Learn Adwords secrets from Google experts! This presentation, created by Google and National Positions, provides advanced Google Shopping strategies that will help you boost sales within 30 days. To learn more, visit http://www.nationalpositions.com/ or call 877.610.4760!
3. TODAY’S PRESENTERS
• Kelli Prakash – Senior Marketing Strategist, Google
• Samir Janveja – Strategic Partner Manager, Google
• David Jaeger – Director of SEM, National Positions
• Adam de Jong – Marketing Director, National Positions
#PLAninjas
4. An industry leading Internet marketing, and one of Inc.
Magazine’s fastest growing companies in the US.
With over 1,500 clients around the globe and a 95% retention
rate—we know that improving your business is our business.
Our dedicated team of Internet marketing and ecommerce
experts can get your products seen, and sold, all over the web.
NATIONAL POSITIONS
#PLAninjas
5. OVERVIEW
• Understanding the Digital World
• E-Tail Marketing Overview
• Google Shopping’s Product Listing Ads
• Advanced Adwords Strategies for E-Tailers
• Conclusion
• Q & A
#PLAninjas
7. THE DIGITAL WORLD IN 2009
SOURCE: IDC, MAR 2012
23%
of the world is
online (1.6B
people)
2.5M
Tweets per day
Mobile
Accounts for 6% of
consumers’ time
300M
Facebook users
1B
YouTube views per
day
0
Monthly unique
visitors to Pinterest
$130B
US E-commerce
market
8. THE DIGITAL WORLD IN 2013
SOURCE: IDC, MAR 2012
35%
of the world is
online (2.3B
people)
+55%
340M
Tweets per day
+13,500%
Mobile
Accounts for 10% of
consumers’ time and
12% of internet traffic
+67%
1B
Facebook users
+233%
4B
YouTube views per
day
+300%
23M
Monthly unique
visitors to Pinterest
$224B
US E-commerce
market
+53%
9. THE WAY WE SHOP NOW
Positive consumer reviews
increase their level of trust
in a business
Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local
Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via
videa
Nearly 50% of retail sales will
be online or influenced by
web-research this year
They transition between
devices while shopping
Shoppers use 10+ sources
on average on the path to
purchase
10. IN-STORE CONSUMERS
INFLUENCED BY THE WEB
89% OF CONSUMERS MAKING IN-STORE PURCHASES NOW
CONDUCT ONLINE RESEARCH PRIOR TO PURCHASE
First
Moment
of Truth
Second
Moment
of Truth
Stimulus
Pre-shopping |
In-store | In-
home
At shelf
In-store
Experience
Source: Google ZMOT Study
14. WHAT DO THEY DISPLAY?
Top Ads (5)
Right Ads (8)
- Google.com &
Google Shopping
- Desktop, mobile &
tablet
15. WHY DO THEY MATTER
Since launching to all US advertisers in Nov 2010, Product Listing Ads
have seen significant growth with advertiser adoption and product
improvements
Nov 2010 to Dec 2011
PLATraffic
+600% traffic growth YoY globally
2X CTR vs. text ads
17. CLICK THROUGH RATES
Because Product Ads are more attractive and engaging
than standard text ads, they offer better CTRs.
18. CONVERSION RATES
Product Ads give users information (merchant, price and
picture) before they click through, so they are better
informed and more likely to complete a sale when they
arrive on your site.
19. EASY TARGETING
Google automatically selects the most relevant products
to show from your Merchant Center account when a
user enters a related query.
20. INCREASED EXPOSURE
Because both Product Ads formats can show at the
same time, your exposure on given query can increase
2x or more.
31. FAST RESULTS FROM PLAS
736%
82%
1112%
53%
SOFTWARE CLIENT
Channel: Before (30 Days) After (30 Days)
Google
Shopping
$2,821.02 $23,583.80
MOTORCYCLE APPAREL/PARTS
Channel: Before (30 Days) After (30 Days)
Google
Shopping
$11,179.53 $17,111.04
AUTO ACCESSORY CLIENT
Channel: Before (30 Days) After (30 Days)
Google
Shopping
$68,514.00 $124,658.00
Nextag $2,016.61 $24,436.20
33. ADWORDS BEST PRACTICES
The Importance of Search
Contextual / Display Advertising
Search + Display Is Even Better
Advanced Adwords Strategies
34. TARGETING CUSTOMERS IN-MARKET
COMPARISON SHOPPERS ARE READY TO BUY. ARE YOU PART OF THE
CONVERSATION?
50% start with a search engine.
The average shopper uses 10.7 sources
of information before they buy
Awareness
Interest
Consideration
Source: Google ZMOT Research, 2011
Google Eye Mapping Study, 2009
Purchase
Consideration
35. MISSED SEARCH OPPORTUNITIES
SOURCE: INTERNAL GOOGLE DATA, JUNE 2012
Low Ranking Organic Queries
71% of searchers look at the top 3 AdWords
ads on a search results page.
36. PAID + ORGANIC SEARCH
SOURCE: INTERNAL GOOGLE DATA, JUNE 2012
Increases a consumer’s likelihood to visit your site by 95%
37. PAID + ORGANIC SEARCH
SOURCE: INTERNAL GOOGLE DATA, JUNE 2012
Increases a consumer’s likelihood to convert by 73%
38. SEARCH IS NOT ENOUGH
TODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH
Awareness
Interest
Purchase
Consideratio
n
SOURCE: WORDSTREAM ―GOOGLE: THE WAR ON FREE CLICKS‖
STUDY, JULY 2012.
INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION
(OPA); REPORT FOR MARCH 2009.
Purchase
CAPTURE THEIR INTENT BEYOND THE
SEARCH RESULTS PAGE, ON THE GOOGLE
DISPLAY NETWORK
39. WITH CONTEXTUAL TARGETING, BE IN
THE RIGHT PLACE, AT THE RIGHT TIME.
Google technology scans millions of
pages at scale to find the best
placements for your campaign.
Mass reach in highly relevant
locations, like articles related to your
brand, products, or services
You choose the keywords,
we find the right sites.
40. AND SPEEDS UP THE PURCHASE FUNNEL 5X
DISPLAY DRIVES PURCHASE INTENT
increase traffic &
engagement
search + display increased
the average number of
webpages viewed by 68%
supercharge paid
search campaigns
after seeing a display
ad, customers are 136%
more likely to search for your
brand and 140% more likely
to click on an organic link
increase in store
visits
when combined, search
+ display can lift in store
visits by 43%
search + display
+43%
increase offline
conversions
A major consumer
products company saw
a 52% increase in offline
sales after a successful
display campaign
Source : Dunhumbee and Google
Study, November 2008
41. REMARKETING COMPLETES THE SALE
88% of online shoppers have recently
put an item in their shopping cart
and abandoned it
SOURCE: FORRESTER, 2011
Create targeted lists of users who
have visited your site and instantly
re-engage them as they continue
to surf the web
Increase your conversions by up to
51%
42. MEASURE YOUR DIGITAL BRAND
Maximize shelf space
Brand coverage on
search
Category coverage on
search
Presence across all
devices
Desired impression
share on
search, GDN, and
YouTube
Be in the best position
Desired position in
search
(top vs. side)
Strive to be above the
fold in display
Best targeted content
on YouTube
Show your best offer
Longer Headlines
Social/Location
Extensions
Sitelinks
PLAs
Remarketing
Offer Ads
43. ADWORDS NINJA TIPS
How to Use Pricing In Ads
Targeting by Model Number
Adwords Scripts
Remarketing
Tagging vs. Using Analytics URL
Category Targeting
Dynamic Display Ad Targeting
44. PLA NINJA TIPS
Optimized Data Required
Product by Product Segmentation
Unclick the import from Nextag etc. (bids are way
cheaper)
Bid Optimization by Product – Prepare for the future by
optimizing bids for CPA / ROAS / Margin
1¢ Bid Strategy
Using Negative Keywords / Search Query Report to
manage which products show for which keywords
46. GET YOUR FREE AUDIT!
Pay Per Click Campaign Review & Recommendations
Google Shopping Review & Recommendations
Get actionable techniques specifically for your
campaign goals
David Jaeger
Phone: 818.224.7517
Email: Davidj@nationalpositions.com
#PLAninjas
Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to PinterestGoogle Slide: Kelli & Samir
We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to Pinterest
67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
The way consumers shop today is fundamentally changing. Before the “digital age” a shopping experience was quite different. Advertisers ran advertisements, such as a TV spot to introduce consumers to a new product or to let us know there was a big sale happening. The advertiser’s hoped that this stimulus would then drive consumers to store, where they would have a “first moment of truth” experience seeing the product on the shelf and deciding whether or not to purchase. This process assumed that the customer hasn’t already made up their mind before arriving at the store. Today, this process is a lot different. Purchase decisions today are becoming much more calculated and highly researched. Part of this is due to the poor economy over the past few years and the need to make each dollar stretch further, but the major reason for this shift in behavior is the widespread penetration of digital devices. A shopper today might start a research process on tablet at home at night; further research on their work computer; go into store to look at product; check for other options on their phone; and purchase. And customers have come to expect a cohesive mult-channel experience throughout the process. The challenge, of course, for marketers is ensuring that the proper message being presented on appropriate device at appropriate time Interesting Data Points:- (1) 89% of consumers making in-store purchases in key retail categories have conducted online research prior to purchase (BIGresearch), - Purchase = Multi-channel - amazing growth in online sales y/y, but only 7% retail sales happening online - 89% of in-store sales are influenced by online (ComScore)
The same is true online
Unlike text search results, where the advertiser dictates what keywords/ads show for results; for the product Results:Step 1: The user types in a queryStep 2: The Shopping Engine processes the query, checks which products in their advertiser list are relevantStep 3: Returns up to 8 of them, based on bid price, CTR and QS
Step 1: The Datafeed comes from any file that you have availableStep 2: We import the data into our serverStep 3: We export it in an optimized format for every individual engineStep 4: We track performance, and tie it back into our platform, where we optimize bids
Empty Feed = Empty Business
Want to focus on direct-response, late-stage funnel to maximize profitsNEXT SLIDE: Diagnose client’s particular weak points
AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
More helpful later in the funnel (as a platform) – keep all stages in pitch, break down step-by-step in branding deck(could use this as branding slide, using every stage in funnel) – for DR this slide is important to stay as remarketing
Contextual targeting is very much Google’s USP. No one has the ability to scan pages and serve ads like us. The results were achieving back up what an incredible technology this is.You should look at our benchmarks: https://sites.google.com/a/google.com/uk-display-hub/benchmarksOur benchmarks show that keyword contextual targeting performs incredibly well for advertisers, and because of this they are investing 40% of their budget into keyword contextual targeting, receiving nearly 60% of their clicks from these campaigns.Google technology scans millions of web pages, analysing text, language, links and page structure to make sure your ad finds the best audience. With contextual targeting, we use keywords and themes to find the right placements, showing your ads on Display Network web pages that are the most suitable match for your message.If you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action.(Contextual advertising is vital to building brand awareness and reaching new prospects at relevant moments)