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

FACEBOOK

TALK TO FRIEND

APP

CONTENT

SPONSORSHIP

IN FILM / TV

ADVERTISING

WEBSITE

BRANCH

CALL CENTERPROMOTIONWEBSITE

ATM

GOOGLE

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

10

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

FACEBOOK

TALK TO FRIEND

APP

CONTENT

SPONSORSHIP

IN FILM / TV

ADVERTISING

WEBSITE

BRANCH

CALL CENTERPROMOTIONWEBSITE

ATM

GOOGLE

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

21

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

20

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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

Title of presentation24

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DYNAMIC ADVERTISING

BGENIUS


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


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




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


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