Date post: | 22-Jan-2018 |
Category: |
Retail |
Upload: | cpc-strategy |
View: | 379 times |
Download: | 0 times |
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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 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!
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:
Solutions To Competing with Big Box Retailers on the Google SERP
Jason
Adam
Solutions To Competing with Big Box Retailers on the Google SERP
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
Solutions To Competing with Big Box Retailers on the Google SERP
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
What are some Thanksgiving Weekend-specific Google Shopping strategies?
2. Thanksgiving continues to be a big day for sales
➢ Thanksgiving almost outpaced Black Friday in conversion generation
Trends we’ve identified:
Strategy:
➢ Opening up budgets or bids during Thanksgiving
➢ Almost 300% increase in conversion value on Thanksgiving Day
Jason
Adam
What are some Thanksgiving Weekend-specific Google Shopping strategies?
3. During Thanksgiving week & weekend:
➢ Average CPC increases significantly showing more aggressive bidding
Trends we’ve identified:
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