1. SEARCH ENGINE ADVERTISING (SEA)
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2. SEARCH ENGINE MARKETING
SEM = SEO + SEA
SEO = Search Engine Optimization
SEA = Search Engine Advertising
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3. DRIVE TRAFFIC TO YOUR WEBSITE
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4. OBJECTIVE
Increase traffic
toward your site, blog, page ...
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5. SEARCH ENGINE ADVERTISING
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6. SEARCH ENGINE ADVERTISING
Ads placement essentially made of short texts,
or images, on search engines,
social networks and networks of affiliated websites such as:
• Google Adwords
• YouTube promotion & advertising
• Facebook advertising
• LinkedIn advertising
• Other targeting tools
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7. TARGETING & PERFORMANCE
Allows you to display your ads only to the people with an interest
in your products or services.
Media based on a reliable performance index
CPC (Cost per Click).
Highly precise targeting, relying on key words
to handle depending on auction.
Directs toward a page answering the consumer’s questions:
landing page (site or blog) or landing tab (Facebook).
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8. ADVANTAGES
• Low cost per visit and high conversion rate
• Performance based advertising system
• Client orientation
• Pre-qualified traffic
(various filters, countries, languages, centers of interest ...)
• Real time control and optimization on:
- creative performance
- ad placement
- budget
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9. KEY STEPS
• Definition of target market/clients and objective (KPI)
• Selection of key words and key sentences
• Creative idea
• Selection of display networks
• Campaign tests
• Real time optimization
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10. ADVANTAGES
• High return on investment (ROI)
• Short, medium and long term revenue generation
• Possibility of very short term action
• Campaign tests in real time
• Possibility of low budget engagement and subsequent
decision making
• Interaction with highly targeted prospects
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11. CASE STUDY - GARNIER SUISSE (L’ORÉAL)
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12. LAUNCH OF THE FACEBOOK PAGE GARNIER CH
Garnier wanted to launch a Facebook page
specific to the Swiss market.
The page would be called Garnier CH.
It had to be managed in two languages (French & German).
Garnier wanted to use its Garnier Fructis brand ambassador,
Diego Benaglio, to launch its page.
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13. OBJECTIVES OF THE LAUNCH OPERATION
6 weeks to reach:
• a minimum number of “fans” on the page
• a number of cumulated views between the 4 viral videos
launched for this operation.
A start of interaction with the page “fans”/members.
Target: people interested in football,
then broadening of the target to people interested
in Garnier products.
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14. ROLE OF LABEL.CH
Creative concept development and production.
Video shooting in association with Freestudios.
Development of visual and technical elements.
Conception, installment and management of CPC campaigns (SEA):
• Google Adwords
• YouTube advertising
• Facebook advertising
• Other display networks
Community management.
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15. THE “CHALLENGE DIEGO BENAGLIO” COMPETITION
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16. COMMUNITY MANAGEMENT
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17. YOUTUBE & TWITTER
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18. FOR YOUR ATTENTION
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