Ask The Experts: Out-competing Amazon on the Google SERP Over Black Friday

ASK AN EXPERT:Out-competing Amazon on the Google SERP

Over Black Friday Weekend

Today’s Logistics

Session Recording + Slides Will Be Sent Out

Join in the Poll Questions!

Submit Questions to Our Panelists

Overview

Founded in 2007

Recognized as a Google Premier Partner

400+ Active Retail Clients

Top 50 fastest growing company in San Diego

DELIVERING LASTING RESULTS FOR OUR CLIENTS

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

About CPC Strategy

Today’s Google Shopping Gurus

Jason BellSr. Paid Search Manager

Adam HarmsPaid Search Manager

Today’s Agenda

•Addressing Amazon’s takeover of Google PLAs

•Competing efficiently with Big Box retailers

•Thanksgiving-weekend specific Google Shopping Strategies

•How to adjust your budget in preparation for Black Friday

•Live Q&A throughout the event!

Let’s Jump into Your Questions

Jason

Adam

Dealing with Amazon: How Can We Compete Efficiently this Black Friday Weekend?

Why is this important?

➢ Over 50% of top 10,000 queries

contain Amazon PLAs

➢ Companies like Amazon are rising in impression share

➢5x increase from early 2017

Jason

Adam

Dealing with Amazon: How Can We Compete Efficiently this Black Friday Weekend?

Before:

After:

➢ More big-box competitors

➢ Lower CTR

➢ Higher Average CPC

Results:

Jason

Adam

Solutions To Competing with Big Box Retailers on the Google SERP

Green ISO

Red ISO

GREEN & RED ISO

1. Use ISO™ Strategy to compete more strategically

Jason

Adam

Setting up ISO Strategy: Results from ISO:


Jason

Adam


Jason

Adam


5 things to get you started:

➢ Data Quality & Accuracy

➢ Feed “Freshness”

➢ Title Optimization

➢ Product_Type Optimization

➢ Custom Label Strategy

*If scalability is a problem - Focus on your top 10-20% of SKUs*

2. Ensure your product feed is optimized

Jason

Adam

3. Diversify Traffic➢ Invest into different marketing channels➢ With Amazon & others aggressively investing into PLAs, you can diversify

using Bing PLAs, Facebook/Instagram ads, programmatic video

4. Ensure Reviews, Prices, Shipping Options are competitive➢54% of Amazon shoppers still price check on Amazon➢ Lower prices, good reviews, and great shipping options are ways to ensure

you differentiate your PLA from one on Amazon


Jason

Adam

What are some Thanksgiving Weekend-specific Google Shopping strategies?

1. Prior to Thanksgiving:

➢ Traffic and Impressions increase

➢ Average CPC decreases

Trends we’ve identified:

Strategy:

➢ Use this increase in traffic to make a remarketing list for that time to capture that audience for Black Friday weekend

Jason

Adam

Retargeting Lists & RLSAs CPC Strategy Has Seen Success With

➢ Recent Visitors:○ Bid aggressively on recent visitors

■ Last 3 days, 4-7 days, even 8-30 days

➢ Level of Engagement:

○ Time on site: 5+ minutes

○ Viewed 10+ pages on site○ Cart abandoners

➢ Past Purchasers:○ Use high traffic to capture generic search queries with people

already familiar with your brand

Jason

Adam


2. Thanksgiving continues to be a big day for sales

➢ Thanksgiving almost outpaced Black Friday in conversion generation


Strategy:

➢ Opening up budgets or bids during Thanksgiving

➢ Almost 300% increase in conversion value on Thanksgiving Day

Jason

Adam


3. During Thanksgiving week & weekend:

➢ Average CPC increases significantly showing more aggressive bidding


Strategy:

➢ Use ISO™ Strategy to bid efficiently

➢ Can’t just throw more money at campaigns

Jason

Adam

How should I adjust my normal budget for the coming weeks?

➢ Increase budget to compensate for more aggressive bids

➢ Be aware of day-parting and remove any ad-scheduling restrictions’○ Default, lower 10-midnight & midnight-6 (for the night shoppers)

➢ Take off any negative bid modifiers that may not be applicable

➢ Create separate campaigns for your top products (budget-wise)○ Give a higher budget for these top selling products

➢ Set automated rules to bid up if budget will not be met

Jason

Adam

➢ Use Google Merchant Center if you have applicable promotions

➢ What’s an eligible promotion and what isn’t?○ Important - Has to happen at CART page

○ Discounts - Percent off, cash back, BOGO, or buy 1 & save

○ Free gifts - Free item or free gift card for a specified value

○ Shipping - Free or discounted shipping

■ Shipping promos require a coupon

➢ Make sure promotions are approved well in advance

How can I use Merchant Center to Outperform Competitors?

Source: https://support.google.com/merchants/answer/7322422?hl=en

Jason

Adam

To Recap

➢ Amazon is taking over Google Shopping PLAs

➢ 4 strategies to compete efficiently with Big Box retailers

1. ISO™ Strategy2. Optimizing your product feed3. Diversify traffic into different marketing channels4. Ensure price, shipping, and reviews are competitive

➢ Use RLSAs and ISO strategy this Thanksgiving-weekend

➢ Ensure your bids & budget are adjusted accordingly prior to Black Friday

➢ Leverage Merchant Center to make your ads stand out

Questions for our Panelists?

Jason BellSr. Paid Search Manager

Adam HarmsPaid Search Manager