Google Shopping ads for vietnam 2018

1. Confidential + Proprietary
Shopping Ads for Vietnam 2018
Jan 10, 2018

2. Confidential & Proprietary
Proprietary + Confidential
Agenda
● eCommerce & Retail in Vietnam - Trinh Quang Chung
● Google Shopping Ads Product Roadmap - Alex Lin
● Break
● Setting up your Feeds & Shopping Campaigns for Success - Kate Conroy
● Q&A
Proprietary + Confidential

3. Confidential & Proprietary
eCommerce & Retail in Vietnam
Trịnh Quang Chung, Industry Head - Google APAC

4. SEA internet e-Conomy (GMV, Gross Merchandise Value)
2017: Very happening year for Ecommerce in ASEAN
Source: Google-Temasek Report
SEA 2017 total
GVM: $50B
5.5B
10.9B

5. $0.4B
$7.5B
2015
2025
18X
Source: Google-Temasek Report
Vietnam e-commerce market (GMV,
Gross Merchandise Value)
First-hand eCommerce (i.e. online spend on electronics,
apparel/clothing, household goods, food/grocery)

6. More Vietnamese people shop online
3.2M
new online shoppers
per year
Source: Google-Temasek Report
Average new shoppers/year from 2015 - 2025

7. Booming demand for eCommerce
Search queries (indexed) for
Ecommerce brands
increased 6X
in past 2 years

8. Confidential & Proprietary
Click to view Intro Video

9. Confidential & Proprietary
Google Shopping Ads Product Roadmap
Alex Lin, Product Manager, Shopping Ads Internationalization, Google

10. Organize
the world’s
information
Make it
universally
accessible
and useful

11. Confidential & Proprietary
Google already connects to life’s assistable moments
Google Photos
lets you search for
the right photos
Gmail
10% of people use
“Smart Reply” to
suggest short
responses on mobile
Google Translate
Over 1B translations
in 103 languages
daily

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Building Shopping to meet and exceed the needs of today’s
consumer

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How it works: Shopping for running shoes

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Shopping Ads lead
with the strongest
user signal, intent
...and focus on
driving the metrics
merchants prioritize:
conversions, ROAS
and new users

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That’s why more than half of the world’s top
retailers use Google Shopping Ads

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Vietnam Past 12 Months

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Vietnam Past 12 Months
Even celebrity
singers can’t
compete with
Vietnamese
interest in
online shopping

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Online shopping today involves multiple touch points
Tiffany’s Google
Searches:
“leather sectional couch”
“cheap table lamps”
One of Tiffany’s Search Paths
6:08 AM - 6:47 PM (39 minutes)
“leather
sectional
couch”
Cabelas -
Couch
1 Interaction
Slumberland -
Couch
9 Interactions
Walmart -
Lamps
21 Interactions
World Market -
Lamps
2 Interaction
Kirkland’s -
Lamps
6 Interactions
Lamps Plus
6 Interactions
“leather
sectional
couch”
“cheap
table lamps”
“cheap
table
lamps”
Hobby Lobby -
Lamps
2 Interactions
Target - Lamps
14 Interactions
Home Depot
Lamps
31 Interactions
Source: Google/Luth Research 2016

19. Confidential & Proprietary
Google Shopping Ads Launch in Vietnam in 2018
● Visual, product based ads on Google.com.vn assist
users looking for specific items
● No need to write ads or choose keywords - just
upload a data feed of your products and the rest is
automatic
● Only pay when someone clicks on your ad, set a
daily budget cap to manage spend
● Measure success with online conversion tracking
● Ad ranking based on CPC bid, relevancy and
performance history

20. Confidential & Proprietary
Shopping ads show on mobile...
● Side-scroll carousel with up to 25 products
● Only shows on queries where Google can
show relevant products
● Can be more than one product from same
retailer
● Top 2 spots get up to 3x higher CTRs

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And on desktop
● Top: Side-scroll
carousel with up to
25 products
● Or right hand side
with up to 9 products
showing

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You can show both shopping and text ads together
+73%
+75%
+90% Visit a Website
+83% Make a Purchase
+77% Visit a Product Page
Add to Cart
Search for Brand
When a consumer is faced with both
Shopping & Text Ads...
...compared to only one type of ad

23. Confidential & Proprietary
Shopping Ads is a multi-feature launch roadmap
Sep Oct Nov Dec Jan Feb Mar Apr May Q3 Q4 2019
Merchants can
start planning for
feeds (or add any
missing
attributes to
existing DR feed)
Google
begins
briefing
advertisers
under NDA
Start taking first
feeds in
Merchant Center
(whitelisting
required)
Shopping Ads
showing to
more users
Merchants whitelisted to
create campaigns.
Shopping ads start
showing to a small % of
users
Shopping
Ads showing
to all users
Additional
shopping
features

24. Confidential & Proprietary
Shopping Ads on Google.vn will beta launch first
● We’ll start by showing Shopping
Ads to a small percentage of
Vietnamese users, then ramp up
gradually
● You can help us get to launch
faster by submitting your
inventory in a good quality data
feed, and creating a Shopping
Campaign, all during January and
early February

25. Confidential & Proprietary
Product Ratings and Shipping Annotation come next
Free Shipping
AnnotationProduct Ratings
● Shopping Ads have ‘Extensions’
so you can show value beyond
just price
● Product Ratings leverage Google
Customer Reviews ratings
(launching soon), 3rd party or
direct review feeds
● Free Shipping Annotation requires
shipping info in Merchant Centre

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With the Shopping Tab and Image Search to follow
Shopping
Tab
Shopping Adson ImageSearch

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Looking into the (further) future of Shopping Ads
Google brings together
discovery,
personalization, and
“non-line” experiences

28. Confidential & Proprietary
Bounty paper
towels
Assistant picks product based on a variety of factors,
such as availability, price, and purchase history.
After ordering, Jenny receives order
confirmation from Google...
… and an order receipt
from Walmart

29. Confidential & Proprietary
What Google looks for when launching new features
Merchant Readiness
● Is there a range of
retailers with the
technical capability to
implement?
● Are some retailers
willing to beta test and
provide feedback?
Quality Data Feeds
● Have enough retailers
provided or can provide
the data needed to show
the feature?
● E.g. to launch the ‘free
shipping’ annotation, we
need enough retailers
providing this info
User Happiness
● When we test showing
this feature to a small
% of Google users, are
they happy with it?

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What results have other retailers seen?
“
”
“
”
“
”
“
”

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Proprietary + Confidential
15 Min break
Up Next: How to join the beta
Proprietary + Confidential

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How to start on Shopping Ads
Kate Conroy, APAC Shopping Ads Specialist

34. Proprietary + Confidential
How Google helped me find a better commute

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...and my daughter learn to ride

36. Proprietary + Confidential
Connect with Shoppers - How to get your Shopping Ads Live
Have an ecommerce
store, meet policy
requirements
Upload product data
feeds to Google
Merchant Center, link
with AdWords
Create a Shopping
Campaign in
AdWords
Pay per click on
your ads,
optimize as
needed

37. Confidential + Proprietary
Who is eligible for Google Shopping Ads?
✓Retail goods e-commerce website
✗ Travel, Services, Vehicles or Pets
✗ Cannot deliver to home
✗ App only (But web + app with deeplink OK)
✗ Must log in to view item
✓Returns policy and contact details on website
✓No policy violations in feed
✗ Prohibited: Weapons, tobacco, counterfeit
etc
✗ Pharmaceuticals and some healthcare
✗ Adult should be marked as ‘adult’ in feed
✓Has the right data
✓ Have high quality images
(250x250px for apparel, or 100x100px
other, minimal watermarks or overlays)
✗ Auction-only or no fixed pricing option
✓ Prices can be in local or other currencies
✓ Can meet data feed specifications
✗ Blocks Google Crawler

38. Proprietary + Confidential
● Open a free Merchant Center Account at
google.com/merchants
● There are multiple options to claim and verify
your URL, including via Google Analytics or
Google Tag Manager
1. Create & verify a Google Merchant Center Account
google.com/merchants
5-20 Minutes

39. Proprietary + Confidential
2. Create a Google Shopping Data Feed
Option 1 - Shopping Platform Integration
Do you use any of these platforms?
5 mins to multiple weeks
Option 3 - DIY
Create your own feeds
● Schedule upload
of feed files daily
● Files can be .txt,
.xml or a Google
Spreadsheet
● Send via FTP or
Scheduled fetch
● API also
available
● Feed Spec is
available online
Option 2 - Feed agency/Feed tool
Need to do multi-channel feeds?

40. Confidential + Proprietary
id Title Description Link Image Link Availability Price Brand Condition Product Type
123 Nike Swoosh
T-Shirt - Mens
This classic Nike tee
is perfect for
weekend downtime.
100% cotton, twin
stitched.
www.example
.com/item123
www.example.
com/images/1
23.
jpg
In stock 4995
VND
Nike New Mens > Tops
456 Fisher-Price
Kick’n’Play Piano
With 12 musical keys
and lights, babies of
all ages will love this
piano. Size 40cm x
20cm
www.example
.com/item456
www.example.
com/images/4
56.
jpg
Out of stock 8000
VND
Fisher-
Price
New Toys > Baby >
Music
Retailer usually just pulls from own e-commerce site
It’s really just a big list of products and information about those products - not as scary as it sounds!
So what does a Google Product Feed look like?

41. Confidential + Proprietary
Google Sheets Add-On
● Google Shopping offers
a Google Sheets Add-On
for Merchant Center to
help you edit, auto-
complete, validate &
submit your feed(s)
directly from within
Google Sheets
● Works best for feeds
under 10,000 products
● Download & install in 5
minutes or less
Simple feeds via Google Spreadsheet

42. Confidential + Proprietary
This is Google Merchant Center - the place to upload feeds

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Check your feed health regularly under ‘diagnostics’
Products >
Diagnostics lets
you see overall
health
Get more info
on anything
that needs
fixing

44. View customized optimization suggestions

45. Proprietary + Confidential
3. Create a Shopping Campaign in AdWords
2 mins to 1 hour - depending on your bidding preferences
Ask yourself these 4 questions first:
1. Are some products more important than others? Why?
- Our new summer collection of clothes because these are the highest margin
- All our Fitbits as we are trying to be known as a stockist of this brand
2. Are some users more important than others? Why?
- New users as this is our company KPI for 2018
3. What is your primary (and any secondary) KPI?
- Target ROAS of 3:1 or better, and new user acquisition
4. What budget do you want to start at?
- +20% of our current SEM budget

46. Proprietary + Confidential
3. Create a Shopping Campaign in AdWords
2 mins to 1 hour - depending on your bidding preferences
1. Create a new
‘Shopping’ Campaign
2. Subdivide your products however you
like, then set a bid for each product group
OR use autobidding

47. Proprietary + Confidential
Common Structures for Shopping Ad Campaigns
Segment by
brand
Segment by
Priority
(custom label)
Segment
Product
Type first,
then
sub-segment
by custom
label

48. Proprietary + Confidential
Top Tips for creating Shopping Ads campaigns
● Compared to Search Text ads, you’ll usually have fewer campaigns and ad
groups, but lots of product groups.
● Either set your bids manually for each product group or use autobidding
(Target ROAS or eCPC)
● You can use all the normal bid adjustments (location, device, time)
● Create new campaigns if you need separate budgets, geo-targeting etc

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Ready to take it up another level?

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How do I get the biggest bang for my buck?
Reach Your
Target Audience
Moments of
Intent
Delightful
Experience
Provide good quality feed
data to target relevant search
queries
Bid to reach high-value
customers with
Shopping Remarketing Lists
Query-level optimization with
eCPC or target ROAS bidding
Time & location bid modifiers to
reach shoppers during store
hours
Mobile site optimization
following the retail
25 Principles of Design

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Google’s daily challenge: What does this user want?

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Optimize your feed to improve query matching, CTR, and
conversions
Husband Wanted
Booklounge.com
Husband Wanted by
Jae Henderson
Booklounge.com
Nivea Arch Running
Shoe
Track To Trail
Nivea Arch Running
Shoe - Mens
Track To Trail

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Some optional attributes that can optimize performance
Attribute Example Use Case
Product Type Mens > Shoes > Sneakers Allow granular bidding & reporting. Highly recommended.
Color Red Better query matching, especially for apparel
Size 10 Better query matching, especially for apparel
Gender Men Better query matching, especially for apparel
Product Group ID 123456 Group variants of a single product e.g. sizes of a shirt
Custom Label 1 In weekly circular Allow separate bids or budgets
Custom Label 2 On sale Allow separate bids or budgets
Custom Label 3 High profit margin Allow separate bids or budgets
GTIN 9123456789012 Improve query matching and conversion rate.
Will be mandatory for some products in 2019.

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Product Title created: Nike Swish Golf Shirt, Color Black, Size L
Transform your feed without IT time
using Feed Rules
Under the Products > Feeds
tab in Merchant Center

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Re-engage your target audience with Shopping
Remarketing List bid adjustments
Step 1: Apply Shopping Remarketing Lists to all of your
campaigns
Step 2: Adjust bids by audience segment
2 of 5
Mobile shoppers leave a
website without converting
49%
Typically visit 2 - 4 sites
before purchasing

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Automate your Shopping Ads bidding
How to pick the best bidding strategy
✔
✘
Fully
Automate
Your Bidding
Optimization
✔
✘
Target Return on Ad Spend
Enhanced Cost-per-Click
Maximize Clicks
Get most clicks for your budget
Maximize conversions, with manual control
Get maximum revenue for given ROAS,
while keeping ROAS constantAdWords
Conversion
Tracking enabled
or
Google Analytics
imported
conversion data

57. Delight your customers and drive to sale
Source: 25 principles of design for retail and
Google Developer’s getting started guide.
Ensure a good first
experience to engage
shoppers. Keep them
interested from browsing
to purchase
Helping shoppers see and
understand product
information is critical to
informing purchase
decisions
Build your site to assist
shoppers to easily
complete their purchases
on the go
Make the shopping
process on mobile a
smooth and frictionless
experience
25 principles for designing a retail mobile site or app from Google’s UX Research and Design teams
Access at: goo.gl/juwzps

58. Measure your success with conversion tracking and/or
Store Sales Direct
Direct upload
In-store purchase
A logged-in Google user
clicks on a Google
Search ad
Customer information (e.g.,
email, name, address, phone #)
collected by advertiser typically
through loyalty programs,
product activations, or
e-receipts.
Advertiser sets up Store
Sales conversion tracking &
uploads transaction data
associated with customer
information via AdWords
Google matches transaction
data to Google Search ad clicks
from logged-in users and
reports the aggregated and
anonymized influenced sales in
AdWords within 24-48 hrs of
data upload!

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E-commerce solutions across user journey
Grow loyalty
Influence consideration
Build awareness
Drive action
Dynamic
Remarketing
Dynamic
Prospecting
Ready
Lightbox Ads
Powered by Google Merchant Center Product Feed
Trueview for
Shopping
Data
feed
Merchant Centre

60. Proprietary + Confidential
Ready Lightbox Ads
makes it easy to create immersive
experience on mobile
1
2
3
Engaging fullscreen mobile experience.
Broad reach across mWeb and in app.
Fast, sizeless, and customizable creative
development.

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Dynamic Remarketing focuses on
remarketing and lifetime value -
maximising value of existing visitors
and customers
How Dynamic ads differ across the funnel
Dynamic Prospecting focuses on
recommending products and
acquiring new users, using predictive
algorithms to tailor ads to user’s
recent interests

62. Proprietary + Confidential
Steps to Getting your Shopping Ads Live
Have an ecommerce
store, meet policy
requirements
Upload product data
feeds to Google
Merchant Center
Create a Shopping
Campaign in
AdWords
Pay per click on
your ads,
optimize as
needed
● Don’t forget high quality images ● Choose between platforms
upload, a feed agency, Google
spreadsheets or txt/xml files
● Provide clear product titles and
as many attributes as possible
● Segment your products
logically into product groups
● Single campaign and ad
group usually sufficient
● Try autobidding
and/or RLSA
● Follow principles to
improve on-site conversions
and awesome!

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Thank You
Q&A