Search marketing, Find the good media mix
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Transcript of Search marketing, Find the good media mix
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
SEARCH ENGINE MARKETINGJanuary 5, 2011
NETBOOSTERASIA INC.
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
UNTIL RECENTLYMARKETING WAS ALL ABOUT
IMPRESSION & REACH
GET EXPOSURE FOR YOUR BRAND
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
ONLINE IT WAS SIMPLY TRANSLATED
INTO BANNERS
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WHAT IS THE SPECIFICITY OF ONLINE ADVERTISING ?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
BANNER ADVERTISING SOCIAL MEDIA
SEARCH, CONTENT NETWORKS
LANDING PAGE CORPORATE SITE
REGISTRATION - LEAD
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WE WANT TO
PUSH THE CONSUMER
TO MOVE FROM
ONE STEP TO THE NEXT ONE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
CTR CPC
CPL
HOW DO WE FOLLOW OUR CONSUMER STEPS?
BANNER ADVERTISING
SOCIAL MEDIA
SEARCH, CONTENT NETWORKS
LANDING PAGE - CORPORATE SITE
REGISTRATION - LEAD
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
SEARCH ENGINE MARKETING IS OFTEN REDUCED TO
ADVERTISING ONGOOGLE,
AND YAHOO!
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WHILE IN FACT IT S MUCH MORE
THAN THAT
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
TODAY WE WILL EXPLORE 2 MAJOR DIRECTIONS
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
ONE IS
MAKE SURE A PERSON FIND WHAT HE IS LOOKING FOR WHEN
HE NEEDS TO
SEARCH
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
THE OTHER ONE IS
INTERCEPT SOMEONE NOT LOOKING FOR OUR OFFERS
BECAUSE WE THINK WE ARE RELEVANT TO HIM
DISPLAY VS
SEARCH
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
IF WE LOOK FIRST AT HOW WE
SEARCH FOR INFORMATION
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
GOOGLE & YAHOO SHOW SIMILAR PATTERNS:
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WE ONLY LOOK AT THE TOP OF
THE RESULT PAGE
TOP RESULTS GOT MOST OF THE
TRAFFIC
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
EYES TRACKING STUDY CONFIRMED
THIS BEHAVIOUR
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
ORGANIC RESULTS
PAID SEARCH RESULTS
PAID VS ORGANIC
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
HOW TO ?
BE PROPERLY POSITIONED ON ORGANIC SEARCH
SEO
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
POSITIONING IS ALL ABOUT KEYWORDS AND
CONTENT
PROPER VISIBILITY TODAY IS ABOUT SEMANTIC
SEARCH ENGINES READ AND UNDERSTAND EVERY CONTENT IT
INDEXES
FROM TEXT, TO IMAGE TO VIDEO
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
A NEW WEB SITE OR PAGE IS POSTED, LINKED TO, OR HAS ITS CONTENT ALTERED
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
SE’S SPIDERS CRAWL THE PAGE
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
CRAWL TEXT, IMAGE DESCRIPTIONS, META DATA, PAGE TITLES, AND URL
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
FOLLOW LINKS, COUNT LINKS IN AND OUT
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
INDEX KEY TERMS, COUNT WORD FREQUENCY
SearchWikiEngineSEOSEM
Web
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WEIGHT ALGORITHM
This Page
Other Pages
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
10 Tons
9 Tons
8 Tons
6 Tons
SITES ARE RANKED ACCORDING TO THEIR KEY TERM RANK
HOW SEARCH ENGINES INDEX A SITE?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
BUT IN FACT THERE IS A MAJOR CHANGE
HAPPENING IN THE WORLD OF SEARCH
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
GOOGLE INSTANT GIVES ANSWER ON THE FLY
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
CUSTOMIZATION OF THE SEARCH IS CHANGING THE RULES
FRESHNESS BECOME A KEY FACTOR
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AS MARKETER
OUR JOB IS TO ANTICIPATE
WHAT OUR CLIENTWILL SEARCH WHEN
THINKING ABOUT OUR PRODUCTS
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
http://searchengineland.com/giving‐customers‐what‐they‐want‐a‐search‐behavior‐analysis‐45171
1PRODUCT
2PROJECT
3BRAND
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
BUILD A KEYWORD TREE TO MAKE SURE
YOU FULLY COVER YOUR
FIELD
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
GOOGLE INSIGHThttp://www.google.com/insights/search/
KEYWORD TOOLhttps://adwords.google.com/select/KeywordToolExternal
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
KEYWORD TOOLhttps://adwords.google.com/select/KeywordToolExternal
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
GOOGLE INSIGHThttp://www.google.com/insights/search/
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
TOOLS TO HELP YOU IDENTIFY THESE KEYWORDS
GOOGLE INSIGHThttp://www.google.com/insights/search/
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
NOW THAT WE KNOW ON WHAT
TO POSITION OURSELVES
IT S TIME TO ADVERTISE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
ORGANIC RESULTS
PAID SEARCH RESULTS
WHAT IS PAID SEARCH ?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
CHOOSE YOUR KEYWORDS
Keyword Generation
• Choose a wide range of keywords (The Long Tail)
• Consider user intent
– Use customer lingo, not just industry lingo
• Group thematically and linguistically
– These become your Ad Groups
• Also:
– Synonyms
– Misspellings
– Geographic keywords
– Brand and Trademarked terms
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
CREATE THE AD-TEXT
http://adwords.google.com/support/aw/bin/static.py?hl=en&page=guide.cs&guide=23640
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
RUN AND OPTIMIZE
OPTIMIZATION IS DRIVEN BY CPA
IF “GROUP/KEYWORDS” GOT A LOT OF TRAFFIC BUT NO CONVERSION ON SITE.
SO IT HAS BEEN PAUSED
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
MAIN POINTS OF OPTIMIZATION
1. CPC BIDDING ADJUSTMENT PER KEYWORD
2. ON/OFF KEYWORDS3. CREATIVE AD-TEXT4. A/B TESTING
WITH ONE GOAL IN MIND
ROI
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
SOME ADVICES:
DON’T DO IT YOURSELFASK YOUR AGENCY TO DO IT FOR YOU
GIVE THEM A CLEAR ROI TARGET
BE READY TO INITIALLY SPEND MORE BUDGET TO BUILD CAMPAIGN HISTORY
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
YOU MIGHT HAVE THIS LAST QUESTION
SHOULD I ADVERTISE ON GOOGLE
OR ON YAHOO!
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
REMEMBER THAT WE HAVE 2 MAJOR DIRECTIONS
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
ONE IS
MAKE SURE A PERSON FIND WHAT HE IS LOOKING FOR WHEN
HE NEEDS TO
SEARCH
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
THE OTHER ONE IS
CATCH SOMEONE BROWSING BECAUSE WE THINK OUR OFFER IS
RELEVANT TO HIM
DISPLAY VS
SEARCH
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WHEN YOU LAUNCH A NEW PRODUCT
OR PUSH A PRODUCT NOT
WIDELY KNOWN
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
EVEN IF SEARCH IS EFFICIENTIF YOU HAVE NO VOLUME
YOU WON’T REACH YOUR OBJECTIVE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WHAT CAN INFLUENCE THE SEARCH VOLUME
?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
WE WILL EXPLORE 6PLACEMENT STRATEGIES
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
RETARGETING
RON
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
WHEN A PUBLISHER GIVES US A WAY TO TARGET THE DEMOGRAPHY
OF OUR AD
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
ADVERTISE IN THE CONTEXT OF WHAT THE USER IS BROWSING
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
MODEL ON COST PER CLICK ENGAGEMENT
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
PREMIUM PLACEMENT IN A PUBLISHER SITE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
RETARGETING
AD CUSTOMIZED FOR USER WHO ALREADY SAW THE AD BEFORE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
AUDIENCE TARGETING
CONTEXTUAL TARGETING
EFFICIENCY PRICING
PREMIUM PRICING
RETARGETING
RON
CONTENT NETWORK, RUN OF SITE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
RELATIVE REACH OF EACH PLACEMENT STRATEGY
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010Source: “When Money Moves to Digital, Where Should It Go” Comscore study Sept 2010
LIFT IN SITE VISITATION AND BRAND SEARCHES
AFTER 4 WEEKS
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
RON, EFFICIENCY, AND CONTEXTUAL DELIVER LARGE AUDIENCE SO IMPACT
ON SITE VISITATION
GOOD TO PUSH TRAFFIC TO SITE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
PREMIUM AND AUDIENCE GOOD LIFT IN TRADEMARK SEARCH
CREATE BRANDING AT THE COST OF THE REACH
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
RETARGETING BEST CHANNEL TO GENERATE LIFT FOR BOTH
SITE VISITATION AND SEARCH
LARGE MEDIA PARTNER WILL ENSURE EFFFECTIVENESS AND REACH ABILITY
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
IF WE LOOK AT THE LOCAL MEDIA
LANDSCAPE
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
76.5% Reach
Google AdPlanner December 2010
69% Reach
2 PLAYERS ARE WAY AHEAD
FOLLOWED BY SMALLER SITES:BLOGSPOT 21.9%TWITTER 11.4%SULIT 10.2%
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
DO WE HAVE A LIFT IN SEARCH WHEN USING DISPLAY ?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
ONE OF THE MOST OFTEN ASKED QUESTION ON THE MEDIA MIX
WHAT ABOUT OFFLINE VERSUS ONLINEDO WE HAVE COMPLEMENTARY EFFECT?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010 Source: “Actionable analytic” Razorfish
CONVERSION RATE INDEX
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
IF MEDIA CHANNELS INTERACT TO INFLUENCE CUSTOMER BEHAVIOUR,
ARE WE SURE THAT WE CORRECTLY ATTRIBUTE SALES TO THE GOOD CHANNEL?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
COMMON BELIEVE:100% OF THE CREDIT FOR A CONVERSION
IS GIVEN TO THE LAST CLICK
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
NICHE SITES CAN BE THE STARTING POINT WHICH LEAD TO A CONVERSION
Source: “Actionable analytic” Razorfish
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
HOW TO BE ABLE TO GO AT THIS LEVEL OF DETAILS ?
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
GETTING THE RIGHT TOOLSADSERVING PLATEFORM WITH STRONG
ANALYTICAL CAPABILITIES
EXAMPLE MEDIAMIND
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
PLAN CAREFULLY YOUR CAMPAIGN
CONSIDER ALL CHANNELS FROM SEO, TO SEARCH AND DISPLAY
ALWAYS KEEP IN MIND YOU ROI TARGET
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Laurent GOIRAND – [email protected] ‐ Netbooster Asia Inc. ‐ 2010
THANK YOU
LAURENT GOIRANDCEO, NETBOOSTER ASIA