blue2purple in collaboration with Mobilosoft and ClickAnalyst present their special SEA Training Session. It's time to discover a brand new way of envisionning Online Advertisement ! Learn How to Pimp your Ads !!!

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in collaboration with

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Summary
How to pimp
my Ads? Mobile
What’s Remarketing
Next on for Search
Google?
adCore
Google+
Tag Manager

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What’s New on Google Search ?

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Global Search Behaviour

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How To Pimp My Ads?

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Online Search Behaviour
A Zone
B Zone
Always Sometimes Never Doesn’t know
A Zone
of the users think they
never have sponsored
links on top of the search
results.

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There’s a lot for marketeers to consider…

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Device vs User Centric Evolution

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Key dates
FEB. JUNE Q3
12 2013 2013

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Product Ads

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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

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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

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Google Offer Ads

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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)

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How Do Offer Ads Work For the User

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How Do Offer Ads Work For the User?
1
User looks for a laptop on
Google
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Top ad for company XYZ with an offer is triggered

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How Do Offer Ads Work For the User?
3
4
Offer expands when user clicks on the +
box
User prints the offer (on mobile: email/sms)

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What’s NEXT… on Google Search

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Google Shopping

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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

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Communication Extensions

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Communications Extensions
Allows AdWords
advertisers to collect
email leads directly from
Google search
1 Give your customers a fast and easy way to sign up for your email list
Get subscribers when someone submits their email address through
2 your ads
Easy: Like all Extensions, it enhances your existing ads, and it can
3 appear on the right-side ads as well
If you are an advertisers who gives regular updates, newsletters or to an
email subscriber base, this is the beta for you!

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Google checkout

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doubleclick

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Today’s Consumers…
¤ Are fueled by overwhelming options and content

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One platform for everything !

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What is does

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Can you repeat… Please?

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Case adCore
LaCie

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Conclusions
¤ 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

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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 ?

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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

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Benefits
ü Fast tag loading to collect
more data
ü Rules
ü Templates & error checking

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Benefits
ü All your tags in one place
ü No need to access site code
ü Debug Console & Preview
mode

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Benefits

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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

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Let’s begin
1
2
3
4

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Google +

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Worldwide Data’s

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Performances

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Why Google+ ?
à Google+ can make your marketing plan perform better

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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

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

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Where to use G+ ?

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Remarketing for Search

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Remarketing matters

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Remarketing network

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Remarketing is not fun for everybody…
HATE
I
the marketing
team

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The revolution!
ONE CODE

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Tag your visitors
Time on site Specific page view
Conversion
Basket based
Personal combinaison
Based on
analytics

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How to use it?

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Let’s imagine…

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Common situation
Star Trek
NEW DVD
Collector

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Common situation?

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This is how remarketing should work
HéHé
I found all my Xmas presents
By myself !

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Use it as a nice to have targeting
¤ Reach higher-value audiences for more effective AdWords campaigns
¤ Active audiences start @ 100 users

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How can this help me?
Saving Money !
Cross Sales scenario
Segmented bidding strategy
Tailored message / Communication

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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
TIPS !
Bid on this o
5 Looser
ne Prospect

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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

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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.)
àOther sectors in development

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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

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The results
Flat CPC: 0,40€
à Lower Avg. CPC
Higher CTR ü 54% of the users watch the video
(from 4% to 253% higher)
ü 46% of the users click on the adtext
à More than 250 000 Impressions during the launch

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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 !

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Mobile

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Mobile to drive traffic and sales
What’s new on Google @ b2p

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Hello, I’m G-A
¤ What can you find about me ?

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Hello, I’m G-A
¤ What can’t you find about me ?

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Smartphones in Belgium

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• 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

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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

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Own vs Shared
Passbook Delhaize

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Then the traffic generation

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Mobile Marketing

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Mobile Marketing with Google
Generate Subscriptions thanks to mobile

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Two Mobile networks

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Display Advertising
In app On site
Text or Display Text or Display
Rich media Video ads
Rich media ads
Youtube specific formats

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First: Let’s focus on Search

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Where is my opportunity?
Click to website
Click to call Click to map

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Define your goals
Promote your App Improve your customer experience
Generate visibility
Generate offline Sales Improve contact experience
Drive trafic
Generate online Sales
Show your stores

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Build a strategy
Click to map Click to download Click to call Click to website

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Click to map
What is it?
! Bring more customers
! Business phone number
! Clickable directions
! Distance

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Click to map
What is it?

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Google Address

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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%
02 511 25 37
higher CTR

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Hold the line please…

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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

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Build a strategy
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

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Build a strategy
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
Track your download!

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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

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Choose the right targeting

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Be creative !
Airport targeting

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Schedule your broadcasting

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Define your message

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You’re ready for Mobile !

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Case 1
Generate Traffic thanks to mobile

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Traffic September 2012
¤ Launch of the mobile website in september
¤ Objective: more and more traffic !
JUNE 12: Trafic: 2500 CPC: 0,70€ Cost: 1750€
SEPT 12: Trafic: 3500 CPC: 0,80€ Cost: 2800€
JUNE 12: Trafic: 8000 CPC: 0,50€ Cost: 4000€
SEPT 12: Trafic: 17500 CPC: 0,25€ Cost: 4375€
SEPT 12: Trafic: 7000 CPC: 0,08€ Cost: 560€
CASE 1

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Conclusion case 1
! Very low CPC
! Very low competition
! Huge inventory
! Adwords full integration
! Multiple ads formats
CASE 1

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Case 2
Generate Subscriptions thanks to mobile

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September 2012
Objective: more Subscriptions!
JULY 12: CPC: 0,16€ CPA: 1,52€ Conv Rate: 10%
SEPT 12: CPC: 0,18€ CPA: 1,91€ Conv Rate: 10%
JJULY 12: CPC: 0,26€ CPA: 2,33€ Conv Rate: 11%
SEPT 12: CPC: 0,20€ CPA: 1,49€ Conv Rate: 14%
JULY 12: CPC: 0,09€ CPA: 1,31€ Conv Rate: 7%
SEPT 12: CPC: 0,05€ CPA: 1,22€ Conv Rate: 4%
CASE 2

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Conclusion Case 2
! Very low CPC
! Very low competition
! Lower CPA
! Slightly lower Conversion Rate
! Multiple ads formats
CASE 2

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Conclusion
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 !

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