Dynamic advertising: a secret weapon for e-commerce
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DYNAMIC ADVERTISING: A SECRET WEAPON FOR E-COMMERCE?
Transcript of Dynamic advertising: a secret weapon for e-commerce
DYNAMIC ADVERTISING: A SECRET WEAPON FOR E-COMMERCE?
HELLO, NICE TO MEET YOU
Steven BoussonSenior Digital Marketing
Consultant
Simon RamboerDigital Account Manager
BLOGS
TWITTERFORUM
TALK TO FRIEND
APP
CONTENT
SPONSORSHIP
IN FILM / TV
ADVERTISING
WEBSITE
BRANCH
CALL CENTERPROMOTIONWEBSITE
ATM
DYNAMIC
THE NEW WORLD
Advertising
KEY PILLARS FOR CONVERSION RATE OPTIMIZATION
SMART AUDIENCE MAPPING
CONTENT RELEVANCE
LOW BARRIER - EMOTIONAL
CONNECTION
USABILITY
Consumer behavior is measurableDesign = direct impact
IS KEY
ACCESSIBILITY, USABILITY, CONTENT & SEO
“38% increase in revenues by removing the navigation from checkout funnel”
“Adding a big button on the control page boosts conversions by 33%”
“Proving originality and authenticity increases sales by 107%”
“The placement of testimonials on the landing page shoots up conversions by 65%”
“Emotional targeting increases revenues by 304%”
“
GO HAND IN HAND
LOWER THE BARRIER EMOTIONAL TRIGGER
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6 PSYCHOLOGICAL TRIGGERS THAT WIN SALES
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ReciprocityCommitment & ConsistencyLikingAuthoritySocial ProofScarcity
What about price ?
AND INFLUENCE CUSTOMERS
CRO Conversion Rate Optimization
RIGHT AUDIENCE MAPPING
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CONVERSION METRICS
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E-commerce Transactions Total Visits E-commerce
Conversion Rate1st month 5 1.000 0,5%2nd month 50 10.000 0,5%3rd month 210 41.916 0,501%4th month 345 68.848 0,5011%5th month 392 78.000 0,5029%
CONVERSION METRICS
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E-commerce Transactions Total Visits E-commerce
Conversion Rate1st month 5 1.000 0,5%2nd month 50 10.000 0,5%3rd month 210 41.916 0,501%4th month 345 68.848 0,5011%5th month 392 78.000 0,5029%
LEVERAGING MOMENTS TO DRIVE PERFORMANCE
13Right Message to meet BUSINESS
and CAMPAIGN objectives
COMBINING THE 3 PILLARS FOR OUTSTANDING PERFORMANCE CAMPAIGNS
Science of Search14
Moments
Context Behaviour
Search Intent (keywords)
Device/Location/ Time
Audiences
PEOPLE ARE LEARNING TO SNIFF OUT
THE BULLSHIT
[FROM]
CAMPAIGNSCULTURE
ONE SIZE FITS ALL
COPYCLAIM
PRESSURE
MOMENTSSUBCULTURESNATIVEVISUALEXPERIENCEVALUE
[TO]
BLOGS
TWITTERFORUM
TALK TO FRIEND
APP
CONTENT
SPONSORSHIP
IN FILM / TV
ADVERTISING
WEBSITE
BRANCH
CALL CENTERPROMOTIONWEBSITE
ATM
DYNAMIC
THE NEW WORLD
Advertising
ADVERTISE SMARTER E-mail /Social
Behavior / Loyalty
CRM Onboarding
CRM Enhancement
Product Intelligence ERP
Integrated DMP / DSP
CRM DataProfiles / RFM / Segmentation
Product Info / specs
THE STRUGGLE OF DYNAMIC ADVERTISING
Dynamic advertising: a secret weapon for e-commerce19
• No feed
• Missing items/data
• Duplicate items
• Manually creating campaigns
• Different feeds
• Different platforms
• …
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SUCCESS THROUGH INTEGRATED CONNECTIONS“bGenius provides todays marketers with a powerful performance solution geared towards maximising profit at scale through a balance of technology and human touch.”
Dynamic advertising: a secret weapon for e-commerce
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SUCCESS THROUGH INTEGRATED CONNECTIONSSupports multiple ad platforms
Connection of each data platform
Integrate your own custom data
Push all data to Tableau
BGENIUS
FEED MANAGEMENT DYNAMIC ADVERTISING CAMPAIGN MANAGEMENT
ACT ON INSIGHTS
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FEED MANAGEMENT• Master feed breakdown by category
• Merge different feeds
• Clean up or enrich the feed: Remove special characters Remove duplicates Add product attributes like color, pattern, energy
label Create Custom columns
• Possibility to import data from Google Analytics
(across all channels) or the CRM system and create specific best seller product campaigns for Google Shopping or Dynamic Advertising.
• Optimize your titles by adding relevant attributes: Brand + Gender + Product Type + Attributes (color, size, style, material)
BGENIUS
vs.
EXAMPLE OF A PRODUCT FEED
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DYNAMIC ADVERTISING
BGENIUS
Title of presentation26
DYNAMIC ADVERTISINGBGENIUS
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DYNAMIC ADVERTISINGDon´t spend hours or even days on adding keywords manually and creating specific ads for all the products of a webshop, because:
Campaigns are generated semi-automatically based on the Google Feed
Adgroups are automatically created, so new brands will be included automatically
Automatically advertise on all the products on the website (with full control to exclude products if necessary: low margin, low in stock)
Products that are no longer available will be paused automatically
Can take trademarks into account Work more efficiently with Templates: Campaign,
Ad and Keyword templates
BGENIUS
AD TEMPLATE
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KEYWORD TEMPLATE
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CLIENT CASE: TRAVEL
DYNAMIC ADVERTISING
“How to manage all campaigns for 13 brands in 9 countries with limited FTE?”
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CLIENT CASE: TRAVEL
DYNAMIC ADVERTISING
“How to manage all campaigns for 13 brands in 9 countries with limited FTE?”
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“How to manage all campaigns for 13 brands in 9 countries with limited FTE?”
CLIENT CASE: TRAVEL
DYNAMIC ADVERTISING
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CLIENT CASE: RETAIL
DYNAMIC ADVERTISING
For a retailer we were struggling with a low conversion rate (0,2%) and high CPA´s for Selling Brand keywords.
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CLIENT CASE: RETAIL
DYNAMIC ADVERTISING
The 25th of April, we have started using dynamic advertising campaigns in bGenius. From that moment we see an increase in the number of conversions. The conversion rate has increased to 0,4% and the CPA decreased dramatically due to the use of long-tail keywords.
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CLIENT CASE: RETAIL
DYNAMIC ADVERTISING
Besides a clear increase in the number of conversions, we see that the Return On Ad Spend (ROAS) has increased from an average of €0,84 (Selling Brand campaigns Jan- April) to an average of €1,77 (Dynamic Advertising campaigns 25th of April – 6th of June).
Start Dynamic
ads
KEY TAKEAWAYS
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A dynamic customer journey equals a dynamic way of conversion optimization
Optimization by lowering the barrier (emotional trigger), content relevance and smart audience mapping
Combine Moments – Audiences – Context to deliver the right message, at the right time to the right audience
Success through integrated connections by making use of toolsMaximise profit at scale by using dynamic advertising: a balance of
technology and human touch.
QUESTIONS ? THANK YOU
