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How to get the most out of your SEA thanks to Web Analytics?
October 15th 2015
#DF2015 - @Universem - @hubcy
11www.universem.be
16 experts
Growth accelerator
Google AdWords & Analytics Partner
Picture: https://www.flickr.com/photos/koreanet/7696360870/
From simple to advanced tracking of your SEA campaigns
White belt
SEA can have multiple forms
6© www.universem.be
Optimisation based on different KPI’s
7© www.universem.be
Optimisation based on different KPI’s
Do the same at « ad, keyword, landing
page, language, location, … » level
8© www.universem.be
Visualisation can really help you to go for insights!
Drive insights by taking multiple variables
into consideration
Picture: https://www.flickr.com/photos/markjsebastian/13965306323/
Picture: https://www.flickr.com/photos/lendingmemo/11697134804/
Orange belt
11© www.universem.be
ROI of the campaigns: not a sinecure
Source: The Fournaise Marketing Group, 2014
80% OF MARKETERS
STRUGGLE TO PROPERLY
DEMONSTRATE THE
EFFECTIVENESS OF THEIR
MARKETING CAMPAIGNS!
Cost Per Acquisition (CPA)
=
How much you are willing to pay for a new
customer?
13© www.universem.be
Start by calculating your customer acquisition cost (CPA)
SIMPLE EXAMPLE FOR A LEAD GENERATION WEBSITE
1. An average solar panel installation is 20.000€
2. Margin for the marketing: 10%
 2.000€ for Customer acquisition cost
3. One contact/prospect on twenty leads to a contract (Offline
conversion rate)
 100€ for a new prospect
14© www.universem.be
Include this value in your Web Analytics tool!
15© www.universem.be
Start optimising on added value not clicks!
16© www.universem.be
From Customer Acquisition cost (CPA) to maximum Cost Per Click (CPC)
BASED ON YOUR CPA CALCULATE YOUR CPC
1. CPA: 100 €
2. Online conversion rate: 2%
 Maximum 2€ per click
/! Only an average!
17© www.universem.be
CPA Toolbox by Universem
http://toolbox.universem.be
Black belt
19© www.universem.be
Customers are changing!
Sources: E-Commerce Belgium 2015, Comeos & Insites Consulting & Strategy Analytics
Picture: https://www.flickr.com/photos/68532869@N08/17471462035/
25% of Belgians buys on mobile devices
Number of devices to hit 4.3 per person by 2020
From Session-based analytics …
Search on
Mobile
First
purchase
Second
purchase
… to Customer analytics
Search on
Mobile
First
purchase
Second
purchase
Unique user
User id “47834567”
Leading Private Sales Bike shop
Sales only for members
Great offers on top brands
For a limited time only
24© www.universem.be
Private sales business model
Visitor Member Customer
25© www.universem.be
Advanced analysis thanks to user data
Note: all data for information only
COHORT ANALYSIS
26© www.universem.beNote: all data for information only
COHORT ANALYSIS
Advanced analysis thanks to user data
27© www.universem.beNote: all data for information only
Great results: 1. Details on the turnover for each € spent
2. Decision to increase marketing budget
Advanced analysis thanks to user data
Going
Further
29© www.universem.be
Going further
1. Thinks further than clicks & CPC
2. Your customers are changing!
3. Think about multi-channel
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?
31
Gembloux – Parc Créalys
Rue Camille Hubert, 13
5032 Gembloux
Tel: +32 (0)81 713 430
contact@universem.be
Brussels
Avenue H.-Debroux, 40
1160 Brussels
Tel: +32 (0)2 318 23 90
contact@universem.be
Question Time!
Hubert de Cartier
Partner & Project Director
+32 (0) 81 713 431
hubert@universem.be
@hubcy

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