What’s New On Google Deep Dive Into The SEA

2

3

Where should I Start ?

What do I Offer? How do my prospects/clients look for it?

4

What do I Offer?

Is it realistic for you too?

Where are my prospects looking for me?

When are my prospects looking for me?

How are my prospects looking for me?

5

6

Where is the BE internet population

·         86.2% reach of BE internet population

·         Age (average) : 41 yrs

·        1.709.000 visitors/day

·         18.8 monthly visits per visitor

 

97%

*comscore

Succes story thanks to Google

The place where chicken is King ! 7

8

What is the most popular keyword?

9

How are they looking for me?

10

Where am I the best?

Kw= Neuhaus Wolrd Wide

11

Analyse your notoriety & competition

12

Analyse your notoriety & competition

13

Explore your potential

KW = belgian chocolate

Google trends is your friend

14

How are they looking for me?

15

16

We have benchmarks

We have benchmarks

17

Look at the global picture

18

Conclusion

ü  Define your priorities Adapt your source / targeting & message

ü  Try to understand how people search for that specific information: - use benchmarks - use your data

ü  What do you want to push? à Define your objectives

ü  Understand the big picture and act at the right moment

à You’re ready to launch J

19

Deep dive into the SEA

Agenda

1

2

3

4

The Perfect Advertiser

What should I invest in ?

Where do I perform ?

How do I integrate it ?

21

The Perfect Advertiser

The Ultimate Advertiser @b2p

23

What should I invest in?

1.  Prevent aggressive competitors

2.  You take more space than your competitors

3.  Specific call to action & landing page

4.  Adapting ads is quick & effortless

5.  Use of misspellings

Why Invest in my ?

25

Presence of 30%, SEO & SEA combined…

26

Brand coverage on SEO / SEA

30%  

No 100% coverage

Competitor Analysis…

27

36,27%   3.8   61,32%  Vous  même  

Compe5tor  Compe5tor  Compe5tor  Compe5tor  

Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  Compe5tor  

Higher   Higher   Higher   Higher   Higher  Higher   Higher   Higher   Higher   Higher  Higher   Higher   Higher   Higher   Higher  Higher   Higher   Higher   Higher   Higher  

Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  Lower   Lower   Lower   Lower   Lower  

SEA –  Better conversion rate

–  Higher turnover

–  Bigger value/visit in SEA

28

SEA vs. SEO Turnover

576923  

291475   114357€  

347895€   5700  

2500   60,25€  

69,45€   1,89%  

0,86%  

0,93€  

0,63  €  

29

SEO vs. SEA on Specific Actions

•  Tailored messages on brand campaigns (for specific actions) result in: –  Better conversion rate

–  Higher value per visit

127892  

53496   32945€  

17568€   2600  

500   30,25€  

36,45€   1,73%  

0,91%  

0,87€  

0,60  €  

30

Still not convinced? What if I pause my Brand campaigns ?

What we know will happen in AdWords: 1.  Increase of global CPA 2.  Decrease of overall conversions 3.  Decrease of clicks due to higher CPC on generics

What we think won’t happen: 1.  Lost of traffic on overall website

Because of our 1st position in SEO

31

Case Study – Brand stopped during 1 month

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

0

100

200

300

400

500

600

700

800

900

11/02/13 11/03/13 11/04/13 11/05/13 11/06/13

Impressions Clics

Visibility

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20

25

30

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10

20

30

40

50

60

11/02/13 11/03/13 11/04/13 11/05/13 11/06/13

Conv CPA

Conversions

32

What about my SEO then ?

1.  Huge decrease of visits in SEA 2.  Visits weren’t recovered by SEO 3.  Decrease of >90% on brand traffic

8  %  

15  %  

1,60  %  

18,20  %  

2,50  %  

30,70  %  

15,00  %  

5,80  %  

7,00  %  

18,00  %  

My  Brand  

450   6,43   00:04:53   45,34  %   10,57  %  

230   4,12   00:03:43   17,57  %   40,00  %  

200   5,75   00:04:21   53,68  %   15,11  %  

3500   4,97   00:04:27   49,14  %   29,60  %  

Google Findings:

1.  A higher position in Google Search is interpreted by consumers as a higher position on the market

2.  The use of SEO & SEA increases the trust of the consumer regarding the brand

3.  The combination of brand use in SEO & SEA increases the conversion rate

4.  Stopping the broadcast of your brand in SEA can result in a decrease of 90% of your traffic à organic results vouch for the lost traffic

5.  The use of your brand in SEA isn’t taking up all of your SEO traffic

Why Invest in my ?

33

è let’s decrease all my investments &

decrease my CPC’s !!

34

Why invest on Generic ?

•  First look:

Are you sure about this?!

1. High cost

2. Low # of conversions

3. High CPA

35

Case Study - CPC

Type January March June

Generic 0,12€ 0,10€ 0,09€

Brand 0,21€ 0,09€ 0,07€

Total 0,12€ 0,10€ 0,09€

36

Case Study - Investment

Type January March June

Generic 6500€ 4200€ 4000€

Brand 2000€ 1200€ 1000€

Total 8500€ 5400€ 5000€

- 36% - 41%

37

Case Study - Return

Conversions January March June

Generic 250 140 90

Brand 270 250 190

Total 520 390 180

- 25% - 65%

38

Conclusion

Your generic keywords have to be analyzed in a larger scope à Don’t forget the importance of the first touch point!

Indirect Conv January March June

Generic 70 30 15

39

All attributions are equal, but some are more equal than others…

1800   2000  800   1300  

11%  

62%  

Last  Click  !  

Where do I Perform ?

+30%

-10%

Specific Bidding

+20% on monday

41

42

Best Hour

0

20

40

60

80

100

120

CPA before

43

0

20

40

60

80

100

120

CPA before

CPA after

Best Hours – How much is your time worth ?

44

Search terms

Teach you how people outside of your sector see you

Integrate those learnings in your communication towards your customers

vacature emploi

Call to action 1 : Conv Rate

werft … aan recrute

+51% conv rate

Call to action 2 :

Conv Rate

The importance of your call to action

+13% conv rate

45

How do I integrate it into my global strategy?

1.  Geographical location

2.  Clicks / region

3.  Mobile performances

4.  Best hours of the day

5.  ….

6.  We can even go further & check the impact of offline campaigns on your online campaigns !

47

So… What can AdWords do for me?

-

50,00

100,00

150,00

200,00

250,00

Conv Rate Budget investment

What’s the impact of your offline campaigns?

Indeed !

48

0

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20

30

40

50

60

70

80

90

100

0

50

100

150

200

250

300

350

400

450

500

February March April May June

Leads CPL

There is no such thing as bad publicity… Are you sure? Beginning of March:

Negative Publicity

49

•  Improve your SEO

•  Optimize newsletter diffusion

•  Optimize website communication

•  Check if mobile website is a priority

•  ….

50

Is there anything more ?

Next Steps

WNOG

Mobile Preferred Ads

52

53

Briefly

54

Who uses click-to-call extensions ?

55

Consumer’s perception of a business without a phone number

56

Ad hoc conclusion !

57

Clever phone

Call tracking in Analytics

58

•  Be Always On!

Directions

Call Extension

Mobile App

Mobile Promotion

1. Make ads Specifically for Mobile

2. Create tailored messages according to place & time

59

•  Mobile Extensions

60

Google Merchant Center

61

•  What’s requiered 1) Merchant Center

62

•  What’s requiered 2) Verified & Claimed URL

63

•  What’s requiered 3) Product Feed

Avoid common feed Errors & Issues 1.  Missing tax and shipping information 2.  Product crawl issues 3.  Robots.txt file blocking product/image crawl 4.  Website URL not claimed 5.  Wrong prices 6.  Invalid unique product identifiers

64

•  Then what…?

1. Register your data feed

2. Upload your

data feed 3.  Link your

merchant center to your AdWords account

65

Product Listing Ads

66

•  Product Listing Ads or PLA for the geeks…

67

•  Create Target Groups

Many retailers have too many products to bid on each one individually…

à Create target groups

Example:

1. Best Sellers

2. Highest Margins / ROI 3. Top Return on ad spend 68

Dynamic Remarketing

69

•  Dynamic Remarketing

70

•  Why ?

1. Increase of CTR

2. Increase of Conversions

3. Decrease of Cost of Sale

Remind your customers of items they've seen or bought on your website in the past and suggest other products they might like.

71

Create a more engaging user experience

72

Remarketing for Search

73

•  New vs. Returning Visitors

74

•  New vs. Returning Visitors

§  Where should I invest ?

§  Is there a good and a bad visitor?

75

•  The Solution – Remarketing for Search !

Save Money

Segmented bidding strategy

Tailored message / Communication

Cross Sales scenario

76

•  Save Money

What is my goal? Is it unique or not? •  Purchase •  Subscription •  …

If Recurrent: à Focus on visitors that converted to increase your conversions by cross selling or proposing the same product again

If Unique: à Use your audiences to exclude them from your communication

à Avoid Clicks which are not conversion oriented

77

Cross Sales Scenario

Can you Cross Sale products ?

•  Flight + Hotel ? •  Second Hand Car + Car Insurance? •  TV + Wifi Connection?

à Create new needs for your customer à Help your customers to update/upscale à  Transform your existing customer into a new prospect

78

Segmented bidding strategy

How to improve the performances of high-competition KW? Generic KW

•  drive a lot of traffic (often unconvinced prospects) •  can lead to uninterested prospects •  can be more expensive due to competition

à Focus on valuable prospects who are convinced by your brand

TIPS !

Bid on this one

Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.

Impossible d'afficher l'image. Votre ordinateur manque peut-être de mémoire pour ouvrir l'image ou l'image est endommagée. Redémarrez l'ordinateur, puis ouvrez à nouveau le fichier. Si le x rouge est toujours affiché, vous devrez peut-être supprimer l'image avant de la réinsérer.

79

Tailored message / Communication

Should my message be adapted for each stage of the buying cycle? Prospects usually •  don’t convert on the first click (93%) •  click many times on AdWords ads

à Try to adapt your communication as much as possible à Decide which message you want to deliver @ what specific time

80

Thank You ! Any Questions ?

81

27 Septembre 2013

Use of data to boost traffic and online sales: weather analysis

82

Agenda  

Ø What  we  do  at  SCK  

Ø One  of  our  challenge:  Big  Data  

Ø Our  Business  Case:  impact  of  weather  on  traffic  and  online  sales  

Ø Methodology  

Ø Predic5ve  Model  

83  

What  we  do  at  Scine5k?  

We’re  Business  Developers  

84  

85  

Focus  on  the  data,  all  kind  of  data  we  can  get  

 Bring  insight  and  op5mize  the  business,  specially  the  

online  business  85  

Data  should  guide  all  our  decisions.    A  good  strategy  should  be  based  on  the  reality  of  the  data  and  its  right  interpreta5on.  

86  

Measure  Modelize  Interpret  

UNDERSTAND  

IMAGINE  Advise  Innovate  Conceive  

Product  OpOmize  

Drive  

ACT  SHARE  Transfer  Support  Train  

Our  approach  

87  

The  challenge  of  

BIG  DATA  

88  

What  we  are  experiencing  facing  the  Big  Data  «  Revolu5on  »  

•  Handle  informa5on  and  extract  the  value  of  it  to  drive  business  for  our  clients  

•  We  take  the  example  of  weather  because  we  suspected  that  some  of  our  clients  products  are  “weather-­‐sensi5ve”*  

•  With  this  in  mind  we  tried  to  verify  and  hypothesis  that  says  that  the  weather  has  an  impact  on  sales.  

89  

Our  approach  applied  to  the  weather  analysis  

Transform  Extract      

Historical  Data  

Visits,  Sales,  Searches  

Segment  

Filter  

Weather  variables   Factors  

Modelize        

Validate    

Best  Model  

Predict  Forecas5ng  Planning  

90  

Our  approach  applied  to  the  weather  analysis  

•  Get  historical  data  of  traffic  and  sales  (via  GA)  •  Get  historical  data  of  weather  (open  source  data)  

•  Prepare  and  transform  the  data  (factors)  •  Find  the  “best”  model  •  Validate  the  model  •  Find  the  equa5on  •  Use  the  model  to  predict  online  sales  

91  

Use  of  Google  Analy5cs  to  get  the  online  data    

Not  only  standard  KPI:    visits  (#  and  trend),  Page  Views,  transac5ons  and/or  conversions,  conversion  rate,…  in  the  Dashboard.    

GO  FURTHER…  Ø   Segment  crea5on  è  key  metrics  by  localiza5on  (ex  #  visits,  sales,  search  of  a  specific  kw,  ….  for  Paris  )  

Ø   Filters  è  iden5fy  and  group  products  “weather-­‐sensi5ves”  

Ø   Extracts  with  Excellent  Analy5cs  

92  

Segment  Geographic  area/City=  ”Paris”  

93  

Filters  on  Products  Performance  report    

94  

Extracts  with  Excellent  Analy5cs  Create  a  filter  

Use  the  predefine  Segment  

95  

Extract  weather  data    

•  External  data  source:  examples  – Weather  Underground    – WeatherBug  – World  weather  online  

•  Historical  data  (for  the  modeling  part)    •  Forecast  (for  the  predic5ve  part)  •  By  date  and  localiza5on  

96  

Correla5on  analysis  

Analyze  correla5on  between  the  variables  we  want  to  predict  and  the  weather  variables  

97  

Create  “Weather  factors”  

–  F1  -­‐  Facteur  meteo1=    0,14  %  Moy  T°  +    13,24  %  Moy  Humidité    +    3,77  %  Moy  Visibilité    +    1,20    %  Moy  vent    +  41,74  %  Pluie    +    38,91  %  Ecart  Pluie      +      0,00  %  Ecart  T°  –  F2  -­‐  Facteur  meteo2=    29,73  %  Moy  T°    +    21,17  %  Moy  Humidité    +    30,94  %  Moy  Visibilité    +      5,82    %  Moy  vent    +      5,65  %  Pluie    +      6,06  %  Ecart  Pluie    +      0,63  %  Ecart  T°  

 F1  and  F2  :  60%  of  the  informa4on  of  all  the  weather  variables  

F1  mostly  explained  by  Rain  (42%)  and  the  rain  diff.  (39%)  

T°  &  Frog  explain  more  than  50%  of  F2  ….  Wind  not  that  much  correlated  

Humidity  explains  both  factors    (nega5vely  F1  and  posi5vely  F2)  

98  

Predic5ve  Model  

•  In  this  specific  case  use  of    linear  regression  to  predict  the  sales  

•  10  %  of  online  sales  explained  by  our  weather  factor  

•  Other  significant  variable  included  in  the  model:  %  of  discount    

•   Model  Adjusted  R²:  0,964      

•  Es5mated  sales  vs.  real  sales                            

99  

Next  steps  to  complete  the  analysis  

•  Include  the  weather  data  in  the  internal  informa5on  system  

•  Use  the  weather  factors  for  business  purpose:  –  Forecast  –  Campaign  planning  (email,  adwords,  social  media  com,  ….)  

•  Online  vs.  Offline  sales:    – Analyze  the  impact  of  weather  on  offline  sales  –  Compare  the  effect  of  «  bad  weather  »  on  online  and  offline  ac5vity.  

100  

Example:  Mailing  campaign    “bad  weather”  

101  

Thank you

Contacts  :      rabi.hassane@scine5k.com  

06    29  92  76  05  xaviere.tallent@scine5k.com  

06  73  80  47  08  

Google Confidential and Proprietary 103 Google Confidential and Proprietary 103

Optimizing for the Mobile Consumer

September 2013

Advanced strategies for Mobile

Google Confidential and Proprietary 104 Google Confidential and Proprietary 104

1 Mobile in 2013

2 How to create value with mobile?

3 Summary

Google Confidential and Proprietary 105 Google Confidential and Proprietary 105

1 Mobile in 2013

2 How to create value with mobile?

3 Summary

Google Confidential and Proprietary 106 Google Confidential and Proprietary 106

…Numbers that stick…

34% 86%

84% 78%

58%

Google Confidential and Proprietary 107 Google Confidential and Proprietary 107

Smartphone Penetration is on the Rise

Q1 2012 22%

34% Q1 2013

Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use?

Google Confidential and Proprietary 108 Google Confidential and Proprietary 108

At home 96%

On the go 70%

In a store 55%

2012

Source: Our Mobile Planet - Google

Smartphones are used everywhere

At home 96%

On the go 86%

In a store 77%

2013

Google Confidential and Proprietary 109 Google Confidential and Proprietary 109

Smartphones Inform Our Daily Life

Apartments, Housing info

22% Job Offers

23%

Product Info 58%

Restaurants, Pubs & Bars

Travel 33%

43%

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.

Google Confidential and Proprietary 110 Google Confidential and Proprietary 110

Smartphones stimulate query growth

YoY data Finance Consumer Electronics

Job listings Home & Garden

Women’s Clothing

Total 13% 9% 12% 14% 18%

Desktop 6% 2% 2% 0% 1%

Smartphone 146% 141% 190% 166% 195%

Tablet 164% 108% 182% 174% 190%

Google Confidential and Proprietary 111 Google Confidential and Proprietary 111

Research that Starts on Smartphones Leads to Purchases Across Channels

Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.

Research on smartphone

32%

24%

then purchased via computer

then purchased it offline

then purchased

Google Confidential and Proprietary 112 Google Confidential and Proprietary 112

1 Mobile in 2013

2 How to create value with mobile?

3 Summary

Google Confidential and Proprietary 113 Google Confidential and Proprietary 113

How to Create Value for your Clients

1.  Mobile Value Attribution

2.  Having a Mobile Strategy

Google Confidential and Proprietary 114 Google Confidential and Proprietary 114

1) Attributing Value to Mobile

Mobile Sales

Cross-Device

In Store

Phone Calls

App Conversions

Google Confidential and Proprietary 115 Google Confidential and Proprietary 115

How to Measure These Conversions

•  Conversion tracking

•  Estimated total conversions (coming soon) •  Track logged in users

•  Offer Extensions •  Off Line Conversion tracking (coming soon) •  Store Locator Clicks

•  Clicks on Call Extensions •  Clicks on number on site •  Call metrics (coming soon)

•  App Downloads •  In App Conversions

Mobile Sales:

App Conversions: Calls:

In Store:

Cross Device:

Google Confidential and Proprietary 116 Google Confidential and Proprietary 116

Define the Touchpoints for conversions

Calls

Online Conversions

Downloads

In-store Downloads

Online Conversions

Calls

Cross device conversion tracking Universal Analytics beta

Google Confidential and Proprietary 117 Google Confidential and Proprietary 117

The Full Value of Mobile calculator

Google Confidential and Proprietary 118 Google Confidential and Proprietary 118

2. How can we have a mobile strategy, when not having a Mobile Site

1.  Get A Mobile Site

2.  Seriously, get a Mobile Site!

3.  Experiment with landing Pages

4.  Let your brand exist on Mobile!

5.  Experiment with Extensions

Google Confidential and Proprietary 119 Google Confidential and Proprietary 119

1) Mobile really means developing a mobile site • How mobile ready is your clients website?

–  Analyze by using howtogomo

–  Visualize by using mobile webdevelopment-tools*

Example: created via Dudamobile.com

Google Confidential and Proprietary 120 Google Confidential and Proprietary 120

2) Experiment with your landing pages What are they key messages/objectives you want to bring to your users? This will probably differentiate for branding and performance advertisers

Branding advertisers:

Direct your mobile search and display campaigns to social & mobile-friendly landing pages instead of a mobile unfriendly website. In other words think; YouTube, G+ and other social platforms.

Example Gillette:

m.website YouTube Channel Facebook- page

Google Confidential and Proprietary 121 Google Confidential and Proprietary 121

Performance advertisers: 1) Define/ Map your (soft)conversions and attribute a

value.

Cross-device

mCommerce

In-store

App download & in-app purchases

Call

Google Confidential and Proprietary 122 Google Confidential and Proprietary 122

Performance advertisers: 2) Experiment with different landing pages.

example: drive traffic to contact page

3) Be consistent, if the mobile experience is poor it’s

better to show mobile visitors no website, but only the call-option.

Google Confidential and Proprietary 123 Google Confidential and Proprietary 123

3) Let your brand exist on mobile

Always be visible on Branded KW

•  Low cost traffic with high value

• Avoid competitors taking over

• Valuable data to analyze

• Be in control of your message

•  Leaving a professional impression

Google Confidential and Proprietary 124 Google Confidential and Proprietary 124

In summary: the advertiser’s mobile journey

Understand how mobile fits in the

consumer’s journey

Manage your mobile bid multiplier

Adjust bids to reflect mobile

value

Consider relevant conversions to

measure based on the consumer journey: calls, apps, forms,

directions, …

Drive conversions by opting into extension types/formats •  Enable call extensions

•  Drive app installs

•  Use location extensions

•  Use offer extensions

…and uncover the full value of mobile

Optimize consumer experience •  Simplify lead form

•  Add call button

•  Add store locator

•  Simplify checkout

•  Promote app

1 Mobile in 2013

2 How to create value with mobile?

3 Summary

Google Confidential and Proprietary 126 Google Confidential and Proprietary 126

Summary

• Smartphone usage is on the rise. Users tend to use their smartphone everywhere (strong increase with 2012).

• The average Belgian Smartphone user thinks local, acts social, loves to multitask and is not afraid to use his mobile as an essential tool in his purchase journey. Still there are some barriers.

• Attribute the full value of mobile, by defining (soft) conversions and measuring the different touch points.

• Experiment with landing pages or make use of mobile friendly social alternatives such as YouTube, Google+ and others.

• Be visible on branded terms and don’t let your brand be hijacked.

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Thank You!

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The basics: Mobile ads - APPENDIX Mobile customers are converting in new ways and driving these conversions is as simple as enabling an extension or trying a new ad format

Call extension App extension Location extension

App Promotion format