What’s New on Google - September 2012 Session
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The document provides an agenda for a marketing presentation covering the following topics: 1) Mobile marketing and mobile advertising on Google platforms like AdMob. 2) Search network optimization techniques like sitelinks, Google+, and multi-channel analysis. 3) Google Display Network topics including dynamic delivery, demographic targeting, and YouTube advertising formats and targeting options. The summary highlights the main sections and focus areas covered in the agenda.
What’s New on Google - September 2012 Session
- 2. Agenda 1 Mobile Marketing 4 Micro - Conversions & Remarketing 2 Search Network 5 adCore 3 Google Display 6 Google Panda Network
- 3. Mobile Advertising on Google
- 4. Mobile Penetration 22% of Belgium has adopted a smartphone 6% of Webpages visitors are smartphones Purchase on Mobile The M-market saw a raise of 250% from 2010 to 2011 ! 16% of internauts bought a Christmas gift on their smartphone
- 9. mCommerce growth between 2011-2012. 70.00% 65.00% 60.00% 55.00% Benelux Moyenne E.U.
- 10. Websurfing evolution By 2014, over 40% of Europeans will be using smartphones to surf on the web 1800 1400 1000 Mobile Internet Users Desktop Internet Users 600 200 Source : Morgan Stanley
- 11. What’s important to know ? Specific Ads Specific keywords Specific bid
- 12. A system that allows advertising display in mobile applications. With each consumer click, you’ll get a benefice.
- 14. Targeting ?
- 17. Admob in Adwords Dépenses Admob en Euro ! Pas de ciblage par profil socio-demo Targting par langue available! Provider targeting Model targeting OS targeting Wi-Fi or 3G Apps targeting Apps category targeting Text ad or display ad
- 19. Agenda 1 Sitelinks 2 Google + 3 1. MultiChannel Analysis
- 20. Sitelinks
- 21. Duplicate Sitelinks: Policy Enforcement Specific URL per Sitelink
- 22. New enhanced sitelinks ! Only in premium position: 6 - 10 30% Higher CTR
- 24. Local Extensions
- 27. Social extension
- 28. Google +
- 29. Google + 69,6% 30,4%
- 30. Local Listing Management Conumer are looking for your business in a variety of places and expect informations to be easily available and acceptable 49% of social network searchers are looking for : • adresses/location • Phone numbers • Driving directions • Hours of operation
- 35. GDN
- 36. Agenda 1 DDA 2 Demographic targeting 3 YouTube
- 38. YouTube homepage Belgium 2,3 M. Impressions/day 1 M. Users/day On the YouTube Homepage In Belgium 14% Reach of total 15+ population Source: Google Internal Data
- 39. YouTube Belgium is for everyone Source: Metrixlab research study November 2011
- 40. The biggest audience Audience (UV/day) (k) Imp/day (M) 1200 4 1000 1000 867 3 2.9 800 2.3 600 510 2 1.6 400 1 200 0 0 PNU YouTube MSN PNU YouTube MSN Source: Ratecards DMA, Google Internal Data PNU: newspaper selection)
- 41. Youtube formats
- 43. TrueView in Stream Skipable Ads after 5sec Only charged if the ad has been watched in full or for at least 30 seconds. You only pay for views, not impressions Optional companion banner (highly recommended)
- 44. TrueView in Search Viewers see your ad as they are searching for or watching relevant videos. You only pay when people choose to view your videos Just write a few sentences to describe your video
- 45. TrueView in Slate Before youtube partner videos that are 10 min or longer Viewers choose either to watch an ad from one of 3 different advertisers, or to see regular commercial breaks during the video You only pay when the viewer has selected to watch your ad
- 46. TrueView in Display Shown as users browse relevant sites across the web. They can click to watch your video, pause it, adjust the volume or click through to your site You only pay for views, not impressions Just write a few sentences to describe your video
- 47. Banners Viewers see your ad • In the right of a video on the watch page • As an InVideo overlay at the bottom of the video being played • On a browse page • On the search Results You pay on a CPC or CPM base Adtexts/banners/video
- 48. InVideo Viewers see your ad • In the right of a video on the watch page • As an InVideo overlay at the bottom of the video being played • On a browse page • On the search Results You pay on a CPC or CPM base Adtexts/banners/flash overlay
- 50. Audience Video targeting Huge volume and high quality visibility
- 51. Search Video targeting Low volume BUT high quality visibility
- 53. Masterhead lite
- 54. Masterhead lite
- 55. Calculating the value of the micro conversions WNOG
- 56. Macro conversion: Sales Micro conversion 1: Simulator Micro conversion 4: Download calculator Micro conversion 2: Micro conversion 3: Contact us Job / HR pages The value of a micro conversion Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
- 57. The value of a macro conversion
- 58. The value of a micro conversion
- 59. Click 100 000 CPC 0,12€ Media budget 12 000€ # Macro Conversions 1000 CPA 12€ Generated revenue / conversion 18€ The value of a macro conversion ROI: Margin x # of conv. media spent Total Margin 18€ x 1000 = 1,5 Didived by media 12 000 € ROI =150%
- 60. 1. All visitors go through the simulator 2. We need 4 visitors to have 1 online purchase of a loan # Macro conversions 1000 Total Margin 18 000€ # Micro Conversions 1 4000 Total Margin 18 000€ divided by 4000 namely 4,5€ Macro & Micro related Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
- 61. 1. 0,5% of the visitors go through the « contact us » page 2 . We need 2 « contact us » to have 1 online purchase of a loan Click 100 000 Contact us 500 Online sale revenue via « contact us » 18€ # of « contact us » needed for a sale 2 Value of the micro conversion 18 € divided by 2 equals 9€ 500 n°2 micro-conversions would generated 250 online sale of a loan which equals a value of 4 500€ Macro & Micro semi related Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
- 62. 1. Average recrutement cost 5000€ 2. We need 50 sollicitants with a resume for 1 hired candidate Value of the micro conversion 5 000 € divided by 50 equals 100 € 3 candidates would have been hired thanks to the 150 n° 3 micro conversions Which is equal to a saved value of 15 000€ Macro & Micro unrelated Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
- 63. 1. Average cost of an activated double opt-in address 1€ # of calculator download resulting in validated addresses 4 350 Value of the n°4 micro conversion 4 350 € Which is equal to a saved value of 4 350 € Macro & Micro unrelated Macro = Online sale of a loan 1 000 Micro 1 = Simulator 4 000 Micro 2 = Contact us 500 Micro 3 = Jobs – recruitment page 150 Micro 4 = Download calculator 4 350
- 64. Macro conversion: Sales Micro conversion 1: Simulator Micro conversion 4: Download calculator Micro conversion 2: Micro conversion 3: Contact us Job / HR pages The value of micro conversions Macro = Online sale of a loan 1 000 = 18 000 € ROI 150% Micro 1 = Simulator 4 000 = 0€ Micro 2 = Contact us 500 = 4 500 € Micro 3 = Jobs – recruitment page 150 = 15 000 € Micro 4 = Download calculator 4 350 = 4 350 € 12 000 41 850 € ROI 350%
- 65. The Next steps 1° Define your goals 2° All your goals… 3° Analyse your micro/macro effect 4° Define specific Kpi’s /campaign 5° Help your visitor to convert thanks to… REMARKETING !
- 70. Remarketing is not fun for everybody… IHATE the marketing team
- 71. The revolution! ONE CODE
- 72. Easy Set up
- 73. The Smart Pixel
- 75. The advanced setup !
- 76. Custom Tags
- 80. Awesome features Remarketing with analytics let you create audiences based on Time on site Website categories Web browser Specific funnel Page view Territory … .. .
- 81. Link necessary
- 82. Remember this ! Macro conversion: Sales Micro conversion 1: Product pages Micro conversion 4: Newsletter Micro conversion 2: Micro conversion 3: Support pages Job / HR pages
- 84. adCore
- 86. Dynamic Campaigns Submission Shedule Website Availability
- 87. Weekly Analysis Activités du compte
- 89. Conclusion
- 90. Cool stuff
- 93. Thank You !