Welcome to

“Performance Marketing

in a Digital World”

Masterclass

by Zhivko Kalotov,

Country Manager, ForestView Bulgaria

Our Agenda 10:00-10:05 Welcome words by BAA

10:05-10:30 Intro on Performance Marketing

10:30-11:00 Performance on Facebook

11:00-11:15 Q&A

11:15-11:45 Networking break

11:45-12:15 Performance on Google

12:15-12:30 Q&A

12:30-13:15 Best Practices from across the region

13:15-13:30 Q&A

FORESTVIEW

BOTTOM LINE EXPERTS

Who we are

Performance Marketing Company

Geo Presence: GR/HU/RO/BG/CY

HR: 39

ForestView is the Performance Agency of TDG,

the leading Digital Marketing Group

in CEE, SE Europe & MEA

GR

HU

RO

LOCATIONS

GR

BU

CAMPAIGNS +10 COUNTRIES

ASIA AMERICAS

AFFRICA

Geographical Coverage

of ForestView

How “digital” is Bulgaria?

99% 99%

97% 96%

92%

90% 90% 90% 89% 89% 89% 88%

86% 86% 85% 84%

83% 82% 82% 82% 81% 80%

79% 79% 79% 78% 78% 77%

77% 76% 75%

75% 74% 73%

72%

69%

68% 68% 67%

65% 64%

62% 61%

60% 59%

56%

53%

51% 50%

46% 46%

44%

39%

34%

26% 26%

0%

20%

40%

60%

80%

100%

68% of BG consumers are online

Online penetration in %

Source: TNS, Connected Consumer Study, 2013

Penetration of connected devices in Bulgaria (in total population)

66%

28%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

28% use a Smartphone, 8% a Tablet in Bulgaria

Tablet Desktop/ Laptop/

Webbook

Smartphone

Source: TNS, Connected Consumer Study, 2013

Smartphone penetration in UK, GER, BG

30%

18%

51%

29%

62%

40%

28%

0%

10%

20%

30%

40%

50%

60%

70%

UK DE BU

Q1 2011 Q1 2012 Q1 2013

… BG is close behind GER (1 year) & UK (2 years)

Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013

Penetration of connected devices in Bulgaria

66%

28%

8%

90%

51%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total population 18-34 years

Also: Watch out for the Generation Y!

Tablet Desktop/ Laptop/

Webbook

Smartphone

Source: TNS, Connected Consumer Study, 2013

Google Confidential and Proprietary

% of online users who bought online (average of 36 products)

18%

27%

19%

32%

39%

28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BG RO HR DE UK FR

Online Purchase

18% of purchases (base: 36 products) in BG are made online

11

Source: TNS, Consumer Barometer, 2013

Google Confidential and Proprietary

% of online users who bought online resp. researched online before buying

18%

27%

19%

32%

39%

28%

71%

77% 77%

60% 63%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BG RO HR DE UK FR

Online Purchase Online Research

… but 71% research online prior to purchase!

12

Source: TNS, Consumer Barometer, 2013

Google Confidential and Proprietary

% of online users who bought online resp. researched online before buying

18%

27%

19%

32%

39%

28%

53% 51%

59%

31% 30% 33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BG RO HR DE UK FR

Online Purchase Research online, Purchase Offline (ROPO)

53% do “ROPO” (Research Online, Purchase Offline)

13

Source: TNS, Consumer Barometer, 2013

So What is

Performance Marketing?

Online marketing and advertising programs which focus

on the completion of specific actions such as a

Click, lead, sale, registration, download etc.

Performance Marketing Funnel

Cost Per Fan / Engagement

Performance Campaigns

Less Risk

Pay Upon Results

Possible Desired Action

Click, Sale, Like , View Video, Registration, Download, Subscription, Call, Lead, Fan,

Engagement

Reward

Advertiser

Wins

Performance

Partner

Wins

Business Model

Results Aligned Interest

KPI

Most Important Element of Performance Marketing?

Business

KPI’s 01

Marketing

KPI’s 02 Campaign

Metrics 03

Items Sold

Sale with Coupons

Revenue

Gross Margin

Net Profit Margin

Unique Users

Impressions

Email Open Rates

Clicks

Leads / Likes / Actions

Video Views

Engagement

Awareness

Message Association

Affinity

Intention to Purchase

Cost Per Lead / Cost

Per Action

Coupon Redemption

See The Forest for the Tree

Define the Performance KPI

Campaigns need to look at both sides

to optimize results

See The Forest for the Tree

Outbound

Inbound

Outbound Marketing

1 Measurement of results-campaign attribution.

2 Campaigns Driving Action

3 Retargeting

4 E-mail Marketing

Inbound Marketing

1 Site Conversion Funnel

2 Custom Landing Page

3 Direct & SEO Traffic

4 Content Marketing

The Secret

We have the data

Measure What?

Conversions

Sales revenue

Number of leads

Conversion Rate

Cost Per Action Lifetime value of customers

Registrations

Cost Per Like

Engagement

KPIs

OPTIMISATION

Split Test Creative Images

Text Call to Action

Creative

Optimize

What?

Media Channel

Type of ads Placement Positioning

Targeting

Interests Age Groups

Gender Location

Behaviour

Buying Time

Bidding Techniques Predictive Bidding

Optimization Never Stops

A natural

process

It happens

every day

Old Digital Media Plans

Financial Offer See the big picture See the forest for the tree

Thank You!