nowadays tools in web
DESCRIPTION
Vineta MestereTRANSCRIPT
Velta Mestere
Board member
RealWeb Latvia
10 NOV, 2014
Nowadays tools
DoubleClick Bid Manager
Sky-rocket in the RTB world
Ads evolution
Traditional
media
Technologies Target audience
Changes and complications
Data Sales
channels
Formats &
devicesMeasurement
Stress is growing
United platform
Adwertising platform of nowadays
United profile of user
All chanells
Creatives, purcheases,
goods, leading and reports
Attribute of cross-chanells
knows all about Your user
Reporting
Rates
managing
DoubleClick Search: faster, better,
esierAlll serach systems together, powered by Google and integrated
in DoubleClick
Data about the users
Tehnology RTB
Tehnology RTB
Increasing of
conversions
What is included in
DBM by Google?
More than 1500 pages with LV, LT, EE traffic
per each country
delfi.lv
youtube.com
Salidzini.lv
facebook.com
linkedin.com
ss.lv
draugiem.lv
Inbox.lv
ebay.com
kurpirkt.lv
cv.lv
And more others …
Latvia:
DBM in Latvia
* Without mobile use
More than
Users per day (cookies)
1milj.
More than
Exposures per day
32 milj
Channels & Sites
Create own packages with
home pages or target to the
exact home page
Key words
Exposures only on the home
pages with relevant key words
Target audience
Third party data (17 exchanges)
Own data
Audience from DoubleClick
Search
Google Analytics
Categories
More than 1450 selected and
clasified categories by Google
User language
Browser language
Ads will be placed in different devices
differently
And all those
targetings and
conditions we can
cross in free way
RTB bids for CPM
Double Click sets:
Automatical settings of CPC goals
Automatical settings of CPA goals
Automatical settings of ROI goals
What else ?
Increasing of
conversions
Remarketing to the Facebook.com
Ads to the Youtobe
Look-a-like service ( it is possible to count how many
purcheases where made by users who did not click on Ad)
Place DBM code to the site for the information collection
about the audience behavior and interests, segment users by
interests and create remarketing lists for the offers
Research of interfaces:
How to be liked by everybody
Why is home
page needed?
Why is home page needed?
Customers/Partners search
Internet sales
Promotion
Support
Main rule
YOUR SITE WILL BE
TESTED BY REAL
USERS !
You adopted home pagefor all devices
But users do not notice !
This is the user believes in
• Not in the designer
• Not in the director in marketing
• Not in the business owner
• Expectation
• Previous expierence
Do not notice banners
Use tunnel eye-sight
Do not stop on the First page
Succesfully use page scroll function
Do not read
5 unexpected features of users behavior
People:
Any mistakes towards the
goal the user perceives
personally
Announce the real
reason of the
mistake to him
SOLUTION – DO THE USABILITY AUDIT
You will identify problems and get recommendations
Homepage does its job
Homepage motivates users to get desired information
Users can easily control the information
Its functions support your goals
Functions are easy-to-use and easily accessible
Navigation is easy-to-use
Its clear to the users where they are and how they can go back
Messages are easy to understand, and provide solutions
What is happening during the audit ?
Analysis of the users interaction with home page
(based on real statistic data)
creation of target audience personages
Creation of their behaviour scenarios
Going through each scenario
finding problems & recommendations
review of the succesful examples of competitors homepages
Name, age, job position
Life style, interests
Goals
Conditions and fears
Target audience personage
How he got to the site
What he will do first
How he will look for goods/service
What kind of information is neccesary
How he will buy
Behaviour scenario
Key elements of Analysis:
Screen 1
Problem
Recommendation
Screen 1 prototype with integrated recommendations
Screen 2 ........................
Screen 3 ........................
NOW
You can introduce changes
Forget about the problem to invest big
money and a lot of time
in the new page
Thank You
for Your attention !
www.realweb.lv
Tel: + 371 26494977
Velta Mestere