From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Strategies to Take Your Holiday Shopping Campaigns to Light Speed - Given by Todd Bowman, @toddbowman68 - Merkle, Director, SEM and Feeds. #SMX #14C

1. #SMX #14C @ToddBowman68

2. #SMX #14C @ToddBowman68
• Started the Feeds team at Merkle in 2011
• Self-proclaimed data feed and PLA nerd
• Huge Star Wars fan
About Todd…

3. #SMX #14C @ToddBowman68
Merkle is a Shopping Preferred Partner and manages over 3X the spend in GSC/PLAs
relative to other similar agencies.

4. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up

5. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up

6. #SMX #14C @ToddBowman68
PLAs Continue to Be an Important & Impactful Channel
Source: Merkle 2016 Q1 Digital Marketing Report Source: Merkle 2016 Q1 Digital Marketing Report

7. #SMX #14C @ToddBowman68
Clicks Grow on Both Bing & Google While CPCs Decrease
Source: Merkle 2016 Q1 Digital Marketing Report

8. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up

9. #SMX #14C @ToddBowman68
Don’t Just Focus on When the Sales Happen
0%
20%
40%
60%
80%
100%
120%
Share of Cyber Weekend Sales by Click Date
24%
Black Friday

10. #SMX #14C @ToddBowman68
Look Back in Adwords or Internally for Top Products

11. #SMX #14C @ToddBowman68
Create a detailed insight
into what is selling on the
site & what is not.
Find trends that can help
dictate projects and
priorities within the account.
Identify valuable insights to
merchandisers.
Combine Text Ad and PLA Performance Data to Get the Full Picture
Paid Search
Performance
Product Catalog
from the Feed

12. #SMX #14C @ToddBowman68
Know What Will Be Hot This Year, But Don’t Forget About the Classics

13. #SMX #14C @ToddBowman68
Success Depends on All Departments Working Together
Merchandising
Web Development
Marketing

14. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up

15. #SMX #14C @ToddBowman68
Driving Accuracy & Improved Visibility through Campaign Priorities
Low Priority Medium Priority
Trumps Bids in
Low Priority Campaigns
for any product that applies
High Priority
Trumps Bids in
Low & Medium Priority Campaigns
for any product that applies
Catch All &
Query Targeting Campaigns
Base Campaign with Each Product
Granularly Targeted
Best Sellers
Poor Performers
Sale Items

16. #SMX #14C @ToddBowman68
Analyze Search Terms Using Adwords & Internal Reports

17. #SMX #14C @ToddBowman68
Optimize PLA Targeting by Bidding to the Value of the Query
1) Identify the Value of Search Query Types 2) Use Priorities to Build Performance-Based &
Strategic Campaigns
JBL Charge 2+
Generic Search Traffic
• Bluetooth Speaker
• Speaker
• Portable Speaker
• Portable Bluetooth Speaker
Targeted Search Traffic
• JBL Bluetooth Speaker
• JBL Charge Speaker
$2 SPC
$7 SPC
Poor Performers
Generic Traffic
Targeted Traffic
$0.05 Bid
$0.75 Bid
$2.50 Bid

18. #SMX #14C @ToddBowman68
Query Targeting Shows Strong Revenue & ROAS Growth
108%
[VALUE]
94%
96%
98%
100%
102%
104%
106%
108%
110%
Revenue
ROAS
Prior Year
This Year

19. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up

20. #SMX #14C @ToddBowman68
Google continues to give preference to LIA ad format, particularly for “near me”
searches
Mobile CTR’s considerably stronger for LIA vs. standard PLA
Supporting offline actions through Local Inventory Ads
0
10,000
20,000
30,000
40,000
Clicks
Q1 Mobile LIA Traffic YoY
2015 - Q1 2016 - Q1
0%
1%
2%
3%
CTR
Mobile CTR: LIA vs. Standard PLA
Standard LIA
225% 83%

21. #SMX #14C @ToddBowman68
What does Gymboree need to run LIAs?
✓
✓
✓
✓

22. #SMX #14C @ToddBowman68
LIA in
Local Knowledge
Panel
Experiment
Extend Local
Bring local inventory to all the
places users expect local
information
Experiment in US, UK, DE, FR, AU, JP
Cool New Local Inventory Ad Experiment

23. #SMX #14C @ToddBowman68
• Store Sales
• Store Visits
• Dynamic Tracking URLs
• Merchant Hosted Local
Storefront
The Biggest LIA
Challenge
Tracking Offline
Orders

24. #SMX #14C @ToddBowman68
Merkle Clients Use Local Inventory Ads to Drive Performance Lifts
LIAs Drive an Average 87% Lift in CTR LIAs Drive an Average 62% Decrease in CPC
+68%
+67%
+129%
0%
50%
100%
150%
200%
250%
IR Top 500 High AOV
Retailer
IR Top 300 High AOV
Retailer
IR Top 100 Retailer
Click-Through-Rate
-55%
-73%
-57%
0%
20%
40%
60%
80%
100%
120%
IR Top 500 High AOV
Retailer
IR Top 300 High AOV
Retailer
IR Top 100 Retailer
Cost Per Click

25. #SMX #14C @ToddBowman68
Purchases on Google in Action

26. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up

27. #SMX #14C @ToddBowman68
YOY Click Growth Still Strong After the GTIN Deadline
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
5/1 5/2 5/3 5/4 5/5 5/6 5/7 5/8 5/9 5/10 5/11 5/12 5/13 5/14 5/15 5/16 5/17 5/18 5/19 5/20 5/21 5/22 5/23 5/24 5/25 5/26 5/27 5/28 5/29
YOY MAY GOOGLE SHOPPING CLICK GROWTH
MEDIAN ADVERTISER

28. #SMX #14C @ToddBowman68
• 30 day warning for new products in the feed to supply a GTIN
• 30 day warning for existing products that Google determines to need a UPC
• Expansion of the Google Manufacturer Center
• Increasingly using GTINs to optimize shopping experience for users
What to expect next with GTINs?

29. #SMX #14C @ToddBowman68
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
Todd Bowman
Director, SEM & Feeds, Merkle
sbowman@merkleinc.com