Embed Size (px)
DESCRIPTION
Automation at the heart of e-commerce campaign management. Product catalogs are now the topic of an optimization through XML feeds, allowing real time updates of prices, stock and promotions. Merchant Center, Google Shopping, Dynamic Search Ads have become crucial. Ici Paris XL has tested it over the past 18 months with great success. Discover the impact of automation on the marketing cost here.
Citation preview
blue2purple proprietary 1
Marketing Automation Summit Brussels September 2014
&
blue2purple proprietary 2
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
blue2purple proprietary 3
blue2purple proprietary
Market & Challenges
Perfume & cosmetics
4 blue2purple proprietary
blue2purple proprietary 5
blue2purple proprietary
Search funnel
Mascara High end mascara
• promo2on • cheap
Givenchy Mascara
• volumizing • streghtening
« Phenomen’eye
mascara »
6
blue2purple proprietary blue2purple proprietary
blue2purple proprietary
The buying funnel
Conversion / Ac2on
Decision
Awareness
Research
Loyalty
blue2purple proprietary 9
Be there when it maGers !
blue2purple proprietary 10
What we’ve chosen?
4
March 2013
June 2014
February 2014
September 2013
Automated API
PLA / Shopping
Campaigns
DSA
Dynamic Remarketing
blue2purple proprietary 11
Tools & Timeline
Automated API
Based on your product feed & a template, it
generates ads and KW dynamically (availability,
price, condition,…).
Mar13’
-30% CPA
blue2purple proprietary 12
Tools & Timeline
Shopping
Index your product inventory in your ads,
based on your Merchant Center.
Sept13’
-26% CPA
blue2purple proprietary 13
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
blue2purple proprietary 14
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
blue2purple proprietary
0
500
1000
1500
2000
2500
3000
3500
jan fev mar avr mai juin juil aout sept oct nov dec - €
5,00 €
10,00 €
15,00 €
20,00 €
25,00 €
jan fev mar avr mai juin juil aout sept oct nov dec
Our Performances
15
$ -39% CPA YtoD (2012 – 2014)
Conv 2012 Conv 2013 Conv 2014
CPA 2012 CPA 2013 CPA 2014
blue2purple proprietary
Revenue
16
Basket Value
+13% Conv. Rate
+64% Turnover
+94%
blue2purple proprietary 17
blue2purple proprietary
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 ;-)
18
1
2
3
blue2purple proprietary
for your precious time and attention
Thank You
19
