How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?

How to get the most out of your SEA thanks to Web Analytics?

October 15th 2015

#DF2015 - @Universem - @hubcy

11 www.universem.be

16 experts

Growth accelerator

Google AdWords & Analytics Partner

Picture: https://www.flickr.com/photos/koreanet/7696360870/

From simple to advanced tracking of your SEA campaigns

White belt

SEA can have multiple forms

6 © www.universem.be

Optimisation based on different KPI’s


Optimisation based on different KPI’s

Do the same at « ad, keyword, landing

page, language, location, … » level


Visualisation can really help you to go for insights!

Drive insights by taking multiple variables

into consideration

Picture: https://www.flickr.com/photos/markjsebastian/13965306323/ Picture: https://www.flickr.com/photos/lendingmemo/11697134804/

Orange belt


ROI of the campaigns: not a sinecure

Source: The Fournaise Marketing Group, 2014

80% OF MARKETERS

STRUGGLE TO PROPERLY

DEMONSTRATE THE

EFFECTIVENESS OF THEIR

MARKETING CAMPAIGNS!

Cost Per Acquisition (CPA)

= How much you are willing to pay for a new

customer?


Start by calculating your customer acquisition cost (CPA)

SIMPLE EXAMPLE FOR A LEAD GENERATION WEBSITE

1. An average solar panel installation is 20.000€

2. Margin for the marketing: 10%

2.000€ for Customer acquisition cost

3. One contact/prospect on twenty leads to a contract (Offline

conversion rate)

100€ for a new prospect


Include this value in your Web Analytics tool!


Start optimising on added value not clicks!


From Customer Acquisition cost (CPA) to maximum Cost Per Click (CPC)

BASED ON YOUR CPA CALCULATE YOUR CPC

1. CPA: 100 €

2. Online conversion rate: 2%

Maximum 2€ per click

/!\ Only an average!


CPA Toolbox by Universem

http://toolbox.universem.be

Black belt


Customers are changing!

Sources: E-Commerce Belgium 2015, Comeos & Insites Consulting & Strategy Analytics Picture: https://www.flickr.com/photos/68532869@N08/17471462035/

25% of Belgians buys on mobile devices

Number of devices to hit 4.3 per person by 2020

From Session-based analytics …

Search on

Mobile First

purchase

Second

purchase

… to Customer analytics

Search on

Mobile First

purchase

Second

purchase

Unique user

User id “47834567”

Leading Private Sales Bike shop

Sales only for members

Great offers on top brands

For a limited time only


Private sales business model

Visitor Member Customer


Advanced analysis thanks to user data

Note: all data for information only

COHORT ANALYSIS

26 © www.universem.be Note: all data for information only

COHORT ANALYSIS


27 © www.universem.be Note: all data for information only

Great results: 1. Details on the turnover for each € spent

2. Decision to increase marketing budget


Going

Further


Going further

1. Thinks further than clicks & CPC

2. Your customers are changing!

3. Think about multi-channel

31

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5032 Gembloux

Tel: +32 (0)81 713 430

[email protected]

Brussels

Avenue H.-Debroux, 40

1160 Brussels

Tel: +32 (0)2 318 23 90

[email protected]

Question Time!

Hubert de Cartier

Partner & Project Director

+32 (0) 81 713 431

[email protected]

@hubcy

Data & Analytics

How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?