User-Centric Event: 6. How Moto-Baron capitalized on Google newest tools for the promotion of a new brand? (Geoffrey & Doriane)

1. Case 2:
How Moto-Baron capitalized on Google tools
for the promotion of a new brand
© Semetis, December 6, 2013

2. 1. Who is Moto-Baron?
2. Challenges
3. Opportunities & Solutions
2

3. Who is Moto-Baron?
3

4. Who is Moto-Baron?
Specific products…
4

5. Who is Moto-Baron?
An old industry…
5

6. Who is Moto-Baron?
And a passion…
6

7. 1. Who is Moto-Baron?
2. Challenges
3. Opportunities & Solutions
7

8. Challenges
3 Big Challenges…
Awareness
8

9. Challenges
New Brand
With many obstacles…
Awareness
9

10. Challenges
New Brand
With many obstacles…
Competition
Awareness
10

11. Challenges
New Brand
With many obstacles…
Competition
Awareness
Seasonality
11

12. Challenges
New Brand
With many obstacles…
Competition
Awareness
Targeting
Seasonality
12

13. Challenges
New Brand
With many obstacles…
Competition
Awareness
Purchase
Process
Targeting
Seasonality
13

14. Challenges
New Brand
With many obstacles…
Competition
Awareness
Purchase
Process
Targeting
Seasonality
Profitability
14

15. 1. Who is Moto-Baron?
2. Challenges
3. Opportunities & Solutions
15

16. Opportunities & Solutions
Awareness
16

17. Opportunities & Solutions
AWARENESS
Moto-Baron was totally new on the market.
How to deal with this?
What message for the users?
17

18. Opportunities & Solutions
AWARENESS
Solution: Bannering on GDN
combined with Business Intelligence
18

19. Opportunities & Solutions
AWARENESS
Implementation of Branding campaigns on the Google
Display Network with the most accurate user targeting
methods:
 Interest targeting
 Contextual targeting
 Placements targeting
19

20. Opportunities & Solutions
AWARENESS
Brand Traffic
Before
20

21. Opportunities & Solutions
AWARENESS
Brand Traffic
Display Launch
After
 Brand traffic x2 when we launched Display Bannering
21

22. Opportunities & Solutions
AWARENESS
Brand Traffic
Display Launch
After
 Brand traffic x2 when we launched Display Bannering
But we didn’t stop there…
22

23. Opportunities & Solutions
AWARENESS
 Banners improvement based on Business Intelligence
and by focussing on users understanding
Identify the best
format
Identify the best
message
23

24. Opportunities & Solutions
AWARENESS
We significantly increased bannering assisted transactions:
New Banners
 More Qualitative Traffic
24

25. Opportunities & Solutions
Awareness
25

26. Opportunities & Solutions
ACQUISITION
How to face competition?
How to get closer to users and to follow them
all along their shopping experience?
26

27. Opportunities & Solutions
ACQUISITION
Solution:
27

28. Opportunities & Solutions
ACQUISITION
28

29. Opportunities & Solutions
ACQUISITION
Google Shopping Campaign NL:
 2nd Transactions Source in AdWords
 Highest Transaction Rate after Brand Campaign
29

30. Opportunities & Solutions
ACQUISITION
Google Shopping Campaign:
2x avg. Transaction Rate
30

31. Opportunities & Solutions
ACQUISITION
How to deal with the long purchase process?
31

32. Opportunities & Solutions
ACQUISITION
Solution: Remarketing
32

33. Opportunities & Solutions
ACQUISITION – Standard remarketing
We retarget users who visited Moto Baron Website
on the GDN
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34. Opportunities & Solutions
ACQUISITION – Standard remarketing
2 targets:
Pages/Visit
Avg. Visit Duration
+28% vs. Site avg. +28% vs. Site avg.
 Qualitative traffic
34

35. Opportunities & Solutions
ACQUISITION – Standard remarketing
 Assisting campaigns
35

36. Opportunities & Solutions
ACQUISITION – Standard remarketing
36

37. Opportunities & Solutions
ACQUISITION – Standard remarketing
37

38. Opportunities & Solutions
ACQUISITION – Standard remarketing
38

39. Opportunities & Solutions
ACQUISITION – Standard remarketing
 Assisting campaigns
39

40. Opportunities & Solutions
ACQUISITION – Remarketing for Search
We retarget users who visited Moto Baron Website
on Google Search
40

41. Opportunities & Solutions
ACQUISITION – Remarketing for Search
Objective: increase returning visitors % and increase conversion rate
How: by increasing bidding for returning visitors on our search campaigns
41

42. Opportunities & Solutions
ACQUISITION – Remarketing for Search
We first conducted a test on the accessories and the equipment:
42

43. Opportunities & Solutions
ACQUISITION – Remarketing for Search
We first conducted a test on the accessories and the equipment:
Visits Transactions Transaction Rate CPC
+20%
+22%
+6%
ROI
+3,5% +60%
43

44. Opportunities & Solutions
ACQUISITION – Remarketing for Search
Given the great results we extended remarketing for search to
all the other search campaigns:
44

45. Opportunities & Solutions
ACQUISITION – Remarketing for Search
Given the great results we extended remarketing for search to
all the other search campaigns:
Visits Transactions Transaction Rate CPC
-17%
-7%
+12%
ROI
+8% +24%
Seasonality
45

46. Opportunities & Solutions
ACQUISITION – Remarketing for Search
Given the great results we extended remarketing for search to
all the other search campaigns:
Visits Transactions Transaction Rate CPC
-17%
-7%
+12%
ROI
+8% +24%
Seasonality
Visits
New Visitors
-20%
Returning Visitors
-12%
 Remarketing for Search limited the impact of seasonality
46

47. Opportunities & Solutions
ACQUISITION – Dynamic Remarketing
“Customized ads that connect with shoppers by reminding
them of items they've seen in the past on your site and
suggesting other products they might like.”
47

48. Opportunities & Solutions
ACQUISITION – Dynamic Remarketing
Versus Standard Display Remarketing…
Visits
+62%
CTR CPC
Transaction Rate
+323% -17%
+304%
It generates direct conversions
(3rd best converting campaign)
48

49. Opportunities & Solutions
Awareness
49

50. Opportunities & Solutions
RETENTION
How to build customer loyalty?
50

51. Opportunities & Solutions
RETENTION
Solution: Dynamic Remarketing
51

52. Opportunities & Solutions
RETENTION
Solution: Dynamic Remarketing
“Remind shoppers of items they've bought in the past on
your site and suggesting other products they might like.”
52

53. Opportunities & Solutions
RETENTION
Versus Dynamic Remarketing on non buyers…
CTR CPC
Transaction Rate
+187% -13%
+851%
 Very qualitative & profitable audience
53

54. What’s in it for me?
54

55. What’s in it for me?
1. Path to success is very long and full of obstacles
55

56. What’s in it for me?
1. Path to success is very long and full of obstacles
2. Essential to understand user and his purchase process
56

57. What’s in it for me?
1. Path to success is very long and full of obstacles
2. Essential to understand user and his purchase process
3. Focus on user shopping experience
 Follow him wherever he is
57

58. What’s in it for me? - Follow user wherever he is
Surf the web
Moto-Baron eShop
Conversions

59. What’s in it for me? - Follow user wherever he is
Surf the web
Search the web
Moto-Baron eShop
Conversions

60. What’s in it for me? - Follow user wherever he is
Surf the web
Search the web
Moto-Baron eShop
Search the web
Conversions

61. What’s in it for me? - Follow user wherever he is
Surf the web
Search the web
Moto-Baron eShop
Search the web
Conversions

62. What’s in it for me? - Follow user wherever he is
Surf the web
Search the web
Moto-Baron eShop
Search the web
Surf or Watch the web
Conversions

63. What’s in it for me? - Follow user wherever he is
Surf the web
Search the web
Moto-Baron eShop
Search the web
Surf or Watch the web
Conversions

64. What’s in it for me?
1. Path to success is very long and full of obstacles
2. Essential to understand user and his purchase process
3. Focus on user shopping experience
 Follow him wherever he is
4. Capitalize on Google Tools
64

65. What’s in it for me?
1. Path to success is very long and full of obstacles
2. Essential to understand user and his purchase process
3. Focus on user shopping experience
 Follow him wherever he is
4. Essential to understand user and his purchase process
5. Measure campaigns success accurately
65

66. What’s in it for me?
1. Path to success is very long and full of obstacles
2. Essential to understand user and his purchase process
3. Focus on user shopping experience
 Follow him wherever he is
4. Capitalize on Google Tools
5. Measure campaigns success accurately
66