Performance is more than Search. Subtitle: the click is dead ;-)

1. Performance
is more than
Search

2. The click is dead

5. slide GG : acteurs en
2012

6. slide GG : acteurs en
2014

12. What is Your ROI this
morning ?

13. W N O G
D S 3
D C M
C A S E

14. W N O G
D S 3
D C M
C A S E

15. W N O G
D S 3
D C M
C A S E

16. W N O G
D S 3
D C M
C A S E

17. Your ROI this morning

18. What’s new on Google?

19. Old
New

20. Project Loon

21. Project Loon

22. ???

24. Buy in one Wink !

26. - belgian Statistics -

27. Google Now

28. The future is (Google) Now

29. - The new native Advertising -

30. - Context Matters -

31. Right message
Right Moment
Right People
3 RRRules

32. Agenda
Google Adwords
• Audience Targeting via GSP
• Lightbox Ads – What are the possibilities
• RLSA with Google Analytics

33. Gmail Sponsored Promotions

36. The expandable format can
be:
Video Picture Text Form

37. Many targeting possibilities
• Interest category targeting (cookie based)
• Keyword: contextual targeting
• By domain names (wow effect to beat competitors J )
• By email addresses and personal listings
• By Socio-demographics: Jobs, age, gender (thank you Gmail)
à Pay per engagement

38. Light Box
" Engagement Ads

42. What’s in it?
• Numerous creative possibilities:
• - Video
• - Mini-Game
• - Mini Site
• - +1 Ads
• - YouTube Masthead in lightbox
• 2 second Delay = I want it, or Not !
• Pay per Engagement
• Classic GDN Targeting & Remarketing à be creative !

44. Mouse over

45. Mouse over

46. 2°Automated product
indexation
à Google Shopping
à Allows you to make a
deepliking on the
displayed products
We take care of it !
1° PDF Folder in order to
build the Ads in 1 click !
We take care of it !
3° Catalogue Lighbox Ads
are ready !
We take care of it !

47. Remarketing Search
" With Analytics !

48. Should I adapt my message for each stage of the buying
cycle?
1. Prospects usually don’t convert @ the first click (93%)
2. Prospects usually click many times on adwords ads
3. Prospects usually click many times on your ads
4. Clients never stop looking at you

52. Ads N°1 Ads N°2 Ads N°3

53. Which one is the best?
Prospect 1
Prospect 2

54. RLSA – Analytics

55. Targeting is Key:
• Cross sales Scenario
• Bid Adjustments
• Client exclusion
With Analytics you can include or exclude:
• Socio-Demo profiles
• Technologies
• High potentials prospects
• Build better stories

56. What have we learned today?
• Build better audiences thanks to Gmail Sponsored promotions
• Multiple socio-demo profiles available
• Build more engagement ads thanks to « Google Light Box Ads »
• Pay per engagement!
• Build better stories thanks to RLSA
• Be there when it Matters!

57. Thank you !
• Gaetan Godart
• Senior Account Manager
• Mobile: +32 474 46 94 76
• gg@blue2purple.com

58. DS3 - How we use it
@b2p
Tool & Case Presentation

63. Concretely
• One single platform
• Targets all the different search engines

64. Search
Marketing

65. When opportunity knocks,
open the door.

67. Inventory-aware Campaigns

68. Search Network

72. Nice story, this DS3 Remarketing!
• Display Remarketing
• Based on the user’s search terms
• And it’s tagless!

79. Great Reportings
• Holistic view of your campaigns results
• Across all engines
• Real time reports
• Flexible reports
• Product Specific Reports

83. Golden Palace - Case
Why capitalize on generics when your brand is your biggest
source?

84. Golden Palace
# In a nutshell
# From an offline to a native digital brand
# Main KPIs : Signups / FMD / ARPU
# 2 years of models testing
# One account manager to rule them all

86. Brand
Investment
Generic Investments
Brand Visibility
Generic Visibility

87. Brand ROAS
Generic ROAS
Brand Visibility
Generic Visibility

88. Conversion Funnels
10%
5%
3%
1%
1%
7%
4%
2%
1%
1%
10%
5%
3%
1%
1%
7%
4%
2%
1%
1%

89. HIGH CPA
ROAS <1
COST
HIGH
Keyword “goldenvegas.be”
HIGH
ASSISTED
CONV
RATE
HIGH
ASSISTED
CONV
VALUE
HIGH
ASSITED
ROAS

90. Audience & Presence

91. Evolution of Search Queries - Golden Palace
Jan 2011 - May 2014
ROAS ?

92. LESS NEW
VISITORS
LOWER
BOUNCE
RATE
HIGHER
TIME ON
SITE
MORE
PAGE
VIEWS

93. Reach & Frequency

94. Brand: Prints & ROAS evolution
Generic investments

95. Indirect Display Impact
37,26% 49,73% 42,39% 41.71%

96. The importance of Attribution Modeling

97. Attribution Models

98. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
(direct) / (none) google / cpc google / organic pokerclient / cashierbutton SPMailing / email
Last Interaction Conversions First Interaction Conversions
What’s the impact ? (last vs. first click)
-14,5% 19,9% 17,7% -32,5% 14,2%

99. How to
choose
the right
model?

100. Conclusion
# Don’t underestimate the impact of your
investments in generics
# Look further than the last click
# Experiment with attribution models
# Increase your ROAS

101. # Goldenpalace.be from a standard MarCom
model to a digital holistic model

102. Any Questions ?
Thank you!

103. Performance is
definitely
more than Search