How to Maximize Google Adwords for E-Tailers

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@NATL_POSITIONS

TODAY’S PRESENTERS• Kelli Prakash – Senior Marketing Strategist, Google• Samir Janveja – Strategic Partner Manager, Google• David Jaeger – Director of SEM, National Positions• Adam de Jong – Marketing Director, National

Positions

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Our dedicated team of Internet marketing and ecommerce experts can get your products seen, and sold, all over the web.

NATIONAL POSITIONS

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OVERVIEW• Understanding the Digital World• E-Tail Marketing Overview• Google Shopping’s Product Listing Ads• Advanced Adwords Strategies for E-Tailers• Conclusion• Q & A

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UNDERSTANDING THE DIGITAL WORLD

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THE DIGITAL WORLD IN 2009

SOURCE: IDC, MAR 2012

23% of the world is

online (1.6B people)2.5M

Tweets per day

MobileAccounts for 6% of consumers’ time

300MFacebook users

1BYouTube views

per day

0Monthly unique

visitors to Pinterest

$130BUS E-commerce

market

THE DIGITAL WORLD IN 2013

SOURCE: IDC, MAR 2012

35% of the world is

online (2.3B people)+55%340M

Tweets per day+13,500%

MobileAccounts for 10% of

consumers’ time and

12% of internet traffic+67%

1BFacebook users

+233%

4BYouTube views

per day+300%

23MMonthly unique

visitors to Pinterest

$224BUS E-commerce

market+53%

THE WAY WE SHOP NOW

Positive consumer reviews increase their level of trust in a business

Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land “Local Consumer Review Survey” 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa

Nearly 50% of retail sales will be online or influenced by web-research this year

They transition between devices while shopping

Shoppers use 10+ sources on average on the path to purchase

IN-STORE CONSUMERS INFLUENCED BY THE WEB

89% OF CONSUMERS MAKING IN-STORE PURCHASES NOW CONDUCT ONLINE RESEARCH PRIOR TO PURCHASE

First Moment of Truth

Second Moment of Truth

Stimulus

Pre-shopping | In-store | In-

home

At shelfIn-store

Experience

Source: Google ZMOT Study

Branding is crucial. Without it you must compete on price & shipping alone!

?

GOOGLE SHOPPING’SPRODUCT LISTING ADS

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WHAT DO THEY DISPLAY?Top Ads (5)

Right Ads (8)

- Google.com & Google Shopping

- Desktop, mobile & tablet

WHY DO THEY MATTERSince launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements

Nov 2010 to Dec 2011

PLA

Tra

ffic +600

% traffic growth YoY globally

2X CTR vs. text ads

WHY USE PRODUCT LISTING ADS

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CLICK THROUGH RATESBecause Product Ads are more attractive and engaging than standard text ads, they offer better CTRs.

CONVERSION RATESProduct Ads give users information (merchant, price and picture) before they click through, so they are better informed and more likely to complete a sale when they arrive on your site.

EASY TARGETINGGoogle automatically selects the most relevant products to show from your Merchant Center account when a user enters a related query.

INCREASED EXPOSUREBecause both Product Ads formats can show at the same time, your exposure on given query can increase 2x or more.

THE BOTTOM LINE IMPACT OF PRODUCT LISTING ADS

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Standardized CPA PLA CPA0

10

20

30

40

50

60

70

80

90

100

Average Cost Per Sale Via Google Shopping is 23%

lower

Cost Per Sale by Click Type

Mar 2012 Mar 20130

100

200

300

400

500

600

700

Biggest Paid Sales Increase due to PLAs

Monthly Sales

Mar 2012 Mar 20130%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Avg. Paid Sales Increase Due to PLAs

Avg. Paid Sales Increase Due to PLA's

Text Ads56%

PLAs44%

Google Shopping % of Sales

HOW TO MATCH YOUR PRODUCTS TO USER QUERIES

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Better Data Feeds. Better Results. More Sales

MOST MERCHANTS AREN’T TAKING ADVANTAGE OF PRODUCT LISTING ADS

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FAST RESULTS FROM PLAS

736%

82%1112%

53%

SOFTWARE CLIENT

Channel: Before (30 Days)

After (30 Days)

Google Shopping

$2,821.02 $23,583.80

MOTORCYCLE APPAREL/PARTS

Channel: Before (30 Days)

After (30 Days)

Google Shopping

$11,179.53 $17,111.04

AUTO ACCESSORY CLIENT

Channel: Before (30 Days)

After (30 Days)

Google Shopping

$68,514.00 $124,658.00

Nextag $2,016.61 $24,436.20

ADVANCED ADWORDS STRATEGIES FOR E-TAILERS

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ADWORDS BEST PRACTICES The Importance of Search

Contextual / Display Advertising Search + Display Is Even Better Advanced Adwords Strategies

TARGETING CUSTOMERS IN-MARKETCOMPARISON SHOPPERS ARE READY TO BUY. ARE YOU PART OF THE CONVERSATION?

50% start with a search engine.

The average shopper uses 10.7 sources of information before they buy

Awareness

Interest

Consideration

Source: Google ZMOT Research, 2011Google Eye Mapping Study, 2009

Purchase

Consideration

MISSED SEARCH OPPORTUNITIES

SOURCE: INTERNAL GOOGLE DATA, JUNE 2012

Low Ranking Organic Queries

71% of searchers look at the top 3 AdWords ads on a search results page.

PAID + ORGANIC SEARCH

SOURCE: INTERNAL GOOGLE DATA, JUNE 2012

Increases a consumer’s likelihood to visit your site by 95%

PAID + ORGANIC SEARCH

SOURCE: INTERNAL GOOGLE DATA, JUNE 2012

Increases a consumer’s likelihood to convert by 73%

SEARCH IS NOT ENOUGHTODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH

Awareness

Interest

Purchase

Consideration

SOURCE: WORDSTREAM “GOOGLE: THE WAR ON FREE CLICKS” STUDY, JULY 2012.INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION (OPA); REPORT FOR MARCH 2009.

Purchase

CAPTURE THEIR INTENT BEYOND THE SEARCH RESULTS PAGE, ON THE GOOGLE DISPLAY NETWORK

WITH CONTEXTUAL TARGETING, BE IN THE RIGHT PLACE, AT THE RIGHT TIME.

Google technology scans millions of pages at scale to find the best placements for your campaign.

Mass reach in highly relevant locations, like articles related to your brand, products, or services

You choose the keywords, we find the right sites.

AND SPEEDS UP THE PURCHASE FUNNEL 5X

DISPLAY DRIVES PURCHASE INTENTincrease traffic & engagementsearch + display increasedthe average number of webpages viewed by 68%

supercharge paid search campaigns

after seeing a display ad, customers are 136% more

likely to search for your brand and 140% more

likely to click on an organic link

increase in store visits

when combined, search + display can lift in store visits by 43%

search + display

+43%

increase offline conversionsA major consumer products company saw a 52% increase in offline sales after a successful display campaign

Source : Dunhumbee and Google Study, November 2008

REMARKETING COMPLETES THE SALE

88% of online shoppers have recently put an item in their shopping cart

and abandoned it

SOURCE: FORRESTER, 2011

Create targeted lists of users who have visited your site and

instantly re-engage them as they continue to surf the web

Increase your conversions by up to 51%

MEASURE YOUR DIGITAL BRAND

Maximize shelf space

Brand coverage on search

Category coverage on search

Presence across all devices

Desired impression share on search, GDN, and YouTube

Be in the best position

Desired position in search

(top vs. side) Strive to be above

the fold in display Best targeted content

on YouTube

Show your best offer

Longer Headlines Social/Location

Extensions Sitelinks PLAs Remarketing Offer Ads

ADWORDS NINJA TIPS How to Use Pricing In Ads Targeting by Model Number Adwords Scripts Remarketing

Tagging vs. Using Analytics URL Category Targeting Dynamic Display Ad Targeting

PLA NINJA TIPS Optimized Data Required Product by Product Segmentation Unclick the import from Nextag etc. (bids are way

cheaper) Bid Optimization by Product – Prepare for the future by

optimizing bids for CPA / ROAS / Margin 1¢ Bid Strategy Using Negative Keywords / Search Query Report to

manage which products show for which keywords

CONCLUSION#PLAninjas

GET YOUR FREE AUDIT! Pay Per Click Campaign Review & Recommendations

Google Shopping Review & Recommendations

Get actionable techniques specifically for your campaign goals

David JaegerPhone: 818.224.7517

Email: Davidj@nationalpositions.com

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THANKS FOR ATTENDING.

QUESTIONS OR COMMENTS?

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