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Marketing Automation Summit Brussels September 2014
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The speakers
8 years expertise within ICI PARIS XL Award winner for “best webshop in Belgium” in the category health & beauty (2014)
Nic Petrens eCommerce & New Media Manager @ ICI PARIS XL
& 4 years expertise within digital advertising 3 years collaboration with ICI PARIS XL
Emilie Huybrechs Account Manager @ blue2purple
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Market & Challenges
Perfume & cosmetics
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Search funnel
Mascara High end mascara
• promo2on • cheap
Givenchy Mascara
• volumizing • streghtening
« Phenomen’eye
mascara »
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The buying funnel
Conversion / Ac2on
Decision
Awareness
Research
Loyalty
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Be there when it maGers !
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What we’ve chosen?
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March 2013
June 2014
February 2014
September 2013
Automated API
PLA / Shopping
Campaigns
DSA
Dynamic Remarketing
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Tools & Timeline
Automated API
Based on your product feed & a template, it
generates ads and KW dynamically (availability,
price, condition,…).
Mar13’
-30% CPA
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Tools & Timeline
Shopping
Index your product inventory in your ads,
based on your Merchant Center.
Sept13’
-26% CPA
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Tools & Timeline
DSA
Based on your URL’s, it screens your website to identify relevant KW. It
injects the relevant queries in the headline
of your adtexts.
Feb 14’
-26% CPA
Specify pages & bids
Provide Ad template
Natural search-‐like algorithm serves your ad
on relevant queries
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Tools & Timeline
Dynamic Remarketing
Based on your product feed & your audiences, retarget your visitors
with the products they’ve seen and/or
related products.
June 14’
-10% CPA
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Our Performances
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$ -39% CPA YtoD (2012 – 2014)
Conv 2012 Conv 2013 Conv 2014
CPA 2012 CPA 2013 CPA 2014
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Revenue
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Basket Value
+13% Conv. Rate
+64% Turnover
+94%
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Action points
Define your strategy Set-up a product feed & implement it in your merchant center Automate your referencing … and even if you don’t have a product feed, this is not a good reason ;-)
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for your precious time and attention
Thank You
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