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Presenters• Julia Meter
– Agency Development Manager at Google
• Zach Bruner– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @zbruner12
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
Proprietary + Confidential
64%of Shopping traffic to retailers
happened on mobile (Black Friday -
Cyber Monday).
Mobile’s Merriest Season Yet
Source: Google Internal Data, Mobile Traffic to
Retailers Black Friday - Cyber Monday 2015, 2016
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Black Friday Weekend Growing
Internationally
50%Increase in Shopping traffic to
retailers from Black Friday to Cyber
Monday YoY - US
Source: Google Internal Data Traffic to Retailers Black
Friday - Cyber Monday 2015, 2016 US
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Shoppers Are Going to
Stores with More Purpose
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81%of shoppers checked whether a product was in-
stock before heading to a store to buy
10%more in spend for consumers who click on an
advertiser’s Google Search ad prior to visiting a
store, on average.
Google/Kelton: How digital innovations influence consumer expectations, U.S.,
December 2016, (n of 3,119 U.S. adults 18+)
Google Internal Data, 2017
Google Internal Data, Oct.-Nov.2016
Proprietary + Confidential
Mobile Discovery Fuels
Interest in New Brands
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~51% of
smartphone usershave purchased from a company/brand
other than the one they intended to
because the information provided was
useful.
Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US,
August 2015, n=1291 online smartphone users 18+
Source: YouTube (Jan - Dec 2016)
Proprietary + ConfidentialProprietary + Confidential
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Plan to win this holiday
season
1. Start with a holiday plan
2. Leverage winning strategies to reach consumers
3. Plan ahead and anticipate holiday traffic
4. Stay on track with handy holiday guides
5. Continue to keep the lights on
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Start With a Holiday Plan
Forecast Q4 budgets
Test smart bidding campaigns
Add entire inventory into product feed
Create remarketing audiences
Prepare Local Inventory feeds
Test smart bidding strategies
Understand last year’s results
Submit Merchant Promotions
Create separate seasonal campaigns
Enable cross-channel measurement
Create automated daily campaign report
Fix disapproved products
Create a promotion schedule
Know the industry/situation
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Leverage winning strategies to reach consumers in
the right moments
Friction means
failure
Mass messages are
meaningless
Loyalty to needs,
not brands
The right
information at the
right moment
Be present to
drive discovery
Double-down on
personalized
experiences
Offer effortless “non-
line” shopping
experiences
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Proprietary + Confidential
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
19 20 21 22 23Thanksgiving
24Black Friday1
25Small Business
Saturday2
26 27Cyber Monday
28 29 30 1 2
3 4 5 6 7 8 9
10 11Green Monday
12Hanukkah Begins
13 14 15 16 Free Shipping day
17 18 19 20 21 222-day shipping cutoff
23
24Christmas Eve
25Christmas Day
26Clearance Sales
Begin
27 28 29 30
31 1New Year’s Day
2 3 4 5 6
Top expected peak in-store
daysTop expected peak online days
NOVEMBER
JANUARY
DECEMBER
2016 Online retail sales on Black Friday grew by 21%154% of shoppers plan to start day after Halloween5,
46% of shoppers say free shipping/shipping promos are deciding factors on where they shop4
US Cyber Monday mobile sales up 34%3
Plan Ahead and Anticipate Holiday Traffic
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Continue to Keep the Lights on After the Holidays
Percentage (%) Category
9.29% Vehicles & Parts
49.32% Office Supplies
30.04% Health & Beauty
28.77% Software
28.73% Furniture
Some shoppers browse beyond the
peak season for sales and clearance
items
Some categories saw more traffic in
January 2017 than October (US)
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Holiday sales volume
depends on your inventory
More than 50% of holiday shoppers said
they were open to purchasing from new
retailers in previous holiday seasons.
Provide the right availability and selection
to avoid losing out traffic to your
competitors.
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Start Today: Add your entire inventory into
Google Merchant Center
Google/ Ipsos, Post Holiday Shopping Intentions Study - Total
Shoppers Report, Jan 2016, Base: US Holiday Shoppers, n=1,500
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Show, don’t tell
Include high-quality, beautiful imagery to draw
in engagement and show shoppers the best
of your products.
Increase number of mobile shoppers
means that there are more users
browsing on high-resolution devices.
Start Today: update all product images to
follow image guidelines
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Ensure all of your in-store inventory
is reflected in your local feeds
Limited Stock feature
on Local Storefront
Merchant Dashboard shows status of local products.
Item error details (e.g. unmatched local items) can be found
in the Diagnostics tab.
Updated feeds will ensure “Limited Stock” annotation
is automatically served on items that reach a quantity
of two or lower.*
*Whitelisting required. Merchants can also choose to set availability to “limited stock” on any items in feeds
Healthy local data powers your local visibility across Google Shopping
“Limited stock”
annotation
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Use rich titles and provide relevant attributes that
match what your customers are searching for
Category Recommended structure Example
Apparel Brand + Gender + Product Type + Attributes (Color, Size, Material) Ann Taylor Women’s Sweater, Black (Size 6)
Consumable Brand + Product Type + Attributes (Weight, Count) TwinLab Mega CoQ10, 50 mg, 60 caps
Hard Goods Brand + Product + Attributes (Size, Weight, Quantity) Frontgate Wicker Patio Chair Set, Brown, 4-Piece
Electronics Brand + Attribute + Product Type Samsung 88” Smart LED TV with 4K 3D Curved
Screen
Books Title + Type + Format (Hardcover, eBook) + Author 1,000 Italian Recipe Cookbook, Hardcover by
Michele Scicolone
Start Today: test new ‘title’ immediately to
understand impact ahead of peak season
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Make fast product updates with Feed Rules
Convert your inventory column names to Google column names
Change custom values to match required values
Complete shipping fields based on
product weight
Apply custom labels based on other
attributes
Proprietary + Confidential
Start Today: automate attribute updates to
your product data with Feed Rules
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Be in the know
Keep an eye on session trends in GA (Dashboard)
Set up Google Alerts
Email alerts from AdWords,
Supermetrics, etc.
Periodically check merchant center
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New products → current campaign
structures
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Identify when your customers are ready to
buy
Use Google Trends Data to highlight
“Sales” and “Deals” searches during
November 2016
Set up your feeds early to have
promotions whitelisted and approved
well before sale dates.
Highlight your products when
shoppers are looking for sales
during the holiday season
Start Today: use Google Trends to
estimate demand for top products to bid
accordingly
Proprietary + Confidential
Source: Google Data
40%+ of
shopping
related
searches
come from
broad terms
Examples
“furniture”
“wedding dresses”
“running shoes”
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Inspire shoppers with Showcase Shopping Ads
Two thirds of people start with Google when using retail sites and apps
on mobile, with more visits per day from last year.
With Showcase Shopping ads:
● Help shoppers explore and discover early in their purchase
journey
● Curate the products and images that appear together
● Feature select products within a single category (e.g. best
sellers)
Start Today: start testing Showcase ads
and build a plan to scale for holiday
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Promote your top sellers and holiday products
Holiday Sale$350 Core products
Core Products$150
Holiday Sale$200
Evergreen
Campaign
Holiday Campaign
Evergreen
Campaign
Create a holiday specific campaign for budget flexibility
By August: breakout top products into
separate campaigns using custom labels
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Position matters in retail
Source:Google Internal Data, Google Shopping 2017
25%*of Shopping clicks go to ads
in first position on mobile
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Tier campaigns based on profit impactP
rofit density
0% Percentage of your inventory 100%
Low priority
Includes all products
High priority
Excludes everything else
Medium priority
Excludes everything else
Tail - Core
Medium - Top performers
Head - Holiday
By August: ensure the core campaign
includes an ‘all products’ bid as a catch-all
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Develop a comprehensive audience strategy
Reach users similar to best customersRe-engage higher value
audiences
Target customers that you know
Remarketing Lists Customer Match Similar Audiences
By August: build audience segments to plan
your bid strategy by segment during holiday
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Re-engage your most
profitable customers with
remarketing lists Start by applying Shopping Remarketing Lists
to all of your campaigns
Re-engage your most loyal customers using
Customer Match
Source: 1,2Q12016 Aggregated, anonymized data from Google Analytics for US retailers. 3Current snapshot of AdWords data
2 of 5Mobile shoppers leave a
website without converting 1
49%Typically visit 2-4 sites
before purchasing 2
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Stand out with free
shipping and promotions
Google Shopping dynamically surfaces free
shipping / price drops with automatic extensions.
Utilize merchant promotions if you have special
promotions such as a sale or discount on specific
products. Merchant Promotions is a free feature that
allows you to distribute online promotions with your
Product Shopping ads on Google.com and Google
Shopping.
Start by filling out the merchant promotions interest
form today.
7 in 10 internet users look for promotions
or discounts before visiting a store
By August: create promotional calendar
and feeds early to factor in processing time
Proprietary + Confidential
Schedule promotional pricing in your feed
Use sale_price and sale_price_effective_date attributes for time-sensitive
promotions. Make sure to submit accepted formats for price and dates.
By August: establish process to submit
sale attributes in feed during holiday
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Capture the non-line consumer journey
Understand the full impact of your marketing by looking across online and
offline sales for your campaigns.
Seamless experiences Online to offline Measurement
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Do you have a seamless experience across devices?
https://testmysite.thinkwithgoogle.com/
For every 1 second delay in
mobile site load time,
conversions fall 20%
Source: Akamai, “The State of Online Retail Performance.” April 2017
MOBILE FRIENDLINESS MOBILE SPEED DESKTOP SPEED
100/100 100/100 100/100GOOD GOOD GOOD
Proprietary + Confidential
Local shopping intent continues rising yearly, especially
during holiday peak weeks
2015 2016 2017
Thanksgiving
2015
Christmas
2015Thanksgiving
2016
Christmas
2016
Source: Google Trends for “near me” search in Shopping category. Jan 2015-May 2017; Global
Shoppers indicate
higher local intent
during the holiday season
Local intent query
grew +75% y/y
two years in a row
Local intent query
peaks after
Shipping Cutoff
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Mobile Bids
Focus on optimizing mobile bids where
Store Visits rate are typically higher
Optimize PLA and LIA for
omnichannel
Location Bids
Use location targeting to bid more
for customers near your stores
Time Bids
Enable time-of-day bid adjustments to
push ads during open hours, or
customer browsing behavior
2x bids, 10 miles
2.5 mi
1Source: current snapshot of AdWords data for Shopping campaigns
Plan to win this holiday seasonStart with a plan
Leverage winning strategies
The right information powers the best experiencesStart Today: add all SKUs, send high-quality images, fix all
disapprovals and warnings
Be present to drive discoveryStart Today: launch Showcase ads, test click share, set-up
campaign structure for holiday
Double-down on personalized experiencesStart Today: use RLSA, Similar Audiences & Customer Match, plan for promotions in your feed
Frictionless ‘non-line’ shopping experiencesStart Today: leverage AMP, bid to Store Visits value, launch LIA, optimize LIA & Shopping ads with location modifiers
Plan ahead and anticipate holiday traffic
Stay on track with handy holiday checklists
Continue to keep the lights on after holiday
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Offers!
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No Thanks!
#thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Google Directly: juliameter@google.comHanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf
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