What's New on Google - Septembre 2012 Session
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Transcript of What's New on Google - Septembre 2012 Session
![Page 1: What's New on Google - Septembre 2012 Session](https://reader036.fdocuments.us/reader036/viewer/2022062514/557e9e91d8b42ab04c8b4900/html5/thumbnails/1.jpg)
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Agenda
Mobile Marketing1
Search Network2
Google Display Network
3
Micro - Conversions & Remarketing
4
adCore5
Google Panda6
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Mobile Advertising on Google
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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
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mCommerce growth between 2011-2012.
Benelux
Moyenne E.U.
58.00%
60.00%
62.00%
64.00%
66.00%
68.00%
70.00%
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Websurfing evolution
By 2014, over 40% of Europeans will be using smartphones to surf on the web
2007
2008
2009
2010
2011
2012
2013
2014
2015
200
600
1000
1400
1800
Mobile Internet UsersDesktop Internet Users
Source : Morgan Stanley
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What’s important to know ?
Specific Ads
Specific keywords
Specific bid
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A system that allows advertising display in mobile applications.With each consumer click, you’ll get a benefice.
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Admob ads formats
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Targeting ?
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By Applications !
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Targeting your customers
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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
Admob in Adwords
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Search Optimisation Techniques
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Agenda
Sitelinks1
Google +2
1. MultiChannel Analysis
3
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Sitelinks
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Specific URL per Sitelink
Duplicate Sitelinks: Policy Enforcement
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Only in premium position: 6 - 10 30% Higher CTR
New enhanced sitelinks !
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Dynamic Sitelinks
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Local Extensions
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New: Location Insertions
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Location Insertions: Example
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Social extension
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Google +
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Google +
69,6% 30,4%
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Conumer are looking for your business in a variety of places and expect informations to be easily available and acceptable
Local Listing Management
49% of social network searchers are looking for :• adresses/location• Phone numbers• Driving directions• Hours of operation
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Geo-Social Audit: Example
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Multi Channel Analysis
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First-Click Analysis
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Last Click Analysis
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GDN
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Agenda
DDA1
Demographic targeting
2
YouTube3
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YouTube homepage Belgium
2,3 M.Impressions/day
1 M.Users/dayOn the YouTube HomepageIn Belgium
14%Reach of total 15+ population
Source: Google Internal Data
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YouTube Belgium is for everyone
Source: Metrixlab research study November 2011
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The biggest audience
Audience (UV/day) (k) Imp/day (M)
Source: Ratecards DMA, Google Internal DataPNU: newspaper selection)
PNU YouTube MSN0
200
400
600
800
1000
1200
867
1000
510
PNU YouTube MSN0
1
2
3
4
2.9
2.3
1.6
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Youtube formats
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TrueView in Stream
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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)
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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
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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
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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
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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
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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
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Video targeting tool
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Audience Video targeting
Huge volume and high quality visibility
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Search Video targeting
Low volume BUT high quality visibility
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Rich Media Gallery
http://www.richmediagallery.com/
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Masterhead lite
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Masterhead lite Buy 1 get 2Until sept 30
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Calculating the value of the micro conversions
WNOG
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The value of a micro conversion
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Macro conversion:
SalesMicro conversion 1:
Simulator
Micro conversion 2:
Contact usMicro conversion 3:
Job / HR pages
Micro conversion 4:
Download calculator
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The value of a macro conversion
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The value of a micro conversion
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The value of a macro conversion
ROI: Margin x # of conv. media spent
Total Margin 18€ x 1000 = 1,5Didived by media 12 000 € ROI =150%
Click 100 000
CPC 0,12€
Media budget 12 000€
# Macro Conversions 1000
CPA 12€
Generated revenue / conversion 18€
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Macro & Micro related
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. All visitors go through the simulator2. 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€
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Macro & Micro semi related
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 0,5% of the visitors go through the « contact us » page2 . We need 2 « contact us » to have 1 online purchase of a loan
Click 100 000Contact us 500Online sale revenue via « contact us » 18€# of « contact us » needed for a sale 2Value 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€
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Macro & Micro unrelated
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 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€
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Macro & Micro unrelated
Macro = Online sale of a loan 1 000Micro 1 = Simulator 4 000Micro 2 = Contact us 500Micro 3 = Jobs – recruitment page 150Micro 4 = Download calculator 4 350
Faire glisser l'image vers l'espace réservé ou cliquer sur l'icône pour l'ajouter1. 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 €
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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%
Macro conversion:
SalesMicro conversion 1:
Simulator
Micro conversion 2:
Contact usMicro conversion 3:
Job / HR pages
Micro conversion 4:
Download calculator
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The Next steps
Ok fine…
So what ?
1° Define your goals
2° All your goals…
4° Define specific Kpi’s /campaign
3° Analyse your micro/macro effect
5° Help your visitor to convert thanks to…REMARKETING !
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Remarketing matters
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Remarketing matters
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Remarketing network
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Remarketing is not fun for everybody…
I HATEthe marketing team
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The revolution!
ONE CODE
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Easy Set up
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The Smart Pixel
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Audiences settings
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The advanced setup !
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Custom Tags
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Custom retail parameters
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Custom travel prameters
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Time on site
Website categories
Web browser
Specific funnel
Page view
Territory
…
..
.
Remarketing with analytics let you create audiences based on
Awesome features
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Link necessary
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Remember this !
Macro conversion:
SalesMicro conversion 1:
Product pages
Micro conversion 2:
Support pagesMicro conversion 3:
Job / HR pages
Micro conversion 4:
Newsletter
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Standard or custom?
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adCore
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Dynamic Campaigns
Website Availability
Submission Shedule
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Weekly Analysis
Activités du compte
![Page 88: What's New on Google - Septembre 2012 Session](https://reader036.fdocuments.us/reader036/viewer/2022062514/557e9e91d8b42ab04c8b4900/html5/thumbnails/88.jpg)
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Conclusion
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Cool stuff
![Page 91: What's New on Google - Septembre 2012 Session](https://reader036.fdocuments.us/reader036/viewer/2022062514/557e9e91d8b42ab04c8b4900/html5/thumbnails/91.jpg)
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Thank You !