (Pre Roll)

Copy length – Max 30secCompanion Banner – Optional, 300x60Buying – Reservation or AuctionCurrency – CPM or CPCRemarketing – Not available

Copy length – No maxCompanion Banner – Optional, 300x60Buying – AuctionCurrency – CPV (Cost per View) Remarketing – Available

TrueView vs. Standard Pre Roll

StandardIn Stream (Pre Roll)

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

Affiliate MarketingYOUR RESELLER NETWORK

Affiliate Marketing?

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.

Visitor

Affiliate Network

Publisher website

Advertiser website

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

Global Methodology

Monitor Conversions Results and ROI

Networks Animation

On‐going Control of the Affiliates

Cookie and Script Set‐up

Campaigns Tagging and/or Tagging Control

The last ad vs Reality

The “Last Ad” Standard–Last Ad Clicked–Last Ad Viewed

The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time

$

$

$

$

$

SearchGoogle

BannerYahoo

Rich Media & Sponsorship MSN

BannerCNet

BannerSky Sports

$

Solution

Only report transaction to network which referred last click

Overview:

1) Tag all destination urls with the name of the affiliate networkExample: 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

Result

Visitor

Affiliate Network A Affiliate Network B

Advertiser website

5. makes transaction

Publisher fromnetwork A

Publisher fromnetwork 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

Advantages

Lower the costs of 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

AttributionHOW TO BE LESS WRONG?

Last click rules

Last click drives decisions today

Flawed, but simple

Why last click is often too late

People search and buy on different devices

People research online then purchase offline

35%of Belgian consumers haveresearched online before buyingoffline, in the past 12 months

Google Conversion Tracking Solutions

Google Attribution Solutions

Understand the customer journey

How many days from the first touchpoint do conversions take?

Understand the customer journey

How many digital media touchpointsDo visitors have before converting?

Understand the media mix

How manyconversionpaths does a channel touch?

Attribution Modeling

Last Click First Click Linear

Based on the Position Time Decay Personalised

My business is unique !

Attribution Models

DisplayView

DisplayClick

Affiliation Click

E‐mailing Click SEA Click Conversion

100%

DisplayView

DisplayClick

Affiliation Click


100%

Last Click

First Click

DisplayView

DisplayClick

Affiliation Click


100%

First Contact

Attribution Models

DisplayView

DisplayClick

Affiliation Click


20%

Linear

20%20%20%20%

DisplayView

DisplayClick

Affiliation Click


35%

Time Decay

30%20%10%5%

Attribution philosophy

Attribution modeling

Almost there…

You just need to TEST

•Option 1 : pre and post-test

•Option 2 : geo test

Performance Marketing is an endless process

Be Found

Generate Sales

SEA

SEO

Conversions !

TEST ‐ ANALYZE

OPTIMIZE

THANK YOU!WWW.KNEWLEDGE.COM

Performance Marketing course at Solvay EMMA

Technology

Transcript of Performance Marketing course at Solvay EMMA