2. Monthly Performance Summary
• January volume increased in search as expected
• Increased generic volume saw CTR to drop to 3.29%
• CPC up to $1.56 due to high positions and more generic traffic
• 47 conversions including 33 Trials
• Conversions now represent unique visitors, and are backdated to October
• CPA down to $426 – our best month so far with unique ID’s.
2
3. Channel Performance Summary
Search Summary Display Summary
• Significant increase in volume. • Lower weighting of total budget
• 41 conversions, 28 Trials. • Twice as many unique convertors
• Yahoo/MSN up and running • CPA twice as strong than December
• Maintained maximum I/S • Stronger Ads now in place
• Mobile Traffic Segmented • More Ad’s and size variations needed
• CPA improved despite increased • New Landing Pages will help
generic traffic
3
4. Media Spend by Search Engine
• Google will continue to provide vast majority of traffic
• MSN and Yahoo are parallel to Google in terms of account structure
• Traffic is very low in both Yahoo and MSN.
4
5. Top Volume Keywords
• Consistently in top 3 positions in Landscape in Brand and Generic
• Slight increase in Brand traffic, Significant increase in Generic vs. December
• “Business Travel” terms new entries to Generic list.
5
6. Next Steps
Next steps
All GDN ads to be provided in all dimensions
Confirm that Conversion Tracking now works across all regions
Managed Placements on GDN
New Landing Pages applied to all campaigns (and all regions)
Ad Copy Refresh across Generic campaigns
New reporting template to be built by Guava
Increased use of the online Google Task document.
6
8. Monthly Performance Summary – January 2012
Month Impressions Clicks CPC CTR(search) Cost CR Get-A-Quote Contact us Conversions CPA Goal % to Goal
Oct-11 284.391 6.168 $1,90 2,17% $11.702,10 0,10% - 6 6 $975,18 30 20%
Nov 11 305.945 8.059 $1,75 2,63% $14.103,48 0,09% 1 6 7 $2.014,78 30 23%
Dez 11 15.509.262 8.467 $1,57 1,75% $13.287,19 0,06% - 5 5 $2.657,44 30 20%
Jan 12 3.604.347 8.392 $1,87 1,80% $14.509,13 0,04% - 3 3 $4.836,38 30 10%
• CTR raised slightly to 1.8%.
• Turning off the GDN raised the CPC in return. As we spend quite a bit on GDN
beginning this month I decided to disable the GDN to favor our Impression goals
share in Google search.
• Impression Volume went down due to GDN being offline.
• Click Volume is still good.
• Still a low amount of conversions.
8
Copyright NetBooster 2011
2012
9. Channel Performance Summary
Asset
Type Impressions Clicks CPC CTR Cost CR Contact us Get-A-Quote Downloads Conversions CPA
Search 397.189 7.163 $1,87 1,80% $13.391,84 0,04% 3 - - 3 $4.463,95
Display 3.604.347 1.229 $0,91 0,04% $1.117,29 0,00% - - - 0 $0,00
Display Asset
Type Impressions Clicks CPC CTR Cost CR Contact us Get-A-Quote Downloads Conversions CPA
Display - MP - - - - - - - - - - -
Display - AU 3.604.347 1.229 $0,91 0,04% $1.117,29 0,00% - - - 0 $0,00
Search Summary Display Summary
• New Slogan Ads turned out to be • Manual Placement Campaign was
weaker then previous Ads. Have stopped in December.
been stopped and replaced with new
ones based on older more successful • The better running Audience-target
Ads. campaign has been stopped during
the month to maximize Impression
• Start of a Competitor campaign. Poor Volume in Search.
click results but Impression volume is
leading to 5 Websites, we can use • GDN is stopped until Search
for a competitor analysis. Campaign campaigns show progress
was stopped after a week.
9
Copyright NetBooster 2011
2012
11. Next steps
• Further Keyword optimization based on SQ-Reports.
• More Ad reviews to further optimize CTR
• Implementation of new landing pages with Concur DE
• A/B testing of new landing pages
• New Campaign targeting Keywords based on forms and templates for
travel expense, in combination with Ads showing the benefits of
Concur over these keywords.
11
Copyright NetBooster 2011
2012
13. Monthly Performance Summary – January 2012
Get A
Type Month Impressions Clicks CPC CTR Cost CR Asset Call back Contact Us Conversions CPA Goal % to Goal
Quote
search oct-11 211 604 2 822 $0,81 1,33% $ 2 278,87 0,00% 0 $ 2 278,87 15 0,00%
search nov-11 446 739 7 271 $1,62 1,61% $ 11 761,71 0,04% 2 1 3 $ 1 960,29 15 20,00%
search dec-11 296 430 5 352 $1,89 1,81% $ 10 107,73 0,06% 3 3 $ 1 123,08 15 20,00%
search janv-12 181 664 3 787 $1,71 2,08% $ 6 485,56 0,26% 1 5 6 $ 1 080,93 15 40,00%
display janv-12 786 141 214 $2,04 0,03% $ 436,49 / / / / / / / / /
Search Summary Display Summary
• 6 leads according to Tableau, • Display campaign were
thanks to the “contact us” launched on January 4th
form used as a landing page • Only text ads are being used
on all the ads • Visual ads to be developed to
• CTR increased from 1,81% improve the CTR.
to 2,08% thanks to a more • Displays campaigns are based
qualified traffic (negative on the automatic placements
keywords) which explain the CTR of
• Reduction of impression due 0,03%.
to a decrease of investment • Objective: define the different
in January. converting websites to use the
13 manual placement.
Copyright NetBooster 2011
2012
14. New Budget Strategy
• For the year 2011, Google’s search trend shows for the “frais de déplacement”
request an increased towards March and April.
• Therefore, more budget was decided to be put:
• To increase the traffic volume
• To guarantee maximum exposure for the new landing pages to come
• High CPC level strategy will be maintain to keep ads in the premium position.
14
Copyright NetBooster 2011
2012
15. Top Volume Keywords
Brand
Avg.
Keyword Campaign Adgroup Clicks Impressions CTR Avg. CPC Cost
Position
[concur] G/SRC/Fr/Fr/Marque Only Exact-Phrase Marque-Only-Exact 287 1191 24,10% $0,08 $21,89 1
"concur" G/SRC/Fr/Fr/Marque Only Exact-Phrase Marque-Only-Phrase 99 1863 5,31% $0,40 $39,12 1,2
"concursolutions" G/SRC/Fr/Fr/Marque Exact-Phrase Marque-Univers de marque-Phrase 55 342 16,08% $0,29 $16,08 1,01
[concursolutions] G/SRC/Fr/Fr/Marque Exact-Phrase Marque-Univers de marque-Exact 24 396 6,06% $0,38 $9,13 1
Generic (Invoice campaign)
Keyword Campaign Adgroup Clicks Impressions CTR Avg. CPC Cost Avg. Position
'+facturation G/SRC/Fr/Fr/Facturation Exact-Phrase Facturation-Generique-Broad modified 1534 74119 2,07% $1,81 $2 771,69 1,48
"facturation" G/SRC/Fr/Fr/Facturation Exact-Phrase Facturation-Generique-Phrase 196 17623 1,11% $2,20 $430,85 2,07
[facture] G/SRC/Fr/Fr/Facture Exact-Phrase Facture-Generique-Exact 148 3634 4,07% $0,98 $145,27 1,02
"facture" G/SRC/Fr/Fr/Facture Exact-Phrase Facture-Generique-Phrase 122 4428 2,76% $0,80 $98,00 1,34
Generic (core business)
Keyword Campaign Adgroup Clicks Impressions CTR Avg. CPC Cost Avg. Position
"frais kilometrique" G/SRC/Fr/Fr/Frais Exact-Phrase Frais-Kilometrique-Phrase 154 8453 1,82% $2,10 $323,18 1,18
[note de frais] G/SRC/Fr/Fr/Note de Frais Exact-Phrase Note De Frais-Generique-Exact 50 2324 2,15% $2,27 $113,31 2,23
"frais de deplacement" G/SRC/Fr/Fr/Frais Exact-Phrase Frais-Deplacement-Phrase 29 1814 1,60% $2,11 $61,08 1,44
"voyage d affaire" G/SRC/Fr/Fr/Voyage Exact-Phrase Voyage Affaire-Générique-Phrase 22 1003 2,19% $4,39 $96,61 1,85
• High positions maintained across the account in Brand and Generic.
• Lower volume in terms of trafic (clicks) compare to december (due to budget)
• New campaign have been added by the end of january, performances to be checked next month
15
Copyright NetBooster 2011
2012
16. Next steps
• Daily SQR reports (to add new keywords and qualify the traffic)
• Especially for the new campaign on the “outil de réservation en
ligne” which is now online
• Display Campaign Development:
• GDN spec were provided to our French contact,
• Next step: launching the visual ads on the display network (to be
developed by Concur Fr)
• Landing page A/B testing:
• Test: french version of the new “travel & expense” template vs
contact us form.
NOTE: The Contact Us page was a stronger convertor than the product page, and as of
this morning has more product information on too. So we will continue to use this in
the meantime
16
Copyright NetBooster 2011
2012
