What's New On Google - May 2014 session
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This document discusses performance marketing beyond just search. It highlights the importance of taking a holistic approach that looks beyond last-click attribution to understand the full customer journey. A case study of Golden Palace's transition from offline to digital marketing demonstrates how testing different attribution models can provide insights and increase return on ad spend. The document advocates experimenting with attribution to better understand indirect impacts and capitalize on both brand and generic marketing investments.
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What's New On Google - May 2014 session
- 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
- 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.
- 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
- 87. Brand ROAS Generic ROAS Brand Visibility Generic Visibility
- 89. HIGH CPA ROAS <1 COST HIGH Keyword “goldenvegas.be” HIGH ASSISTED CONV RATE HIGH ASSISTED CONV VALUE HIGH ASSITED ROAS
- 91. Evolution of Search Queries - Golden Palace Jan 2011 - May 2014 ROAS ?
- 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
- 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%
- 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