Category Archives: News

E’ online il White Paper sul Performance Marketing a cura di Iab Italia

NetBooster Italy è parte del Tavolo di Lavoro sul Performance Marketing e redige, assieme agli altri associati coinvolti, il primo White Paper sul Performance Marketing di IAB Italia.

NetBooster Italy è parte di NetBooster (FR0000079683 – quotata presso ALNBT – PEA-PME), agenzia europea indipendente leader nel settore del digital performance marketing.

Il Tavolo di Lavoro sul Performance nasce dalla volontà di Iab e di diversi associati tra cui NetBooster di intraprendere un percorso di confronto tra operatori e offrire al settore un documento di riferimento nel campo del digital performance marketing.

Cosa si intende per pianificazione a performance? quali gli strumenti e i canali di riferimento? Cosa rende un’attività di lead generation differente da una di co-registration? Perché il programmatic rientra nel media mix performance? Quali i modelli di pricing?

Una guida di facile fruizione ad uso dei responsabili marketing, degli operatori di settore e di quanti abbiano necessità di avvicinarsi ai temi del performance attraverso un percorso a tutto tondo, che non prescinde da creatività, funnel di conversione e modelli di attribuzione.

Per scaricare il White Paper di Iab Italia sul Performance Marketing clicca qui 

 


 

NetBooster Group | www.netbooster.com

NetBooster, performance agency internazionale indipendente, mette a disposizione dei propri clienti una competenza globale nel digital marketing con lo scopo di generare le migliori performance possibili per gli investimenti. L’agenzia punta sulla tecnologia e copre l’intera catena del marketing digitale attraverso un network Europeo: search engine marketing e optimization, display, affiliation, online media, sviluppo e grafica, eCRM e social networks con una riconosciuta esperienza nel digital marketing del futuro (Social Media, Video, Ad Exchange, etc.). Le Azioni di NetBosoter sono quotate al NYSE Alternext Paris.

Informazioni | per maggiori informazioni:

Comunicazione                                                                
Debora Casalaspro (Country Manager)                       

NetBooster Italy                                                                 
Tel. +39 (0) 2 58 43 77 25                                               
casalaspro@netbooster.com                     

Annual General Meeting 2016 – Notice of Meeting

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, will hold its Annual General Meeting on Monday 20th June 2016 at 11am.

The Annual General Meeting will take place at Espaces Vocation Paris, 22 rue René Boulanger – 75010 Paris

Please see more information in the notice of meeting here:

https://www.journal-officiel.gouv.fr/publications/balo/pdf/2016/0513/201605131602176.pdf

Crucial selects NetBooster to drive its global SEO strategy

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible) a leading independent European agency in digital performance marketing, today announces a new partnership and contract win with Crucial, part of Micron Group.

NetBooster has been selected to develop and manage Crucial’s global SEO strategy in the USA, UK, Italy, Germany and France. This new partnership represents a key milestone for NetBooster, as it’s the first time the European Agency has been appointed by a US company to manage a global SEO strategy including the US.

NetBooster is working in partnership with the Crucial marketing teams, product specialists and website developers to deliver a comprehensive SEO campaign to drive increased organic visibility in the target markets. The project includes technical SEO, multi-language content marketing, data analysis, outreach & influencer marketing as well as providing SEO and search marketing training to Crucial’s stakeholders. This will be managed out of NetBooster’s SEO competence hub in Cornwall, with the support of the local NetBooster offices in the target countries.

Crucial specialisesin computer memory and storage, with over 6500 engineers on staff, more than 25 000 patents and products available in 209 countries around the world.

Tim Ringel, CEO of NetBooster, says– “We are proud that Crucial chose NetBooster to develop and implement their SEO strategy both in the US and in Europe. Crucial is our first client in the semi-conductor industry and international, making this an important win for us, putting into place our development plans in the US and our ambition to grow our international footprint as the largest independent digital performance agency.

We’re excited to be working with NetBooster for our SEO needs,” said Fabrice Sabo, E-Commerce Marketing Manager, Crucial. “Their broad experience within the SEO industry combined with their knowledge of regional e-commerce models will help us take our digital marketing to the next level.”


About NetBooster Group | www.netbooster.com
NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris.

In February 2016, NetBooster and PM Digital, a US-based independent leading full-service integrated marketing agency, announced their strategic relationship to form one of the biggest independent performance networks in the world, with a combined international presence of over 25 Offices, 800 employees, and 250 leading brands.

About Crucial | www.crucial.com

Crucial is a global brand of Micron Technology, Inc. Crucial solid state drives (SSDs) and memory (DRAM) upgrades are compatible with over 100,000 new and old desktops, laptops, workstations, and servers. Available worldwide at leading retail and e-tail stores, commercial resellers, and system integrators, Crucial products enhance system performance and user productivity. Learn more at crucial.com.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

Data Is The Product

How Google Analytics 360 Changes Marketing

Google announced a major update to the Google Analytics product: A full digital marketing suite called Google Analytics 360 with 6 products, 3 of them completely new.

This marks a major step forward in how integrated data tools can help brands drive better dialogues with markets, and signifies the importance of data over channels themselves as marketing starts to be responsive and contextual.

A short story of how we got there

When Urchin revolutionized Analytics by pushing data collection client side they started a process we’re still seeing the consequences of today. When they also decided not to use a relational database but instead store the processed data in flat tables they foresaw the future of a digital world with thousands of times more data than back then in the early two thousands. Paul Muret, then CEO of Urchin software was behind this, and after the Google acquisition and rebranding of the product as GA, pioneered the SAAS model of software distribution.

Last fall when Paul also became responsible for Display and Video it represented the final step in the journey so far – one where the tools that helps marketers better run their brands by visualising, targeting, testing and analysing cause and effect of activities across paid, earned and owned media becomes more important than the channels themselves.

The point is that it’s not as important any longer where the consumer is; much more important is to understand what she wants and respond in a relevant intelligent way.

Data is the product, is more true than ever before”

Analytics is only one piece in the puzzle of solving that challenge – the challenge of helping brands maintain a dialogue with us as consumers.

 Pieces in a puzzle

Therefore the Analytics 360 suite combines 6 produces if which 3 are completely new. On top of the existing Analytics – Premium now rebrands at 360, Tag Manager, now a stand-alone product, and a completely rebuild attribution offer based on the acquisition of Adometry and now rebranded as attribution 360 comes the 3 new products each representing major advances in their fields. Core to all three is the amazing power of the Google Cloud backend technologies powering these tools, which represents processing power that simply wouldn’t have been feasible just a few years ago.

 

Google

Source: Google Analytics 360

 

Data Studio 360

Data studio is a tool for data exploration. It’s a canvas with amazing powers for visualisation and exploration of even enormous datasets. Build on the Google Cloud backend it’s able to manipulate billions of rows in seconds and the open architecture allows you to on-board data from almost any data source and then transform, join data sets, analyse and visualise. The ability to work collaboratively and share dashboards is a key part as well.

Optimize 360

Conversion Rate Optimization became a discipline around 10 years ago, and has only grown in importance since. But the traditional approach of testing for better performance began to be a limiting factor even after the ability to run tests on smaller and smaller segments became possible. Google closed the original product Website Optimizer, took some time to rethink and now came back with a product that goes a huge step forward – by making it possible to target individuals based on predictions from the data available in Analytics.

Audience Center 360

One key missing piece in many CMO tool architectures is an audience management platform for creation of very specifically defined audience segments. Often mis-named a DMP this ability to on-board audience data sets, join them with the power of the google cloud backend and use affinity data such as demographics to power the segmentation is extremely powerful when these audiences can then be used to run targeted campaigns.

 Since Google doesn’t allow any 3rd party pixels in their own marketing channels, Google Analytics integration with Adwords, Google Display Network, Youtube and Gmail marketing is in many ways a “DMP”solution, but when campaign segments need to build on a broarder dataset and pushed to other channels Audience Center 360 becomes a key piece in the puzzle.

In summary

Essentially the key challenge when I look at the path ahead is whether or not we as consumers will embrace a world where the digital technologies will try to better understand what we want. Unless data suites improve on their ability to give us relevant experiences we’ll not embrace the next necessary steps of complete off-/on-line integrations and cross device user matching.

When Google launched the Universal Analytics version of GA and introduced “Measurement Protocol”, it took a huge step towards being able to collect data from all digital touch points, which is a key need to answer the question. But in the years following it’s become more and more clear that the user interface for presentation of the data was a limiting factor on how the data can be used, and even the way the raw data is processed into the metrics and dimensions we use in our analysis have become a limiting factor on the full scope of the needed analysis. 

Therefore there were some pieces missing which have now been addressed with the announcement of the Analytics 360 suite of very powerful tools, as data becomes the product.

 


 

For more information don’t hesitate to contact NetBooster Data & Analytics specialists to discuss your needs and what the Analytics 360 suite means for you 

 mail-contact-icon

Kristoffer Ewald

 Group Director DNA
 kristoffer.ewald@netbooster.com

 

The Power of Voice: Are You Ready for Voice Search?

Use speech instead of type! Every second, smartphone users operate their devices via voice.

This was revealed in a recent study by the digital association Bitkom. Voice search is particularly popular among young mobile phone users; it’s already used by 58% of users in the age group 14- 29.

Below, you can learn how Voice Search will impact Search Engine Optimisation (SEO) and how you can be prepared.

What is Voice Search?

Simply put, most voice search technologies use a combination of Natural Language Processing and Text-to-Speech, in order to understand a user’s request when using voice to enter a query into a search engine, as opposed to a keyboard. The answer to the query is pulled from the website that the search engine deems most suited for the answer. The answer is then returned to the user directly without presenting a list of search results.  The type of search queries entered by voice, range from cooking tips and recipes, geographical directions, shopping and fact finding, to entertainment such as songs and videos.

When do people use voice search?

People use voice search regularly and the frequency in which it’s being used, continues to increase. However, most research suggests that search queries regarding local amenities are highly represented amongst voice searches. A local search query is usually something that returns results which are geographically close to the searcher. Example queries could be “Where is the nearest Italian Restaurant” or “How can I get to the closest train station”. This means that, even though there’s an increase in voice searches across the board, those performing voice searches are often on the go. They need information now and they plan to act on it within the very near future.

For local voice searches it is therefore generally fair to conclude that the searcher is in the lower part of the purchase funnel, and is intending to pull the trigger on booking a restaurant table, grabbing lunch, going into to a bookstore or acting on whatever they’re searching for.

 

 Voice-Search-Teaser-Final (1)

Example: searching for NetBooster Paris through Google Voice Search.

 

How will Voice Search impact SEO?

The rapidly increasing use of spoken search queries rather than written search queries has already begun impacting the search engine optimisation landscape. With it comes a more ‘natural’, conversational way of formulating search queries. This often entails using more words than you would when writing a search query. Search phrases are thus becoming increasingly long-tail, something that needs to be reflected when planning, creating and hosting website content. Also, local searches are often more direct. For example, search queries like “where can I find X”, “What is the fastest route to Y” are less dependent on context to be understood correctly by voice search assistants like Siri,Google Voice Search, Cortana and Amazon Echo.

Example of Google Voice Search.

Amazon Echo Super Bowl Advertisement 2016

That’s why, until voice search technology becomes more advanced, it is expected to have the largest impact on local SEO. In the longer perspective however, we can expect search queries in general to become longer and longer and increasingly resemble natural conversations rather than keywords. We are also expecting to see more rich website content being created and structured in a way to deliver explicit answers to search queries that are formulated as questions.

What’s the difference between keywords and conversations?

We all know there’s a difference between written and spoken language. The same way there are huge differences in how people formulate search queries depending on whether they write them or say them. For instance, if I were to use voice search technology to research ways to adapt my SEO to voice search, I would most likely formulate my query along the lines of “How do I do voice search SEO?” or “What are the best practices for adapting SEO to voice search?”. 

However, if I were to conduct the same searches using a keyboard, I would probably write something shorter like “Voice search SEO” or simply “Voice Search”. That is because I am using a “learned” search engine behaviour that stems from how search engine algorithms have worked in the past. That is matching words and phrases to website content without worrying too much about the actual meaning of those words and phrases nor the intent behind actually performing the searches.

To younger generations, as well as those of us not so young anymore, it will start to make less and less sense to use search engines the “keyword” way and more sense to use them the conversational way.
This is estimated to move search towards a more “natural” style of dialogue rather than simply writing keywords in a search box. 

What about factors such as pauses, emphasis, intonation and other contextual clues?

These factors are of course very important in defining the context of oral dialogue. To fully include them when determining which search results are the most relevant to a particular query, Google and the other search engines, still have some work to do. How these factors will impact SEO and how to optimize for them is an issue that we hope to return to in the future.

 


 About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Get ahead of the wave, with NetBooster. Contact us now!

 

Google Ad Layout Update

What the changes mean for businesses

What exactly happened?

On Friday 19th February, Google announced that it will no longer show sponsored adverts on the right-hand side of a desktop search results page.  Instead, the page will display a maximum of four adverts at the top of the search engine result page (SERP), above the natural listing, as well as three adverts at the bottom of the page.

A Google spokesperson has confirmed that the change will be put into effect immediately in all languages worldwide.

2016-03-01

 

As a result, adverts will not appear on the right-hand- side of desktop search results, with two exceptions:

  • Product Listing Ad (PLA) boxes, which show either above or to the right of search results 
  • Ads in the Knowledge Panel

The elimination of right-hand-side adverts will impact all desktop searches worldwide; the addition of the fourth advert above the search results will be for “highly commercial queries”, for example if the consumer was searching for a hotel or car insurance.  The changes mean that Google now has a similar desktop User Experience to that of a mobile device where you can only see the adverts at the top or bottom of any search results page, meaning the User Experience is consistent across both channels.

Important changes to note:  

  • The changes to the Google search results page will be effective immediately
  •  Adverts will now only appear at the top and/or bottom of the results page. This will be split so that there are a maximum 4 adverts at the top of the page and a maximum of 3 at the bottom
  • Organic results will be pushed further down the SERPs

What is the impact for advertisers?

  • The change in SERPs will instigate a new ‘click behavioural’ pattern from the consumer that will need to be evaluated and addressed accordingly
  • A position 4 regarding “highly sales-driven keywords” can show a better CTR in the future. Ad texts with a position >4 will show significantly lower CTR, because from now on they will be displayed below the fold

  • Google Shopping results might possibly obtain a higher CTR
  • Increased competition at top positions can lead to higher CPCs on desktop device
  • Advertisers targeting positions > 7 on generic keywords will see a drop in impressions
  • Increased competition for top positions can lead to higher cost-per-clicks (CPCs) on desktop devices, lowering the cost effectiveness of this channel
  • Any advertisers targeting a position higher than 7 on generic keywords will see a drop in impressions
  • Advertisers with ads in in position 5-7 (bottom of the page) could suffer from lower CTR, the same number of impressions, lower quality scores and therefore higher CPCs
  • Brands with a high level of competition for their own brand terms might be forced to be more aggressive in protecting their brand space as a result of organic listings being pushed further down the rankings
  • Retailers will need to pay particular attention to their product feeds to ensure that they can make the most of the Google Shopping ads still appearing on the right hand side of the SERP
  • Businesses could see a potential loss of traffic from organic searches as a consequence of these natural listings being pushed down. Ranking will become less and less ‘the key factor’ to consider when evaluating SEO performance, so marketers will need to put more emphasis on looking beyond that metric alone.

2016-02-29 18_32_33-Google SERPS Update (Detailed) (1).pdf - Adobe Reader

 

  • At NetBooster we have seen a drop in impressions in the UK, French and German markets
  • Our data shows CTR is generally stronger, with the exception of our French campaigns. This is no surprise considering the positions with the lowest CTR, i.e. 8-11, are not available anymore
  • We are also seeing slight increases in CPC, but no dramatic change here

What should marketers focus on going forward?

Back in 2013, the launch of Google’s Enhanced Campaigns forced businesses to re-evaluate their entire approach to paid search, from account structure to bid management and device strategy. In 2016, Google is now forcing businesses not only to re-evaluate their search strategy once again, but also re-examine their entire approach to digital. With the number of ads visible going from 10-11 down to 4, businesses will need to carefully evaluate their bid management strategy and see if it is commercially worth appearing in top positions and how other activities (i.e. remarketing, outreach, conversion rate optimisation and so on) can help brands to maximise their advertising spend  with a healthier Conversion Rate and more cost effective traffic.

Being smarter at engaging with consumers has never played such a key role in digital advertising. As such, marketers will need to bear some fundamental lessons in mind:

  • Simply increasing the bids in order to maintain the same level of impressions and clicks will not deliver the desired result.  You need to re-evaluate the way you think about digital and broaden your field of action in order to bring traffic in at more cost efficient levels and convert at a higher rate
  • Paid search is not the only effective channel to bring in relevant traffic and performance. Companies should diversify what they do and put new emphasis on activities that might have been underestimated to date, such as conversion rate optimisation (CRO), outreach, remarketing
  • Now that the mobile and desktop SERPs are similar, learning from desktop devices’ click behavioural patterns can help you to further optimise your mobile marketing strategy and approach. Mobile traffic and transactions keep  increasing, so this area can no longer be ignored, even if does not generate direct conversions
  • Make a bigger effort to move from traditional ‘silo’ thinking to proper cross-channel strategy. Consumers shop to find a solution to their problems. They do not mind whether they find it on Paid Search, through a Social Ad, or a remarketing ad; they just want to find it
  • On average, websites tend to convert at a 2%-4% rate, which means that 98% to 96% of users leave the site without buying anything.  Why should you bring these users back to the site through search when you could do it via remarketing at a fraction of the Paid Search cost? It’s a better idea to start remarketing and make sure your approach is as personalised as possible

What will NetBooster do next?

At NetBooster, we will analyse the effect of these changes on CTRs and CPCs over the coming months and produce a follow-up article with comprehensive results and a summary of how advertisers can best approach the new rules. These results will also showcase how well adverts in the new format are performing.

If you wish to discuss how these changes will affect your digital marketing strategy, please get in touch.

Architects@netbooster.co.uk   

 

dacquasparta-featured

Online la campagna di lancio della collezione D’Acquasparta Uomo

Pianificazione digitale a cura di NetBooster Italy

NetBooster Italy parte di NetBooster (FR0000079683 – quotata presso ALNBT – PEA-PME), agenzia europea indipendente leader nel settore del digital performance marketing, oggi annuncia il lancio di una nuova campagna di display advertising per D’Acquasparta.

Storico marchio fiorentino del calzaturificio 100% Made in Italy, D’Acquasparta lancia la campagna per la nuova collezione maschile primavera estate.

NetBooster seleziona per le Italian Luxury Snackers i principali siti e testate editoriali del panorama italiano, rivolgendosi ad un target maschile dinamico e sportivo.

La campagna è online per tutto il mese di Marzo e prevede sia formati classici che branded skin.


NetBooster Group | www.netbooster.com

NetBooster, performance agency internazionale indipendente, mette a disposizione dei propri clienti una competenza globale nel digital marketing con lo scopo di generare le migliori performance possibili per gli investimenti. L’agenzia punta sulla tecnologia e copre l’intera catena del marketing digitale attraverso un network Europeo: search engine marketing e optimization, display, affiliation, online media, sviluppo e grafica, eCRM e social networks con una riconosciuta esperienza nel digital marketing del futuro (Social Media, Video, Ad Exchange, etc.). Le Azioni di NetBosoter sono quotate al NYSE Alternext Paris.

Informazioni | per maggiori informazioni:

Comunicazione                                                                
Debora Casalaspro (Country Manager)                       
NetBooster Italy                                                                 
Tel. +39 (0) 2 58 43 77 25                                               
casalaspro@netbooster.com                                         

 

PMDigital-website-featuredphoto

NetBooster and PM Digital partner to form one of the biggest independent performance networks in the world

Combined International Presence of over 25 Offices, 800 Employees, 250 Leading Brands and managing over $500m media spend

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent Europe and Middle East agency in digital performance marketing and PM Digital, a US-based independent leading full-service integrated marketing agency, today announce a new strategic relationship. This partnering, without an impact on the shareholding structures, will enable the two agencies work alongside one another; leveraging their powerful offerings, employees and technology to benefit their clients. 

Both PM Digital and NetBooster have a strong heritage of delivering marketing solutions to help clients generate awareness and drive performance. Together, their expertise lies in PPC, SEO, CRM, Display/RTB, Affiliate, Social, UX/CRO, with all of these supported by a strong Data and Analytics offering, and a creative team that supports those efforts, to target brands’ most important audiences anywhere they are.

NetBooster and PM Digital’s proven track record of success, coupled with their comprehensive understanding of data and actionable customer insights, will enable the two agencies to work alongside one another and deliver high-impact, cross channel marketing strategies for international brands looking to deepen their position and relevancy. The strategic partnering comes at an important time, as brands and clients look to cultivate integrated global strategies with deeply tailored, localised approaches, and to identify new customer and business opportunities across markets.

Tim Ringel, CEO of NetBooster, commented: “The performance driven methodology is core to our cross-channel, global performance approach. With PM Digital’s deep roots in direct and integrated marketing, coupled with their exceptional channel intelligence, this partnership will give our mutual clients a significant competitive advantage. Together we will strengthen the relationship with critical media providers, as well as best-in-class data and technology partners. The entrepreneurial spirit of both companies fuels our mutual plan for a global footprint with APAC as our next target.

Chris Paradysz, Co-CEO, PM Digital, said: “NetBooster brings impressive digital and vertical expertise that will complement our combined leading roster of brands across the Retail, Travel and Hospitality, Financial Services, Education, Publishing, Technology, Telco, Automotive, Non-profit and B2B sectors. Our shared dedication to creativity, innovation and performance will enhance our clients’ overall programmes and allow them to grasp new opportunities to connect and engage across the globe.”


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

About PM Digital www.pmdigital.com

PM Digital is a full-service integrated marketing agency specialising in innovative solutions across paid search (SEM), organic search (SEO), display, social, content, email, direct mail, print and insert, as well as creative brand and web development.  With its direct and digital businesses, PM Digital’s core capabilities are based in a data-driven approach to understanding, targeting, cultivating, acquiring and optimising customer value for clients. Through this comprehensive expertise, the agency leverages proprietary and best-in-class research and analysis tools to help clients make the most informed marketing decisions and manage the performance of their programmes. With a client list of leading global brands across key verticals, such as Retail, Financial Services, Education, Publishing, Technology, Nonprofit and B2B, PM Digital has continued to grow our reputation as the industry’s most critical thinkers and leaders.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

NetBooster chooses Kontrapunkt agency to strengthen its brand globally

nb-kontrapunkt-graphic

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, has chosen the Scandinavian design and brand agency Kontrapunkt to handle the task of strengthening their brand and position worldwide.

With 500 consultants, 22 offices around the world and NetBooster has a unique position as one of the only independent, international digital agencies. Kontrapunkt will help sharpen and position NetBooster to reach their optimum level.

Tim Ringel, CEO of NetBooster commented “NetBooster has grown externally and acquired several agencies in different countries. Now we need to renew and unify our global brand and position. We have chosen Kontrapunkt, because they have a sharp strategic approach to design and branding, and because they see the value in being genuine and transparent – just like us.”

 “When NetBooster prioritises to develop their own brand, they show that they are willing to walk the talk in this respect. This I admire. We look forward to a collaboration that will mean a lot to both us and NetBooster. At Kontrapunkt, we specialize in brand development and brand design, while NetBooster delivers digital solutions that measure any marketing effort. I definitely see great potential in creating a synthesis of performance marketing and branding,” says Morten Gade, Partner at Kontrapunkt.

 


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Kontrapunkt
Morten Gade
Partner & Head of Digital, Kontrapunkt
Tel. +45 52145970
mga@kontrapunkt.com

NetBooster on growth track in the third quarter of 2015

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its results for the third quarter of 2015, showing an increase in growth on all levels.

During the third quarter of 2015, NetBooster achieved a gross margin of €8.8m from €7.9m in the same period in 2014 (growth of +11%), and a boosted EBITDA at €1.3m from €1.1m in the same period in 2014 (+18%), with a profitability coming in at 15% (14% in the prior year).

As previously stated (in the half-year results), the on-boarding of new blue chip clients such as Estée Lauder, Euromaster and Groupe SEB during the year, positively impacted the P&L. In addition, NetBooster is growing with existing clients such as Deutsche Telekom, by being the full service provider for them.With a traditional strong last quarter, the on-boarding of new clients and a promising sales pipeline in Q4, the management team is confident in keeping the growth track in quarter four of 2015 and beyond.

  2015-11-03 18_09_17-NetBooster - Q3 2015 PR_FINAL_03.11.2015- English - Microsoft Word

Based on the strong profitability and the achieved growth, the management team is exploring ways to enhance the NetBooster brand with the aim of strengthening NetBooster’s position in the market. Kontrapunkt, a Danish strategic branding agency, has been appointed to explore ways to revitalize and reposition the NetBooster brand and image in the next months.

 OUTLOOK

NetBooster is confident to accelerate the growth in Q4/2015 and is optimistic to reach the EBITDA target of minimum € 5.5m. The Company will provide further details on the 2016 strategic plans in January 2016.

Tim Ringel CEO of NetBooster, comments “We have been focusing on new business and growing the existing clients in the first half of this year. We are now on-boarding our first new customers to deliver growth for the Company. Thanks to our efforts in the last 3 years we are now starting to earn the results by being overwhelmed with new business inquires in the 2015 pitch season. We are proud of what we have achieved and are full of energy to step into a rapid acceleration of NetBooster’s Brand and Strategic offerings, across markets, continents and product areas in 2016.”


 DISCLAIMER

This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.

This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.

 

About NetBooster Group | www.netbooster.com

NetBooster isa leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Financial Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

 

native-gmail-ads-featured

Native Gmail Ads launches in Adwords

Native Gmail Ads were formerly known as Gmail Sponsored Promotions (GSP) and were available in a separate platform for beta testing, however on 1st September GSP were re-launched in the Adwords platform and renamed Gmail Ads.
Alongside their announcement on the Adwords blog Google said:

“As we’ve developed Gmail ads, we’ve tested various formats to see what users find most engaging. One improvement we’ve made is to remove standard text ads from Gmail and show fewer, higher-quality native ads that integrate more seamlessly with the inbox experience.”

For those who are new to Gmail Ads, the ad has two main components:

  • The collapsed ad that aims to blend in with your Gmail inbox.
  • Once the collapsed ad is clicked it becomes an expanded ad unit which appears as a native ad taking over the full screen of the users’ inbox. In the expanded ad you can recreate your landing page, include videos, drive newsletter sign ups, add CTA buttons or use a multi-product format to link to individual products.

Article Ads2

Image source: Adwords blog

 

Link to example of different formats which can be embedded in live post. Multi-product format below:

Article Ads

 

What’s new?

With the move to Gmail Ads and the Adwords interface there are changes in implementation, reporting and features available. Gmail Ads now uses the same nomenclature as other Adwords activities whilst these were different in the GSP platform e.g. a device was known as a client. Campaign managers may also be more comfortable using the standard Adwords interface rather than a separate platform. 

Below we have outlined additional updates to Gmail Ads:

  • Create ads through the “Ad Gallery” in Adwords and launch campaigns as a display campaign targeting mail.google.com as a placement
  • Use display targeting options: keywords, interests, topics, demographics and affinity audiences
  • Implement ad scheduling
  • Activate bid modifiers for certain locations and/or devices
  • Domain targeting is now applied through keyword targeting rather than the domain targeting section
  • Gmail users retain the ability to control the type of ads they are exposed to, meaning they can opt out of interest-based ads
  • Gmail reporting metrics have been included in Adwords:

 

article AdsGmail

 

Image source: Adwords interface

 

The impact on our clients

Following the recent update to Gmail Ads we have experienced the greatest impact on hospitality clients with an average uplift in CTR of almost 30% and CPCs reducing by 31%, the volume of clicks to expand the ad also increased by almost 40% from less than 10% higher impressions. With the same creatives and targeting in play we can attribute the uplift in performance to Google’s move to make Gmail Ads a more native experience and the removal of text ads, leading to a stronger CTR. 

The inclusion of native Gmail Ads directly in the Adwords interface was announced at the same time as Google launched their new logo which has overshadowed the update; nevertheless it’s an important change.  The update means Gmail Ads are now accessible for all advertisers and with costs still low it’s a great time for advertisers to discover and test the platform and different formats to learn what works for them.  

Additional notes:

  • Following the initial click to expand the collapsed ad all subsequent clicks (click to website, submit newsletter sign up, email save and forwards etc.) are free.
  • Gmail Ads do not appear in Gmail for work accounts.

NetBooster publishes its 2015 Half-Year Results

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its Half-Year Results for 2015.

The consolidated revenue totalled €63.9m, amounting to growth of +8% in comparison with the figures for 30 June 2014. Furthermore, NetBooster achieved a Gross Margin of €17.2m, an increase of +1% compared to the same period in 2014.

On boarding of new blue chip clients such as Estée Lauder and Groupe SEB during the second quarter of 2015, positively impacted the P&L. Also, NetBooster is growing with existing clients such as Deutsche Telekom, by being the full service provider for them.

EBITDA increased to €2.1m, upfrom €1.7m in the same period in 2014 (+24%), profitability coming in at 12.2% (9.9% in the prior year). Restructuring efforts undertaken in 2014 led to a reduction in staff expenses during the first half of 2015.  

During the second quarter, €0.3m was accrued under Extraordinary Activities; as the management is close to reaching a settlement on an existing legal claim over the coming weeks.

Overall, profitability for the first half of 2015 is in line with Management’s expectations. Net income before goodwill amortization amounted to €0.6m; a year-on-year increase of 20%. Because of high goodwill amortization under French GAAP (€2.0m) reported net income came in at €-1.4m. 

2015-10-14 14_44_19-NetBooster - Half Year Results 2015 PR Final - English [Lecture seule] - Microso

 

As at 30th June 2015, the balance sheet showed a higher trade receivables and trade payables figures due to the increase in revenue. The Cash Flow was impacted by the Company’s Share Buyback programme (mainly for future acquisitions) of €0.8m, which led to a slightly lower cash position at €4.4m (same period in 2014: €4.7m).

OUTLOOK 2015

Based on the new clients, NetBooster is confident to accelerate the growth in Q3 and Q4 and is optimistic to reach the EBITDA target of minimum € 5.5m.

 


 DISCLAIMER

This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.

This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.

About NetBooster Group | www.netbooster.com

NetBooster isa leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Financial Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

 

Join us at ‘Performance Night’ by metapeople, the warm-up event before the dmexco 2015 trade fair

performance-night-featured

The registration for the 2015 ‘Performance Night’ by metapeople opens today.

Do not miss the chance! You can register online at www.performance-night.com. Due to high demand, registrations are limited to three persons per company.

NetBooster and its German subsidiary metapeople are hosting the networking event ’Performance Night’ by metapeople, which will open its doors again for the 11th time on Tuesday, September 15th, 2015 to all online marketing enthusiasts at the Wolkenburg venue in Cologne, Germany. The ‘Performance Night’ by metapeople has become one of the most popular events to be held before the dmexco trade fair and is the ideal ‘exhibition warm-up’ for the worldwide online marketing community.

Julius Ewig, Managing Director for Germany commented: “The principle of first come, first serve will apply again this year. Our Performance Night is so popular that, 3 weeks prior to the event last year it was fully booked with 1300 participants and 21 sponsors.”

Sponsoring

This popular networking event has previously been sponsored and supported by reputable companies such as: Deutsche Telekom, DEVK, Office Depot, Payback, Jochen Schweizer, Ve Interactive, Tradedoubler, The Reach Group, BeOn, Zanox, Affilinet, Sparwelt, Sparhandy, Nexeps, Zarenga and Reach AD.

Companies wishing to represent themselves at the “Performance Night” by metapeople can take advantage of the attractive sponsoring offers and support the popular event. All sponsorship opportunities and further information regarding the “Performance Night” can be found at www.performance-night.com


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Information:

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

metapeople GmbH
Laura Schramm
Corporate Identity Manager
Tel. 00 49 203 41050-157
laura.schramm@metapeople.com 

NetBooster publishes its Q2 / 2015 Results

 

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its results for the second quarter of 2015, with an EBITDA increase of 20%.

In the second quarter of 2015, NetBooster recorded an increase in EBITDA to €1.2m, up from €1m in the same period in 2014, with profitability level of 13.8% (11.6% in the prior year).

 

Q2OK

 

Gross Margin increased to €8.7m (+1.2%). New blue chip clients such as Estée Lauder, Groupe SEB, Euromaster and Ulla Popken were being on-boarded during this period and have not yet had a full impact on the P&L. The overall services for these new clients continue to be rolled out in the third quarter of the year, with commensurate growth in the top line expected to follow.

Growing budgets from existing satisfied clients such as Deutsche Telekom and the start of new projects will add momentum for the second half of the year as well.

OUTLOOK 2015
The management anticipates reaching a target EBITDA range between €5.5m and €6.0m for the year-end 2015 and NetBooster is well positioned to further establish itself as a full service world-wide digital agency for large companies.

Tim Ringel, CEO of NetBooster, commented: “NetBooster is in good shape and has sufficient strength and depth to move to the next level. The management is working on further strategic steps and aim to publish an announcement over the next six months.”


DISCLAIMER

This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.

This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.

About NetBooster Group | www.netbooster.com

NetBooster isa leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Financial Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

 

NetBooster partners with Euromaster to develop its European digital performance strategy

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible) a leading independent European agency in digital performance marketing, today announces a new partnership with Euromaster (known as ATS Euromaster in the UK), part of Michelin Group.

NetBooster has been selected to assist Euromaster in the development and implementation of its international digital performance strategy across Europe, using SEO, PPC, Display Advertisement, Social Media, RTB and CRM.

NetBooster supports companies on their digital strategy to move digital advertising to the next level by using cross-channel and consumer-centric strategies. Thanks to its 3D methodology approach, an exclusive user centric approach of the digital marketing strategy that maximises the interaction between channels, NetBooster is the only agency in Europe able to take up the digital challenges that international clients such as Euromaster face.

Operating in 17 countries, employing 10,600 employees, with revenue of €1,832m in 2014, Euromaster is one of the largest tyre retailer and vehicle related service provider in Europe.

According to Ulrike Ristau-Hutter, Chief Digital Officer at Euromaster Group, “One of our main challenges at Euromaster is to generate traffic towards our points of sales and websites. NetBooster is a trusted partner we have chosen to implement our digital transformation and especially our online business approach – and thus a key pillar of our digital strategy. Their performant cross channel solutions, their experience within the automotive industry and their international coverage through their cohesive agency network, were the deciding factors in our decision.”

Tim Ringel, CEO of NetBooster commented: “We are proud that Euromaster picked NetBooster to support their growth strategy and transformation through digital on an European level. We believe NetBooster is a perfect fit to Euromaster’s needs, combining the different digital channels based on an owned Data/CRM platform. Transparent and international digital strategies, planned and executed by an independent agency network like NetBooster is the future for blue chip clients across Europe and beyond.”


About NetBooster Group | www.netbooster.com
NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris.

About Euromaster Group I www.euromastergroup.com
EUROMASTER, a wholly owned subsidiary of the Michelin group, offers solutions for vehicle maintenance (routine maintenance such as servicing, brakes, air-conditioning…) and tyre maintenance to individual and professional customers.

  • 2458 point of sales, integrated and franchises.
  • 10,600 employees
  • €1,800 billion turnover in 2014
  • 8 million tyres sold yearly
  • 2503 mobile workshops across 17 countries
  • Assistance in Euromaster service centres or on-site at the customer

Group Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Hello bank! di BNP Paribas sceglie il reparto Data & Analytics di NetBooster

NetBooster (FR0000079683 – idonea per ALNBT – PEA-PME), un’agenzia europea indipendente leader nel settore del marketing delle prestazioni digitali, oggi annuncia una nuova partnership e la sigla di un contratto con Hello bank!, la banca affiliata on-line di BNP Paribas.

In seguito alla valutazione favorevole dei contratti che il reparto Data & Analytics di NetBooster ha stipulato con società rinomata come PSA, Adidas, Accor e Pierre & Vacances e della fiducia che queste gli accordano, Hello bank! ha scelto Data & Analytics per le proprie attività di consulenza.

NetBooster guiderà e supporterà la banca definendone le esigenze di raccolta e utilizzo dei dati, per acquisire nuovi clienti; inoltre assisterà Hello bank! nella selezione delle piattaforme e degli strumenti di elaborazione dei dati. La missione interessa i mercati francese, belga e italiano sia per Hello bank! che per BNP Paribas nonché il mercato tedesco per Hello bank!.

Hello bank!, la banca affiliata on-line di BNP Paribas, è la prima banca mobile digitale al 100% in Europa, creata nel 2013, e vanta oltre 800.000 clienti.

Thomas Hubert, Direttore Data & Analytics, Francia ed Europa meridionale presso NetBooster Group, ha così commentato: “Dalla nostra posizione di team operante sui dati in un’agenzia leader nel settore del marketing delle prestazioni digitali, il nostro obiettivo è quello di passare al livello successivo facendo fronte alle sfide della catena del valore dei dati e ottimizzando le soluzioni di marketing. Per questo motivo, NetBooster ha creato un team specializzato responsabile esclusivamente di sostenere i nostri clienti nella scelta delle soluzioni migliori di gestione dei dati prima delle consegne tradizionali delle configurazioni di strumenti di analisi, piani di tagging e definizione degli indicatori chiavi della performance (KPI). Il team internazionale di NetBooster DnA, composto da 35 esperti dedicati, offre le risposte migliori per i nostri clienti, da DMP all’apprendimento automatico, ossia il machine-learning, e tramite analisi basate sugli annunci pubblicitari, CRM o di dati web.”


Informazioni su NetBooster Group | www.netbooster.it

NetBooster è un’agenzia europea indipendente leader nel settore del marketing delle prestazioni digitali che mette a disposizione dei clienti la propria competenza completa nel marketing digitale per conseguire i migliori risultati possibili per i loro investimenti. NetBooster investe in misura rilevante nella tecnologia e copre l’intera catena del marketing on-line attraverso la propria rete europea: marketing e ottimizzazione dei motori di ricerca, dati e analisi (DnA), tecnologia GroundControl, display, affiliazioni, media on-line, creazione, eCRM e reti sociali, con competenza riconosciuta nel marketing digitale del futuro (social media, video, scambio di annunci pubblicitari, ecc.). Le azioni di NetBooster sono quotate alla Borsa NYSE Alternext Paris.

Il testo originale del presente annuncio, redatto nella lingua di partenza, è la versione ufficiale che fa fede. Le traduzioni sono offerte unicamente per comodità del lettore e devono rinviare al testo in lingua originale, che è l’unico giuridicamente valido.

Contacts

Comunicazioni
Alexia Cassini (Responsabile comunicazioni gruppo)
NetBooster S.A.
Tel. 01 40 40 27 00
acassini@netbooster.com

Referente per la stampa
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)6 48 82 18 94
netbooster@alizerp.com

Bid Optimisations: Time To Leave The ROI Approach Behind

The Importance Of Bid Optimisations

Finding your optimal bids matters. Bidding too aggressively on a keyword or product can exhaust precious budget very quickly and not deliver expected returns. Being too conservative on profitable queries will make you miss opportunities to generate additional business. With competition on the digital landscape on the rise success is more and more determined by bidding and budget allocation. The price to pay for suboptimal bidding strategies is no longer affordable.

The Key Performance Objective

For most businesses running performance marketing campaigns, the key goal is profit. Maximising the level of profit generated for the business through online channels by delivering new customers as well as increased transactions from the existing ones. Depending on the organisation and the complexity of the business, measuring profit can be more or less straight forward. But regardless of the complexity of the cost structure of a business, one objective seems very clear in most cases: maximising gross margin, i.e. revenue from performance marketing activities minus all variable costs.

The Problem With ROI: Example

To illustrate the limitations of the ROI approach let’s look at the following Google Shopping example with two products:

The Problem With ROI: Example 1

Products 1 & 2 have the same level of CPC and the same avg. order value. However, these products have different conversion rates (CR). While 1 is returning a conversion for every 12.5 clicks, 2 only needs on average 10 clicks to achieve a sale. As a result, product 1 shows poorer CPA and ROI than product 2. A £20,000 budget split equally between both products would provide the following results:

 The Problem With ROI: Example 2

With the £10k investment we can buy 4k clicks on product 1 and generate £64k revenue. The same investment buys the same number of clicks on product 2, but with the higher CR this budget returns more conversions and a higher £80k revenue figure. Based on these numbers it seems very clear that the budget allocation between both products is not optimal. Or is it?

What we haven’t considered so far is the cost of each product for the retailer. For both manufacturers and distributors, the sale price is not necessarily an accurate measure of the value of each sale.

The Problem With ROI: Example 3

In this example, taking manufacturing costs into account reveals that every printer sale is 1.5 times more valuable for the business than those of office chairs. Product 1 returns a margin of £150 per unit sold versus just £100 for product 2. Looking at revenue and ROI earlier we concluded that if we had to choose between investing in PPC for printers or investing in office chairs, the latter were the smart choice. But are they?!

The Problem With ROI: Example 4

Actually, our initial conclusion was wrong, printers have a 20% higher margin after PPC costs than office chairs. Revenue and ROI were misleading in this example. If we had to choose between allocating a £10k budget to one or the other the most profitable option for the business is product 1.

Customer Life Time Value

Margins are not the only issue with the ROI approach. Businesses facing increasing new customer acquisition costs will put great effort into retaining those customers for as long as possible. Although winning customers’ loyalty is no easy task, there are powerful tools and strategies that can boost retention and customer life time value. In this context, any new customer acquisition investment must be assessed fairly factoring in the quantity and quality of new business. A link must be established between investing in new business acquisition now and the value those new customers will deliver for the business later, in order to make the right decisions. ROI, as it is commonly used by digital marketers today, entirely disregards any future return from current investment.

From CPA To ROI To… Click Value!

With improvement in tracking technology and the availability of data, the industry has moved from a transaction oriented approach (CPA-based optimisations) to focusing on revenue. ROI-based optimisations have allowed us to maximise revenue within a given budget. For some advertisers, this strategy will indeed provide optimal results. But for many others, product margins and customer life time value are key considerations that simply cannot be ignored.

It is time for digital professionals and advertisers to work closer together. A new metric is needed. And its calculation requires a combination of business intelligence and tracking data. We know with certainty what each click costs. It is time we figure out how much each click is truly worth and optimise our bids on that basis. It is time to move to Click Value.

Top 5 Considerations When Choosing A SEM Partner

SEM-article-top5

Markets are full of SEM providers and it can be really tricky to decide who to pick. However, how extensively have you considered the differences between a SEM provider and a partner? We have gathered for you a few points that you should consider when choosing a professional SEM partner who will be responsible for your search engine advertising projects.

Marketing managers who deal with SEM often have this problem when choosing an agency for search engine advertising. Here are our top 5 considerations for what you should look for in an ideal SEM partner, one who will not only help to improve the effectiveness of your search engine advertising projects but also help to drive your business further:

1. Do they provide support in defining the correct targets based on your business goals?

It’s essential that you have defined clear targets for your digital marketing actions, which are focused around your overall business goals. A partner can assist you in setting up and analysing the correct digital marketing goals, for measuring the success of search engine advertising actions. This work includes setting up the goals on web-analytics tools. In your digital marketing actions, you should be tracking both micro conversions, which are conversions that are in the earlier stage in the customer path such as newsletter sign-ups or account creations and macro conversions that measure direct responses such as sales.

Based on the client’s overall business goals and the more specific search engine advertising goals, a partner continually adjusts and makes changes to the marketing actions as well as providing development ideas to the client for the future.

2. They’re interested in developing your business, not merely campaigns

Once a partner understands the client’s business and their business goals, it is essential to have a holistic approach to the digital world. A partner is involved in developing your business, not solely creating and optimising specific campaigns. Creating and optimising a campaign can only help you to a certain degree but utilising all the available data gained from campaigns can also help to develop your business further. A good partner will be involved in analysing how to support the whole customer journey in the digital world, rather than only concentrating on the last click sales or getting stuck with consulting you on solely one channel.

3. Are they always active, and never satisfied with the status quo?

In this constantly changing and evolving search marketing world, you can’t afford to stay still. A good partner will not be satisfied with the current state but is frequently reporting on the results of the campaign as well as constantly providing suggestions for developing your business in the digital world and testing new features.

4. Are they willing to challenge the clients and their decisions?

Even though, you as the client, should always be right, the right search partner is willing to question your decisions and say ”No” to your ideas, if indeed the budget would be better spent elsewhere. For example, in situations when campaigns are not expected to be profitable or effective, based on our expertise and analysing previous campaign data, this should be brought up by a partner.

5. In the digital world it is essential to be flexible and impartial

Marketing planning is essential on a yearly and monthly basis, however, if those plans are not flexible, this will create numerous unnecessary issues in the digital world. With a partner, you know budgets are not set in stone but they can, and will be, altered based on previous results and analysis on profitability.

Sometimes with a provider you can be stuck with a process that is unsuitable or ineffective for the way your company works. A partnership is based on agreeing on things together, thus the way of working, reporting and communicating can be tailored to fit the client’s wishes.

There are many factors to consider when choosing an SEM partner for your business and you should remember that there is a big difference between an SEM provider and a partner. It is important to choose a partner that has the time and motivation to serve you and your company’s interests well and who has the dedication to help you to further develop the business.

At NetBooster we are here to help, whether it’s a question of search engine advertising or helping you with your business’ overall digital strategy. As an independent digital agency, we focus on performance driven marketing based on data, to ensure maximum results of any given budget. 

For more information, contact us!

 

NetBooster selects ONE by AOL: Video

AOL Platforms’ programmatic video offering provides open platform, extensive inventory and TV focus

NetBooster has selected ONE by AOL: Video to power online programmatic video advertising for its clients in EMEA. The agreement covers France, Germany, Italy, Spain and the UK and will enable private video ad marketplaces, programmatic trading and addressable advertising.

Formerly known as Adap.tv, ONE by AOL: Video is a component of AOL Platform’s open, unified programmatic platform ONE by AOL that enables advertisers to optimise against campaign goals across all screens, formats and inventory types.

ONE by AOL: Video provides NetBooster with extensive, global inventory that includes mobile and an open technology so that advertisers can work with their own data. It also supports in-target audience forecasting, which proves the value and ROI of online video to advertisers, and is the only tool of its kind to offer this.
AOL Platforms’ pilot of the media industry’s first programmatic private marketplace for television with Australia’s major media advertising company, Multi-Channel Network is also critical to the partnership. Working with the company will position Netbooster as a key player as the television industry moves towards programmatic TV and addressable advertising.

“ONE by AOL: Video brings us many highly significant benefits in terms of our client offering,” explains Guillaume Balloy, Head of Paid Media, at NetBooster. “Today it is about the extensive inventory available and access to an open platform that enables choice and flexibility and, very important for NetBooster : transparency for our advertisers. But looking to the future it is critical that we are in the driving seat as the industry moves from linear to programmatic TV. The way to achieve this is by partnering with a global, innovative player that truly understands the market. For us that is AOL Platforms.”

Emmanuel Crego, Business Director France at ONE by AOL: Video, comments: “An innovative agency with its eye on the horizon, NetBooster continually explores new options to deliver returns on its advertisers’ budgets. Programmatic video advertising is another way to offer value to clients, particularly as branding campaigns become more of a focus. Our open platform, global inventory and focus on TV will help it to deliver increasingly targeted campaigns.”


About NetBooster Group | www.netbooster.com
NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris. 

About AOL Platforms
AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is a global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online.

For more information about AOL Platforms, please visit www.aolplatforms.com

 

Performance Night event logo

Performance Night 2015

metapeople GmbH and its brand metaapes, a subsidiary of NetBooster Group, is organising and hosting the 11th Performance Night on the eve of the dmexco Trade Fair.

NetBooster (FR0000079683 – ALNBT –PEA-PME eligible) a leading independent European agency in digital performance marketing, announces that on Tuesday 15th September 2015 the networking event “Performance Night” by metapeople will open its doors again to all digital marketing enthusiasts at the Wolkenburg in Cologne, Germany.

Organised and hosted by metapeople, the “Performance Night” has become, within the last eleven years, the most popular event to be held before “dmexco”, the international digital marketing event in Cologne. The “Performance Night” by metapeople is the ideal exhibition warm-up for the worldwide online marketing industry.

“This year, our networking event is once again expected to provide you with a perfect kick-start to the dmexco”, commented Julius Ewig, the Managing Director of metapeople. “I am looking forward to interesting discussions with clients, market players and vendors.”

Last year, the “Performance Night” gathered more than 1200 attendees coming from over 15 countries, supported by 21 sponsors. The 2014 event was fully booked three weeks prior. This year, more than 1300 participants are expected to attend.

Sponsoring

Companies wishing to feature themselves at the “Performance Night” by metapeople can take advantage of the attractive sponsoring deals and support this popular event. Sponsorship offers and further information regarding the “Performance Night” by metapeople can be found at www.performance-night.com

Key Information

Date: Tuesday, 15th September 2015
Time:  7:00 pm
Location: Wolkenburg, Mauritiussteinweg 59, 50676 Cologne – Germany 


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

About metapeople GmbH I www.metapeople.com

As an agency for effective Performance-Marketing metapeople GmbH, cooperating with a network of national and international agencies around the world, offers premium one-stop solutions in the fields of Search-Engine-Marketing, Search-Engine-Optimisation, Affiliate-Marketing, Social-Media, Online-Media, Consulting and Tracking from one source. 

In May 2011, metapeople was acquired by NetBooster Group. This change has allowed metapeople to enhance its international reach and achieve the best possible performance campaigns for its customers by using product synergies throughout all European markets. NetBooster operates 21 Offices worldwide, handling international blue chip clients from around the world deploying digital campaigns and strategies with 450 experts in more than 70 markets around the globe.

For more information please contact:  

metapeople GmbH

Laura Schramm
Manager Corporate Identity
+49 20341050-157
laura.schramm@metapeople.com

NetBooster

Alexia Cassini
Group Communication Manager
+33 ( 0)1 40 40 27 00                                               
acassini@netbooster.com

ADworld Experience logo

Google Shopping Best Practice

On Friday 17th April 2015, Sergio Borzillo (Head of PPC at NetBooster UK), presented  about Google Shopping to more than 50 digital marketers at ADworld Experience in Bologna, Italy!

In Sergio’s presentation, he shared with the audience a range of best practices to ensure their Google Shopping strategy is performing at its very best. He exposed common pitfalls too many companies make, costing them big money!

Google Shopping is certainly no ‘one-size-fits-all’ shoe, and it is vital that campaigns are granular and adapted for a range of different customers (such as current, enquiring, basket abandoners). Campaigns must also be dynamic to the types of products being sold, (such as full price, promotions, clearance).

Fine tuning the settings of campaigns, along with highly responsive bid management is also what will make the difference between mediocre and excellent sales. You would be amazed at how specified campaign management is getting every day, identifying key goals and adapting your campaigns around this, is what will really give you the ROI you are spending so much money pursuing.

To find out more, and see where you could take your online strategy, check out Sergio’s presentation below.

NetBooster e Basic Italia rinnovano l’accordo per le vendite di theGigastore.com

NetBooster Agency Italy e Basic Italia rinnovano l’accordo per la gestione delle campagne di digital advertising di theGigastore.com.

theGigastore.com è lo store online di Basic Italia, società proprietaria dei marchi Kappa, Robe di Kappa, jesus jeans, Superga, K-Way, Besson, Sabelt.

NetBooster Agency Italy gestisce la strategia di acquisition online e vendite per theGisgastore.com dal 2006, una collaborazione consolidata e un modello pure performance unico nel suo genere.  

I canali sono tutti quelli del digital perfomance marketing: search, remarketing, affiliation, mailing, programmatic, social – un piano di advertising integrato multicanale per una partnership 100% PayPerSale.

Per maggiori informazioni:
Debora Casalaspro
Country Manager
NetBooster Agency Italy 
casalaspro@netbooster.com

Sei pronto per il nuovo algoritmo mobile friendly di Google?

Nel caso non lo sapessi, Google sta per lanciare un nuovo algoritmo mobile friendly in aprile che promette di avere un impatto superiore a quello di Panda e Penguin. Ciò significa che i publisher devono cominciare a preoccuparsi seriamente di ottimizzare i propri siti per il mobile, oppure rischieranno di vedere ridotte considerevolmente le visite da mobile.

Programmato per il 21 aprile, Google ha già dichiarato che avrà un impatto significativo sui risultati mobile. Questo impatto dipenderà principalmente da quanto traffico mobile stai già ricevendo, comunque considerata la rapida crescita dell’utilizzo del mobile, potrebbe attestarsi intorno al 50%.

Per intervenire a riguardo, raccomandiamo di verificare il tuo sito mobile nella console di Google webmaster e consultare il report sull’usabilità mobile per identificare eventuali errori. Puoi usare anche il Google’s Mobile Friendly Testing Tool per identificare problemi di questo tipo.

 

Come Google sta cambiando il comportamento di ricerca degli utenti

Ci siamo abituati tutti a Google Instant, ed onestamente si tratta di una comoda ed ingegnosa funzionalità che fa risparmiare molto tempo nella ricerca. Ti sei ma chiesto come questa funzione possa influenzare il comportamento di ricerca degli utenti?

Abbiamo notato molte differenze tra i volumi di ricerca di parole singolari e plurali da quando nel 2010 è stato introdotto Google Instant, e spesso i clienti ci chiedono informazioni su questo aspetto. Prendiamo come esempio i tapis roulant. Se guardiamo l’andamento delle ricerche nel Regno Unito su Google Trends, possiamo vedere una netta divisione tra la popolarità della parola “treadmill” (tapis roulant singolare in inglese) e “treadmills” durante gli ultimi 5 anni. I volumi di ricerca della parola singolare non dovrebbero essere simili a quelli del plurale?

 

Compare

 

Google2

 

Perché dovrebbe importarmi?

Comprendere il comportamento di ricerca degli utenti è fondamentale per la SEO. Se vuoi che i tuoi contenuti funzionino nella ricerca organica, allora devi conoscere i trend e puntare alle giuste parole chiave. In questo caso è meglio concentrarsi sul termine “treadmill” piuttosto che “treadmills”, aggiungendolo ai titoli, agli heading tags ed ai contenuti delle pagine prodotti. E’ evidente che Google stia migliorando nel comprendere i contenuti e nella loro associazione ad un gruppo di parole strettamente correlate. Infatti potresti essere portato a pensare che singolari e plurali vengano trattati allo stesso modo, ma non è sempre così. La nostra esperienza ci suggerisce che targhetizzare la giusta keyword è indispensabile.

Opportunità

Puoi utilizzare i dati di Google suggest per trovare gruppi di keyword interessanti ed esplorare strategie per la creazione di contenuti. Questa attività può portare via molto tempo, ma fortunatamente esistono un paio di strumenti molto efficaci che velocizzano il processo. Sia Ubersuggest che Keywordtool.io offrono un veloce accesso a questi dati ed è possibile addirittura ottenere un accesso alle API se sei il tipo di smanettone che preferisce automatizzare queste cose.

 

Article Google

 

Infatti questo è quello che fa il SEO team di NetBooster all’inizio di ogni campagna SEO durante la fase di analisi delle opportunità. Combinando i dati del keyword planner di Google e le parole chiave di search suggest insieme a quelle di Webmaster tools, possiamo creare un ricco intreccio di dati di ricerca che ci permette di acquisire importanti insight e identificare le opportunità nella ricerca naturale.

NetBooster. Your Digital Performance Architects

Se vuoi scoprire quello che possiamo fare con le nostre campagne di digital marketing per la  tua attività, contatta NetBooster!

 

Through the looking glass: Google Penguin 3.0 Update

More than a year since the release of Penguin 2.0, Google has now updated their Penguin filter. This update started on Friday 17/10 and was rolled out over that weekend. What’s Penguin, you ask? In short, Penguin is an algorithm that targets webspam.

A filter to end all spam

Unlike the rest of Google’s’ algorithms, which run all the time, Penguin (along with Panda) is a filter. This means that once in a while Google will run their entire index through the filter, and sort out everything they consider link-spam. If you are hit you have to wait for the next iteration of the filter before you are included, even if you delete all your ‘spammy’ links.

More of the same

It’s too early to precisely say what is targeted, but the first reports show that the new penguin filter penalizes sites that

  • Have links from empty pages filled with links (link building software will create a lot of those)
  • Have links from unrelated Web 2.0’s
  • Have links from SAPE (a private network where link buying occurs) and other Russian link networks
  • Have a large percentage of keyword rich anchor text links.

In short, the name of the game is still the same – don’t build ‘spammy’ links and avoid using keyword rich anchor text, although Penguin 3.0 in general seems to have a larger tolerance than its predecessors. Perhaps this will be tweaked in an coming update.

Been hit before? Now is your chance.

If you were previously hit by Penguin and have cleared up your link profile you should see an increased ranking, although you may not get back to your previous rankings right away, considering how many links you removed.

The introduction of negative SEO

In the last year negative SEO has grown from a few people sitting in their basements, to a serious sub-industry in the black hat world. And, unfortunately, we are seeing reports that some sites that were targeted with negative SEO have been hit by Penguin.

This emphasizes the importance of regularly cleaning up your backlink profile and sending disavow-requests, even if you are not doing any active link building.

Bonus – EMD/PMD update.

There’s speculation that alongside Penguin, Google has lowered the value of having your keyword in the domain even further. So if you have a domain that contains your keyword and suddenly find yourself on page 2 instead of page 1, you might not have been hit with penguin.

If you want to know more about how we can work together to optimize your search results, feel free to send us an email or give us a call!  

One Click Curve to Rule them all

Gary Moyle, Head of SEO at NetBooster UK, finished off a busy week by attending brightonSEO, one of the most popular and respected natural search conferences in the UK, where he presented a study from NetBooster into how click through rates (CTR) in natural search are changing in 2014.

Following on from the good work in previous CTR studies by Slingshot and Catalyst, NetBooster created a click curve for the top 30 results and measured influence of brand bias and long tail searches on CTR.

Non-Branded Query CTR

Non-Branded CTR Top 30

NetBooster’s click curve for non brand search queries shows that we need to think beyond the top 10

Using search query data from Google UK for a wide range of leading brands based on millions of impressions, NetBooster were able to gain insights into how CTR in natural search has evolved beyond those shown in previous studies by Slingshot, Catalyst and those based on the leaked AOL data.

For a re-cap of Gary’s speaking slot his presentation slides have been shared below.

A extensive CTR whitepaper will also be released in the coming weeks. If you would like to be notified when the Whitepaper is available for download please click the link below and complete the short form to be added to the list.

 Whitepaper Sign Up

Lock image lrg

Moving Your Website from HTTP to HTTPS

So, there’s been a lot of talk in the industry recently about websites making the switch to https and with good reason. Since the revelations over government eavesdropping back in 2013, companies such as Google and Facebook have been taking major strides to protect user privacy and their data.

There is a lot of momentum right now with the Reset the Net initiative, which has encouraged high profile platforms such as WordPress.com and Tumblr to make the switch.  We have also seen Google, Bing and Yahoo moving to secure search with increasing speed. Google in particular has been incredibly vocal about this over the last few months with several of its engineers evangelising about SSL on social networks and at conferences. Google cemented its stance on https earlier this month by announcing that it would now be a ranking signal.

So what are the key benefits of using https, and why should you care?

Although it is only a small ranking signal (affecting fewer than 1% of global queries) at the moment, we can expect Google to increase the importance of https within its algorithm in the near future.

The simple fact is that https makes mass surveillance much more difficult, so you will be doing your bit to protect privacy on the web. It will also give customers more confidence when browsing your website or making purchases.

Beware, here be dragons!

If you are planning on making the switch to https then the fact remains that you will effectively be changing all the pages that are indexed by search engines. If you don’t manage the forwarding of these pages carefully then you can lose rankings, visits and ultimately revenue.

The good news is that if done properly, you can make the transition to a secure website easily and without any noticeable impact.

Site Migration checklist: Don’t leave home without it

Okay, so you’re ready to make the move: what next? The steps below will help you get through it.

1. Page forwarding  Make sure you implement permanent (also called 301) redirects so both search engines and visitors are directed to the secure versions of each page. Make sure this is on a one-to-one basis and don’t be tempted to redirect all pages to the new homepage.  You can use a global redirect rule to handle all redirects in the appropriate manner.

Keep the redirects for a minimum of 6 months, this will give search engines long enough to transfer all page authority to the new versions.

2. Let search engines know Having Google & Bing webmaster tools accounts is vital. If you haven’t already, make sure you verify both the HTTPS and HTTP variants of your website.

Although the Change of Address form in Webmaster Tools doesn’t support https yet, this may change in the near future so keep an eye on it.

3. Prepare your website Consistency will be vital in helping search engines understand, index and crawl the right version of your website. Update your site navigation along with any other internal links and use rel=canonical across your entire website; make sure this points to the new https versions of your pages.
You’ll also need to submit an XML sitemap containing the new URLs as this will tell search engines which version of your website they should index.

4. Audit your 3rd party assets Are you using external images, maps or videos that are hosted on a non secure URL? If so then users will not be able to view them on your secure pages. This is often overlooked so make sure this is a consideration in your roadmap as it may involve further investment.

5. Monitor your traffic closely Use your analytics platform and webmaster tools data to keep an eye on traffic to both versions of the website. This will be vital in measuring the impact of the move and spotting any mistakes made in the previous steps.

So what’s the conclusion?

It’s definitely a good idea to move to https. The main question to ask is: when? Make sure you have a clear strategy in place that protects your position in natural search and let your customers know why you are making the switch.

Whilst you don’t have to migrate your website straight away, https should be part of your longer term roadmap as it will play an increasingly important role in natural search.

Google Tag Manager

A Macro Guide to Google Tag Manager

You might be vaguely familiar with macros if you’ve ever used a computer. Basically, whenever you perform a complicated task with a simple gesture, or reuse complex code with a simple input mechanism, you’re using macros. Think keyboard shortcuts.

In Google Tag Manager, this is the essence of macros. You can do away with a lot of complexity by resorting to macros, especially if you ever find that you need the same piece of code or the same operation over and over again.

This guide will first take a cursory look at what macros really are, before going through the (current) list of available macros. I’ll add short examples and use cases for each, but there’s a whole lot more to be found online.

Click the banner below to view or download this Macro Guide. Written by Simo Ahava, our Production Director in NetBooster Finland. 

macro-whitepaper-download

*Google Tag Manager and other related services are provided by NetBooster DnA. Read more about our new international service here. Contact our DnA team with any questions.  

contact-DnA2

 

Performance Night – fully booked with 3 weeks to go!!!

Due to strong demand the performance night is now fully booked.

Record!!! On Tuesday afternoon (20.08.2014), we assigned the last places of our Performance Night event on 9th September 2014 in Wolkenburg, Cologne. After the successes last year we were extremely pleased to run our networking event again, and this year we have outdone the results. Three weeks prior to the occasion our networking event is fully booked. Any further registrations will be placed on a waiting list. 

The Performance Night is sponsored by the following companies: PAYBACK, Deutsche Telekom, preis24.de, Sparhandy, Zarenga, Rakuten Marketing, affilinet, zanox, ad-cons, Office Depot, DEVK, Tradedoubler, Commission Junction, Econa Shopping, Reach AD, Target Performance, belboon und DataXu. 

Companies wishing to be present during the “Performance Night” and thus also want to secure free tickets can take advantage of the attractive sponsoring offers and support the popular event.All sponsorship opportunities and further information regarding the “Performance Night” can be found at  www.performance-night.com

The Full Value of Digital Marketing

You may already feel behind in the digital race, and if you’re still not planning ahead for the next three years, you should get started, as the pace of disruption in Digital Marketing speeds up and demands reflect an enlightened and empowered consumer that expects to be listened to, understood and met with relevance and competence.

If you’re only just starting to take a customer centric view on branding, you should be concerned. Your challenge is that consumers have never before had so much power of knowledge directly in their hands – the transactional barriers of gaining information are gone, and our new currency is social capital that we can use to trade with brands in exchange for the meaningful experiences we hunger for in our busy lives.

Your transactions with customers shouldn’t be limited to the moment they make a purchase. Your challenge is that the consumer is used to paying for services by clicking on ads and by sharing content that endorses brands. The consumer is increasinglyaware that they’re spending their credibility among their peers when they do it, but they accept this as it’s a reflection that also gives them credit. But only if your brand fits their personal storytelling.

If you’re only now realizing that marketing and business have fundamentally been disrupted – you could be in trouble because “The future is already here, it’s just not very evenly distributed”, as William Gibson famously said. The gap between services experienced, and expectations have grown tremendously and new winners that get it are already giant successes.

Tech, Data and Specialists have already joined forces some years ago to make it happen– your challenge today is to bridge the gaps in your strategy so that the enlightened consumer can close the gaps – as consumers we’re always linked to tech and are experts in powering our decisions by data, and we have hundreds of 1st degree peers and billions of influencers in a few jumps – if you want to be relevant you have to start paying attention.

What’s all this about? – The future of successful brands belongs to those that get it right… In this note I’ve summarised the challenges you’re facing managing a brand in 3 summarized thoughts and 3 suggested action areas which are:

Digital Marketing Recommendations

In the next section I’ll expand on these thoughts and suggested actions.

Deal with it, or it deals with you

So I highlighted three thoughts that you should reflect on in your context.

Most of what brands do is below par – In reality I know very few brands that I consider smart and intelligent enough to be something I want to be associated with or would consider endorsing. As I realize that liking a brand now constitutes sharing an endorsement, I’ve learned to be much more careful and selective. If you want to be my friend you’ll have to learn to be relevant, present and situated when I need you. If you do it well, I’d love to share my love for you with the world.

Silos will kill you – There’s no way I won’t notice that you’re not keeping your promises if you’re not consistent when I meet you in another context. Not only is it embarrassing for you that you’ve got amnesia, but it also makes it really hard to trust you. Join it all up so you can earn my attention and then we can begin to build some trust. If you make mistakes, don’t pretend I’m the stupid one, take responsibility, and I may like you even more.

It has to be a dialogue – The benefit of having friends is that I don’t have to explain very much. You should do the same; solely remembering my last expression of a thought or need is not good enough – remember that vacation I booked three years ago where you helped me? I remember it clearly, but chances are that you don’t, and that’s a shame.

The good news (for you) is that it’s never been easier to fix these challenges. That is if you want to? The trouble is that you may not get it in the first place, and that’s a much bigger challenge. But here, I’ll share with you, what you could do if you’re ready to take a few steps to get to know me better. And please, don’t tell me you’ll get there in a few years when your big platform change is finally, (perhaps) in place – it’s very likely I won’t wait for you.

And here are the top three actions I would recommend you consider:

Build a consistent omni-present ability to know what your brand is communicating. You can do this in at least two ways – find a big shiny platform that claims to be able to help you, and be really really patient, as you might be lucky in 2 or 3 years (I’ve probably moved on in the meantime, sorry.) Or build an agile approach of the best elements by stitching them together and rapidly improving as you and I start getting to know each other better. This means not only your marketing and advertising, but also the transactional and social capital.

Learn to maintain a dialogue, after all markets are dialogues. Perhaps you already started by sending me some simple postcards with things you generallythink might be relevant for someone likeme, but if you really want to play, you’ll learn to send me exactlywhat I want before I’ve realized it. The best way to give yourself that advantage is if you can have a conversation with me, because I’m actually happy to share my thoughts with you, if you’ve managed to get my attention.

Understand that business is not limited to money transactions – don’t make the mistake of thinking that you’re only here to make me pull out my purse and pay with my hard earned money. My social capital is even harder to earn, but I will barter with you, if you get good at understanding my needs and the story I’m building my life around. Let me help you, but you need tomake sure I get something relevantin return.

Act – The time is always now

I’m sure you’re thinking, that’s not for me. Or perhaps you think it’s too advanced and complex for you, or your excuse is that you have this platform project already which will complete in a few years if you’re lucky. But then you’re not doing what you should. If you want to be tomorrow’s hero you’ll start doing these recommended actions today.

Just remember that while you’re thinking about it, I’m already checking on my smartphone if your competitor can beat your prices down the street…

My best advice – don’t buy big shiny systems to solve your needs, and don’t forget that you’re a consumer yourself, I’m sure you actually know yourself what I’m talking about here. Don’t forget that after price, comes experience, and trust as the two most important factors in the decision making process (combined, they are more important than price).

Don’t forget that it’s really ok to be smart with data I’ve shared with you – it could be that if I just booked a seat on your flight, I may also need that rental car and hotel room, just like three years ago, remember?

Your biggest challenge is probably not technological any more, it’s the silos in your organisation and the lack of understanding among internal peers. Start with that, and gather some intelligence from real life –  then take it from there.

See you out there, I’d love to start a dialogue…

Contact Kristoffer Ewald

Google: Close Variant Keyword Matching Becomes Compulsory

Yesterday Google announced that at the end of September 2014, the close variant keyword matching will be automatically enabled for every campaign and advertisers will no longer be able to opt out.

What are ‘Close Variants’?

In 2012, to broaden coverage of keywords in exact and phrase match, Google launched the ‘close variants’, meaning that keywords in exact match type, which previously covered only searches for those exact terms, started also covering searches for close variations e.g. misspellings, plurals etc.

For example, if someone was searching for ‘trainer deals’ on Google and the advertiser was targeting the keyword [trainer deal] (without the plural) and opted in ‘close variants’, the ad would be triggered and visible to the user regardless.

What does this mean for advertisers?

According to Google, at least 7% of search queries contain misspellings, which mean this change will in some shape or form have an impact on advertiser’s accounts.

For those advertisers that have already adopted close variants (which is the default option), nothing will change in terms of reach and click volumes. For those that relied on the BMM or Broad Match to capture those additional variations and opted out of the close variant option in the campaigns targeting keywords in exact match type, they will see an increase in volume coming from campaigns with keywords in exact match type. This should not be significant, but still an increase can be expected (especially for those advertisers relying on Broad Match Modifier to target variations and misspellings with the aim not to compromise on relevancy).

What should advertisers do?

We believe there is not going to be an impact on quality score and if the misspells/variations of the keywords are added to the campaigns through regular SQRs, they will not be picked up by a keyword in BMM in a different campaign/ad group for example, which also covers misspells and other variations. This means that there is not going to be an overlap between the BMM and the Near Exact/Phrase keywords and therefore issues with entering the same auction with more than one keyword (causing CPCs to rise).

Our approach here at NetBooster is to include as many relevant and sensible keywords as possible to the account to ensure that there is full control on bid management (based on performance) and reporting (to identify further opportunities). The change will allow us to focus on adding negative keywords to better shape traffic , reduce cost and potentially deliver a better ad experience to online users and healthier ROI for our clients.

Performance Night Event

London, 07.08.2014 – metapeople and NetBooster are hosting the networking event ‘Performance Night’, which will open its doors again for the 10th time on September 9th, 2014 to all online marketing enthusiasts at the Wolkenburg venue in Cologne.

The ‘Performance Night’ has become one of the most popular events held before the ‘dmexco’ in Cologne and is the ideal ‘exhibition warm-up’ for the international online marketing industry.

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NetBooster announce overachievement of results in second quarter

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), an independent European agency and leader in digital performance marketing, today announces its results for the second quarter of 2014.

The strong result in the second quarter shows how NetBooster has raised the bar in terms of its performance level. This impressive turnaround in profitability is due to the streamlining of the Company as well as landmark client wins. Restructuring efforts were also applied to the client portfolio by reducing the number of clients and removing the less profitable ones, which resulted in gross margin losses.

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