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Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12

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Page 1: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Google Analytics – Weapon of mass-ROI-creation Raphael Nolens – Brussel, Belgium – 3 May 2012 Google Analytics Business Conference – #GABC12
Page 2: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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50% of the money I spend on advertising is wasted…. The most abused quote by marketeers in history.�Used as an excuse for poor campaigns and planning.
Page 3: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Probably at least 90% of the budgets spent on online media is wasted. In fact I believe this is the reason why traditional media budgets are still growing in Belgium.�most of these just perform better.
Page 4: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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The battlefield of optimizing campaigns
Page 5: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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You need to define why you have a website and add measure the key goals
Page 6: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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website traffic quality mostly is very poor from online campaigns. more than 60% of marketing budgets is spend on Media, better to spend it well
Page 7: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Bug advertisers are looking for reach when advertising. When using rather broad display tactics, ads appear on websites that have unbelievable high CTR, but often also very poor traffic quality
Page 8: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Having to evaluate / exclude / optimize all these website placements, with poor post-click results is almost an impossible job.
Page 9: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Many advertisers are evaluating campaigns on the wrong objectives: Sales conversions.
Page 10: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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The Basics of the Modern Warfare of Online campaign optimization
Page 11: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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AIDAS model applied to online advertising. Key to evaluating campaigns is to measure the impact on the creation of Desire.
Page 12: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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how do we measure Desire? How long does the desire phase last?�It depends
Page 13: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Most conversions don’t happen in the first visit. �in fact the more expensive / high involvement products are the more potential customers will revisit the website before actually buying. And often these purchases will happen via other offline channels
Page 14: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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One of the most relevant Segmentation insights Avinash has shared. It’s all about measuring qualitative traffic.
Page 15: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Campaigns are about reaching your target audience, not about being present in certain media.��why would you pay let’s say 10 Euro to reach 1000 targets via one medium, if you could reach him/her the same day via an alternative medium at 5% of the cost?
Page 16: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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let’s get concrete
Page 17: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Our customer has been using GA since 2006. �In fact I believe they were the first Enterprise Customer in Europe to adopt GA for all their European websites.� Website traffic has been growing steadily, and especially thanks to continuous SEO optimizations
Page 18: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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In the same period +3M Euro was spend on online Media in many forms (txt, banners, rich media, …) In the early years we experienced all the earlier mentioned difficulties of online campaigning. Every year we kept finetuning and improving the campaigns.
Page 19: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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I requested this feature years ago as a beta-user. Was happy to see it appear.
Page 20: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Results.
Page 21: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Switch Adwords CPC bidding to CPA bidding
Page 22: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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The fusion of Google Analytics conversion data with Adwords bidding has some kind of nuclear strength to it.
Page 23: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Conversion rate evolution for some of the campaigns is spectacular.
Page 24: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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The Cost per Significant Website Visit dropped to levels we almost could not believe.
Page 25: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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In several European markets the Banner Display campaign generates higher ROI than the keyword Adwords campaigns.
Page 26: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
Page 27: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
Page 28: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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5 Survival Tips to improve your campaign ROI.
Page 29: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Distrust high CTRs High CTRs often stand for bad quality traffic.
Page 30: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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Alerts should go of when a CPM is over 4 Euro. The average CPM of Facebook campaigns is 0.30 Euro.
Page 31: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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I’ve never seen a view though effect that was bigger than 10% of the effective clicks. Although huge Website traffic effects can be triggered by off- and online campaigns Monitor your direct traffic level. Any increase over the average daily is probably the aggregated view though effect of your campaigns.
Page 32: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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The more websites visitors are willing to leave a website, the better these websites perform for the advertisers. the same ads on websites with good content always underperform in comparison to the same ad on a website with lesser content. Don’t be afraid your ad might appear on a ‘poor website’. If your ad and landing page are relevant to the consumer, in the consumers mind your ad will have saved them from a poor experience.
Page 33: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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e.g. Start by doubling your campaign ROI targets. Good luck!
Page 34: Raphael Nolens - These Days - Weapon of mass-ROI-creation - GABC12
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and thank you! Raphael Nolens – eBusiness Strategist http://www.linkedin.com/in/nolens These Days http://www.thesedays.com/