What's New on Google - February 2013 Session

in collaboration with

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Summary

How to pimp my Ads?

What’s Next on Google?

adCore

Tag Manager

Google+

Mobile

Remarketing for Search

What’s New on Google Search ?

Global Search Behaviour

How To Pimp My Ads?

Online Search Behaviour

Always Sometimes Never Doesn’t know

A Zone

A Zone B Zone

of the users think they never have sponsored

links on top of the search

results.

There’s a lot for marketeers to consider…

Device vs User Centric Evolution

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Key dates

FEB. 12

Q3 2013

JUNE 2013

Product Ads

What Are Product Listing Ads?

Key Points!

!   Link Merchant Center account with AdWords campaign.

! Product targeting: ads dynamically generated by Google.

!   Double-serving: multiple ads of 1 merchant possible

Where Are Product Listing Ads Shown?

¤  Up to 2 PLA’s can show in the Top Ad Placement ¤  Up to 3 PLA’s on the Right Hand Side

Google Offer Ads

What Are Offer Ads?

¤  Offer Ads is a scalable ad format that shows relevant offers on Google.com as part of the ad text based on the users search query.

Users click on the + box to expand the

offer included on the text ad

Any action taken by a user (e.g. printing, etc.) is charged like a click on the ad. Advertisers

charged at most twice (for two actions)

How Do Offer Ads Work For the User

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How Do Offer Ads Work For the User?

User looks for a laptop on Google

Top ad for company XYZ with an offer is triggered

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How Do Offer Ads Work For the User?

Offer expands when user clicks on the + box

User prints the offer (on mobile: email/sms)

What’s NEXT… on Google Search

Google Shopping

¤  Sur base d’un feed .xml ¤  Pas de lien nécessaire avec un compte Adwords (Merchant Center) ¤  Payant à.p.d. 13 February 2013

Communication Extensions

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Communications Extensions

If you are an advertisers who gives regular updates, newsletters or to an email subscriber base, this is the beta for you!

1 Give your customers a fast and easy way to sign up for your email list

2 Get subscribers when someone submits their email address through your ads

3 Easy: Like all Extensions, it enhances your existing ads, and it can appear on the right-side ads as well

Allows AdWords advertisers to collect email leads directly from Google search

Google checkout

doubleclick

¤  Are fueled by overwhelming options and content

Today’s Consumers…

One platform for everything !

What is does

Can you repeat… Please?

Case adCore

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¤  Increases your ad relevance

•  Ad diffusion under conditions

•  Dynamic price in ad

•  …

¤  Increases account quality

•  Higher CTR

•  Higher Conversion Rate

•  Better avg. Position

¤  Growth of ROI

Conclusions

Google Tag Manager

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How many tags do you have ?

!   Who’s in charge of their implementation ?

!   How long doe’s it take to implement a new tag?

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What’s the impact ?

What if you had only one tag?

! Who’s in charge of their implementation ?

!   How long doe’s it take to implement a new tag?

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Benefits

ü  Speed

ü  Usability

ü  Flexibility

Benefits

ü  Fast tag loading to collect more data

ü  Rules

ü  Templates & error checking

Benefits

ü  All your tags in one place

ü  No need to access site code

ü  Debug Console & Preview mode

Benefits

Every one wins !

¤  Marketing:

•  Easy and fast tag implementation

•  No technical knowledge required

•  Enhanced page & data quality

¤  IT:

•  Integration of only 1 tag

•  Win of time

•  Control thanks to Tools and user permission

Let’s begin

Google +

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Worldwide Data’s

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Performances

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à Google+ can make your marketing plan perform better

Why Google+ ?

Google+ Pages Overview

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Google+ Local Page

! Add pictures

! Leave a comment

! Mention all the different routes to reach your company

! Keep information about your campany up to date (cannot add info)

! Subscription via Google Address or Google + Local

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Google + displayed on search page

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Google Local Extensions

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Google+ Local Page

Google+ Business

! Add pictures / Videos

! Leave a comment

! Post general and specific

information about your campany

! Plan and share an Event

! Add links

! Manage followers by creating

« Circles »

! Subscription via Google+ Business

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à  Just ad a +1 button on your website and / or create a Google + Page

AdWords & Google+

Where to use G+ ?

Remarketing for Search

Remarketing matters

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Remarketing network

Remarketing is not fun for everybody…

I HATE the marketing

The revolution!

ONE CODE

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Tag your visitors

Time on site

Conversion

Specific page view

Basket based

Personal combinaison Based on analytics

How to use it?

Let’s imagine…

Common situation

Star Trek NEW DVD Collector

Common situation?

This is how remarketing should work

I found all my Xmas presents By myself !

HéHé

¤  Reach higher-value audiences for more effective AdWords campaigns ¤  Active audiences start @ 100 users

Use it as a nice to have targeting

How can this help me?

Saving Money !

Cross Sales scenario

Segmented bidding strategy

Tailored message / Communication

Saving Money !

Is my goal unique or recurrent ? •  Newsletter subscription •  Life insurance / Mortgage •  Long term products (refrigerator, etc.)

à Use your audiences to exclude them from your communication à Avoid Clicks which are not conversion oriented

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Cross Sales Scenario

Are your objectives crossable ?

•  Burger + french fries? •  second hand car + car insurance? •  TV + Blu-Ray player?

à Help your customers to update/upscale à transform your existing customer into a new prospect

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Segmented bidding strategy

How to improve my perfomances on high-competion KW?

•  Generic KW drive a lot of trafic •  Generic KW can lead to uninterested prospects •  Generic KW can be more expensive due to competition

à Define on which audience you want to bid more à Focus on valuable prospects who already visited your website à Segment you prospect by Time on site & Pages views metrics

5 Prospect Looser

TIPS !

Bid on this one

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Tailored message / Communication

Should I adapt my message for each stage of the buying cycle?

•  Prospects usually don’t convert @ the first click (93%) •  Prospects usually click many times on adwords ads •  Prospects usually click many times on your ads

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

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Search Media Ads

¤  What?

A new way to target, pay for, and experience video ads on Google search pages. ¤  Why?

If people who search for your brand are primarily looking for video content, then Media Ads is right for you. Media Ads makes it easy to get your brand in front of the right audience on Google.com. ¤  Availability? Only for entertainment sector (Movies, Gaming, etc.) àOther sectors in development

How it works

¤  Automated Targeting

•  Product name

•  Sector

•  Kind of product

¤  Flat Charge Rate

Every sector has it’s own flat CPC rate. à CPC is known beforehand.

¤  Only 1click charged Possibility to click on video, as well as on ad title à only one click is charged

¤  Video Expansion the video expands to the center of the screen and dims the rest of the page around it. à Grabs the viewer's full attention and creates a more theatrical experience

The results

Flat CPC: 0,40€ à Lower Avg. CPC

Higher CTR (from 4% to 253% higher)

ü  54% of the users watch the video ü  46% of the users click on the adtext

à More than 250 000 Impressions during the launch

Should I use the remarketing for search?

¤  More flexibility in bidding

¤  More budget control

¤  More flexibility in terms of message broadcasting

¤  More possibilities in terms of prospect activation

¤  Advanced beta à will be implemented quickly

¤  The data exists, please let us use them !

Mobile

Mobile to drive traffic and sales

What’s new on Google @ b2p

Hello, I’m G-A

¤  What can you find about me ?

Hello, I’m G-A

¤  What can’t you find about me ?

Smartphones in Belgium

•  Le Soir, January 2012: 21%!•  Trends, March 2012: 26%!•  Google & Ipsos, April 2012: 22%!•  AWT, May 2012: 35%!•  Mobistar October 2012: 33,6%!

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OK, seriously… for everything

Source: http://www.ourmobileplanet.com

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And from everywhere

Source: http://www.ourmobileplanet.com

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Mobile Marketing

First there is the support

Apps Mobile Site

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Which support to use ?

Apps Mobile Web One per OS One fits all Download Browser

Synchronised Searchable Personnalised Standardised

High costs Lower costs

Loyalty Acquisition

Own vs Shared

Passbook Delhaize

Then the traffic generation

Mobile Marketing

Mobile Marketing with Google

Generate Subscriptions thanks to mobile

Two Mobile networks

Display Advertising

In app

Text or Display Rich media

On site

Text or Display Video ads

Rich media ads Youtube specific formats

First: Let’s focus on Search

Where is my opportunity?

Click to website

Click to call Click to map

Define your goals

Promote your App Generate visibility

Drive trafic Improve contact experience

Show your stores Generate online Sales

Improve your customer experience

Generate offline Sales

Drive trafic

Build a strategy

Click to map Click to download Click to call Click to website

Click to map

What is it?

! Bring more customers

! Business phone number

! Clickable directions

! Distance

Click to map

What is it?

Google Address

Click to call What is it?

! Include a click-to-call phone number in your mobile.

! Your phone number appears as an extra line in the ad.

8% higher CTR

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Hold the line please…

Click to download

What is it? Promote your mobile apps in Google search results and on sites These ads link directly to your Google Play Store or iTunes App Store page

Build a strategy

Track your download!

Click to website

Connect more customers with what they want by using Sitelinks to help people get straight to a specific page on your mobile site.

% of mobile querries

in 2013 More users using the internet via mobile devices than via desktops

Choose the right targeting

Be creative !

Airport targeting

Schedule your broadcasting

Define your message

You’re ready for Mobile !

Case 1

Generate Traffic thanks to mobile

SEPT 12: Trafic: 17500 CPC: 0,25€ Cost: 4375€

Traffic September 2012

JUNE 12: Trafic: 2500 CPC: 0,70€ Cost: 1750€

JUNE 12: Trafic: 8000 CPC: 0,50€ Cost: 4000€

¤  Launch of the mobile website in september ¤  Objective: more and more traffic !

CASE 1

Conclusion case 1

! Very low CPC ! Very low competition ! Huge inventory ! Adwords full integration ! Multiple ads formats

CASE 1

Case 2

Generate Subscriptions thanks to mobile

SEPT 12: CPC: 0,20€ CPA: 1,49€ Conv Rate: 14%

September 2012 Objective: more Subscriptions!

JULY 12: CPC: 0,16€ CPA: 1,52€ Conv Rate: 10%

JJULY 12: CPC: 0,26€ CPA: 2,33€ Conv Rate: 11%

JULY 12: CPC: 0,09€ CPA: 1,31€ Conv Rate: 7%

CASE 2

Conclusion Case 2

! Very low CPC ! Very low competition ! Lower CPA ! Slightly lower Conversion Rate ! Multiple ads formats

CASE 2

①  Mobile internet use is booming – be there or someone else will take the spot

②  Mobile Advertising offers you a lot – define your goals and be

strategic

③  If you do not feel ready – start slowly but be there anyway !

Conclusion

What's New on Google - February 2013 Session

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