Open up new revenue streams with Display and Facebook advertising, Retargeting

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5 Ways Display, Facebook Ads & Remarketing Will Open New Revenue Streams

By Benoît Gaillard, WSI - Switzerland

ABOUT WSI Global Leader in Digital Marketing Global Knowledge. Local Results.

•  Provide advanced digital marketing solutions •  Businesses of all sizes and industries •  World’s largest network of Internet Consultants •  Service more than 80

countries internationally •  Industry winning solutions •  Corporate head office

in Toronto, Canada

ABOUT THE PRESENTER

P R O F E S S I O N A L B A C K G R O U N D

•  FMCG Brand Management

•  P&G, Coca-Cola/Nestlé

R E C E N T P U B L I C A T I O N S & A W A R D S

•  Digital Minds – Display and retargeting chapters

•  Facebook Smart Advertising

M E M B E R S H I P S & C E R T I F I C A T I O N S

•  WSI Top Gun

/WSIBusinessPerformance

ch.linkedin.com/in/gaillardinternetmarketing

Why Should I Worry About Display

“99% of our top 1,000 clients are now running campaigns on the Google Display Network and YouTube.” Google Benchmarks and Insights)

Why Should I Worry About Display

• 80% of time spent on line

Search 5%

Commerce 14%

Communication (Email & IM)

Social (community)

Surf (content) 42%

SEARCH

SOCIAL

Is Facebook The New Google For Your Business?

Open Up New Revenue Streams

•  Support your prospect throughout the purchase decision cycle

Awareness

• Increase visibility • Targeted advertising

Compare

• Remain top of mind • Communicate USP

Purchase

• Advertise a deal • Personalized advertising

Display You Say?

Display Placement Opportunities

• Banners on websites • Gmail • Blogger • YouTube •  Facebook • Yahoo

Display Format Opportunities

Display banners: visual, text, video

Display Format : YouTube

Before videos Beside videos

Beside videos

In the search results

Display Format: Facebook

•  Facebook

Display Format: Mobile

• More creativity leveraging geolocation, native app functionality, smartphone features

5 Ways To Open Up New Revenue Streams!

1. Trigger Impulse Purchase

Product And Services That Are Not Searched For

• All men use razors, few search for it • How do you get your innovation across?

Why Should I Give You A Click? It Is Not About The Features!

Thanks to adespresso.com for bringing this thought to life!

Connect Emotionally

•  ‘deep human drivers’ model

Connect emotionally

Pleasure of falling asleep in freshly cut grass

BBQ with friends this week. Welcome them with a perfect grass

Insure your grass is always impeccable

Your neighbour will be jealous of your perfect grass

BBQ this weekend? No worry, Miimo takes care of me!

2. Display Retargeting Increases ROI Of Search

Do you spend on Google AdWords? You should spend on display retargeting!

Easier To Bring Back A Visitor Than To Attract A New Visitor

100 visits

5 customers 95 still thinking

Banners Facebook

Increase your search PPC ROI by > 40%!

•  Focus on acquisition ROI 1:1 •  Spend to acquire new visits: 100 visits + 1$ per click =

100$ •  5% of visitors convert = 5 sales = 5*20$ profit = 100$

profit = breakeven

• Add retargeting ROI 1:2 •  95% of visitors leave the website but keep on surfing

comparing offers •  Bring 10% of them back for a fraction of the cost = 10

visitors * 2$/click = 25$ •  Convert 20% of visitors your brought back = 2 sales =

2*20$ = 40$ profit

• ROI total 1:1.4

3. Advertise To Audiences / Personas Real-Time Bidding (RTB)

Why Is The Traditional Display Model Broken?

•  For advertisers: buy all impressions at the same price independently from the value of the user targeted

•  For large publishers: up to 70% of website inventory is not sold, 30% sold on ‘premium’

•  For small publishers: no market place to sell their quality thematic inventory

The RTB revolution

•  For advertisers: •  Buy impressions based on the value of a given

audience •  Increase your reach •  Better control of frequency •  Better CPM •  Personalization of message

•  For publishers: •  Maximize use of their inventory •  Always sell to the best price offered

Acquisition 3rd Party Data

Engagement score

INCOME

LIFESTYLE

ADULT 25-45

TARGETED AUDIENCE

DATA SOURCE

MARKET INTEREST

DEMOGRAPHIC DATA

BUYING INTENTIONS

AUDIENCE PROVIDER

LOOK-A-LIKE

Nouveaux visiteurs

Acquisition Targeting

ANALYZE KEYWORDS ON TARGET LANDING PAGE

Leverage your search insights for display! •  Focus •  Exclusion

Nouveaux visiteurs

Acquisition Targeting By Category (Ron)

YOUR TARGET INTERESTS

TRAVEL ART

MATCH WITH WEBSITE THEMATIC

Be Relevant!

Your Site

Geo-localized Advertising

Advertise to mobile users within 5km of grill truck

Mobile app guides you to the nearest grill truck

Case Study: Retargeting + RTB + Facebook

Jewelry Online Sales

Retargeting RTB: Facebook Ad Exchange vs. Ron

106 -54% +184%

1CHF invested

CPM Conversion rate

‘Those strong results drove increased spending online for year-end sales.’

4. Think Visual First! Insert Section Header Sub-Title Here

Picture Connects On Mobile

• 66% of social media usage happens on mobile

• Communicate in 5x10 • You scan vs. read a

facebook/linkedin feed on mobile

• Pictures are the trigger to stop, engage

Picture Marketing Examples Slimming

Winner!

Picture Marketing Jewelry

Winner: laptop

Winner: mobile

Picture Marketing: Execution Matters

If you had invested 6000$ on one of those visuals, you would have achieved:

Nb of fans Nb of social actions

Picture Marketing - eCommerce

• Back to basics – show the product, show the offer

GOOD BETTER NOT GOOD

5. Stay Ahead Of Competition

Facebook Smart Advertising

bit.ly/Facebook-advertising

Conversion Attribution

PAID SEARCH ORGANIC SEARCH DISPLAY REMARKETING SOCIAL SEM Hors-Marque SEM Marque DISPLAY REMARKETING SOCIAL

EXPOSITIONS

1ère 2ème 3ème 4èm

e 5ème Dernière SCORE EXP. CONV CA

PANIER MOYEN LATENCE

1 32621

€15,574,287

€5,623,525

€8,082,003

€2,809,245

€1,691,747

€1,574,267

€903,684

€840,784

€811,950 €197

€203

€194

€223

€207

€340

€205

€252

€477 0.56

% TOTAL CONV.

INVEST BASED ON FIRST OR LAST CLICK? WHICH KPI TO ASSESS ROI?

Smart Retargeting – Measure Engagement

43% Produit A

30% Produit B

27% Produit C

TIME SPENT

FREQUENCY

REFERRAL

PAGE VIEWS

850 SCORE

Smart Remarketing – Dynamic CPM

Engagement score

BID: €3

BID: €2,1

BID: €1

690 SCORE

735 SCORE

850 SCORE

Cross Device Tracking

• No cookie on Mobile devices • Yet more and more search and surf on

mobile • Use predictive tracking and master Id

Marketing Automation

• Personalize advertising banner • Personalize website offers •  Trigger emails based on website behavior

How Can WSI Help?

Plan Display Strategically

Create Ads, Purchase Media, Optimize Bidding, Consolidate Reporting

Are You Spending $ On Google AdWords? You Should Be Spending On Display!

QUESTIONS & ANSWERS

WE WROTE THE BOOK ON THIS

• Get Your Copy!

http://bit.ly/WSIDigitalMindsBook

THANKS FOR ATTENDING!