la publicidad online efecto ropo - ponencia google@t2o
Post on 10-May-2015
1.564 Views
Preview:
DESCRIPTION
TRANSCRIPT
Google Confidential and Proprietary
Madrid, 30 de Mayo de 2012
La Publicidad Online y el Efecto ROPO
1
Laura Ludeña, Head of Market Insights de GoogleSpai n
Google Confidential and Proprietary
Preliminar Thoughts
Standard Approach
AdvancedApproach
One stepfurther
What wehave
learned
Google Confidential and Proprietary
PreliminarThoughts
3
Google Confidential and Proprietary
ResearchOnline
PurchaseOffline
Google Confidential and Proprietary
Online Store
O2S
Google Confidential and Proprietary 6
Google Confidential and Proprietary 7
How much you’re willing to pay (bids)
How “good” your ads are (relevance)
Competition
Google Confidential and Proprietary
New consumer
New research8
Google Confidential and Proprietary
Understanding the PC City business 2010
9
Offline Sales
Online
Sales
Rainfall
Holiday
Sporting Events
Store Refurbishment
Competitive Media
Traditional Media
Web
traffic
Online Display
SEM (Paid Search) Email
Online
Search
Online worldOffline worldBusiness
Outcome
+ Driver
- Driver
Legend
9
Price, Base Sales & Seasonality
Short term Promo days
Width of line
indicates size of
driver
Google Confidential and Proprietary
O2S
Online
Device Site
Search Video/Display
Store
Visit
Offer
Purchase
Some Research Considerations
Google Confidential and Proprietary
-
200,00
400,00
600,00
800,00
1.000,00
1.200,00
1.400,00
1.600,00
-
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
Jan
4 20
09
Jan
18 2
009
Feb
1 2
009
Feb
15
2009
Mar
1 2
009
Mar
15
2009
Mar
29
2009
Apr
12
2009
Apr
26
2009
May
10
2009
May
24
2009
Jun
7 20
09
Jun
21 2
009
Jul 5
200
9
Jul 1
9 20
09
Aug
2 2
009
Aug
16
2009
Aug
30
2009
Sep
13
2009
Sep
27
2009
Oct
11
2009
Oct
25
2009
Nov
8 2
009
Nov
22
2009
Dec
6 2
009
Dec
20
2009
Sea
rche
s
Med
ia in
vest
men
t €
Media investment vs Search Volume - Renault Mégane
OUTDOORPRESSMAGAZINES
Correlation Investment:search
volume 0.350.56 0.09 0.50 0.11
TV, Magazines and Internet display show strong posi tive correlations with search volume.
Renault Mégane Media spend
2009
TV DISPLAY
Renault Megane Case Study Spain 2010
Google Confidential and Proprietary
Renault media crucial to redressing the negative ef fects of competitors and the economy
19% of incremental search is driven by Renault
advertising
Renault Megane Case Study Spain 2010
Google Confidential and Proprietary
Qual QuantGeo
TestingEcono-metrics
Google Confidential and Proprietary 14
Standard Approach
Google Confidential and Proprietary
ROPO Finance Spain 2011
15
Google Confidential and Proprietary
ROPO Finance Spain 2011
16
Google Confidential and Proprietary
ROPO Finance Spain 2011
17
Google Confidential and Proprietary
ROPO Fnac TVs Spain 2010
18
Google Confidential and Proprietary
Used Cars ROPO Spain 2012
19
Google Confidential and Proprietary
Used Cars ROPO Spain 2012
20
Google Confidential and Proprietary
Used Cars ROPO Spain 2012
21
Google Confidential and Proprietary
Used Cars ROPO Spain 2012
22
Google Confidential and Proprietary
Used Cars ROPO Spain 2012
23
Google Confidential and Proprietary
Digital Housewifes Spain 2010
24
Google Confidential and Proprietary
Digital Housewifes Spain 2010
25
Google Confidential and Proprietary
Digital Housewifes Spain 2010
26
Google Confidential and Proprietary
Advanced Approach
27
Google Confidential and Proprietary
Vodafone Case Study UK 2010
28
Google Confidential and Proprietary
Vodafone Case Study UK 2010
29
Google Confidential and Proprietary
L´Oreal Nutrigloss Case Study France 2010
30
Google Confidential and Proprietary
Ikea Case Study Italy 2011
31
Google Confidential and Proprietary
Se construyeron 18 modelos econométricos
32
Again visit todealer (**)
Visit todealer (*)
Segunda visita a
concesionario(**)
Visita a Concesionario (*)
Web traffic
OrderVisita a
WebPaid
SearchCompra
Display
(*) Visita a concesionario= Persona que visita el concesionario por primera vez.
(**) Segunda visita a concesionario= Persona que ha estado en el concesionario durante los 4 meses anteriores y vuelve a realizar otra visita.
-- -> Aporte indirecto. El modelo no muestra un aport e directo a esta variable.
OrganicSearch
Medios offline
Fiat Case Study Spain 2011
Google Confidential and Proprietary
4. Final check: the blue line is the reality (sales); the red line is the model (how it fits
the sales) 0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
08/0
1/06
05/0
2/06
05/0
3/06
02/0
4/06
30/0
4/06
28/0
5/06
25/0
6/06
23/0
7/06
20/0
8/06
17/0
9/06
15/1
0/06
12/1
1/06
10/1
2/06
07/0
1/07
04/0
2/07
04/0
3/07
01/0
4/07
29/0
4/07
27/0
5/07
24/0
6/07
22/0
7/07
19/0
8/07
16/0
9/07
14/1
0/07
11/1
1/07
09/1
2/07
06/0
1/08
03/0
2/08
02/0
3/08
30/0
3/08
27/0
4/08
25/0
5/08
22/0
6/08
20/0
7/08
17/0
8/08
14/0
9/08
12/1
0/08
09/1
1/08
07/1
2/08
04/0
1/09
01/0
2/09
01/0
3/09
29/0
3/09
26/0
4/09
24/0
5/09
21/0
6/09
Vtas_Brutas_Adsl_Total_Resi_TLMK Ajuste
1. Need to collect all thevariables that may influence
the sales
2. An analyst uses judgement and SAS to
produce different regresionmodels until best
combination is identified
-30.000
-20.000
-10.000
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
08
/01
/06
12
/02
/06
19
/03
/06
23
/04
/06
28
/05
/06
02
/07
/06
06
/08
/06
10
/09
/06
15
/10
/06
19
/11
/06
24
/12
/06
28
/01
/07
04
/03
/07
08
/04
/07
13
/05
/07
17
/06
/07
22
/07
/07
26
/08
/07
30
/09
/07
04
/11
/07
09
/12
/07
13
/01
/08
17
/02
/08
23
/03
/08
27
/04
/08
01
/06
/08
06
/07
/08
10
/08
/08
14
/09
/08
19
/10
/08
23
/11
/08
28
/12
/08
01
/02
/09
08
/03
/09
12
/04
/09
17
/05
/09
21
/06
/09
3. So he is able to identifyeach variable influence to
the sales
Methodology
Google Confidential and Proprietary
Las visitas a concesionarios y el precio son lasprincipales palancas de compra
34
Otros 7%
Precio21%
Satisfacciónen la
negociación
29%
1ª Visita aconcesion
ario
43%
Visita al Conces.Visitas Web
Paid Search
Compra2ª Visita al Conces.Organic Search
Medios off
Display
Modelos de Compra y Segunda Visita
Google Confidential and Proprietary
36.6%
26.3%
18.3% 1.1%2.4% 1.1% 1.8% 1.5% 1.4% 0.5%
8.9%
Number of
working days
Present
Situation Index
Unemployment
rate
2000 E Plan VAT increase Seasonality Exogenous TV advertising Outdoor
advertising
Magazines
advertising
Web traffic
Las visitas a la web generan la mayoría de las visitas a concesionario influídas por medios
35
Mags 0.5%
Exteriores1.4%
TV 1.5%
VisitasWeb
8.9%El 12% de las visitas al concesionario están influidas porlos medios.
Visita al Conces.Visitas Web
Paid Search
Compra2ª Visita al Conces.Organic Search
Medios off
Dislplay
Modelo de visitas al concesionario
Google Confidential and Proprietary
SEM, SEO y Display general en 82% de las visitas a la web controladas por marketing
45,9%
20,1%
17,3%7,3%
7,0% 2,5%
PresentSituation Index
Organic Search Paid Search Displayadvertising
TV Fiat 500advertising
TV Fiat gamaadvertising
34% de las visitas a las web controladas por marketing
36
Paid Search
50.7%
Display
21.4%
TV Fiat 500
20.5%
TV Fiat
Gama
7.3%
54% de las visitas a la web
controladas por los mediosTV Gama 5%
TV 500 13%
Display 13%
Paid Search
32%
OrganicSearch
37%
Modelo de visitas a la web
Visita al Conces.Visitas Web
Paid Search
Compra2ª Visita al Conces.Organic Search
Medios off
Display
Google Confidential and Proprietary
25
1 3 4 21
35 43
100
TV Fiat
500
TV Fiat
Punto
TV Fiat
Bravo
TV Fiat
Gama
Magazines
Fiat 500
Outdoor
F500
Display
Fiat 500
Paid
Search
Fiat 500
SEM es el más eficiente
Monetary value of an application and actual returns not shown due to client confidentiality – ROI data indexed37
Offline ROIOnline ROI
SEM y Display son los medios más eficientes para generar visitas al concesionario
Indexed ROI: Visitas al concesionario por 1€ de inversión
Visita al Conces.Visitas Web
Paid Search
Compra2ª visita al conces.Organic Search
Medios Off
Display
Google Confidential and Proprietary
Sabemos cómo optimizar nuestro presupuesto…
1. Hemos identificado el aporteóptimo e histórico de cada medio
2 Hemos calculado el ROI de cadamedio
Historical spend
Optimal spend not shown for confidentiality
Google Confidential and Proprietary
Improved media mix scenario
TV
43.1%
Prensa
14.1%
Revistas
10.8%
Radio
0.4%
Exterior
18.7%
Display
7.8%
Paid Search
0.3%Cine
0.7%
Otros
4.0%
*Historical Media Mix *Improved Modelled Media Mix
Google Confidential and Proprietary
Flue Trends
Google Confidential and Proprietary
Bank of England
Google Confidential and Proprietary
BBVA
42
Google Confidential and Proprietary
One step further
43
Google Confidential and Proprietary
TV tiene efecto en SEM
44
Palancas de Clicks de SEM
70,2% 10,3%11,3%
8,3%
11.3% de SEM
vienen de campañas TV F500
Google Confidential and Proprietary
La duración optima de SEM requiere 2 semanasadicionales de refuerzo
45
1 Los modelos econométricos demuestranque la publicidad en TV incrementan los clicks de paid seach:
2+ Effectiveness weeks
Para aprovechar toda la eficacia de la TV, es recomendable acompañar toda la campaña de TV con Paid Search, y una vez finalizada continuar al menos 2 semanas más con el refuerzo especial Paid Search y las mismas creatividad es de campaña.
Paid search Paid search
2 Y con los modelos sabemos la duración de la eficacia de la TV, una vez finaliza la campaña.
2+ Effectiveness weeks
3
Google Confidential and Proprietary
Una mejora de posición en SEM supone un incremento de clicks
46
Efecto de posicionamiento en SEM “Fiat 500”
Google Confidential and Proprietary
Una mejora de posición en SEM supone un incremento de clicks
Efecto de posicionamiento en SEM “Venta Autos”
Google Confidential and Proprietary
What we have learnt
48
Google Confidential and Proprietary 49
1 SEM es el medio más eficiente
2SEM es el mayor motor de marketing para lasvisitas web, palanca clave para generar visitas a lastiendas
3 El móvil emerge como un dispositivo clave en la dinámica del ROPO.
4 Optimiza tu media mix mediante modeloseconométricos
Google Confidential and Proprietary
SEM efficient
SEM web�store
Key: mobile50
Google Confidential and Proprietary
Econometrics
Optimized Mix
Maximized ROI51
Google Confidential and Proprietary
Questions?
52
top related