E-Business course at INSEEC 1. SEO 2. SEM

1. E-Business
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E-BUSINESS : Natural and Paid Search
Cours e 4 – 1 2 / 0 4 / 2 0 12
Ma s te r I NS E E C
2 0 11 -2 0 1 2

2. To succeed
we must
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3. …increase the volume of traffic
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4. …and increase the
conversion rate
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5. …increase the volume of traffic
Acquisition
…and increase the conversion
rate
UX optimisation
AWATAD
Testing and Webanalytics
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6. I
SEO
SEARCH ENGINE OPTIMISATION
ORGANIC SEARCH
NATURAL SEARCH
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7. Périmètre
ACQUISITION
• Recruter du trafic qualifié vers le
site de l’annonceur Supports propriétaires :
• L’enjeu : Générer un volume
Site Internet
maximal de prospects au Coût E-réputation
d’Acquisition optimum Site mobile
& Réseaux
Portail
E-REPUTATION sociaux
• Faire parler de sa marque auprès
des communautés cibles et
améliorer l’image véhiculée
• L’enjeu : Toucher les influenceurs
et créer de la « brand advocacy »
FIDELISATION Acquisition Fidélisation
• Garder la présence à l’esprit de la
marque et stimuler l’acte d’achat
de trafic
• L’enjeu : Augmenter le « lifetime
revenue » de chaque client acquis
OPTIMISATION
• Tracker, Analyser et optimiser les
étapes de conversion
• L’enjeu : augmenter le taux de
transformation tout en réduisant le
Coût d’Acquisition
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8. Les moteurs de recherche
Cible Pénétration
extrêmement élevée du
qualifiée support
PULL MARKETING Taux de pénétration
Google France = 84%
En démarche active de
recherche
Avec un besoin conscient et
exprimé
Captée dans le time to market
Des taux de transformation Taux de pénétration
élevés Google France = 84%
• La recherche active de produits affinitaires sur • Compte tenu du taux de pénétration des moteurs
les moteurs de recherche est une étape de recherche et de la vulgarisation de la
préalable à l’ acte d’achat recherche pré-achat, ces canaux offrent des
• Le trafic provenant des moteurs de recherche, possibilités d’acquisition d’un volume important
pour des mots-clés pertinents, a un taux de de visiteurs:
transformation plus élevé que la moyenne des
autres canaux d’acquisition
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9. Comment être présent sur les moteurs ?
 Deux possibilités de visibilité : SEO et SEM
• Le SEO, ou référencement naturel, équivaut à la présence, gratuite, sur les résultats organiques
• Le SEM, ou liens sponsorisés, consiste à acheter les mots-clés pour lesquels l’annonceur
souhaite être présent
SEM : une présence payante, avec visibilité
immédiate, pour TOUS les mots-clés
souhaités
SEO : un travail de fond,
avec des résultats pour des
mots-clés restreints, qui
apparaissent a partir de 3
mois minimum
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10. Organic Search (SEO)
Advantages
• It generates most of the traffic: the SEO accounts for
approximately 70% of the traffic coming from search
engines.
• It’s free as there is no purchase to undertake except
expenses of agency/specialist.
• A successful natural search strategy is carried out on the
long run, and is most of the time effective for several
months.
• Obtaining a good positioning can become a true
competitive differentiation on a given topic.
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11. Organic Search (SEO)
Disadvantages
-
• The results and satisfaction are rather long to come.
• The universe of natural search can be terribly
competitive.
• SEO techniques are often complex and kept obscure by
the engines and professional agencies.
• Few guarantees of 100% reliable results.
• The world of SEO is rapidly evolving; it is necessary to
be kept informed about the latest tips.
• If a website was created without the perspective of
being well indexed, it may be necessary to modify it in-
depth.
• Certain blocking technologies (Flash, JavaScript, etc)
prevent the search engines from indexing the pages.
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12. The 1st page challenge
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13. … and being in the Google “golden triangle” is the
key to success
Visibility according to position (%)
Natural results Sponsored links
Golden
triangle of
maximum
visibility
Limit of “guaranteed” visibility
Decreasing visibility
Source: Enquiro study - Eyetools
A presence in the first places is essential to ensure
sufficient visibility on the most important queries
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14. SEO : les facteurs-clés de succès
1 2 3 4
Stratégie Technique Contenu Popularité
Choix des mots-clés Capacité Présence des mots- Réseau de liens
d’indexation du site clés dans le contenu entrants (netlinking)
Les termes et par les robots
expressions prioritaires Le contenu éditorial La « crédibilité » du site,
sur lesquels le site se Aspects de la structure (texte) du site : établie par le nombre et
positionne technique favorisant la fréquence et structure qualité des liens
navigation des robots de la présence des mots- externes qui redirigent
Equilibre entre : (« crawl ») et clés vers ses pages
Volume de recherches l’indexation des
Concurrence contenus
Pertinence business
Règle des trois tiers
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15. SEO – Stratégie : définition des mots-clés
• Identification des mots-clés pertinents pour l’ensemble de la gamme
produits
Stratégie • Analyse concurrentielle
• Analyse du vocabulaire utilisé par les cibles – volumes de recherches
Mots-clés • Création d'une liste de mots-clés fondamentaux – top mots-clés
(~10)
• Constitution d’une liste étendue d’expressions – déclinaisons (~50)
Les mots-clés de référence pour toute la suite du projet
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16. SEO – Stratégie : définition des mots-clés
La Longue Traine (“Long Tail”)
Approx. 90%
des recherches contiennent
2 mots ou plus :
• 1 seul mot : 13,48 %
• 2 mots : 28,38 %
• 3 mots : 27,15 %
• de 3 à 5 mots : 51,60 %
• de 5 à 10 mots : 30,98 %
Plus le mot-clé est précis, plus il peut transformer et convertir un visiteur
en prospect/client
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17. SEO – Stratégie : définition des
mots-clés
Identifier, pour chaque gamme, les mots-clés qui présentent le
meilleur équilibre Concurrence – Volume de recherches
Crédit Assurance Epargne Mutuelle Cartes
• Prêt personnel • Assurance Auto • Epargne retraite • Mutuelle santé • Gamme cartes
• Crédit renouvelable • Assurance Habitation • Epargne transmission • Couverture santé • Points fidélité casino
• Rachat de crédit • Protection Accidents •… • Complémentaire santé •…
Existant
• … • Assurance chiens et • …
chats
• Assurance voyage
• Assurance scolaire
• Assurance neige
• Assurance net et mobile
•…
Exemples : Indice concurrence – Volume de recherches
crédit personnel 0,91 18 100
prêt personnel 0,96 60 500
mutuelle santé 0,93 135 000
complémentaire santé 0,84 49 500
couverture santé 0,52 1 900
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18. SEO – Stratégie : définition des
mots-clés
Identifier, pour chaque gamme, les mots-clés qui relèvent du
meilleur équilibre Concurrence – Volume de recherches
Arbitrage pour l’ensemble de la « long tail »
Crédit
personnel
Crédit
Crédit perso
? Prêt
personnel
Prêt
Prêt perso
Demande Crédit Crédit perso Demande Prêt Prêt perso
Demande Demande
crédit personnel prêt personnel
crédit perso en ligne prêt perso en ligne
personnel en ligne personnel en ligne
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19. SEO – Structure technique
• Respect des guidelines des moteurs de recherche
• Garantir l’accessibilité à l’ensemble des pages
Technique • Garantir l’accessibilité au contenu de chaque page
• Mise en avant des mots-clés
Un socle technique qui garantit l’accessibilité
des robots au contenu
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20. SEO – Structure technique
Checklist
 Respect des standards du W3C
 Longueur et structure des URLs : www.racine.fr/mc1/mc2...
 Réécriture des URLs (fichier httaccess)
 Gestion des redirections et Page 404
 Robots.txt – indique aux robots les pages à « crawler »
 Sitemap – indique aux robots l’arborescence du site
 Balises H1, H2, Hn – balises qui doivent contenir, par ordre hiérarchique, les mots-clés
 Balises alt – sémantisation des images (non lues par les robots)
 Titres et meta données (description, keywords) – conditionnent le poids attribué aux
mots-clés du contenu
 Maillage de liens interne – accès de chaque page du site en 3 clics maximum à partir
de n’importe quelle page (fil d’ariane)
 Absence de contenu dupliqué
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21. SEO – Contenu
• Prise en compte des mots-clés stratégiques dans l'écriture du
contenu éditorial (visible internautes)
Contenu • Mise à jour et enrichissement des contenus éditoriaux
• Intégration des mots-clés dans la structure (titres, navigation,
etc) du site, via une charte de nommage
Fréquence et présence pertinente des mots-clés
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22. SEO – Contenu
Checklist
 Richesse éditoriale (volume de contenu texte et densité des mots-clés dans ce contenu)
• Par page, la densité d’apparition d’un mot clé doit être < 5% et celle de tous
les mots clés < 20 %. Texte pris en compte : texte de la page, balises titre et
description
• Renforcer l’apparition de mots-clés en différents styles (gras, italique,
souligné)
 Fréquence de mise à jour des textes, et fréquence d’enrichissement (nouvelles pages)
 Au-delà de l’éditorial (contenu à l’intérieur des pages), la présence des mots-clés dans le
code doit être optimisée:
• La balise meta du titre doit être courte et précise (max. 60 caractères)
• La balise meta description doit être détaillée avec les mots-clés adéquats (max.
200 caractères)
• La balise meta des mots-clés doit être précise et optimisée contenant les mots-
clés les plus pertinents
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23. SEO – Contenu
• Stratégies de création de contenu – valeur ajoutée
prospects et optimisation référencement
Fiches pratiques Témoignages
Exemples Cetelem
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24. SEO – Contenu
CONTENU
• Stratégies de création de contenu – valeur ajoutée
prospects et optimisation référencement
Guides optimisés
Exemples Cetelem
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25. SEO – Contenu
• Stratégies de création de contenu – valeur ajoutée
prospects et optimisation référencement
Astuces « Pouvoir d’achat » Actualités corporate / crédit
http://www.cetelem.fr/credit/actualites/
Questions réponses Glossaire
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26. SEO – Popularité
• Analyse et optimisation des backlinks existants (si possible)
• Inventaire des sites référents et pertinents sur lesquels porter
les efforts de mise en place de liens
Popularité
• Réflexion sur les opérations contribuant à tisser un réseau de
liens efficace
Multiplication des moyens d’accès au site
et développement de sa notoriété
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27. SEO – Popularité
 Les moteurs de recherche
mesurent la popularité
d’un site à travers le
nombre et la qualité des « HEY GOOGLE
liens qui redirigent vers Ce site est très
populaire sur le
ses pages Prêt Personnel »
Annuaire Site thématique Blog
Prêt Prêt Prêt
personnel personnel personnel
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28. SEO – Popularité
• Les éléments qui définissent un lien de qualité
Ranking Technique Ancre Affinité Fraicheur
Sur un site de confiance Lien html direct Le libellé du lien Contexte favorable: Liens récents…
Non blacklisté Lien sans redirection (l’ancre) est l’élément Au sein d’un article … et obtenus
Sans JavaScript qui conditionne le mot- Texte entourant le lien régulièrement
Avec un bon PageRank
clé positionné Pertinence thématique Eviter les à-coups de Buzz
Lien sans attribut « no-
follow »
<a href="http://www.banque-casino.fr/assurance-auto.html">Assurance Auto</a> 
<a href="http://www.banque-casino.f/assurance-auto.html">En savoir plus</a>
 Auto</a>
<a href="http://www.assure.com/assurance-auto.html" rel="nofollow" >Assurance

 Mauvais liens : bannières, liens en JavaScript, annuaires non pertinents, les footers
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29. SEO – Popularité
• Linkbait : la stratégie par le contenu
En créant des pages à valeur ajoutée (information originale, expertise, etc),
hébergées sous le nom de domaine (avec une URL facilitant la rétention), un réseau
de liens entrants pet se constituer naturellement
La stratégie d’enrichissement éditorial doit tenir en compte le potentiel « linkbait »
des thématiques créées
Home Page
Liens entrants
Contenu
Linkbait
Rubrique 1 Rubrique 2
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30. SEO – Popularité
 Communiqués de presse optimisés SEO PR
Création et publication de communiqués de presse optimisés SEO PR, en complément
des optimisations pour le référencement naturel du site :
Les communiqués de presse optimisés offrent d’excellents retours en terme de visibilité
et de popularité :
1- Rédaction optimisée pour le référencement naturel sur les expressions clés du secteur.
2- Soumission sur des plateformes SEO PR dédiées pertinentes.
3- Très bon positionnement des communiqués dans un laps de temps très court (le jour
même dans Google Actu et en une semaine dans les SERP).
5- Backlinks vers le site à forte valeur ajoutée.
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31. II
SEM
SEARCH ENGINE MARKETING
PPC KEYWORDS
PAID SEARCH
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32. Paid search, what is it?
Paid search makes it possible to post a sponsored/commercial link,
when the Net surfers are carrying out research on Search Engines
The sponsored links
appear in the results
pages of the search
engines.
They are well delimited
advertising zones, which we
generally find on top or on
the right of the results list.
A Net surfer expresses a
request using the
keyword
surfboard
The advertiser answers
by posting a commercial
link which corresponds to
a targeted publicity!

33. Principles of paid search
• To be remunerated, the majority of search engines use the principle
of payment per click: the advertiser pays only when the Net surfer
effectively clicks on the commercial link (CPC or PPC)
• In contrast with CPM the number of times where the advertisement
is posted on the results page is not taken into account.
If the advertisement was posted 1000 times, and that only 50 clicks
were recorded, the advertiser will only pay for these 50 clicks.
• The cost per click (CPC) for a sponsored link campaign is fixed by a
system of online auctions for each bought key word.
• The more the advertiser agrees to pay a high CPC, the higher are
his chances to find his commercial link in the first positions on the
results pages. Nevertheless, it is not the only criterion !

34. A simplified management
• Media sales houses of sponsored links set up Web
interfaces which make it possible for the advertisers to
directly manage their campaigns (Google Adwords,
Yahoo Search Marketing, Microsoft Adcenter…).
Nevertheless the optimization of a keyword purchase
campaign is complex, using a specialized agency is
classical.
• These platforms allow the advertisers to:
– choose the keywords,
– fix their biddings on these words,
– write advertisements which are related to these keywords and
diffused on the research tools,
– determine which URL the Net surfers will be sent to, when they
will click on the link.

35. Paid search (SEA)
Advantages
• Accessible to everybody, therefore technically simple.
• Generates 30% of the traffic coming from the search
engines: complementary with the SEO.
• Fast in terms of results: a few hours to a few days for
the first results.
• Strong positioning guarantees.
• Excellent conversion rates
• Good solution for event handling or the starting of a
visibility strategy.
• No technical need for intervention on the site.

36. Paid search (SEA)
Disadvantages
-
• Requires budgets which are sometimes considerable.
• Accessible to everybody, therefore accessible to your
direct competitors.
• To be really effective, the SEA requires an important
work at the level of advertisement drafting and keyword
choice.
• It also requires a good follow-up.
• When the budget stops, so do the visibility and the
presence …
• Though the positioning guarantees are strong, the
optimization of the position of an advertisement goes
through the comprehension and the apprehension of
several complex variables (algorithm, level of bidding,
number of clicks on the ads).

37. What is a position?
Premium Position
The premium position is
1 not directly marketed,
2 Google rewards the
3 most powerful
4 commercial links on a
5
request via this position.
Above the fold
It corresponds to the
vision of a Net surfer
without using the scroll
Eye Centric bar.
study
Enquiro
Search From position 6, the
Solutions SEA is less effective.

38. Campaigns optimization is complex
The advertisements position is related the CPC, the CTR and the QS
Ads
Position = f CPC
CPC
(Cost Per Click)
x CTR
CTR
(Click Through Rate)
x QS
QS (Quality Score)
It is the campaign quality
It is the maximum price It is the portion of Net surfers score. It depends, in
which one agrees to pay exposed to an advertisement, particular, on coherence
when a user clicks on the which actually clicked on that between the keyword, the
keyword advertisement advertisement and the page
of arrival - its impact on
Example (Quality Score not calculated): positioning is very strong
indice position
An advertiser can
CPC: €0.10
0.50 #1 pay a CPC higher
CTR: 5% than his
competitor and
yet be positioned
CPC: €0.15 behind him.
0.15 #2
CTR: 1%

39. How is the CPC fixed?
Ads Position = f CPC x CTR x QS
 The CPC is fixed through a bidding system.
 A first price is fixed (between 0,05 € and 0,15 € according to the media
sales house) to be diffused. The biddings increase at 0,01 €.
 The biddings are blind: one does not know what the other advertisers
are paying.
 On the other hand, and for each keyword, the search engines fix a
bidding minimum to reach to be well positioned. This minimum bidding is
also function of the advertiser campaigns QS. The more the quality
index (QS + CTR) is raised, the less the advertiser has bid to be well
positioned. The advertiser is not obliged to respect this minimum
bidding.

40. How is the CTR fixed?
Ads Position = f CPC x CTR x QS
 The click rate (CTR) relates to the adequacy between the request on
a search engine and the displayed advertisement (commercial link).
Thus, for specific displayed keywords, the click rate will be stronger
than for generic keywords.
 Click rate formula is: [number of clicks / impressions] X 100
 At the beginning of a campaign, the search engines use their internal
data to estimate the CTR .

41. How is the QS fixed?
Ads Position = f CPC x CTR x QS
 According to Google, Quality Score is an
indication of relevance based on the
In the QS, the quality of the landing page* is following elements:
taken into account. Because Flash is not  Semantic coherence between keywords,
easily indexable by the engines, Google will
allot a low QS to the advertiser who has a advertisements, landing page* (arrival
landing page* in full flash. page)
 The history of campaign
Vicious circle:
The advertisement position will then be less  Overall performance of the campaign (click
good, thus creating an incidence on the rate)
click rate. The low click rate will then  Site in flash or HTML: a site in Flash will
negatively affect the QS.
have to pay a higher CPC than a HTML site
The QS thus influences the budget in the  Other factors not communicated by Google.
sense that the minimum CPC to pay to be
well placed will be higher for the advertisers
who have a low quality index.

42. Campaign launching methodology, in brief
Sector audit, to define the objectives
and the budgets allocated to reach
1 them
(Target, positioning)
2 Selection of the relevant keywords
3 Elaboration of the titles and
descriptions
4 To well choose the pages of
redirection and technical constraints
To define the biddings according to
5 the selected strategy (profitability,
traffic or visibility)
Setting on line
6 Campaign optimization and follow up

43. 3 possible objectives on paid referencing
1. Sector audit, to define the objectives and the budgets allocated to reach them
PROFITABILITY TRAFFIC VISIBILITY
To develop the To ensure a qualified To impose oneself as
conversions volume: traffic the reference or the
Objectives
online shopping, leads, alternative choice
subscription… To drain a considerable
To maximize the return amount of clicks To speak in an event-
on investment and to driven way (ex:
reduce the acquisition To control the cost per launching of a new
cost contact (average CPC) website)
ROI: Turnover Generated Number of impressions
/Cost
Indicators
CTR
CPA: Cost per Acquisition Advertisement Position
(acquisition = purchase, CPC
subscription, discount
voucher downloading…)

44. Finding good keywords: a mix between
quantity and quality
2. Selection of relevant keywords
How to ensure the keywords relevance?
 To put oneself at the Net surfer’s place in research phase
 To think of all the words that he could type
 To compile these keywords in a logical way in order to
send the good message
 To analyze the generic words of your activity.
Looking for keywords: Where? How?
 Advertisers’ and competitors’ sites: pages names,
categories name
 Sold products listing, possible promotions
 To use the keywords generators: provided by Google or
other. They provide many ideas of really typed keywords
 Concatenation Tools: help to quickly assemble words
between themselves.

45. To cover one’s own universe of keywords!
2. Selection of relevant keywords
The Net surfers
generally combine
and associate several
keywords. It is also
necessary for the
brand to define then
to buy (in broad
match) the most
relevant keywords on
which the
advertisements must
appear.
Associations of 2 or 3 keywords are the most used
by the Net surfers

46. Types of targeting
2. Selection of relevant keywords
The targeting is a step that follow the selection of keywords for a given campaign. The advertiser has
the possibility, depending on the media sales house, to choose one, two or three types of targeting.
Note that there are slight differences in the targeting according to the media sales house (variations
and spelling mistakes for example)
Exact match: it involves the display of an + Generates a very targeted traffic on the site.
advertisement if the request of a Net surfer Controls perfect keywords on which the
corresponds exactly to the bought keyword. advertiser is visible.
Ex: « shoe »  the advertisement displays - Large lists of keywords and thus possibility of
missing some. A share of the traffic is likely to be
lost.
Phrase/expression Match: the advertisement is
posted on a request which will contain the + Optimization of the ratio traffic /keywords
keyword. bought.
Ex: « shoe cheap »  the advertisement - Less important visibility on the keywords which
displays really bring traffic, risk to appearing on badly
targeted requests.
Broad Match: the advertisement appears on the
bought keyword and a certain number of + Maximization of the traffic potential with a
synonyms, alternatives, accentuated versions … minimal work of drafting of keywords lists.
Ex: « shoes cheap »  the advertisement - The advertiser appears on a significant number
displays of expressions and thus on much of keywords
which do not correspond to its objectives.

47. Geographical targeting
2. Selection of relevant keywords
• Selection of the languages: all the users who chose the principal language
selected in their research tools, will have the advertisement on their screens.
Example: target language = English. All the user of a research interface in
English will see our advertisements.
• Selection of the geographical location: to target customers by country, areas or
according to a manually delimited zone: a department, a city, a district (targeting
thanks to the geo-localization).
• The selected combination of languages and country will determine the Net
surfers who are likely to see the advertisement.
Example: Language = French
Country: France and Spain
The advertisement will be presented to the users from these two countries who
defined French in their linguistic preferences.

48. Using negative terms to limit the parasitical
traffic
2. Selection of relevant keywords
• The fact of putting keywords (or expressions) in the negative form, makes it
possible to use negative expressions or keywords to prevent the advertisements
from being displayed in research requests which do not correspond to the contents
of a site or an offer.
• This prevent the advertisement from being diffused with Net surfers who have only
little interest for this advertisement and thus will not want to click on it.
• This fact also allows to avoid awkward associations and to decrease the number of
the advertisement impressions because the advertisement will be displayed only
for relevant requests, which will undoubtedly involve an improvement of the CTR
and QS.
• Example: Putting the keywords “hairdressing” and “hairstyling” into the negative
form will help a company, which makes promotion for a shower gel, discard the Net
surfers who make a research on hairstyling gel.

49. How to define the advertisements?
3. Elaboration of titles and descriptions
There are 5 fields to fill to write an advertisement (commercial link) on Google
Adwords
1. The title line (25 characters max)
2. The description line 1 (35 characters
max) 1.
2.
3. The description line 2 (35 characters
3.
max) 4.
4. The URL* line as displayed in the 5. http://www.trustmyfinance.com//index.aspx?cpgCode=1-1144257
advertisement (25 characters max)
5. The real URL* line (which is not
posted) (1024 characters max)

50. Drafting of the advertisements:
the AIDA method
3. Elaboration of titles and descriptions
Operational translation:
To draw the Attention
• Replicate, as much as possible, the Net
surfer request in the advertisement
To arouse the Interest
• Highlight the advantages for the
To cause the Desire customers
To incite with the Action • Specify the lead to be undertaken: to
buy, download, etc .


51. The choice of the URL destination is
essential
4. Adequate choice of redirection pages of and technical constraints
• The landing page* must correspond to the typed request AND the advertisement
– Increases the conversion rate*
It is necessary to adequately orient the Net surfers
– Improves Quality score who will click on the sponsored link.
• For that reason, the advertiser must reflect and indicate the URL* corresponding to
the good keywords.
• That makes it possible to limit, to the maximum, the number of clicks which the
Net surfer will have to do once he is in the site to reach the action that he initially
wanted. Example: request “Buy + DVD + Friends”  must ideally return on the
page with the Friends DVD vs DVD Rubric or vs General Home Page.
• Objective: to decrease the number of clicks until the action is done (ideally, one
does not need more than one click).
• One should not hesitate to test several destination pages.

52. Biddings Strategy
5. Definition of the biddings according to the selected strategy
Campaign
Profitability Traffic Visibility
objective
The observed ROI Optimal allocation of Positions follow-up
determines the CPC the budget to to be the 1st on the
for each keyword generate the selected terms
maximum of clicks
The increase in biddings The increase in biddings Monitoring of the biddings
Impact on (CPC) will be done mainly (CPC) will be done mainly in order to be to the
the on the most profitable on the keywords which maximum in premium
biddings keywords (with the best click best (better CTR) position, which is partly
ROI) To privilege the keywords based on the increase in
strategy To privilege the keywords or ad group which bring the CPC. The click and the
or ad group which convert most of traffic conversion rate* can also
best. The keywords with weak help increasing the
The keywords with weak click rate must see their results: being in first
conversion rate* must see budget decreasing. position is all that matters.
their budget decreasing.
The biddings strategies are based on the experience of the search consultant,
the media sales houses recommendations, and the position objectives.

53. The Google network
• In addition to being able to diffuse sponsored links on the result
pages of its search engine, today Google proposes to the advertisers
to diffuse their advertisements also on the websites of Google
network.
• The Google network is a very large group of sites and other Web
products, such as email programs and blogs, which diffuse
advertisements within the framework of a partnership with Google.
• The advertisements can be placed on search sites or content sites.
• The Google network thus consists of two distinct sub-networks:
The search network
The content network

54. The search network
The advertisements
are diffused there
according to the
keywords entered by
the Net surfer in the
same way as on the
Google site itself.
For example, if you
enter the word
"shoes", the
commercial links
relating to the word
“shoes” will be
displayed next to the
search results.

55. Example of ads integration in the content
network

56. Campaigns Optimizations
6. Campaign optimization and follow-up
Total follow-up by media sales house and by
1) Monitoring of the biddings campaign on a weekly basis
Arbitration between the media sales houses
Modification of the CPC in general by “batch” of
2) Analyses by keyword keywords. Analysis of the first week results
Additions or exclusions of keywords according to
3) Enrichment of matrices the topicality, promotions, etc.
Cleaning of the keywords which were not used
4) Advertisements Optimization Selection of the advertisements which click more
Regular replacement
Redirection towards pages which best correspond
5) URL* Modifications to the advertisement and the keyword
Taking into account the on and offline budgets
6) Optimization of share of voice beside search and targeting
Optimization of SEO/SEA global budget according
7) SEO / SEA Synergies
to referencing on each keyword

57. The reporting is used to follow and then monitor
the campaign performances
6. Campaign optimization and follow up
Thereby is a list of the most important indicators to consider in order
to analyze and realize an assessment:
• The period: it relates to the analyzed period.
• Keywords: these are the keywords which, over the analyzed period,
generated clicks, and thus a cost.
• Clicks: the number of clicks carried out on a keyword over the period.
• Impressions: the number of times where the advertisement was visible
based on the Net Surfer request.
• CPC (cost/clicks): it is about the cost which each click on the keyword
involves for the advertiser. It is the main optimal lever.
• Clicks rate (clicks / impressions): ratio between the clicks and the
impressions. It is a good indicator of advertisement performance.
Nevertheless, it is worth noting that the position of an advertisement
is based on its click rate. The lower the advertisement is in the results,
the less it will be clicked…

58. The reporting is used to follow and then monitor
the campaign performances
6. Campaign optimization and follow up
• Cost: it is the total cost of the keyword over the period.
• Average position: it is the position (or rank) where the advertisement was
displayed, on average, over the period. The higher the figure is, the lower is
the position of the advertisement.
• Conversion rate*: it is the ratio of the number of actions (sales, subscription,
etc) subdivided by the number of clicks.
• Turnover: the turnover generated by the actual sales by the keyword over
the period.
• Margin: (turnover x % Margin) by applying the margin rate according to the
sold product we obtain the margin really generated by the sales.
• ROI: (margin or turnover /cost) return on investment. It is about the ratio of
the margin on the cost. In certain cases, it can also be calculated directly
with the sales turnover (that depends on the marketing objectives of the
advertiser). When the value is strictly lower than 1, the keyword is not
profitable, when the value is strictly higher than 1, the keyword is profitable.

59. Example of reporting
6. Campaign optimization and follow-up
To track and analyze a sponsored link campaign requires a certain method in the
approach in order to emphasize really important information, to identify the problems and
to find the solutions.
Here is an example of a search campaign reporting:
Traffic data Budgetary Data
Trans-
formations
Ad Group 1
Impressions
Conver rate
Conversion
Pages seen
Cost €
Click rate
Ad Group 2
Position
Segmentation
Clicks
Visits
Ad Group 3
CAC
CPC
Ad Group 4
by campaign
Total Campagnes Google
/media salesGroup 1
Ad house
Ad Group 2
/weekGroup 3
Ad
Total Campagnes Yahoo
Ad Group 1
Ad Group 2
Total Campagnes MSN
Total Campagnes Orange
The format (level of detail, segmentation) and reporting frequency need to be
defined according to the importance of the budget.

60. Evolution of a standard campaign
A successful campaign: as long as the results of the
campaign are in growth, optimization will generate clicks
and interactions with prospects at a lower cost.
Clicks
80,000
60,000
Conversion
40,000
Expenditures
20,000
0
1st day 8th day 15th day 22nd day 30th day
Launching of Optimization of Test of new Optimization Optimization
a campaign creatives and keywords and continues and introduction
test filtering of the introduction of specific
non-performant of news operations
keywords creatives

61. Thanks !
Questions / Feedback :
carolinaborges@ymail.com
Carolina BORGES