2. CCoonnffiiddeennttiiaall 2OverviewGoogle SearchGoogle DisplayYouTube 3. General TermsConcepts to be familiar with SERP Search Engine Results Page SEM Search Engine Marketing Root keyword: keyword related to the product or service Modifiers: these keywords reference an intention, target very specific searches and so provide very relevant ads Impressions: number of times our ad has appeared in the search results Average position: position in which our ad comes in the SERP CPC Cost Per Click CTR Click Through Rate: Clicks / Impressions Conversion: when someone clicks our ad and then takes an action defined as valuable to your business CPA Cost Per Acquisition: amount we are paying or willing to pay for each conversion Conversion Rate: Conversions / Visits Bounce Rate: number of times a visitor left your site from the entrance page without interacting with the page LIS Lost Impression Share: number of times your ad did not show because the quality or the budget was too lowSource: LionandLion Confidential 3 4. What is Performance Marketing?It refers to marketing techniques and campaigns by which the advertiser pays to reachmeasurable reaction of internet users and increase the chance of a tangible outcomeconversions or transactionsPull SEM Google/YahooPush Google Display Network Other display networks Facebook Classical Ads Facebook PromotedPage posts/SponsoredStoriesRetargeting Remarketing Facebook Exchange FBX Facebook CustomAudiences Retargeting platformsSource: LionandLion Confidential 4 5. Multi channel analysis provides insight on how and whenchannels impact purchase decisionsConsumer JourneyAwareness Consideration Intent DecisionOrganicDirectAssist Interaction Last InteractionThanks to our multidisciplinary team, we are able to run campaigns in all thedifferent channels and hit the targets L’Oral sets upSource: Think With Google Confidential 5 6.
CCoonnffiiddeennttiiaall 6OverviewGoogle SearchGoogle DisplayYouTube 7. When people search on Google, it is important that thetext in the ad matches the words they searched forChannel Overview SearchGuidelines we follow whencreating ad text: General: Use the Keyword at least3 times Headline: Be specific andattractive to the user Description Lines: Be thesolution to the users problems,offer an advantage, or use a CallTo Action CTAWe customize ad texts, and A Btest ads to optimise results Confidential 7 8. Long tail bidding leads to less competition and a lowercost per click CPCChannel Overview SearchMonthlySearchVolume3,600 +makeupLow relevancy1,200 +women +makeupHigh competitionWe go deep into long tail biddingon keywords that are more specificand relevant150 +review +women +makeupHigh relevancyLow competitionSource: LionandLion Confidential 8 9. The aim with modifier groups is to capture long tail trafficand match it with precise ads to gain a high Quality ScoreChannel Overview SearchRoot Keyword 1FoundationRoot Keyword 2CreamRoot Keyword 3Modifier Group 1ReviewModifier Group 2WomenModifier Group 3BuyModifier Group 4BestModifier Group 5CostModifier Group XNegative Keywords: keywords that prevents your ad from being triggered by a certainword or phrase. It tells Google not to show your ad to anyone who is searching for thatphrase. e.
g. The Ad Rank is a value that is used to determine thead position and whether your ads will show at allGoogles auctionA. How is an ads position Ad Rank determined?Bid: What we say to Google what are we willing to pay as maximum cost per click. Quality Score: Quality Score is an estimate of the quality of your ads, keywords and landing page. It is ascore from 1 to 10 given by Google to measure ad quality. It depends on CTR, Ad Relevancy andLanding Page Experience.
Ad Extensions: Additional information we can put in Ads to show to the user, such as an address,phone number, store rating, or more webpage links. Even if our competitors bid higher than us, we can still wina higher position with highly relevant keywords and adsGoogles auctionB. This is how it works: 4 advertisers competing for 3 spotsAdvertiser Bid Quality Score Format Impact Ad RankA 4 1 No formats 4B 3 3 Low 9C 2 6 High 12D 1 8 Medium 8After Googles AuctionAdvertiser Bid Quality Score Format Impact Ad RankC 2 6 High 12B 3 3 Low 9D 1 8 Medium 8A 4 1 No formats 4 Confidential Source: Insights on the Adwords AuctionOUT 12. 7D 1 8 Medium 8 Min priceIf the advertiser immediately below you bids the same and has the same qualityscore as you and has equal performing extensions and ad formats, you wouldtypically need to bid a cent more than your starting bid to rank higher than thatadvertiser, and maintain your position and ad formats. Confidential C. How much does each advertiser pay?Source: Insights on the Adwords Auction 13.
Optimisation is key in order to reach the targets set bythe client and outperform our competitorsCampaign OptimisationAn optimisation plan is extremely important since, in the digital scene, the user experience changesregularly and decisions need to be taken fast and accurately in order to hit the targets as soon as possible. Budgetallocation / BidoptimisationAd rotationA/B testingSearch QueryreportsAdgroup / KWoptimisationAd Schedule /DevicesThe main KPIs that Lion and Lion use to optimise can be summarised below:Impressions Clicks CTR CPC Ad Cost LISConversionTime on Site/ Page viewsVisits Bounce Rate RevenueRateCPAOffsite:Onsite:Source: LionandLion Confidential 13 14. CCoonnffiiddeennttiiaall 14OverviewGoogle SearchGoogle DisplayYouTube 15. The Google Display Network is the 1 global display adnetwork, reaching over 90% of internet users worldwideGoogle Display Network PrinciplesAdvantages of Display Network Create a broad type of ads text, image, call to action, animated and video ads Place those ads on websites that are relevant to what we are selling placements Show those ads to the people that are likely to be most interestedSource: LionandLion/ Think With Google Confidential 15 16. GDN features placements, creatives and audience targetingtools to help advertisers connect with their audienceThree things make Display more advanced than Search1 2 3Targeting Contextual: Targetspecific KWs Topics: Target websites Interests: Target users Managed placementschoose the websiteCreatives For image display, thecreatives can bedifferent in colour,content, size, text orCTAsPlacements For display, there maybe 100s or 1000s ofsites displaying the ad,depending on yoursettingsAccording to Lion and Lions methodology, starting broad, and testingsystematically, allows us to find which ads, placements, target groupsage / gender, topics, interests, etc are performing betterSource: Google Trends, 2013, Malaysia Confidential 16 17. Optimisation on GDN relies principally on excludingthose features that arent performing as expectedGDN optimisation1.
Adgroup optimisationAnalyse the performance of each adgroup,pause the ones which are not working andpush the ones that achieve the best resultsin terms of CPA principally2. Isolate performing placements inseparate ad groupsPerforming placements are placements with alow CPA relative to placements in sameadgroup. Placement 1200 clicks, 3 conv. Placement 2100 clicks, 3 conv. Placement 3200 clicks, 4 conv.
Creative A300 clicks, 6 conv. Creative B300 clicks, 4 conv. 3. Rotate creatives to continuously improveperformance for the given placementThe winning ads will be the best, not onaggregate, but for the specific placement. Source: Google Trends, 2013, Malaysia Confidential 17 18.
Remarketing allows us to target the most relevant potentialleads people who have already visited your websiteRemarketing Overview2. Leaves websitewithout signing up. Cookie is dropped1. Person visitswebsiterecognized when the uservisits a 3rd party site4. Hopefully Clicks ad andreturns to the website3. The cookie isAll the possible users onlineUsers to be targeted withregular display adsAll the usersin the re targeting audienceRemarketingperformanceIncrease in Conversions Higher CTR51% 52%Source: Google Trends, 2013, Malaysia Confidential 18 19.
CCoonnffiiddeennttiiaall 19OverviewGoogle SearchGoogle DisplayYouTube 20. YouTube offers different targeting options and three kindsof video ad formats depending on the goal of the campaignYoutube: Targeting and Ad formatsTrueView in stream Commonly known aspre roll video ads Highly engaging to theaudienceTrueView in searchWorks similar as GoogleSearch, where the ads aretriggered based on userssearch queriesSource:LionandLion Confidential TrueView in displayAppears besides a watchedvideo as recommendedDemographicsReach peopleby ageTopicsReach peoplebased on topicsof the videosKeywordsReach peopleusing contextualtargetingInterestsReach people bytheir interestsTargetingOptionsAdFormats 21. Confidential Every month, morethan one billionunique users visitYouTubeEvery day, more than100m Internet userswatch an online video 40% from mobileEvery minute, usersupload more than 100hours of content toYouTubeYouTube influences recentpurchases more strongly than TVBeauty products Smartphones78%49%61%52%78% of people who recently purchased a beauty productwere influenced by YouTubeYoutube: IntroductionSource: A take on 2015 Market Trends Nielsen 22.