Performance Marketing course at Solvay EMMA
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Transcript of Performance Marketing course at Solvay EMMA
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EXECUTIVE MASTER IN MARKETING AND ADVERTISING
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Founder
Pioneer of the SEM Market in Belgium (1999)
Google AdWords Qualified Individual
Google Analytics Qualified Individual
Who am I?
An experienced multi‐lingual team
Google AdWords Certified Partner
Managing large accounts in Benelux and Europe.
5 individually certified specialists:
AdWords
Analytics
Microsoft AdExcellence
2 Google Forums Top Contributors(AdWords & Analytics)
Gérald Claessens
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Performance Marketing
Be Found
Generate Sales
SEA
SEO
Conversions !
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Conversion Funnel
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Performance main issues
• CPM CPC
• CPC CPL, CPA
• Post View or Post Click ?
• Cookie based, MultiTouch or Last Click ?
DATA (marketing)!Gérald Claessens
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POE and SearchAS INTRODUCTION
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Paid. Owned. Earned.
Opinions of friends and family, word of mouth
Opinions of surfers(blogs, forums, community networks,
etc ...)
Press coverage
Advertising in media (TV, Internet, Radio, outdoor, print)
(e‐)mailingsPromotional gifts, trade fairs
Sponsored events
Web Site, facebook page of the brand
Point of saleCatalogue or magazine
of the brand
P O E
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POE impact on business
Owned36%
Control content & dist.
Control message
Drive traffic & conversion
Paid32%
Drive traffic & awareness
Broad reach & scalability
Track & measure ROI
Earned32%
Credibility & trustworthy
Peer references
Third‐party influence
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POE in SERP
AdWords
AdWords
Natural Result
News & Reviews
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SEOSEARCH ENGINE OPTIMIZATION
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SEO Search Engine Optimization
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Google Market Share
Google controls 46% of online ad spendingBELGIUM: 95%
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Google : 46% of online ad spend
According to the 2010 overall figures for Digital Ad Spend, courtesy of Darren Herman, of the circa$64 billion Worldwide2010 Digital AdvertisingRevenues, Google isresponsible for nearlyhalf, i.e. $29 billion or circa 45.7%.
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Offline vs Online
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Natural Results
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Google Golden Triangle
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Making Google Easy is Hard
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Making Google Easy is Hard
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Making Google Easy is Hard
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Google was Blind …
See Do not seeText Images
Title Video
URL Flash
Alt Javascript
Java Applet
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The Spider
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Keywords Research (1)
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Keywords Research (2)
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Keywords Research (3)
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SEO Factors
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Social
Link Building
On page Optimization
Accessibility & Quality Content
Start with the basics
Unique Text Content Sitemaps Bot accessibility URL structure Error handling
Keyword research
Titles, Meta, URLs, H1, Copy, Internal anchor text
Manual request & creation
On site Engagement features
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On Page Optimization
1. Page Titles, 2. Url Parameters3. Headers (H1)4. Bread Crumbs5. webcopy & anchor text links6. Alt tags7. Image optimization8. Microdata (reviews)9. Call 2 action10. Etc…
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Pictures Optimization
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Links
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Links are crucial
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Link Building
HighAuth. Sites
Brand Advocates& Social Media
PR, Basic Social Media, Partnerships
Niche Directories, Article Sites
Blogs, Forums, Profiles
General Directories, Organizations, Classifieds
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Link Baiting
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Summary
Most Important Factors 4 SEO?
1. Content
2. URLs
3. Links
4. Social Networks
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SEASEARCH ENGINE ADVERTISING
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Search Display
A Dual Network
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Search NetworkUp to 3 links
Up to 8 links
Sponsorized Links
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A Closer Look at the Ad Auction
Ad Position is determined by...
Ad Rank… which denotes ad position=
…
Relevance
Quality Score is determined by a combination of factors, including:
• Click‐through‐rate on Google.com (clicks divided by impressions)
• Keyword and ad text relevance
• Landing page quality
Quality Score XWillingness to pay
Max CPC is the highest €amount an advertiser is willing to pay for one click on their ad
Max CPC
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Example: Auction & Ad Quality
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More Quality Reduces Price
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Regional and Local Targeting
Country, Regional, and City-level Targeting◦ Reach customers searching for results in geographic areas you choose
Customized Targeting◦ Reach customers searching for results in an area you define
Language Targeting◦ Reach users searching in a specific language, wherever they are*
*Marketer is responsible for translating ads into selected languages.
Region City Radius Set borders
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Endless Optimisation
Right Traffic Building
Performance analysis Content
optimisation
Keyword List1
Copy2
Landing Page 3
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Campaign = Website Structure
Clothing Sportingequipment
Athleticshoes Home gym
Tennis Shoes
Ad Group Ad Group Ad Group Ad Group
Ad GroupAd Group Ad Group Ad Group
Ad Group Ad Group Ad Group Ad Group
Ad Group Ad Group Ad Group Ad Group
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You are in controlCampaign: Clothing
Message Audience
Keywords: tennis shoes tennis footwear shoes for tennis tennis shoes on sale tennis shoe adidas shoes nike tennis shoes
“tennis shoes” Example
Ad Group:Tennis Shoes
Annonce Keywords
AthleticShoes
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Metrics That Matter
•Manage your keywords for overall profitability, not for quality score.
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Landing Pages
• First Impressions are Everything
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Site Quality Guidelines
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Search Display
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Everything is (will be) Display
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Fragmentation is an opportunity
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The vision of Display by Google
Planning, targeting & reporting
BRANDING !
For the advertiser:
Reach the user at the right time
For the user:
For the publisher:
Applies the“search” science to display “art”
Monetization
Serving and formats
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Display
Search
Awareness Interest Desire Action
Buying Cycle
Display covers the whole buying cycle
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Google Display Network
YouTube & the Google websites Google Partners
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Targeting
Contextual
Placement
Remarketing
Where they are Where they have been
Activity
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Ad are linked to content
Google use keywords and themes to find the most appropriate content.
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RemarketingOR RETARGETING
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Remarketing
97% of new visitors do not convert after their first visits
It’s possible to target those surfers through Google display
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Remarketing ?
2Page is tagged with the
remarketing Code
5… and visit a website of
the nbetworkA new ad is displayed
User surfs on the website
1 3 Server collects the ids of all the users
User List
• Cookie 1357• Cookie 2468• Cookie 9753• …
4 Users keep on surfing
6Users clicks and come back on the
website
2
Cookie1357
Cookie1357
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Campaign delivery
When the concerned users go on our network, the customized ads are shown to the relevant users.
Products data collect(thanks to a cookie)
We memorize the products of the users browsing / surfing on the the partners sites
Choice of the relevant strategy
1 Products consulted2 Similar products to the products consulted or placed in the basket page of the site3 Complementary products to the product purchased
Data collect Strategy Diffusion
Dynamic retargeting : concept
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59
Dynamic retargeting : scenarios
Hitech.comHitech.com
500€
The user has seen a 46cm TV on the Hitech.com site
Product recall Recommendations Cross selling
The user has placed the TV in the basket page but has not bought the product.
The user has bought a 46cm TV
Hitech.comHitech.com
300€
Hitech.comHitech.com
100€
We personalized the banners by showing the products previously consulted by the user.
We personalize the banners with the highlight in the banners of the products from the same category (TV size, price, brand, etc…)
We personalize the banners by highlighting additional products In this case, it could be a DVD player or surround sound system.
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VIDEO ADVERTISING
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The phenomenon
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YouTube in Belgium
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YouTube vs TV
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YouTube vs TV
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•TrueView video ads are a family of formats that give viewers choice and control over which advertisers’ messages they want to see and when.
•Viewers can choose to view your video ad or skip it if they're not interested. You pay only when they choose to watch your message.
Engage by giving viewers the choice
SKIPTHIS AD?
VIEWTHIS AD?
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Target who you want - and who wants you
The opt-in nature of TrueView video ads provides natural targeting eliminating viewers who have already seen your ad or who are not in the market for what you have to offer.
Only pay for views
You pay only when viewers choose to watch your ad - not by the page impression - and our auction-based system helps you control your budget based on performance.
Increase your video view count
All views on TrueView formats are user initiated and are happening in the YouTube player. Meaning that every single view is increasing the YouTube view count of your video.
Gain essential insights
Track your performance with “AdWords for Video” and you'll know exactly which of your ads perform best, then adjust your campaigns for even greater success.
Reach people who are primed to hear your message
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Overview of TrueView ad formats
TrueView IN STREAM
TrueView IN SEARCH
TrueView IN DISPLAY
TrueView IN SLATE
User can choose to view or skip your Pre Roll ad
User can choose to click through to view your video
User can choose to view your video while on relevant websites
User can choose to view your ad out of three ads shown
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TrueView In Stream (TrueView Pre Roll)
HOW IT WORKS• Viewer experience: Ad plays for 5 seconds, then
viewers can choose to skip or watch the ad to the end.
• Advertiser experience: You are only charged if the ad has been watched in full or for at least 30 seconds. Ads play on YouTube videos of all lengths.
CREATIVE ASSETS• Video, no max length• Optional companion banner (300x60)
PLACEMENT• YouTube Watch Page• Partner videos only
TARGETING• Keyword, Category, Placement, Demographic
PRICE • Auction, CPV (Cost per View)• You only pay for views, not impressions
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TrueView In Stream (Pre Roll)
Copy length – Max 30secCompanion Banner – Optional, 300x60Buying – Reservation or AuctionCurrency – CPM or CPCRemarketing – Not available
Copy length – No maxCompanion Banner – Optional, 300x60Buying – AuctionCurrency – CPV (Cost per View) Remarketing – Available
TrueView vs. Standard Pre Roll
StandardIn Stream (Pre Roll)
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TrueView In Search (Promoted Videos)
HOW IT WORKS
• User experience: Viewers see your ad as they are searching for or watching relevant videos. They can click on your ad and will be directed to your Watch Page to view it.
• Advertiser experience: You only pay when people choose to view your videos. All impressions are free.
CREATIVE ASSETS• Video, no max length• Just write a few sentences to describe your video
and you’re ready to go
PLACEMENT• YouTube Search Page
TARGETING• Keyword, Category, Placement, Demographic
PRICE• Auction, CPV (Cost per View)• You only pay for views, not impressions
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Affiliate MarketingYOUR RESELLER NETWORK
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Affiliate Marketing?
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Visitor
The advertiser pays the platform
The platform pays the affiliate publisher
The sale is recorded by the affiliation
platform
The publisher receives a commission
Affiliate Publisher Advertiser
Affiliation : How does it work?
Affiliation Platform
The visitor clicks on the ad published on the website of the
publisher and buys on the advertiser's site.
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Visitor
Affiliate Network
Publisher website
Advertiser website
4. visitor makes a transaction
3. Network stores click information and forwards visitor to advertiser’s website
5. Advertiser reports the transaction
1. Visitor visits publisher website
2. Visitor clicks on advertising which links to affiliate network
6. Network matches transaction to click and credits transaction to the publisher
Standard affiliate tracking
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Global Methodology
Monitor Conversions Results and ROI
Networks Animation
On‐going Control of the Affiliates
Cookie and Script Set‐up
Campaigns Tagging and/or Tagging Control
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The last ad vs Reality
The “Last Ad” Standard–Last Ad Clicked–Last Ad Viewed
The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time
$
$
$
$
$
SearchGoogle
BannerYahoo
Rich Media & Sponsorship MSN
BannerCNet
BannerSky Sports
$
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Solution
Only report transaction to network which referred last click
Overview:
1) Tag all destination urls with the name of the affiliate networkExample: http://www.3suisses.be/fr/?source=tradedoubler Google Analytics campaign tagging can also be used
2) Get the traffic source of the current visit from the url and store this information in a cookie on the visitors computer cookie contains affiliate network of last click
3) On sales confirmation page report the transaction only to the network stored in the visitor’s cookie affiliate which referred last click gets the commission
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Result
Visitor
Affiliate Network A Affiliate Network B
Advertiser website
5. makes transaction
Publisher fromnetwork A
Publisher fromnetwork B
1. clicks
3. clicks
6. reads cookie from visitor and reports transaction only to network B
7. credits transaction
2. Visits website 4. Visits website
2a. sets cookie ‘network A’
4a. sets cookie ‘network B’,overriding previous cookie
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Advantages
Lower the costs of the Affiliates Campaigns (up to 50% savings)
Keep the same volume of sales
Easy to implement
Only minor changes to existing affiliate tracking code necessary
No additional third party software necessary
Can also involve other traffic sources, e.g. emailing campaigns
Easy to customize to business requirements
Examples:
Do not override old traffic source if second visit of user came via Google Adwords using a brand search keyword or via an emailing campaign
Remove the cookie after the first sale to attribute only first sale to traffic source
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AttributionHOW TO BE LESS WRONG?
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Last click rules
Last click drives decisions today
Flawed, but simple
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Why last click is often too late
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People search and buy on different devices
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People research online then purchase offline
35%of Belgian consumers haveresearched online before buyingoffline, in the past 12 months
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Google Conversion Tracking Solutions
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Google Attribution Solutions
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Understand the customer journey
How many days from the first touchpoint do conversions take?
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Understand the customer journey
How many digital media touchpointsDo visitors have before converting?
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Understand the media mix
How manyconversionpaths does a channel touch?
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Attribution Modeling
Last Click First Click Linear
Based on the Position Time Decay Personalised
My business is unique !
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Attribution Models
DisplayView
DisplayClick
Affiliation Click
E‐mailing Click SEA Click Conversion
100%
DisplayView
DisplayClick
Affiliation Click
E‐mailing Click SEA Click Conversion
100%
Last Click
First Click
DisplayView
DisplayClick
Affiliation Click
E‐mailing Click SEA Click Conversion
100%
First Contact
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Attribution Models
DisplayView
DisplayClick
Affiliation Click
E‐mailing Click SEA Click Conversion
20%
Linear
20%20%20%20%
DisplayView
DisplayClick
Affiliation Click
E‐mailing Click SEA Click Conversion
35%
Time Decay
30%20%10%5%
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Attribution philosophy
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Attribution modeling
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Almost there…
You just need to TEST
•Option 1 : pre and post-test
•Option 2 : geo test
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Performance Marketing is an endless process
Be Found
Generate Sales
SEA
SEO
Conversions !
TEST ‐ ANALYZE
OPTIMIZE
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