The document discusses consumers shopping across multiple devices anytime and challenges for retailers in a multi-screen world. It promotes Google Shopping and Product Listing Ads as ways for retailers to connect with customers across devices and platforms through targeted ads. Case studies show how PLAs increased clicks, conversions, and return on ad spend for retailers. Common challenges with data feeds are addressed, and best practices are provided such as starting simple, small, and easy when setting up a product feed for PLAs.

1. Google Shopping:
Pitching Product Listing Ads
Nicole Premo
Partner Communications Manager
Google Confidential and Proprietary

2. eCommerce:
Retail in a multi-screen world
Google Confidential and Proprietary

3. Consumers are shopping at anytime, from
anywhere, across devices
LCD television
8:19 pm
Madden NFL 13
7:10 am
Kurig B70
7:26 am
Color printer
Pink dress
Crockpots
10:22 am
9:13 pm
4:34 pm
Running shoes
8:22 am
Macy's sale
12:17 pm
Mattress
2:10 m
Google Confidential and Proprietary

4. The purchase path has grown more complex
Search
Shop,
compare, select
Purchase
At home
On the go
At the store
Google Confidential and Proprietary

5. Empowered consumers have created
challenges for retailers
Consumer behaviors
Online/Offline product discovery
Smarter shopping across devices
Demands for easy purchase experiences
Challenges for retailers
Curation, showrooming, purchase ideas
Price wars, trust, brand building
Check out cost, speed, reliability
Google Confidential and Proprietary

6. Retailers need to find ways to stay
competitive in a multi-screen world
Grow revenue
Increase traffic - both online and offline
Maintain margins
Build loyalty
Google Confidential and Proprietary

7. Google Shopping:
Connecting customers to the right products
Google Confidential and Proprietary

8. Google Shopping sets retailers up for success
We have millions of
people shopping on
Google
We have the targeting
and the data to find the
right customer
We can help you
connect customers to
your store
Google Confidential and Proprietary

9. Google Shopping has the traffic across
devices to build your customer base
100B
searches a month
on Google
15%
of searches every
day are new
Google Confidential and Proprietary

10. Google Shopping has the technology to help
you find the right customer for your business
Multi-screen
Targeting
Tools
capabilities to reach
customers anywhere
they are shopping
technology to
deliver retail
content to the right
customer segment
to optimize your
performance and
manage your online
presence more efficiently
Google Confidential and Proprietary

11. Product Listing Ads:
The engine of Google Shopping
Google Confidential and Proprietary

12. Shopper Searches for a Product on Google.com
Attractive, engaging ad format
Solid lead quality
Easy targeting
Increased exposure
Rolling out globally
Google Confidential and Proprietary

13. Product Listing Ads on google.com
1
image
product title w/
link to webpage
price
retailer
2
Google Confidential and Proprietary

14. Product Listing Ads on google.com/shopping
Google Confidential and Proprietary

15. Case Study: SMB Taps into Big Sales Pipeline
165% more clicks
14% increase in conversion rate
10-15% increase in ROAS
Learn more: read the entire case study.
Google Confidential and Proprietary

16. Case Study: Company Grows Reach with PLAs
129% increase
in PLA revenue
Increased value of overall paid search program
like BabyEarth who are
with
are being rewarded
“ Retailersopportunity to test and moving quicklyshare PLAslower cost.
with the
gain market
at a
”
- Michael Griffin, founder and CTO, Adlucent
Learn more: read the entire case study.
Google Confidential and Proprietary

17. Product Listing Ads on Mobile Devices
Google Confidential and Proprietary

18. Case Study: Mobile PLAs Bring More
Customers
371% more clicks
537% more conversions
77% increase in ROAS
14% lower CPCs
a great performer for us.
“ PLAs have always beenacross multiple devlices. It made sense to maximize the
channel by advertising
”
- Ryan Pableona, SEN Nanager, REVOLVEclothing.com
Learn more: read the entire case study.
Google Confidential and Proprietary

19. At a Glance: Implementing PLAs
Retailer's
Inventory
Product
Data Feed
Merchant
Center
AdWords
Product Listing Ads
on Google and
Google Shopping
Google Confidential and Proprietary

20. Challenges:
Top issues for agencies and their clients
Google Confidential and Proprietary

21. Common Challenges with Data Feeds
steep learning curve
time intensive
how to start
Google Confidential and Proprietary

22. Data Feed Best Practices
Start simple
●
Creating a data feed can be as simple as creating a spreadsheet
●
Get started with what you know and work to a complete, long-term solution over time
Start small
●
With a large inventory, it can be overwhelming to think about creating a data feed
●
In these cases, identify 20-50 top products and create a feed with just these
●
Over time, you can continue to grow your feed and your online PLA inventory
Start easy
●
AdWords provides an easy PLA campaign creation workflow
●
Follow the steps after clicking "New campaign" to launch PLAs with ease
Google Confidential and Proprietary

23. Thanks!
Google Confidential and Proprietary