Outsearching presentation E- Fashion Summit

We Work With Trusted Brands

Performancemarketing specialists

7 years old 20 employees

25 countries

4000 campaigns

Annual turnover 18 mill. €

So what is new on GoogleJanuary 1st 2013 Google came with new guidelines and rules about

violations and what you may or may not do. Arbitrage and double serving.

1. Interflora.nl and interflora.com cannot bid on the same word.

2. The same company owning two different domains cannot bid on their own brands.

3. Landing pages that serves the purpose of sending people to the main page.

4. Ads that give wrong information, misleading or in legal question.

5. Information / registration pages that lead to competitions or similar.

6. You should no longer run more than 1 account. 2 accounts may lead to prices going up and suspended accounts as Google looks at this like fraud. However it’s possible to white list 2 accounts.

No use of competitors name in your ad. Ref: Marks & Spencer to pay damages after losing Interflora trademark case in High Court

Outsearching SEM – 5 levels

1. Google have given us enhanced campaigns. Good for underlines and analyses as you now can have underlines on ad group levels.

2. Mobile is now not a standalone campaign, but one integrated campaign. (Enhanced)

3. Google Shopping.

4. Ad Rank was calculated using your max CPC bid and your Quality Score. With this update, Ad Rank will also take into account a third component: the expected impact from your ad extensions and formats. In addition, they increased the importance of Ad Rank in determining whether your ad is eligible to be displayed with extensions and formats.

5. Starting the week of November 11, 2013, advertisers using either the default or ‘location of interest’ setting will be able to show ads to potential customers by taking into account both the location that people are searching for, as well as the location they are searching from - even when they are international searches.

New on Google

https://support.google.com/adwords/answer/2454010



Outsearching SEM – 5 levels 70 % of people don’t know where they want to go when first looking

into booking a tripSource: Google/Ipsos MediaCT

66 % of personal travelers watch travel-related videos, versus 44 % two years agoSource: Google/OTX

89 % of travelers begin a travel activity on one device and continue it on anotherSource: Google/Ipsos MediaCT

60 % business travelers have watched, commented on or uploaded travel videos online Source: The Role of Video for the 2013 Traveler

57 % of business travelers use their mobile devices for travel informationSource: The Role of mobile for the 2013 Traveler

89 % of Dutch travelers book air travel online.Source: Google/Ipsos MediaCT

2 in 3 travelers book hotels onlineSource: The Hotel Traveler’s Road to Decision

Facts

Women's ClothingNetherlandsQuarterly UpdateLast Quarter: Q3 2013

November 2013

Desktop queries declined by -4%, while Mobile queries grew by 112% and Tablet searches grew by 114% YoY in the same period

Queries grew by 28% in Q3 2013 in the Women's Clothing Category

Women's Clothing:Q3 2013 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Women's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

Queries (Q3 2013 Y/Y: 28.28%)

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12$0.00$0.05$0.10$0.15$0.20$0.25$0.30$0.35$0.40$0.45

2010 2011 2012 2013

Months

Impressions (Q3 2013 Y/Y: 43.59%)

Clicks (Q3 2013 Y/Y: 25.88%) Actual CPC (Q3 2013 Y/Y: 13.96%, Avg:$0.37)

Women's Clothing:All Devices Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

2010

November-

2010

Decem

ber-2010

January

-2011

Febru

ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

2011

August-

2011

Septem

ber-2011

October-

2011

November-

2011

Decem

ber-2011

January

-2012

Febru

ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

2012

August-

2012

Septem

ber-2012

October-

2012

November-

2012

Decem

ber-2012

January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

$0.40

$0.45

Queries Index Clicks Index Ad CTRImpressions Index CPC

Que

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Queries Y/Y 28.28%

Impressions Y/Y43.59%

Clicks Y/Y25.88%

Ad CTR Y/Y-12.33%(5.75%)

CPC Y/Y13.96%($0.37)

Women's Clothing:Desktop Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

2010

November-

2010

Decem

ber-2010

January

-2011

Febru

ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

2011

August-

2011

Septem

ber-2011

October-

2011

November-

2011

Decem

ber-2011

January

-2012

Febru

ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

2012

August-

2012

Septem

ber-2012

October-

2012

November-

2012

Decem

ber-2012

January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

$0.40

$0.45


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Queries Y/Y -3.72%


Clicks Y/Y-1.56%

Ad CTR Y/Y-10.37%(5.51%)

CPC Y/Y17.52%($0.41)

Women's Clothing:Mobile Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

2010

November-

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Decem

ber-2010

January

-2011

Febru

ary-2011

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April-2011

May-2011

June-2

011

July-

2011

August-

2011

Septem

ber-2011

October-

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November-

2011

Decem

ber-2011

January

-2012

Febru

ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

2012

August-

2012

Septem

ber-2012

October-

2012

November-

2012

Decem

ber-2012

January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30


Que

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Queries Y/Y 111.98%


Clicks Y/Y96.40%

Ad CTR Y/Y-8.56%(5.28%)

CPC Y/Y20.28%($0.20)

Women's Clothing:Tablet Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

2010

November-

2010

Decem

ber-2010

January

-2011

Febru

ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

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August-

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Septem

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October-

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November-

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Decem

ber-2011

January

-2012

Febru

ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

2012

August-

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Septem

ber-2012

October-

2012

November-

2012

Decem

ber-2012

January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

$0.40


Que

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Queries Y/Y 114.32%


Clicks Y/Y116.29%

Ad CTR Y/Y-35.41%(6.55%)

CPC Y/Y27.53%($0.35)

Q3 2012 Q3 2013

73%

55%

14%

24%

13%22%

Desktop Tablet Mobile

Women's Clothing:Cross Platform Search Trends


45% of all Searches are

now on Mobile

Devices

Women's Clothing:

% of Queries by Device

Men's ClothingNetherlandsQuarterly UpdateLast Quarter: Q3 2013

November 2013

Desktop queries grew by 9%, while Mobile queries grew by 116% and Tablet searches grew by 127% YoY in the same period

Queries grew by 36% in Q3 2013 in the Men's Clothing Category

Men's Clothing:Q3 2013 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Men's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

Queries (Q3 2013 Y/Y: 35.94%)

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

2010 2011 2012 2013

Months



Men's Clothing:All Devices Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

2010

November-

2010

Decem

ber-2010

January

-2011

Febru

ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

2011

August-

2011

Septem

ber-2011

October-

2011

November-

2011

Decem

ber-2011

January

-2012

Febru

ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

2012

August-

2012

Septem

ber-2012

October-

2012

November-

2012

Decem

ber-2012

January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60


Que

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Queries Y/Y 35.94%


Clicks Y/Y31.00%

Ad CTR Y/Y-11.88%(4.66%)

CPC Y/Y6.52%($0.48)

Men's Clothing:Desktop Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

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November-

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Decem

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January

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ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

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August-

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Decem

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January

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ary-2012

March-2012

April-2012

May-2012

June-2

012

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Decem

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January

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ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

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Septem

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0%

5%

10%

15%

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45%

50%

$0.00

$0.10

$0.20

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$0.60


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Queries Y/Y 8.59%


Clicks Y/Y11.31%

Ad CTR Y/Y-6.64%(4.62%)

CPC Y/Y3.74%($0.51)

Men's Clothing:Mobile Auction metrics evolution


July-

2010

August-

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Septem

ber-2010

October-

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November-

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Decem

ber-2010

January

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ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

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August-

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November-

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Decem

ber-2011

January

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ary-2012

March-2012

April-2012

May-2012

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012

July-

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August-

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October-

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Decem

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January

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ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

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40%

45%

50%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35


Que

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Queries Y/Y 116.17%


Clicks Y/Y76.12%

Ad CTR Y/Y-16.77%(4.52%)

CPC Y/Y52.53%($0.27)

Men's Clothing:Tablet Auction metrics evolution


July-

2010

August-

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Septem

ber-2010

October-

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November-

2010

Decem

ber-2010

January

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Febru

ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

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August-

2011

Septem

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October-

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November-

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Decem

ber-2011

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ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

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August-

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Septem

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October-

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November-

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Decem

ber-2012

January

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Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

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August-

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Septem

ber-2013

0%

5%

10%

15%

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$0.00

$0.10

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$0.30

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$0.50

$0.60


Que

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Queries Y/Y 127.09%


Clicks Y/Y108.33%

Ad CTR Y/Y-39.09%(4.84%)

CPC Y/Y28.07%($0.49)

Q3 2012 Q3 2013

76%61%

12%

20%

12%20%


Men's Clothing:Cross Platform Search Trends



now on Mobile

Devices

Men's Clothing: % of Queries by

Device

Children's ClothingNetherlandsQuarterly UpdateLast Quarter: Q3 2013

November 2013

Desktop queries declined by -18%, while Mobile queries grew by 99% and Tablet searches grew by 76% YoY in the same period

Queries grew by 18% in Q3 2013 in the Children's Clothing Category

Children's Clothing:Q3 2013 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Children's Clothing. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

Queries (Q3 2013 Y/Y: 17.65%)

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12

2010 2011 2012 2013

Months

1 2 3 4 5 6 7 8 9 10 11 12$0.00$0.05$0.10$0.15$0.20$0.25$0.30$0.35$0.40

2010 2011 2012 2013

Months



Children's Clothing:All Devices Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

2010

November-

2010

Decem

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January

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Febru

ary-2011

March-2011

April-2011

May-2011

June-2

011

July-

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August-

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Septem

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October-

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November-

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Decem

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April-2012

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July-

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August-

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Decem

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January

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Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

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August-

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Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

$0.00

$0.05

$0.10

$0.15

$0.20

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$0.30

$0.35

$0.40


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Queries Y/Y 17.65%


Clicks Y/Y5.05%

Ad CTR Y/Y-9.28%(5.37%)

CPC Y/Y10.74%($0.33)

Children's Clothing:Desktop Auction metrics evolution


July-

2010

August-

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Septem

ber-2010

October-

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Decem

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January

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ary-2011

March-2011

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July-

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August-

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Septem

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Decem

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April-2012

May-2012

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July-

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August-

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Decem

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January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

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August-

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Septem

ber-2013

0%

10%

20%

30%

40%

50%

60%

70%

$0.00

$0.05

$0.10

$0.15

$0.20

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$0.45


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Queries Y/Y -18.30%

Impressions Y/Y-18.11%

Clicks Y/Y-19.98%

Ad CTR Y/Y-2.29%(5.35%)

CPC Y/Y10.80%($0.36)

Children's Clothing:Mobile Auction metrics evolution


July-

2010

August-

2010

Septem

ber-2010

October-

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Decem

ber-2010

January

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Febru

ary-2011

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April-2011

May-2011

June-2

011

July-

2011

August-

2011

Septem

ber-2011

October-

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November-

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Decem

ber-2011

January

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Febru

ary-2012

March-2012

April-2012

May-2012

June-2

012

July-

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August-

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Septem

ber-2012

October-

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November-

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Decem

ber-2012

January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

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40%

45%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25


Que

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Queries Y/Y 98.59%


Clicks Y/Y71.64%

Ad CTR Y/Y-12.33%(4.47%)

CPC Y/Y32.35%($0.20)

Children's Clothing:Tablet Auction metrics evolution


July-

2010

August-

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Septem

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October-

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Decem

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June-2

011

July-

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August-

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October-

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Decem

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April-2012

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June-2

012

July-

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August-

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October-

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Decem

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January

-2013

Febru

ary-2013

March-2013

April-2013

May-2013

June-2

013

July-

2013

August-

2013

Septem

ber-2013

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

$0.30

$0.35

$0.40


Que

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Queries Y/Y 76.34%


Clicks Y/Y62.33%

Ad CTR Y/Y-32.16%(5.81%)

CPC Y/Y28.21%($0.32)

Q3 2012 Q3 2013

65%

45%

20%

30%

15%25%


Children's Clothing:Cross Platform Search Trends



now on Mobile

Devices

Children's Clothing:

% of Queries by Device

Building the account

1. Use your webpage as the back bone for your campaigns

2. Build all groups targeted towards your ads

3. Build smaller groups for each gender

4. Exclude traffic that is not relevant

5. Take actions on words that give a low quality score or low search volume

6. Build relevant underlinks to each ad group

7. Always make new ads to get better quality score

8. Implement remarketing

Search Remarketing

• A consumer searches for one of your business keywords on a search engine or information site.

• We collect search data from the consumer

• Based on the keywords the consumer searched for, we pinpoint him as a relevant prospect for your business.

• We show your retargeting display ad to that consumer as they browse the Web, keeping your business top of mind.

• As your campaign runs, our technology tracks and reports details like impressions and visits, so you can see the performance of your Remarketing campaign.

Display

Outsearching Display builds awareness for your brand with consumers surfing the Web.Do you know where local consumers are spending a lot of their time? We do: the Web. And to make sure they see your business, we offer display advertising that puts your message in front of local consumers online. With advanced targeting techniques, we show your banner ads to the right audience on the top news, entertainment, lifestyle, and social media sites, creating top-of-mind awareness for your business. Display, you get:

Thousands of Premium SitesWe build awareness for your business on thousands of premium sites. In fact, our Google Display Network reaches an estimated 90% of the European online audience. What’s more, we optimize your campaign’s performance by shifting your budget toward the sites that are the most cost-effective at bringing consumers to your website.

Advanced Targeting OptionsWe offer many ways to target your online display advertising campaign, from geographicand behavioral targeting to advertising on specific networks and sites. We also offer a standalone retargeting solution that shows your ad to consumers who have shown intent to purchase, keeping your brand top of mind.

Motehus.no

3000+Sales per month

Working together with this brand, We increased their relevant traffic by more than 40%.

By building new ads, targeting search words to better landing pages and implementing retargeting with use of display ads not only did the relevant traffic go up, but also the conversion cost went down by more than 35%.

OutSearching clients are happy...

OutSearching drives sales and business!

“We started using Outsearching in march 2013. Since then we have more than doubled our results and cut our conversion cost by 46%”

Sinisa PreradovicHead of B2C SalesAdvanzia Bank S.A.

Outsearching SEM

• Paid placement advertising (Search, Display and Remarketing)

• Continuous adjustments ensure conversion and sales

• We carry all the risks and cover all costs until the goods are sold

• We show your remarketing display ad to that consumer as they browse the Web, keeping your business top of mind.

• No sale - no costs for you - and income for us

For more information, please contact us www.outsearching.com

or [email protected]

Outsearching presentation E- Fashion Summit

Technology

Transcript of Outsearching presentation E- Fashion Summit