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10	
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                                         pour	
  
                                     ra.raper	
  le	
  
                                       train	
  du	
  
                                        digital	
  




Performance	
  Marke-ng	
  

       Search	
  vs	
  Display	
  
History	
                                10	
  lundis	
  
                                                                             pour	
  
                                                                         ra.raper	
  le	
  
                                                                           train	
  du	
  
                                                                            digital	
  




The	
  Display	
  Adver-sing	
  ecosystem	
  is	
  changing	
  drama-cally	
  
History	
                                        10	
  lundis	
  
                                                                                      pour	
  
                                                                                  ra.raper	
  le	
  
                                                                                    train	
  du	
  
                                                                                     digital	
  

Google	
  transformed	
  the	
  ad	
  market	
  into	
  an	
  automated	
  	
  
              stock	
  market	
  :	
  Text	
  Link	
  in	
  2002	
  
                                      	
  
History	
                                        10	
  lundis	
  
                                                                                      pour	
  
                                                                                  ra.raper	
  le	
  
                                                                                    train	
  du	
  
                                                                                     digital	
  

Google	
  transformed	
  the	
  ad	
  market	
  into	
  an	
  automated	
  	
  
              stock	
  market	
  :	
  Display	
  in	
  2008	
  
                                   	
  
What	
  is	
  Performance	
  ?	
                                   10	
  lundis	
  
                                                                                       pour	
  
                                                                                   ra.raper	
  le	
  
                                                                                     train	
  du	
  
                                                                                      digital	
  
Definition
Performance marketing is defined by getting measurable return on investment.
    Unlike traditional marketing platforms such as TV, print or radio,
    Performance Marketing implies pay-for-performance. This means that one
    pays only a fixed amount per action or share of revenue per sale rather than
    paying for advertising and then hoping for the best.


Advertisers pay a set price for a defined action such as a download, a visit, a lead,
    a click, a registration, an information request, a purchase, etc.
    Pricing is appealing to advertisers as the majority of risk is passed on to
    Sales-House.
How	
  does	
  it	
  work	
  ?	
      10	
  lundis	
  
                                                       pour	
  
                                                   ra.raper	
  le	
  
                                                     train	
  du	
  

Search : text link
                                                      digital	
  
How	
  does	
  it	
  work	
  ?	
      10	
  lundis	
  
                                                        pour	
  
                                                    ra.raper	
  le	
  
                                                      train	
  du	
  

Social : text link
                                                       digital	
  
8%G*<%"2*49*G%#,*F*         !"#$%&'()#
                                            *+%,#
                                        ,-.,-*/,#$/#
                                          0,-(&#'%#
                                           '(1(0-$#
Display : graphical




                           Skyscraper
How	
  does	
  it	
  work	
  ?	
                              10	
  lundis	
  
                                                                                      pour	
  
                                                                                  ra.raper	
  le	
  
                                                                                    train	
  du	
  

Conversion TAG
                                                                                     digital	
  




We absolutely need to place pixels to be able to measure the performance of your
    campaign.


A pixel is a single line of HTML coding that is placed on the “Thank You” page of
    a website, or the page directly following the conversion. When the “Thank
    You” page appears, we receive a request from the browser for this 1x1 pixel
    which alerts us that a conversion has occurred.
10	
  lundis	
  
                                           pour	
  
                                       ra.raper	
  le	
  
                                         train	
  du	
  
                                          digital	
  




Performance	
  Marke-ng	
  

    Search	
  Engine	
  Marke-ng	
  
/"'#)0*H(.4("2*    !"#$%&'()#
                      *+%,#
                  ,-.,-*/,#$/#
                    0,-(&#'%#
                     '(1(0-$#
Campaign	
  strategy	
                     10	
  lundis	
  
                                               pour	
  
                                           ra.raper	
  le	
  
                                             train	
  du	
  
                                              digital	
  


                Network
               selection !




Keywords &                      Format!
  adtext!




               CAMPAIGN
             ORGANISATION



Timing &                        Geo-
  daily                      targeting &
 budget!                      language!


                Focus on
                 brands,
               products &
               strategies!
Keywords	
  selec-on	
      10	
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                               pour	
  
                           ra.raper	
  le	
  
                             train	
  du	
  
                              digital	
  
Successful	
  Ads	
      10	
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                            pour	
  
                        ra.raper	
  le	
  
                          train	
  du	
  
                           digital	
  
;<*#'(,*                       !"#$%&'()#
                                                                            *+%,#
                                                                        ,-.,-*/,#$/#
                                                                          0,-(&#'%#
                                                                           '(1(0-$#




Advertiser   MaxCPC   Quality    Rank          Position     Actual
           More than Pay Per Click :
                      Score      Number                     CPC

                                0,40 x 1,8 =               0,37!
  Rank = MaxCPC x1,8
   A     0,40!    Quality 0,72
                          Score                   1       (0,65/1,8 +
                                                             0,01)

  !"  Bidding System that requires active and …… 0,39!
                             0,65 x 1,0 =
    B       0,65!     1,0
  frequent management for improving Quality.!
                                0,65         2 (0,38/1,0 +
                                                            0,01)

                                0,25 x 1,5 =               0,08!
       C     0,25!     1,5         0,38           3       (= min bid)
;<*#'(,*                       !"#$%&'()#
                                                                               *+%,#
                                                                           ,-.,-*/,#$/#
                                                                             0,-(&#'%#
                                                                              '(1(0-$#




Advertiser      MaxCPC   Quality    Rank          Position     Actual
             More than Pay Per Click :
                         Score      Number                     CPC

                                   0,40 x 1,8 =               0,37!
  MaxCPC0,40!
   A    :                 1,8         0,72           1       (0,65/1,8 +
                                                                0,01)

  !"       You only pay when someone clicks on your ad! 0,39!
                                0,65 x 1,0 =
       B        0,65!     1,0                 2      (0,38/1,0 +
                                     0,65 competition!
  !"       The cost per click depends on the                   0,01)

  !"       The max CPC is the maximum you’re ready to pay
                                0,25 x 1,5 =           0,08!
  C         0,25!
  …..for a click!         1,5         0,38           3       (= min bid)
;<*#'(,*           !"#$%&'()#
                                                      *+%,#
                                                  ,-.,-*/,#$/#
                                                    0,-(&#'%#
                                                     '(1(0-$#




       More than Pay Per Click :

Quality Score :

!"   Keyword’s relevance to search query

!"   Keyword’s historical CTR on Google

!"   Account’s historical performance on Google

!"   Other relevant factors!
;<*#'(,*                          !"#$%&'()#
                                                                              *+%,#
                                                                          ,-.,-*/,#$/#
                                                                            0,-(&#'%#
                                                                             '(1(0-$#




                      Quality     Rank                       Actual
Advertiser! MaxCPC!                            Position!
                      Score!     Number!                      CPC!

                                0,40 x 1,8 =                0,37"
   A!      0,40#!      1,8!        0,72!          1!       (0,65/1,8 +
                                                              0,01)!

                                0,65 x 1,0 =                0,39"
   B!      0,65#!      1,0!        0,65!          2!       (0,38/1,0 +
                                                              0,01)!

                                0,25 x 1,5 =                0,08"
   C!      0,25#!      1,5!        0,38!          3!       (= min bid)!
I%(1"#24%(*5#%)"22*                                                             !"#$%&'()#
                                                                                                       *+%,#
                                                                                                   ,-.,-*/,#$/#
                                                                                                     0,-(&#'%#
                                                                                                      '(1(0-$#




                                User clicks on !                         User visits site, resulting in
                            ad and cookie is placed
                                             placed!                       conversion (purchase,
                                                                             registration, etc.)!
 User searches
        Google
through Google!



                                                                         Landing page!   Convertion page!




       Advertiser account$                          User reaches !
   is updated with conversion                   “Thank you” page and
              data!                              sees Google image!
                                                              image




                                                 «%Thank you%» Google!
10	
  lundis	
  
                                    pour	
  
                                ra.raper	
  le	
  
                                  train	
  du	
  
                                   digital	
  




Performance	
  Marke-ng	
  

      Display	
  Marke-ng	
  
8%G*<%"2*49*G%#,*F*                            !"#$%&'()#
                                                               *+%,#
                                                           ,-.,-*/,#$/#
                                                             0,-(&#'%#
                                                              '(1(0-$#

1. Impression         Landing Page       3. Conversion




                2. Click             Fill in


 Every impression / click / action generated is recorded
  within the ad server with date and time (via cookies).
Campaign	
  priority	
                                        10	
  lundis	
  
                                                                                            pour	
  
                                                                                        ra.raper	
  le	
  
                                                                                          train	
  du	
  
                                                                                           digital	
  




Adv.       Imp.    Clics    CTR CONV      CPM      CPC     CPA      Budget eCPM Position


A      1.500.000   5.000    0,3%         2,00 €                   3.000,00 €   2,00 €     4


B      1.250.000   5.000    0,4%                  0,80 €          4.000,00 €   3,20 €   1
C      1.500.000   7.500    0,5%                  0,50 €          3.750,00 €   2,50 €     3


D      1.000.000   5.000    0,5%   100                     30 €   3.000,00 €   3,00 €   2
!%29K4&5#"224%(*12L*!%29K)64),*                                                                      !"#$%&'()#
                                                                                                                    *+%,#
                                                                                                                ,-.,-*/,#$/#
                                                                                                                  0,-(&#'%#
                                                                                                                   '(1(0-$#



Beyond the click
The Click Through Rate is an inadequate
                                                                      Post-Clic
    indicator undervaluing the ads                                   Conversions
                                                                       20,4%
    efficiency.

- 20% of conversions originate from clicks.                   Post-Impression
                                                                Conversions
- Whereas 79.6% of conversions originate
                                                                        79,6%
    from the contact with the advert
    without clicking.
                                              Distribution of the standard banner conversions in the world,
                                                              Post-Impression vs Post-Click,
                                                                 Q3 2009-Q2 2010 (% of total)

                                                            Source: MediaMind, « Standard Banners-Non-Standard Results »
Retarge-ng	
                                           10	
  lundis	
  
                                                                                        pour	
  
                                                                                    ra.raper	
  le	
  
                                                                                      train	
  du	
  
                                                                                       digital	
  




Retargeting pixels simply drop a cookie on a users machine when a page on the
    clients website is visited, this identifies the user as being part of a population
    for re-targeting should that user re-enter our network.


When setting up retargeting for an advertiser or a publisher, there are three steps:

- Setting up ad servers to read and write specific data to the cookie.
- Building the population.
- Targeting a media or campaign back to the population.
N'24)KM"9'#."-(.*                       !"#$%&'()#
                                                                *+%,#
                                                            ,-.,-*/,#$/#
                                                              0,-(&#'%#
                                                               '(1(0-$#



Only 2% of users buy on the
site during their first visit

                                         Banner 1
                                         Banner 2 or nothing




Thanks to retargeting, we find your users back on the sites of
   our network and show them your specific ads with a
              personalized message in priority
37('&4)KM"9'#."-(.*                                                             !"#$%&'()#
                                                                                                                 *+%,#
                                                                                                             ,-.,-*/,#$/#
                                                                                                               0,-(&#'%#
   Data collection                        Strategy choices                                 Diffusion            '(1(0-$#




Product data collection                Choice of the relevant                   Campaign delivery
(thanks to a cookie)                   strategies
                                                                                When the concerned users go on our
We memorize the products of the        1 – Products consulted
                                                                                network, the customized ads are
users browsing / surfing on partners   2- Similar products to the products      shown to the relevant users.
sites                                  consulted or placed in the basket page
                                       of the site
                                       3- Complementary products to the
                                       product purchased
37('&4)KM"9'#."-(.*                                                            !"#$%&'()#
                                                                                                               *+%,#
                                                                                                           ,-.,-*/,#$/#
      Product recall                     Recommendations                          Cross selling              0,-(&#'%#
                                                                                                              '(1(0-$#




The user has seen a 46cm TV on the   The user has placed the TV in the    The user has bought a 46cm TV
Hitech.com site                      basket page but has not bought the
                                     product.




         Hitech.com                           Hitech.com                           Hitech.com

                      500!                                 300!                                   100!

                                                                                                                   27



We personalize the banners by        We personalize the banners by        We personalize the banners by
showing the products previously      highlighting the products from the   highlighting additional products
consulted by the user.               same category in the banners (TV     In this case, it could be a DVD player
                                     size, price, brand, etc…)            or home cinema sound system.
Duplica-on	
                                           10	
  lundis	
  
                                                                                        pour	
  
                                                                                    ra.raper	
  le	
  
                                                                                      train	
  du	
  
                                                                                       digital	
  




Duplication occurs when two or more online properties take the credit for the
    same sale.
The industry uses the last click/impression/search as the means for determining
    which property generated the sale/action.
This is fundamentally flawed because several number of exposures and touch
    points are required to result in a sale. Also, this method does not factor in
    the impact of any offline activity.
Short of asking a user it is impossible to determine what creative messages
    influenced the user to buy/engage.
Duplica-on	
      10	
  lundis	
  
                                                  pour	
  
                                              ra.raper	
  le	
  
                                                train	
  du	
  
                                                 digital	
  
The overlapped areas are the
‘risk of duplication’ for each
network.

The network with the largest
spend will have the highest
chance of being the last
exposure.

The network with the lowest
spend will be ‘handicapped’.

The conversion is firstly
assigned to the last click
or to the last impression.
10	
  lundis	
  
                             pour	
  
                         ra.raper	
  le	
  
                           train	
  du	
  
                            digital	
  




AdExchange	
  

Display	
  Network	
  
AdExchange	
  :	
  the	
  explosion	
              10	
  lundis	
  
                                                               pour	
  
                                                           ra.raper	
  le	
  
                                                             train	
  du	
  
                                                              digital	
  


353 million $ spent in the US in 2010 on Real-Time
Bidding *


x 2 forecasted in the US in 2011 in terms of spending on
Real-Time Bidding*


87%       of US advertisers intend to try
media buying via Real-Time bidding
in 2011**
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                                                                                                '(1(0-$#


    DEMAND                        AUTOMATISATION TECHNOLOGY                SUPPLY




                              DSP                         SSP
                           Demand side                Supply side
  Advertisers               platforms                  platforms                  Editeurs
                                                                           Publishers
                                         AdExchange


                Agencies                                        Sales
                   -                                            House
                Trading                                           -
                 desks                                        Adnetworks




Ad Exchange are now in the middle of transactions between
       advertisers, sales houses, and publishers…
;<H@)0'(."*                                             !"#$%&'()#
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SELL SIDE PLATFORM                                                                       '(1(0-$#


2#)/$$#)('/#*$-3+,45#-$)+#6&+7&#-)#-#*%8$()9/,#:(/$'#+*;4(</,5#7+,6)#7(09#*%8$()9/,)#0+#
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4-&-1/4/&05#-&'#09/#4%$;*$(=(0:#+?#*%8$()9/,#)-$/)#=9-&&/$)@##




DEMAND SIDE PLATFORM
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)(4*$(F=-;+&5#(&0/1,-0/'#,/*+,;&15#-$1+,(094(=#8%:(&1#+*;4(<-;+&5#-&'#09/#-8($(0:#0+#
4-6/#(4*,/))(+&H$/>/$#8(')#BIJKE@@#
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TRADING DESK
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8%:(&1#'/)6#4-:#7+,6#7(09#-#ACD#0+#?-=($(0-0/#-&#IJK#=-4*-(1&@#




ADNETWORKS
2'#&/07+,6)#-11,/1-0/#)%**$:#B(&>/&0+,:E#-&'#'/4-&'#B-')E#-&'#-''#09/(,#+7&#-&'#O,'#
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ADEXCHANGE
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M"'6*:4&"*N4<<4(.*                                                        !"#$%&'()#
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RTB
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C+%,=/#b#2**c/N%)#"UdU"!U#
10	
  lundis	
  
                        pour	
  
                    ra.raper	
  le	
  
                      train	
  du	
  
                       digital	
  




Case	
  Study	
  

      AOL	
  
Site	
  Audience	
                     10	
  lundis	
  
                                                                      pour	
  
                                                                  ra.raper	
  le	
  
                                                                    train	
  du	
  
                                                                     digital	
  




•    Customer:     AOL
•    Sector:       travel
•    Activity:     renting of family holiday resorts

•    Problematic: less and less sales via travel agencies
                   decrease of the website audience
•    Target:       Increase sales rapidly


•    Proposition: Search Engine Marketing & Display Advertising
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I%(1"#24%(*                                                                      !"#$%&'()#
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YV"#
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  "#
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             J,-F=#A(,/=0#      C/-,=9#K,-&'#         C/-,=9#e/&/,(f%/#          A()*$-:#2g$(-;+&#         2'LN9-&1/#IJe#
I!;*                                    !"#$%&'()#
                                                                                 *+%,#
                                                                             ,-.,-*/,#$/#
                                                                               0,-(&#'%#
                                                                                '(1(0-$#


                                             !V@OYV#
                            !Y@TOX#




                                                                     h+&>#
                                                                     K%'1/0#
         V@!XX#



!@!T!#                                                        WVT#
                     V"Y#             V"Y#             !"!#

C/-,=9#K,-&'#     C/-,=9#e/&/,(f%/#   2g$(-;+&#          IJe#
   VZV*^*            BRZBV*^*         CZVW*^*         RZVD*^*
10	
  lundis	
  
                                       pour	
  
                                   ra.raper	
  le	
  
                                     train	
  du	
  
                                      digital	
  




Search	
  Engine	
  Marke-ng	
  

         Natural	
  Search	
  
SEO	
                                        10	
  lundis	
  
                                                                                       pour	
  
                                                                                   ra.raper	
  le	
  
                                                                                     train	
  du	
  
                                                                                      digital	
  


SEO involves making the pages of a site more easily accessible to search engines
spiders and emphasising the key topics relating to a specific site.




    SEO
Keywords	
  Analysis	
                                       10	
  lundis	
  
                                                                                         pour	
  
                                                                                     ra.raper	
  le	
  
                                                                                       train	
  du	
  
                                                                                        digital	
  

§    To customize a search engine optimization work, it is necessary to focus the
      efforts on keywords and associations really used by internet users. !

§    By basing ourselves on the keywords which define the activity of the site, we
      undertake an analysis which allows us to determine the best keywords for search
      engine optimization.!


§    By basing ourselves on requests
      actually made on the main
      international search tools, we give
      the current trend of the market. !

§    To do this, we use a database
      which is updated daily and which
      contains the requests made on
      several of the main international
      search engines and directories :
      Bing, Google and Yahoo.!
SEO	
      10	
  lundis	
  
              pour	
  
          ra.raper	
  le	
  
            train	
  du	
  
             digital	
  
Content	
  op-miza-on	
      10	
  lundis	
  
                                         pour	
  
                                     ra.raper	
  le	
  
                                       train	
  du	
  
                                        digital	
  
 Page Titles
       URL




Content title


    Content



 Navigation
/HQ*4(**29"52*                                            !"#$%&'()#
                                                                                               *+%,#
                                                                                           ,-.,-*/,#$/#
                                                                                             0,-(&#'%#
                                                                                              '(1(0-$#




                                   ON-PAGE FACTORS
                                  - Content Relevance
                                  - Meta Tags
                                  - Keyword Density


                                                           OFF-PAGE FACTORS#
                                                        - Inbound Links from Directories
   URL FACTORS#                                         - Online Press Releases
- Search Engine Friendly URL’s                          - Blogs, RSS Feeds & More
- Site Structure
- Domain Life Spam                    SEO FACTORS#
                                       Contributing
                                        to optimal
                                         rankings
10	
  lundis	
  
                                  pour	
  
                              ra.raper	
  le	
  
                                train	
  du	
  
                                 digital	
  




    Thank	
  You	
  

    Vincent	
  Delmoae	
  
vdelmoae@hi-­‐media.com	
  

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Digital communication in practice: performance marketing (display+search). Geotargeting. Socio targeting. Behavorialtargeting

  • 1. 10  lundis   pour   ra.raper  le   train  du   digital   Performance  Marke-ng   Search  vs  Display  
  • 2. History   10  lundis   pour   ra.raper  le   train  du   digital   The  Display  Adver-sing  ecosystem  is  changing  drama-cally  
  • 3. History   10  lundis   pour   ra.raper  le   train  du   digital   Google  transformed  the  ad  market  into  an  automated     stock  market  :  Text  Link  in  2002    
  • 4. History   10  lundis   pour   ra.raper  le   train  du   digital   Google  transformed  the  ad  market  into  an  automated     stock  market  :  Display  in  2008    
  • 5. What  is  Performance  ?   10  lundis   pour   ra.raper  le   train  du   digital   Definition Performance marketing is defined by getting measurable return on investment. Unlike traditional marketing platforms such as TV, print or radio, Performance Marketing implies pay-for-performance. This means that one pays only a fixed amount per action or share of revenue per sale rather than paying for advertising and then hoping for the best. Advertisers pay a set price for a defined action such as a download, a visit, a lead, a click, a registration, an information request, a purchase, etc. Pricing is appealing to advertisers as the majority of risk is passed on to Sales-House.
  • 6. How  does  it  work  ?   10  lundis   pour   ra.raper  le   train  du   Search : text link digital  
  • 7. How  does  it  work  ?   10  lundis   pour   ra.raper  le   train  du   Social : text link digital  
  • 8. 8%G*<%"2*49*G%#,*F* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# Display : graphical Skyscraper
  • 9. How  does  it  work  ?   10  lundis   pour   ra.raper  le   train  du   Conversion TAG digital   We absolutely need to place pixels to be able to measure the performance of your campaign. A pixel is a single line of HTML coding that is placed on the “Thank You” page of a website, or the page directly following the conversion. When the “Thank You” page appears, we receive a request from the browser for this 1x1 pixel which alerts us that a conversion has occurred.
  • 10. 10  lundis   pour   ra.raper  le   train  du   digital   Performance  Marke-ng   Search  Engine  Marke-ng  
  • 11. /"'#)0*H(.4("2* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$#
  • 12. Campaign  strategy   10  lundis   pour   ra.raper  le   train  du   digital   Network selection ! Keywords & Format! adtext! CAMPAIGN ORGANISATION Timing & Geo- daily targeting & budget! language! Focus on brands, products & strategies!
  • 13. Keywords  selec-on   10  lundis   pour   ra.raper  le   train  du   digital  
  • 14. Successful  Ads   10  lundis   pour   ra.raper  le   train  du   digital  
  • 15. ;<*#'(,* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# Advertiser MaxCPC Quality Rank Position Actual More than Pay Per Click : Score Number CPC 0,40 x 1,8 = 0,37! Rank = MaxCPC x1,8 A 0,40! Quality 0,72 Score 1 (0,65/1,8 + 0,01) !" Bidding System that requires active and …… 0,39! 0,65 x 1,0 = B 0,65! 1,0 frequent management for improving Quality.! 0,65 2 (0,38/1,0 + 0,01) 0,25 x 1,5 = 0,08! C 0,25! 1,5 0,38 3 (= min bid)
  • 16. ;<*#'(,* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# Advertiser MaxCPC Quality Rank Position Actual More than Pay Per Click : Score Number CPC 0,40 x 1,8 = 0,37! MaxCPC0,40! A : 1,8 0,72 1 (0,65/1,8 + 0,01) !" You only pay when someone clicks on your ad! 0,39! 0,65 x 1,0 = B 0,65! 1,0 2 (0,38/1,0 + 0,65 competition! !" The cost per click depends on the 0,01) !" The max CPC is the maximum you’re ready to pay 0,25 x 1,5 = 0,08! C 0,25! …..for a click! 1,5 0,38 3 (= min bid)
  • 17. ;<*#'(,* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# More than Pay Per Click : Quality Score : !" Keyword’s relevance to search query !" Keyword’s historical CTR on Google !" Account’s historical performance on Google !" Other relevant factors!
  • 18. ;<*#'(,* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# Quality Rank Actual Advertiser! MaxCPC! Position! Score! Number! CPC! 0,40 x 1,8 = 0,37" A! 0,40#! 1,8! 0,72! 1! (0,65/1,8 + 0,01)! 0,65 x 1,0 = 0,39" B! 0,65#! 1,0! 0,65! 2! (0,38/1,0 + 0,01)! 0,25 x 1,5 = 0,08" C! 0,25#! 1,5! 0,38! 3! (= min bid)!
  • 19. I%(1"#24%(*5#%)"22* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# User clicks on ! User visits site, resulting in ad and cookie is placed placed! conversion (purchase, registration, etc.)! User searches Google through Google! Landing page! Convertion page! Advertiser account$ User reaches ! is updated with conversion “Thank you” page and data! sees Google image! image «%Thank you%» Google!
  • 20. 10  lundis   pour   ra.raper  le   train  du   digital   Performance  Marke-ng   Display  Marke-ng  
  • 21. 8%G*<%"2*49*G%#,*F* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# 1. Impression Landing Page 3. Conversion 2. Click Fill in Every impression / click / action generated is recorded within the ad server with date and time (via cookies).
  • 22. Campaign  priority   10  lundis   pour   ra.raper  le   train  du   digital   Adv. Imp. Clics CTR CONV CPM CPC CPA Budget eCPM Position A 1.500.000 5.000 0,3% 2,00 € 3.000,00 € 2,00 € 4 B 1.250.000 5.000 0,4% 0,80 € 4.000,00 € 3,20 € 1 C 1.500.000 7.500 0,5% 0,50 € 3.750,00 € 2,50 € 3 D 1.000.000 5.000 0,5% 100 30 € 3.000,00 € 3,00 € 2
  • 23. !%29K4&5#"224%(*12L*!%29K)64),* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# Beyond the click The Click Through Rate is an inadequate Post-Clic indicator undervaluing the ads Conversions 20,4% efficiency. - 20% of conversions originate from clicks. Post-Impression Conversions - Whereas 79.6% of conversions originate 79,6% from the contact with the advert without clicking. Distribution of the standard banner conversions in the world, Post-Impression vs Post-Click, Q3 2009-Q2 2010 (% of total) Source: MediaMind, « Standard Banners-Non-Standard Results »
  • 24. Retarge-ng   10  lundis   pour   ra.raper  le   train  du   digital   Retargeting pixels simply drop a cookie on a users machine when a page on the clients website is visited, this identifies the user as being part of a population for re-targeting should that user re-enter our network. When setting up retargeting for an advertiser or a publisher, there are three steps: - Setting up ad servers to read and write specific data to the cookie. - Building the population. - Targeting a media or campaign back to the population.
  • 25. N'24)KM"9'#."-(.* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# Only 2% of users buy on the site during their first visit Banner 1 Banner 2 or nothing Thanks to retargeting, we find your users back on the sites of our network and show them your specific ads with a personalized message in priority
  • 26. 37('&4)KM"9'#."-(.* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# Data collection Strategy choices Diffusion '(1(0-$# Product data collection Choice of the relevant Campaign delivery (thanks to a cookie) strategies When the concerned users go on our We memorize the products of the 1 – Products consulted network, the customized ads are users browsing / surfing on partners 2- Similar products to the products shown to the relevant users. sites consulted or placed in the basket page of the site 3- Complementary products to the product purchased
  • 27. 37('&4)KM"9'#."-(.* !"#$%&'()# *+%,# ,-.,-*/,#$/# Product recall Recommendations Cross selling 0,-(&#'%# '(1(0-$# The user has seen a 46cm TV on the The user has placed the TV in the The user has bought a 46cm TV Hitech.com site basket page but has not bought the product. Hitech.com Hitech.com Hitech.com 500! 300! 100! 27 We personalize the banners by We personalize the banners by We personalize the banners by showing the products previously highlighting the products from the highlighting additional products consulted by the user. same category in the banners (TV In this case, it could be a DVD player size, price, brand, etc…) or home cinema sound system.
  • 28. Duplica-on   10  lundis   pour   ra.raper  le   train  du   digital   Duplication occurs when two or more online properties take the credit for the same sale. The industry uses the last click/impression/search as the means for determining which property generated the sale/action. This is fundamentally flawed because several number of exposures and touch points are required to result in a sale. Also, this method does not factor in the impact of any offline activity. Short of asking a user it is impossible to determine what creative messages influenced the user to buy/engage.
  • 29. Duplica-on   10  lundis   pour   ra.raper  le   train  du   digital   The overlapped areas are the ‘risk of duplication’ for each network. The network with the largest spend will have the highest chance of being the last exposure. The network with the lowest spend will be ‘handicapped’. The conversion is firstly assigned to the last click or to the last impression.
  • 30. 10  lundis   pour   ra.raper  le   train  du   digital   AdExchange   Display  Network  
  • 31. AdExchange  :  the  explosion   10  lundis   pour   ra.raper  le   train  du   digital   353 million $ spent in the US in 2010 on Real-Time Bidding * x 2 forecasted in the US in 2011 in terms of spending on Real-Time Bidding* 87% of US advertisers intend to try media buying via Real-Time bidding in 2011**
  • 32. ;*)0'(.4(.*")%2729"&* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# DEMAND AUTOMATISATION TECHNOLOGY SUPPLY DSP SSP Demand side Supply side Advertisers platforms platforms Editeurs Publishers AdExchange Agencies Sales - House Trading - desks Adnetworks Ad Exchange are now in the middle of transactions between advertisers, sales houses, and publishers…
  •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
  • 34. ;<H@)0'(."* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# TRADING DESK 21/&=:#0,-'(&1#'/)6)#=-&#8/#09+%190#+?#-)#-#)*/=(-$(</'#-,4#+?#$-,1/,#4/'(-#8%:(&1# -1/&=(/)#09-0#?+=%)#+&#4/'(-#0,-'(&1#-&'#IJK@#L-=9#'/)6#,/*,/)/&0)#-#)*/=(F=#-1/&=:@# 21/&=:#8%:(&1#'/)6)#1/&/,-$$:#)/,>/#-)#09/#$(-()+&#8/07//&#09/#-'>/,;)/,#+,#*-,/&0# -1/&=:#-&'#09/#*$-3+,4)#09/:#%)/#0+#?-=($(0-0/#,/-$H;4/#8(''(&1@#M+,#/N-4*$/5#-&#-1/&=:# 8%:(&1#'/)6#4-:#7+,6#7(09#-#ACD#0+#?-=($(0-0/#-&#IJK#=-4*-(1&@# ADNETWORKS 2'#&/07+,6)#-11,/1-0/#)%**$:#B(&>/&0+,:E#-&'#'/4-&'#B-')E#-&'#-''#09/(,#+7&#-&'#O,'# *-,0:#'-0-#-)#7/$$#-)#0-,1/;&1#-&'#+*;4(<-;+&#0/=9&+$+1:@#2'#&/07+,6)#-,/#)$+7$:# -''(&1#IJK#=-*-8($(;/)#(&#+,'/,#0+#?-=($(0-0/#IJK#0,-&)-=;+&)#+&#8/9-$?#+?#-1/&=(/)5# -'>/,;)/,)5#-&'#-1/&=:#8%:(&1#'/)6)@##
  • 35. ;<H@)0'(."* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# ADEXCHANGE 2'#/N=9-&1/)#-,/#*+7/,/'#4-,6/0*$-=/)#79/,/#&%4/,+%)#-'#&/07+,6)5#*%8$()9/,)5#-'>/,;)/,)#-&'# +09/,#)+%,=/)#+?#)%**$:#-&'#'/4-&'#4//0#0+#8%:#-&'#)/$$#4/'(-#(&#=+&;&%+%)#,/-$H;4/#8(''(&1# -%=;+&)@#LN=9-&1/)#*,+>('/#7+,6G+7#-&'#,/*+,;&1#)/,>(=/)#-&'#0++$)#?+,#8%:/,)#-&'#)/$$/,)5#-)# 7/$$#-)#-==/))#0+#'-0-#)%**$(/,)#-&'#0-,1/;&15#+*;4(<-;+&#-&'#-&-$:;=#0/=9&+$+1:#-&')/,>(=/)@#
  • 36. M"'6*:4&"*N4<<4(.* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# RTB I/-$#J(4/#K(''(&1#()#-#*-,;=%$-,#7-:#+?#)/$$(&1@#P0#()#$(6/#-#)0+=6#/N=9-&1/#*,(=/#09-0#()#'/0/,4(&/'# 8:#09/#8-$-&=/#+?#)%**$:#-&'#'/4-&'@## P&#09/#&/07+,6#4-,6/0/,)#=+4*/0/#7(09#/-=9#+09/,#0+#7(&#09/#8(''(&1@#2$$#09/#%)/,)#=-&#8/# QR8+%190RR#(&#,/-$#;4/5#)+#09/#8-&&/,#()#)//&#8:#09/#,(190#0-,1/0#-0#09/#,(190#4+4/&0#-0#09/#,(190# *,(=/@#
  • 37. P(1"(9%#7*4(*N"6.4>&* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# +4664%(2*P&5L*N"6.4>&* !U"# !"X# !YT# STU# Z(H4/'(-# Y"W# [09/,)# I%8(=+&# VVW# 2'C/&)/# YYW# (&'+7)#](>/# [*/&^# VUX# _+%0%8/# `(=,+)+a#2'>/,;)(&1# C+%,=/#b#2**c/N%)#"UdU"!U#
  • 38. 10  lundis   pour   ra.raper  le   train  du   digital   Case  Study   AOL  
  • 39. Site  Audience   10  lundis   pour   ra.raper  le   train  du   digital   •  Customer: AOL •  Sector: travel •  Activity: renting of family holiday resorts •  Problematic: less and less sales via travel agencies decrease of the website audience •  Target: Increase sales rapidly •  Proposition: Search Engine Marketing & Display Advertising
  • 40. /49"*;><4"()"* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# !X@"""# !S@"""# DRS*TLUL* !Y@"""# !U@"""# !"@"""# BSLCWS*TLUL* BBLRDS*TLUL* X@"""# S@"""# XDLVRB*TLUL* Y@"""# U@"""# SSLVWS*TLUL* "# J,-F=#A(,/=0# C/-,=9#K,-&'# C/-,=9#e/&/,(f%/# A()*$-:#2g$(-;+&# 2'LN9-&1/#IJe#
  • 41. I%(1"#24%(* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# YV"# XCX*I%(1L*Y*XXZB][* Y""# OV"# O""# UV"# U""# WCV*I%(1L*Y*XZD[* BD*I%(1L*Y*XZB[* !V"# DDD*I%(1L*Y*VZD[* !""# V"# XLVCC*I%(1L*Y*XZD[* "# "OdU"!!# "YdU"!!# "VdU"!!# "SdU"!!# "TdU"!!# "XdU"!!# "WdU"!!# !"dU"!!# !!dU"!!# !UdU"!!# "!dU"!U# "UdU"!U# J,-F=#A(,/=0# C/-,=9#K,-&'# C/-,=9#e/&/,(f%/# A()*$-:#2g$(-;+&# 2'LN9-&1/#IJe#
  • 42. I!;* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# !V@OYV# !Y@TOX# h+&># K%'1/0# V@!XX# !@!T!# WVT# V"Y# V"Y# !"!# C/-,=9#K,-&'# C/-,=9#e/&/,(f%/# 2g$(-;+&# IJe# VZV*^* BRZBV*^* CZVW*^* RZVD*^*
  • 43. 10  lundis   pour   ra.raper  le   train  du   digital   Search  Engine  Marke-ng   Natural  Search  
  • 44. SEO   10  lundis   pour   ra.raper  le   train  du   digital   SEO involves making the pages of a site more easily accessible to search engines spiders and emphasising the key topics relating to a specific site. SEO
  • 45. Keywords  Analysis   10  lundis   pour   ra.raper  le   train  du   digital   §  To customize a search engine optimization work, it is necessary to focus the efforts on keywords and associations really used by internet users. ! §  By basing ourselves on the keywords which define the activity of the site, we undertake an analysis which allows us to determine the best keywords for search engine optimization.! §  By basing ourselves on requests actually made on the main international search tools, we give the current trend of the market. ! §  To do this, we use a database which is updated daily and which contains the requests made on several of the main international search engines and directories : Bing, Google and Yahoo.!
  • 46. SEO   10  lundis   pour   ra.raper  le   train  du   digital  
  • 47. Content  op-miza-on   10  lundis   pour   ra.raper  le   train  du   digital   Page Titles URL Content title Content Navigation
  • 48. /HQ*4(**29"52* !"#$%&'()# *+%,# ,-.,-*/,#$/# 0,-(&#'%# '(1(0-$# ON-PAGE FACTORS - Content Relevance - Meta Tags - Keyword Density OFF-PAGE FACTORS# - Inbound Links from Directories URL FACTORS# - Online Press Releases - Search Engine Friendly URL’s - Blogs, RSS Feeds & More - Site Structure - Domain Life Spam SEO FACTORS# Contributing to optimal rankings
  • 49. 10  lundis   pour   ra.raper  le   train  du   digital   Thank  You   Vincent  Delmoae   vdelmoae@hi-­‐media.com