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Google Shopping:Pitching Product Listing Ads

Nicole Premo Partner Communications Manager

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eCommerce:Retail in a multi-screen world

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8:19 pmLCD television

10:22 amColor printer

7:10 amMadden NFL 13

9:13 pmCrockpots

7:26 amKurig B70

4:34 pmPink dress

12:17 pmMacy's sale

Running shoes8:22 am

Mattress2:10 m

Consumers are shopping at anytime, from anywhere, across devices

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Shop,compare, select Purchase

At home

On the go

At the store

Search

The purchase path has grown more complex

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Consumer behaviorsOnline/Offline product discovery

Smarter shopping across devices

Demands for easy purchase experiences

Challenges for retailersCuration, showrooming, purchase ideas

Price wars, trust, brand building

Check out cost, speed, reliability

Empowered consumers have created challenges for retailers

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Grow revenue

Increase traffic - both online and offline

Maintain margins

Build loyalty

Grow revenue

Increase traffic - both online and offline

Maintain margins

Build loyalty

Retailers need to find ways to stay competitive in a multi-screen world

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Google Shopping:Connecting customers to the right products

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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 Shopping sets retailers up for success

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100Bsearches a month on Google

15%of searches every day are new

Google Shopping has the traffic across devices to build your customer base

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Multi-screencapabilities to reach customers anywhere they are shopping

Targetingtechnology to deliver retail content to the right customer segment

Toolsto optimize your performance and manage your onlinepresence more efficiently

Google Shopping has the technology to help you find the right customer for your business

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Product Listing Ads:The engine of Google Shopping

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Shopper Searches for a Product on Google.com

Attractive, engaging ad format

Solid lead quality

Easy targeting

Increased exposure

Rolling out globally

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Product Listing Ads on google.com

1

2

image

product title w/ link to webpage

price

retailer

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Product Listing Ads on google.com/shopping

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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 ProprietaryLearn more: read the entire case study.

Case Study: Company Grows Reach with PLAs

129% increase in PLA revenue

Increased value of over-all paid search program

Retailers like BabyEarth who are moving quickly with PLAs are being rewarded with the opportunity to test and gain market share at a lower cost.

“”

- Michael Griffin, founder and CTO, Adlucent

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Product Listing Ads on Mobile Devices

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Case Study: Mobile PLAs Bring More Customers

371% more clicks

537% more conversions

77% increase in ROAS

Learn more: read the entire case study.

14% lower CPCs

PLAs have always been a great performer for us. It made sense to maximize the channel by advertising across multiple devlices.

“”

- Ryan Pableona, SEN Nanager, REVOLVEclothing.com

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Retailer's Inventory

Product Data Feed

Merchant Center AdWords

Product Listing Ads on Google and

Google Shopping

At a Glance: Implementing PLAs

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Challenges:Top issues for agencies and their clients

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Common Challenges with Data Feeds

how to starttime intensive

steep learning curve

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Data Feed Best Practices

● 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 simple

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

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Thanks!