Final holiday pla webinar slides_vertical nerve_and_google_edit

Google Confidential and Proprietary Google Confidential and Proprietary

Today’s Webinar: Optimizing

Google Shopping

for

Better Holiday ROI


Today’s Agenda

Holiday Highlights 2012

2013: Insights for Succeeding

Supercharge your Strategies

Preparing Your Mobile Strategy


Today’s Presenters

Bickey Russell

Head of Agency Sales

Google

Dice Nakamura

eCommerce Specialist

Vertical Nerve

Bobbie Englert

Agency Account Strategist

Google


About Vertical Nerve – Search Marketing

– Analytics Consulting

A few of our clients:


The PLA Success Plan – Part I

Primary Reasons on Building Product Specific PLAs Bid Intelligently Based On Margin & Price Point

Negative Keyword Strategies Applied To Specific Products

Ability To Build Promotional Text On Various Price Points & Subset of Categories


2012: Holiday Highlights A look back at key moments


82% of consumers said

online influenced which

stores they chose to

visit

32% of consumers finished

holiday shopping

after Christmas

Sources: Google & Ipsos/OTX Post-Holiday Shopping Study


+14% Total eCommerce

Sales: $42.3B

Total Retail Sales:

$579.8B (+3%)

$1.5B Cyber Monday:

Heaviest online

shopping day for 3rd

consecutive year

Source:

1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500

2. comScore:

http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion


2013: Insights for Succeeding What we expect this year


Holiday 2013:

4 Insights to Succeed

Harder Fight for Dollars: Best practices in an increasingly competitive space

Mobile is Not Optional: Without a mobile strategy, you risk not being part of the consideration set.

More to Win:

Consumers are expected

to increase online and offline spending

Supercharge Your Strategies:

Maximize your holiday opportunity and increase ROI


2013: More to Win

Google Confidential and Proprietary Google Confidential and Proprietary Source: 1: NRF Estimated 2013 Growth Rate: “NRF Forecasts 3.4% Increase in Retail Sales for 2013. Jan. 2013;

2: Expected eCommerce % of TTL Sales is derived from last 6 years of eCommerce spend/growth data from comScore’s spend

database; NRF forecasts between 9-12% online sales growth in 2013 as well.

Expected eCommerce

% of Total Sales

Total Expected

Holiday Sales

$599B

8%

+3.4%1 Y/Y

+11% Y/Y

Based on such trends, expect growth to continue during Holiday 2013


Key dates are going to drive Holiday success

Key Online Shopping Days During Holiday

$1 Billion


2013: Harder Fight for Dollars


Why did these retailers win & what can you do to compete?

1 Localization

2 Language expansion

3 4

Shipping Solutions

Omnichannel

Presence

Scaleably geo-target your

audience to maximize ROI

Reach additional users through

additional languages

Determine how you will compete

on shipping & returns

Align your messaging for a

seamless user experience


Estimated US Top Online & In-Store Spending Days - Holiday 2013 Mon Tue Wed Thu Fri Sat Sun

Nov 25 26 27 28 29 30 Dec 1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

30 31

Christmas

T-Giving &

Hanukkah

Black

Friday

Green Mon

Free Ship.

Cyber Mon

4) Omni Channel Strategies Think about the timing of your omni-channel approach. Based on historical

trends, the following are estimated 2013 top spending days for online & retail:

Source: MasterCard SpendingPulse.

Top In-Store Spending Days

Top Online Spending Days


Supercharge your Strategies


PLA Usage continues to rise

Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013;

Client X’s Account Data. July 2013.

PLAs were introduced in Holiday 2012; adoption has not slowed and is

expected to increase significantly for Holiday 2013

Apparel Industry PLA Clicks as % of

Total

Nov 2011 3%

Dec 2011 4%

Jan 2012 4%

Feb 2012 4%

Mar 2012 4%

Apr 2012 5%

May 2012 6%

Jun 2012 6%

Jul 2012 7%

Aug 2012 8%

Sep 2012 11%

Oct 2012 13%

Nov 2012 12%

Dec 2012 14%

Jan 2013 15%

Feb 2013 14%

Mar 2013 15%

Apr 2013 15%

May 2013 16%

Jun 2013 17%

Click Traffic Coming from Product Listing Ads – Apparel Industry

holiday


A look at why

profitability is

important


$50

$25

-$25

-$75

-$100

-$50

$0

Profit/Customer

Profit/Day

max CPC

Profit

What is a Profit Curve?


$800

$600

$400

$200

$0

Profit Potential (with budget caps)

Total Profit Potential

(without budget caps)

Max

CPC

Profit

Budgets and Bids

Optimize your campaign budget by uncapping your profit potential


Optimization best practices: Bidding


Before you begin to optimize your campaign,

Check the basics

• PLAs are in their own campaign, not mixed in with other ad formats

• Your targeting includes all of your products, i.e. no filters used under

"product extensions”

• Only 1 All products target for every linked Merchant Center account

• Your All products target is enabled

• Your All products target has the lowest bid of all product targets

• Only 1 product target per ad group

• All product targets receive 1+ impression every 14 days


Optimize your Bids

Test to Get to the Peak, Scale for Maximum Profit

$800

$600

$400

$200

Profit Curve (with budget)

Total Profit Potential

(without budget)

max CPC

Profit

$0


• Identify your “best” products (e.g. best margins, best selling, best return on ad spend)

• Get granular in targeting and more aggressive in bidding for your “best” products

• Prioritize your product inventory through bids

• Think of your All products target as a "catch all" for low ROAS products

ID bidding

Top performers

High value segments

Category level bidding

All products - low ROAS catch all

Budgets and Bids

Bids

# of

products

Use the triangle model to create a bidding hierarchy with your targets


Optimization best practices: Account structure


Search Query Report

• Use Search Query Report to understand user demand

• Identify patterns in similar search queries:

o Good CTRs

o Strong conversion rates

o High total cost

• Create new product targets for top searched or converting produces

Past month top queries:

shimano 105s

shimano gears

105 gear system

mountain bike parts

womens bike shorts

product_type=Gears

and brand=Shimano

$2.50

Example: Acme Bikes

All products

$0.50

All products

$0.50

Account Structure

Analyze what users are searching for with your Search Query Report


Account Structure

Segment the products that are most important to the business

Top Performers

• Best sellers

• Highest margins / return on investment (ROI)

• Top return on ad spend (ROAS)

Additional Segments

• Brands

• Seasonality

• Retail promotions

• Product launches

• Awareness


Segment Example Products ROI Ad Group Product Target

Professional Bikes

Tour de France Pro Bike

BMC Road Racer $500 Pro Bikes

product_type=

Bicycles > Profession

Tour de France Pro Bike $450 Pro Bikes - BS ID=1234

Cruiser bikes

Schwinn

Acme

Fuji

$125 Cruiser Bikes product_type=

Bicycles > Cruisers

Schwinn $125 Cruiser Bikes - BS ID=5678

Account Structure

Break out your best sellers within each segment


Account Structure

Break out your best sellers within each segment

Segment Example Products ROI Ad Group Product Target

Professional Bikes

Tour de France Pro Bike

BMC Road Racer $500 Pro Bikes

product_type=

Bicycles > Profession

Tour de France Pro Bike $450 Pro Bikes - BS ID=1234

Cruiser bikes

Schwinn

Acme

Fuji

$125 Cruiser Bikes product_type=

Bicycles > Cruisers

Schwinn $125 Cruiser Bikes - BS ID=5678


Text Ads

• Product Specific Queries

• Brand Terms

• Category Level Terms

• Retail Interest Queries

• Events, Promotions

• Seasonal Queries

• Cross-selling

• Customer Engagement

PLA

• Product Specific Queries

• Tail terms

• Local markdown inventory

Develop a comprehensive search strategy for text ads and

Product Listing Ads together


Data Feed Quality:

Reduce feed mishaps and disapprovals


• Relevant and accurate product information is important to shoppers

• Information in feed should be up-to-date and comprehensive

• The more, the merrier

Keep data

feed fresh

Provide clean

product info

Optimize

attributes

Make images

glamour shots

Check Feed

Summary &

Data Quality

Submit high quality data feeds


Plan ahead and be prepared

Feed Updates

• Minimize the time that your data is being processed.

• If prices, sales and availability frequently change, submit your feed 3x a day (early

in the morning, at noon, and late afternoon and in the evening).

• The maximum feed updates per day is 4. If your products change very frequently

(more than 4x per day), you need to use the Content API for Shopping.

Shipping Promotions

• For free shipping, set flat-rate shipping to $0 in Taxes and Shipping tab.

• Be specific about accurate delivery speeds as it gets closer to holiday.

Item Quotas

• Request an item limit quota increase if your inventory will increase significantly.

• Not all requests will be granted.

• It may take several weeks depending on the size of the increase.


Avoid the common pitfalls

• Missing shipping information

• Missing tax information

• URLs do not belong to your website

• Unknown “google product category” value

Common Data Feed Errors

Common Data Quality Errors

• Invalid/missing unique product identifiers

• Mismatched prices and availability

• Broken image URLs

• Unable to crawl product page to verify product information


Be thoughtful with your data feed Make your product information relevant and user-friendly so your customers

know exactly what they’re getting. Be accurate about availability and shipping.

Prepare your data feed for your promotions Identify what feed attributes to use for items on sale and where to input free

shipping.

Don’t drop the ball and miss the holidays Avoid common data feed and data quality errors and know how to fix the

disapprovals. Account a few hours for data feed processing and approvals.

Feed Preparation Takeaways


Build a seamless

mobile and local shopping experience:

Mobile Best Practices

Google Confidential and Proprietary Google Confidential and Proprietary Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. “Why did you conduct this search”

51% more likely to make a

purchase

When people use mobile

search to make a decision,

they are

Use mobile PLAs to target

shoppers on the go


Drive in-store traffic Use location bid adjustments and local availability for Product Listing Ads to

drive in-store shoppers.

Optimize for the constantly connected consumer Find the right mobile bid adjustments and use cross-device conversion tracking

to capture mobile users.

Include your mobile site in your data feed Ensure your feed accurately reflects your mobile site. Specify your mobile URL

with ‘adwords redirect’ attribute.

Mobile / Local Takeaways


Top recommendations for retailers

OPTIMIZE bidding and account structure

BUILD a seamless mobile and local shopping experience

REDUCE your feed mishaps and disapprovals


Product Field Before

Brand Guess

Description N/A

Keywords N/A

We optimize your catalog data

We properly categorize your products

We easily add, replace or remove information from any field in your catalog

Note: Categorization of your products

is important, since this should give

your products better placements

Data Manipulation Capabilities


Global Category Feature

Convert original

category value

to Google’s

taxonomy

values!

Original Value


Optimizing Product Titles

Aggregate dynamic

manufacturer, product

name, color and model

numbers to optimize the

product title values

Original value

Optimized value

that we send to

Google Shopping


Removing All Caps

Mixed case

conversion

Original value

Optimized value

being sent to

Google


Product-Specific Control: PLA Account Structure

Use product selector to choose subset of SKUs by account structure

Business rules – When do you want product ads to show (e.g. in-stock, low

inventory, high inventory)?

Bid Management – Which product groups share performance based metrics?


Client: IR1000 Outdoor Goods Company

Case Study Term: July 2012 – December 2012

Outdoor Goods

35,000 + Products

Before Product -

specific

Strategies

Initial Improvement

Month 1

Sustainable ROI:

Month 2 - 5

Revenue Increase - +431% +2,497%

Return on Ad Spend

(ROAS): For every dollar in

ad cost, how many are made

into revenue?

3.2 8.2 (+156%) 15.575 (+387%)

Revenue per Ad

Impression $0.103 $0.160 (+54%) $0.395 (+282%)


Next Steps

• Call us for a free Google Shopping audit

• Schedule a product demo with sales

Contact: [email protected]


Q&A

Date post:	14-Sep-2014
Category:	Marketing
View:	374 times
Download:	0 times