bmma formation digitale vincent 2013 final

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rattraper le train du digital

Performance Marketing

Search vs Display

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History

The Display Advertising ecosystem is changing dramatically

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History

Google transformed the ad market into an automated stock market : Text Link in 2002

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History

Google transformed the ad market into an automated stock market : Display in 2008

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What is Performance ? Definition

Performance marketing is defined by getting measurable return on

investment. Unlike traditional marketing platforms such as TV,

print or radio, Performance Marketing implies pay-for-

performance. This means that one pays only a fixed amount per

action or share of revenue per sale rather than paying for

advertising and then hoping for the best.

Advertisers pay a set price for a defined action such as a download, a

visit, a lead, a click, a registration, an information request, a

purchase, etc.

Pricing is appealing to advertisers as the majority of risk is

passed on to Sales-House.

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How does it work ? Search : text link

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How does it work ? Social : text link

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How does it work ? Display : graphical

Leaderboard

IMU

Skyscraper

Textlink

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How does it work ? Conversion TAG

We absolutely need to place pixels to be able to measure the

performance of your campaign.

A pixel is a single line of HTML coding that is placed on the “Thank

You” page of a website, or the page directly following the

conversion. When the “Thank You” page appears, we receive a

request from the browser for this 1x1 pixel which alerts us that a

conversion has occurred.

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Search Engine Marketing

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Search Engines

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Campaign strategy

CAMPAIGNORGANISATION

Network selection

Format

Geo-targeting & language

Focus on brands,

products & strategies

Timing & daily

budget

Keywords & adtext

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Keywords selection

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Successful Ads

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Ad rank

Advertiser MaxCPC Quality Score

Rank Number

Position Actual CPC

A 0,40€ 1,80,40 x 1,8 =

0,72 10,37€

(0,65/1,8 + 0,01)

B 0,65€ 1,00,65 x 1,0 =

0,65 20,39€

(0,38/1,0 + 0,01)

C 0,25€ 1,50,25 x 1,5 =

0,38 30,08€

(= min bid)

More than Pay Per Click :

Rank = MaxCPC x Quality Score

Bidding System that requires active and ……frequent management for improving Quality.

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Ad rank

Advertiser MaxCPC Quality Score

Rank Number

Position Actual CPC

A 0,40€ 1,80,40 x 1,8 =

0,72 10,37€

(0,65/1,8 + 0,01)

B 0,65€ 1,00,65 x 1,0 =

0,65 20,39€

(0,38/1,0 + 0,01)

C 0,25€ 1,50,25 x 1,5 =

0,38 30,08€

(= min bid)


MaxCPC :

You only pay when someone clicks on your ad

The cost per click depends on the competition

The max CPC is the maximum you’re ready to pay …..for a click

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Ad rank


Quality Score :

Keyword’s relevance to search query

Keyword’s historical CTR on Google

Account’s historical performance on Google

Other relevant factors

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Ad rank

Advertiser MaxCPCQuality Score

Rank Number

PositionActual CPC

A 0,40€ 1,80,40 x 1,8 =

0,72 10,37€

(0,65/1,8 + 0,01)

B 0,65€ 1,00,65 x 1,0 =

0,65 20,39€

(0,38/1,0 + 0,01)

C 0,25€ 1,50,25 x 1,5 =

0,38 30,08€

(= min bid)

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Conversion process

User searches through Google

User visits site, resulting in conversion (purchase,

registration, etc.)

User reaches “Thank you” page and

sees Google image

Advertiser accountis updated with conversion

data

User clicks on ad and cookie is placed

1

2 3

Convertion pageLanding page

4

« Thank you » Google

5

http://images.google.com/imgres?imgurl=www.denvergov.org/images/Art_computer.jpg&imgrefurl=http://www.denvergov.org/Inspection_Services/710news.asp&h=181&w=200&prev=/images?q=computer+user&start=80&svnum=10&hl=en&lr=&ie=UTF-8&oe=UTF-8&sa=N

http://images.google.com/imgres?imgurl=www.denvergov.org/images/Art_computer.jpg&imgrefurl=http://www.denvergov.org/Inspection_Services/710news.asp&h=181&w=200&prev=/images?q=computer+user&start=80&svnum=10&hl=en&lr=&ie=UTF-8&oe=UTF-8&sa=N

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Display Marketing

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How does it work ?

2. Click

3.

Conversion

1.

Impression

Every impression / click / action generated is recorded within the ad server with date and

time (via cookies).

Landing Page

Fill in

TAG

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Post-impression vs. Post-click

The Click Through Rate is an

inadequate indicator undervaluing

the ads efficiency.

- 20% of conversions originate from

clicks.

- Whereas 79.6% of conversions

originate from the contact with

the advert without clicking. Distribution of the standard banner conversions in the world,Post-Impression vs Post-Click,

Q3 2009-Q2 2010 (% of total)

Post-Impression Conversions

79,6%

Post-ClicConversions

20,4%

Source: MediaMind, « Standard Banners-Non-Standard Results »

Beyond the click

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Retargeting

Retargeting pixels simply drop a cookie on a users machine when a page

on the clients website is visited, this identifies the user as being part

of a population

for re-targeting should that user re-enter our network.

When setting up retargeting for an advertiser or a publisher, there are

three steps:

- Setting up ad servers to read and write specific data to the cookie.

- Building the population.

- Targeting a media or campaign back to the population.

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Basic-Retargeting

Thanks to retargeting, we find your users back on the sites of our network and show them your specific

ads with a personalized message in priority

Only 2% of users buy on the site during their first visit

Banner 1 Banner 2 or

nothing

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Dynamic-Retargeting

25

Hitech.com

500€

The user has seen a 46cm TV on the Hitech.com site

We personalize the banners by showing the products previously consulted by the user.

We personalize the banners by highlighting the products from the same category in the banners (TV size, price, brand, etc…)

We personalize the banners by highlighting additional products In this case, it could be a DVD player or home cinema sound system.

Product recall Recommendations Cross selling

The user has placed the TV in the basket page but has not bought the product.

The user has bought a 46cm TV

Hitech.com

300€

Hitech.com

100€

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Duplication

Duplication occurs when two or more online properties take the

credit for the same sale.

The industry uses the last click/impression/search as the means for

determining which property generated the sale/action.

This is fundamentally flawed because several number of exposures

and touch points are required to result in a sale. Also, this method

does not factor in the impact of any offline activity.

Short of asking a user it is impossible to determine what creative

messages influenced the user to buy/engage.

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DuplicationThe overlapped areas are the ‘risk of duplication’ for each network.

The network with the largest spend will have the highest chance of being the last exposure.

The network with the lowest spend will be ‘handicapped’.

The conversion is firstly assigned to the last click or to the last impression.

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AdExchange

Display Network

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AdExchange

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A changing ecosystem

Agencies-

Trading desks

DSPDemand side

platforms

Sales House

-Adnetwor

ks

DEMAND SUPPLYAUTOMATISATION TECHNOLOGY

SSPSupply side platforms EditeursAdvertisers

PublishersAdExchange

Ad Exchange are now in the middle of transactions between advertisers, sales houses, and publishers…

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AdExchange

A sell side platform, also known as a publisher yield optimizer, works with publishers to increase their advertising revenue and help manage ad inventory , pricing, yield management, and the multiplicity of publisher sales channels.

SELL SIDE PLATFORM

Demand side platforms (DSPs) enable buyers to connect directly to multiple sources of inventory supply ( SSP, Publisher, adnetwork ) and provide such benefits as workflow simplification, integrated reporting, algorithmic buying optimization, and the ability to make impression-level bids (RTB)..

DEMAND SIDE PLATFORM

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AdExchange

Agency trading desks can be thought of as a specialized arm of larger media buying agencies that focus on media trading and RTB. Each desk represents a specific agency. Agency buying desks generally serve as the liaison between the advertiser or parent agency and the platforms they use to facilitate real-time bidding. For example, an agency buying desk may work with a DSP to facilitate an RTB campaign.

TRADING DESK

Ad networks aggregate supply (inventory) and demand (ads) and add their own and 3rd party data as well as targeting and optimization technology. Ad networks are slowly adding RTB capabilities in order to facilitate RTB transactions on behalf of agencies, advertisers, and agency buying desks.

ADNETWORKS

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AdExchange

Ad exchanges are powered marketplaces where numerous ad networks, publishers, advertisers and other sources of supply and demand meet to buy and sell media in continuous real-time bidding auctions. Exchanges provide workflow and reporting services and tools for buyers and sellers, as well as access to data suppliers and targeting, optimization and analytic technology andservices.

ADEXCHANGE

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Real Time Bidding

Real Time Bidding is a particular way of selling. It is like a stock exchange price that is determined by the balance of supply and demand. In the network marketers compete with each other to win the bidding. All the users can be ‘’bought’’ in real time, so the banner is seen by the right target at the right moment at the right price.

RTB

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Campaign priority

Adv. Imp. Clics CTR CONV CPM CPC CPA Budget eCPM Position

A1.500.00

0 5.000 0,3% 2,00 € 3.000,00 € 2,00 € 4

B1.250.00

0 5.000 0,4% 0,80 € 4.000,00 € 3,20 € 1C

1.500.000 7.500 0,5% 0,50 € 3.750,00 € 2,50 € 3

D1.000.00

0 5.000 0,5% 100 30 € 3.000,00 € 3,00 € 2

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Search Engine Marketing

Natural Search

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SEO

SEO involves making the pages of a site more easily accessible to search engines spiders and emphasising the key topics relating to a specific site.

SEO

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Keywords Analysis

By basing ourselves on requests actually made on the main international search tools, we give the current trend of the market.

To do this, we use a database which is updated daily and which contains the requests made on several of the main international search engines and directories : Bing, Google and Yahoo.

To customize a search engine optimization work, it is necessary to focus the efforts on keywords and associations really used by internet users.

By basing ourselves on the keywords which define the activity of the site, we undertake an analysis which allows us to determine the best keywords for search engine optimization.

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SEO

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Content optimizationPage Titles

Content title

URL

Content

Navigation

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SEO in 3 steps

SEO FACTORS

Contributing to optimal rankings

URL FACTORS- Search Engine Friendly URL’s- Site Structure- Domain Life Spam

ON-PAGE FACTORS- Content Relevance- Meta Tags- Keyword Density

OFF-PAGE FACTORS- Inbound Links from Directories- Online Press Releases- Blogs, RSS Feeds & More

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Case Study

AOL

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Site Audience

• Customer: AOL

• Sector: travel

• Activity: renting of family holiday resorts

• Problematic: less and less sales via travel agencies

decrease of the website audience

• Target: Increase sales rapidly

• Proposition: Search Engine Marketing & Display

Advertising

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Site Audience

03/2011 04/2011 05/2011 06/2011 07/2011 08/2011 09/2011 10/2011 11/2011 12/2011 01/2012 02/20120

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Trafic Direct Search Brand Search Generique Display Affiliation AdExhange RTG

897 V.U.

77.457 V.U.

18.492 V.U.

22.987 V.U.27.057 V.U.

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Conversion

03/2011 04/2011 05/2011 06/2011 07/2011 08/2011 09/2011 10/2011 11/2011 12/2011 01/2012 02/20120

50

100

150

200

250

300

350

400

450

Trafic Direct Search Brand Search Generique Display Affiliation AdExhange RTG

1.400 Conv. – 1,8%

888 Conv. – 4,8%

283 Conv. – 1,23%504 Conv. – 1,8%

101 Conv. – 11,26%

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CPA

Search Brand Search Generique Affiliation RTG

1,171504 504 101

5,188

14,73815,345

957

ConvBudget

4,43 € 29,24 € 30,45 € 9,48 €

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Thank You

Vincent [email protected]

bmma formation digitale vincent 2013 final

Documents

banners bywe

automated

page factors

ad market

scorenumber

min bid

publisher

rtb