E BUSINESS course 4 - INSEEC 2011/12

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

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E BUSINESS course 4 - INSEEC 2011/12

  1. 1. E-BusinessCarolina BORGESE-BUSINESS : Natural and Paid SearchCours e 4 – 1 2 / 0 4 / 2 0 12Ma s te r I NS E E C2 0 11 -2 0 1 2
  2. 2. To succeedwe must Carolina BORGES
  3. 3. …increase the volume of traffic Carolina BORGES
  4. 4. …and increase theconversion rate Carolina BORGES
  5. 5. …increase the volume of traffic Acquisition …and increase the conversion rate UX optimisation AWATAD Testing and Webanalytics Carolina BORGES
  6. 6. I SEOSEARCH ENGINE OPTIMISATION ORGANIC SEARCH NATURAL SEARCH Carolina BORGES
  7. 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 Carolina BORGES
  8. 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 Carolina BORGES
  9. 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 Carolina BORGES
  10. 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. Carolina BORGES
  11. 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. Carolina BORGES
  12. 12. The 1st page challenge Carolina BORGES
  13. 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 visibilitySource: Enquiro study - Eyetools A presence in the first places is essential to ensure sufficient visibility on the most important queries Carolina BORGES
  14. 14. SEO : les facteurs-clés de succès1 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 Carolina BORGES
  15. 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 dune 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 Carolina BORGES
  16. 16. SEO – Stratégie : définition des mots-clésLa 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 Carolina BORGES
  17. 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 Carolina BORGES
  18. 18. SEO – Stratégie : définition desmots-clésIdentifier, pour chaque gamme, les mots-clés qui relèvent dumeilleur 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 Carolina BORGES
  19. 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 Carolina BORGES
  20. 20. SEO – Structure techniqueChecklist 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 Carolina BORGES
  21. 21. SEO – Contenu • Prise en compte des mots-clés stratégiques dans lécriture 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 Carolina BORGES
  22. 22. SEO – ContenuChecklist 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 Carolina BORGES
  23. 23. SEO – Contenu• Stratégies de création de contenu – valeur ajoutée prospects et optimisation référencementFiches pratiques Témoignages Exemples Cetelem Carolina BORGES
  24. 24. SEO – Contenu CONTENU• Stratégies de création de contenu – valeur ajoutée prospects et optimisation référencement Guides optimisés Exemples Cetelem Carolina BORGES
  25. 25. SEO – Contenu• Stratégies de création de contenu – valeur ajoutée prospects et optimisation référencementAstuces « Pouvoir d’achat » Actualités corporate / crédit http://www.cetelem.fr/credit/actualites/Questions réponses Glossaire Carolina BORGES
  26. 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 Carolina BORGES
  27. 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 Carolina BORGES
  28. 28. SEO – Popularité • Les éléments qui définissent un lien de qualité Ranking Technique Ancre Affinité FraicheurSur 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 Carolina BORGES
  29. 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 Carolina BORGES
  30. 30. SEO – Popularité Communiqués de presse optimisés SEO PRCréation et publication de communiqués de presse optimisés SEO PR, en complémentdes optimisations pour le référencement naturel du site :Les communiqués de presse optimisés offrent d’excellents retours en terme de visibilitéet 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 jourmême dans Google Actu et en une semaine dans les SERP).5- Backlinks vers le site à forte valeur ajoutée. Carolina BORGES
  31. 31. II SEMSEARCH ENGINE MARKETING PPC KEYWORDS PAID SEARCH Carolina BORGES
  32. 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. 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. 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. 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. 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. 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 scrollEye Centric bar. study Enquiro Search From position 6, the Solutions SEA is less effective.
  38. 38. Campaigns optimization is complex The advertisements position is related the CPC, the CTR and the QS AdsPosition = 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. 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. 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. 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 theIn 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 bewell placed will be higher for the advertisers who have a low quality index.
  42. 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. 43. 3 possible objectives on paid referencing1. 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. 44. Finding good keywords: a mix between quantity and quality2. 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. 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. 46. Types of targeting2. 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. 47. Geographical targeting2. 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. 48. Using negative terms to limit the parasitical traffic2. 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. 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. 50. Drafting of the advertisements: the AIDA method3. 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. 51. The choice of the URL destination is essential4. 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. 52. Biddings Strategy5. 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 biddingsImpact 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. 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. 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. 55. Example of ads integration in the contentnetwork
  56. 56. Campaigns Optimizations6. 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. 57. The reporting is used to follow and then monitor the campaign performances6. 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. 58. The reporting is used to follow and then monitor the campaign performances6. 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. 59. Example of reporting6. 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. 60. Evolution of a standard campaignA successful campaign: as long as the results of thecampaign are in growth, optimization will generate clicksand 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. 61. Thanks ! Questions / Feedback :carolinaborges@ymail.com Carolina BORGES

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