The document discusses performance marketing and display advertising. It defines performance marketing as getting measurable return on investment by paying per action or result, rather than for impressions. Display advertising works by tracking impressions, clicks, and conversions through cookies to attribute them to campaigns. Retargeting aims to re-engage past website visitors through personalized ads. Duplication can occur when multiple sites take credit for the same sale.
Digital communication in practice: performance marketing (display+search). Geotargeting. Socio targeting. Behavorialtargeting
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Performance
Marke-ng
Search
vs
Display
2. History
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The
Display
Adver-sing
ecosystem
is
changing
drama-cally
3. History
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Google
transformed
the
ad
market
into
an
automated
stock
market
:
Text
Link
in
2002
4. History
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Google
transformed
the
ad
market
into
an
automated
stock
market
:
Display
in
2008
5. What
is
Performance
?
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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
?
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Search : text link
digital
7. How
does
it
work
?
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Social : text link
digital
9. How
does
it
work
?
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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.
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Performance
Marke-ng
Search
Engine
Marke-ng
14. Successful
Ads
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15. ;<*#'(,* !"#$%&'()#
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Advertiser MaxCPC Quality Rank Position Actual
More than Pay Per Click :
Score Number CPC
0,40 x 1,8 = 0,37!
Rank = MaxCPC x1,8
A 0,40! Quality 0,72
Score 1 (0,65/1,8 +
0,01)
!" Bidding System that requires active and …… 0,39!
0,65 x 1,0 =
B 0,65! 1,0
frequent management for improving Quality.!
0,65 2 (0,38/1,0 +
0,01)
0,25 x 1,5 = 0,08!
C 0,25! 1,5 0,38 3 (= min bid)
16. ;<*#'(,* !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
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. ;<*#'(,* !"#$%&'()#
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More than Pay Per Click :
Quality Score :
!" Keyword’s relevance to search query
!" Keyword’s historical CTR on Google
!" Account’s historical performance on Google
!" Other relevant factors!
19. I%(1"#24%(*5#%)"22* !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
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!
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Performance
Marke-ng
Display
Marke-ng
21. 8%G*<%"2*49*G%#,*F* !"#$%&'()#
*+%,#
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0,-(&#'%#
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1. Impression Landing Page 3. Conversion
2. Click Fill in
Every impression / click / action generated is recorded
within the ad server with date and time (via cookies).
22. Campaign
priority
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Adv. Imp. Clics CTR CONV CPM CPC CPA Budget eCPM Position
A 1.500.000 5.000 0,3% 2,00 € 3.000,00 € 2,00 € 4
B 1.250.000 5.000 0,4% 0,80 € 4.000,00 € 3,20 € 1
C 1.500.000 7.500 0,5% 0,50 € 3.750,00 € 2,50 € 3
D 1.000.000 5.000 0,5% 100 30 € 3.000,00 € 3,00 € 2
23. !%29K4&5#"224%(*12L*!%29K)64),* !"#$%&'()#
*+%,#
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0,-(&#'%#
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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
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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'#."-(.* !"#$%&'()#
*+%,#
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0,-(&#'%#
'(1(0-$#
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-$#
Product data collection Choice of the relevant Campaign delivery
(thanks to a cookie) strategies
When the concerned users go on our
We memorize the products of the 1 – Products consulted
network, the customized ads are
users browsing / surfing on partners 2- Similar products to the products shown to the relevant users.
sites consulted or placed in the basket page
of the site
3- Complementary products to the
product purchased
27. 37('&4)KM"9'#."-(.* !"#$%&'()#
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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
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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
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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.
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AdExchange
Display
Network
31. AdExchange
:
the
explosion
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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"&* !"#$%&'()#
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0,-(&#'%#
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DEMAND AUTOMATISATION TECHNOLOGY SUPPLY
DSP SSP
Demand side Supply side
Advertisers platforms platforms Editeurs
Publishers
AdExchange
Agencies Sales
- House
Trading -
desks Adnetworks
Ad Exchange are now in the middle of transactions between
advertisers, sales houses, and publishers…
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SELL SIDE PLATFORM '(1(0-$#
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(&=,/-)/#09/(,#-'>/,;)(&1#,/>/&%/#-&'#9/$*#4-&-1/#-'#(&>/&0+,:#5#*,(=(&15#:(/$'#
4-&-1/4/&05#-&'#09/#4%$;*$(=(0:#+?#*%8$()9/,#)-$/)#=9-&&/$)@##
DEMAND SIDE PLATFORM
A/4-&'#)('/#*$-3+,4)#BACD)E#/&-8$/#8%:/,)#0+#=+&&/=0#'(,/=0$:#0+#4%$;*$/#)+%,=/)#+?#
(&>/&0+,:#)%**$:#B#CCD5#D%8$()9/,5#-'&/07+,6#E#-&'#*,+>('/#)%=9#8/&/F0)#-)#7+,6G+7#
)(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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Case
Study
AOL
39. Site
Audience
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• 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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Search
Engine
Marke-ng
Natural
Search
44. SEO
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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
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§ 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
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47. Content
op-miza-on
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Page Titles
URL
Content title
Content
Navigation
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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
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Thank
You
Vincent
Delmoae
vdelmoae@hi-‐media.com