Open up new revenue streams with Display and Facebook advertising, Retargeting

5 Ways Display, Facebook
Ads & Remarketing Will
Open New Revenue Streams
By Benoît Gaillard, WSI - Switzerland

ABOUT WSI
Global Leader in Digital Marketing
Global Knowledge. Local Results.
• Provide advanced digital marketing solutions
• Businesses of all sizes and industries
• World’s largest network of Internet Consultants
• Service more than 80
countries internationally
• Industry winning solutions
• Corporate head office
©2014 WSI. All rights reserved.
in Toronto, Canada

ABOUT THE PRESENTER
PROFESSIONAL BACKGROUND
• FMCG Brand Management
• P&G, Coca-Cola/Nestlé
RECENT PUBLICATIONS & AWARDS
• Digital Minds – Display and retargeting chapters
• Facebook Smart Advertising
MEMBERSHIPS & CERTIFICATIONS
• WSI Top Gun
/WSIBusinessPerformance
ch.linkedin.com/in/
gaillardinternetmarketin
g

Why Should I Worry About Display
“99% of our top 1,000 clients are
now running campaigns on the
Google Display Network and
YouTube.” Google Benchmarks
and Insights)

Why Should I Worry About Display
• 80% of time spent on line
Search
5%
Commerce
14%
Communication
(Email & IM)
27%
Surf
(content)
42%
Social
(community)
12%
SURF
SEARCH
SOCIAL

Is Facebook The New Google For
Your Business?

Open Up New Revenue Streams
• Support your prospect throughout the
purchase decision cycle
Awareness
• Increase visibility
• Targeted advertising
Compare
• Remain top of mind
• Communicate USP
Purchase
• Advertise a deal
• Personalized advertising

Display You Say?

Display Placement Opportunities
• Banners on websites
• Gmail
• Blogger
• YouTube
• Facebook
• Yahoo

Display Format Opportunities
Display banners: visual, text, video

Display Format : YouTube
Before videos Beside videos
Beside videos
In the search results
In the search results

Display Format: Facebook
• Facebook
Photo courtesy of mashable

Display Format: Mobile
• More creativity leveraging geolocation,
native app functionality, smartphone
features

5 Ways To Open Up New Revenue Streams!

1. Trigger Impulse Purchase

Product And Services That Are Not
Searched For
• All men use razors, few search for it
• How do you get your innovation across?

Why Should I Give You A Click?
It Is Not About The Features!
Thanks to adespresso.com for bringing this thought to life!

Connect Emotionally
• ‘deep human drivers’ model

Connect emotionally
§
Pleasure of falling
asleep in freshly cut
grass
BBQ with friends this
week. Welcome them
with a perfect grass
Insure your grass is always
impeccable
Your neighbour will
be jealous of your
perfect grass

BBQ this weekend?
No worry, Miimo
takes care of me!

2. Display Retargeting Increases
ROI Of Search
Do you spend on Google AdWords? You should spend on
display retargeting!

Easier To Bring Back A Visitor Than
To Attract A New Visitor
100 visits
5 customers 95 still thinking
Banners
Facebook

Increase your search PPC
ROI by > 40%!
• Focus on acquisition ROI 1:1
• Spend to acquire new visits: 100 visits + 1$ per click =
100$
• 5% of visitors convert = 5 sales = 5*20$ profit = 100$
profit = breakeven
• Add retargeting ROI 1:2
• 95% of visitors leave the website but keep on surfing
comparing offers
• Bring 10% of them back for a fraction of the cost = 10
visitors * 2$/click = 25$
• Convert 20% of visitors your brought back = 2 sales =
2*20$ = 40$ profit
• ROI total 1:1.4

3. Advertise To Audiences / Personas
Real-Time Bidding (RTB)

Why Is The Traditional Display
Model Broken?
• For advertisers: buy all impressions at the
same price independently from the value
of the user targeted
• For large publishers: up to 70% of website
inventory is not sold, 30% sold on ‘premium’
• For small publishers: no market place to sell
their quality thematic inventory

The RTB revolution

The RTB revolution
• For advertisers:
• Buy impressions based on the value of a given
audience
• Increase your reach
• Better control of frequency
• Better CPM
• Personalization of message
• For publishers:
• Maximize use of their inventory
• Always sell to the best price offered

Acquisition 3rd Party Data
Engagement
score
ADULT 25-45
STUDY
LIFESTYLE
HOBBY
INCOME
TARGETED
AUDIENCE
AUDIENCE PROVIDER
MARKET INTEREST
DEMOGRAPHIC DATA
BUYING INTENTIONS
LOOK-A-LIKE
DATA SOURCE
Nouveau
x visiteurs

Acquisition Targeting
Nouveau
x visiteurs
ANALYZE KEYWORDS
ON TARGET LANDING
PAGE
Leverage your
search insights for
display!
• Focus
• Exclusion

Acquisition Targeting By Category
(Ron)
RON
SPORT
TRAVEL
ART
YOUR TARGET INTERESTS
MATCH WITH WEBSITE
THEMATIC

Geo-localized Advertising
Advertise to mobile users
within 5km of grill truck
Mobile app guides you to
the nearest grill truck

Case Study: Retargeting + RTB + Facebook

Retargeting RTB: Facebook Ad
Exchange vs. Ron
106 -54% +184%
1CHF
invested CPM Conversion
rate
‘Those strong results drove
increased spending online for
year-end sales.’

4. Think Visual First!
Insert Section Header Sub-Title Here

Picture Connects On Mobile
• 66% of social media usage
happens on mobile
• Communicate in 5x10
• You scan vs. read a
facebook/linkedin feed on
mobile
• Pictures are the trigger to
stop, engage

Picture Marketing Examples
Slimming
Winner!

Picture Marketing Jewelry
Winner: mobile
Winner: laptop

Picture Marketing: Execution
Matters
If you had invested 6000$ on one of those visuals, you would
have achieved:
Nb of fans Nb of social
actions

Picture Marketing - eCommerce
• Back to basics – show the product, show
the offer
NOT GOOD GOOD BETTER

5. Stay Ahead Of Competition

Facebook Smart Advertising
bit.ly/Facebook-advertising

Conversion Attribution
EXPOSITIONS
1ère 2ème 3ème 4èm
e
% TOTAL
CONV.
5ème Dernière SCORE EXP. CONV CA
PANIER
MOYEN LATENCE
24
47
11
31
29
52
33
30
1 32621
1
1
2
2
5
5
2
41 5
31954
27306
8262
8158
7047
4706
4448
4258
15.8%
15.5%
13.2%
4.0%
3.9%
3.4%
2.3%
2.1%
2.0%
€15,574,287
€8,082,003
€5,623,525
€2,809,245
€1,691,747
€1,574,267
€903,684
€840,784
€477 0.56
€252
€205
€340
€207
€223
€194
€203
€811,950 €197
0.53
0.50
1.76
0.64
1.88
4.22
2.12
1.56
PAID SEARCH ORGANIC SEARCH SEM Hors-Marque SEM Marque DISPLAY RREEMMAARRKKEETTIINNGG SSOOCCIIAALL
INVEST BASED ON FIRST OR LAST CLICK? WHICH KPI TO ASSESS ROI?

Smart Retargeting – Measure
Engagement
45
43% Produit A
30% Produit B
27% Produit C
TIME SPENT
VALUE
FREQUENCY
REFERRAL
CRM
PAGE VIEWS
850
SCORE

Smart Remarketing – Dynamic CPM
46
Engagement
score
BID:
€3
BID: €2,1
BID: €1
850
SCORE
735
SCORE
690
SCORE

Cross Device Tracking
• No cookie on Mobile devices
• Yet more and more search and surf on
mobile
• Use predictive tracking and master Id

Marketing Automation
• Personalize advertising banner
• Personalize website offers
• Trigger emails based on website behavior

How Can WSI Help?

Plan Display Strategically

Create Ads, Purchase Media,
Optimize Bidding, Consolidate
Reporting

Are You Spending $ On Google AdWords?
You Should Be Spending On Display!

QUESTIONS & ANSWERS

WE WROTE THE BOOK ON THIS
• Get Your Copy!
http://bit.ly/WSIDigitalMindsBook

THANKS FOR ATTENDING!

Open up new revenue streams with Display and Facebook advertising, Retargeting

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Open up new revenue streams with Display and Facebook advertising, Retargeting

Similar to Open up new revenue streams with Display and Facebook advertising, Retargeting (20)

More from WSI Business Performance

More from WSI Business Performance (19)

Recently uploaded

Recently uploaded (20)

Open up new revenue streams with Display and Facebook advertising, Retargeting