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Holiday Season optimization for your online marketing campaigns. Find the tips and tricks to optimize your PPC campaigns.

Holiday Season optimization for your online marketing campaigns. Find the tips and tricks to optimize your PPC campaigns.

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    Holiday 2013 pov3   180 fusion-pdf Holiday 2013 pov3 180 fusion-pdf Presentation Transcript

    • Finding Value For The Holidays: Strategies for success with the digital shopper Google Confidential and Proprietary 1
    • Introductions 180Fusion and Google Google Confidential and Proprietary 2
    • Google, Channel Sales Heather Wilburn – Business Development Manager Business Objectives for Clients: •  Educate clients on Google’s ever-growing suite of offerings •  Promote Search, Mobile, Display, YouTube as aligned with client business needs •  Support clients in growing new business Bio: •  Joined Google in 2002 as founding member of AdWords advertising program •  Initially managed SMB client relationships with a focus on developing advanced online strategies •  Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions Marketing Discussion Google Confidential and Proprietary 3
    • 180Fusion Scott Cohen – CEO Business Objectives for Clients: •  Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way •  Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization •  Support overall strategy for online client growth Bio: •  •  •  •  Industry veteran with 17+ years in software and internet sector Responsible for overall vision and strategy for 180Fusion Recognized Thought Leader in internet marketing Successfully supported Fortune 500 executives to SMB market on global marketing initiatives •  On the Board of Directors of Non Profit and privately held technology companies Marketing Discussion Google Confidential and Proprietary 4
    • Today’s Agenda Introductions (5 mins) Holiday Highlights 2012 (10 mins) Holiday 2013: Insights for Succeeding (10 mins) Next Steps (15 mins) Q&A (10 mins) Google Confidential and Proprietary 5
    • 2012: Holiday Highlights A look back at key moments Google Confidential and Proprietary 6
    • True or False? In 2012, more than 80% of consumers said online influenced which stores they chose to visit Google Confidential and Proprietary 7
    • True or False? True In 2012, 82% of consumers said online influenced which stores they chose to visit Google Confidential and Proprietary 8
    • True or False? 100% of consumers finished holiday shopping before Christmas Google Confidential and Proprietary 9
    • True orFalse False? 32% of consumers finished holiday shopping after Christmas Sources: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012) Google Confidential and Proprietary 10
    • True or False? Cyber Monday 2012 was the largest online spending day in history Source: Comscore Holiday Report 2013 Google Confidential and Proprietary 11
    • True or False? True Cyber Monday 2012 was the largest online spending day in history at $1.46B Google Confidential and Proprietary 12
    • 2012 Holiday Highlights: eCommerce drove holiday growth Total Retail Sales: $579.8B1 +3% Total eCommerce Sales: $42.3B2 +14% 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 Despite 2.5% increase in foot traffic, sales fell below expectations leading to late-season promotions1 Cyber Monday: Heaviest online shopping day for 3rd consecutive year at $1.46B2 Google Confidential and Proprietary 13
    • 2013: Insights for Succeeding What we expect this year Google Confidential and Proprietary 14
    • Holiday shoppers are already planning to purchase these items: 38% 36% 28% 22% 21% 16% 11% Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13 Google Confidential and Proprietary 15
    • Mobile also exploded last year; fueled key shopping periods –  13% of online sales –  1 of 3 holiday shopping queries –  Black Fri Mobile: 16% of online purchases, +67% traffic growth –  Cyber Mon Mobile: 13% of online purchases Source: NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500 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 Google Confidential and Proprietary 16
    • This year, the trend will continue. Nearly 50% of shoppers plan to make a holiday purchase online: How Will You Make Your Holiday Purchases This Year? (Multi-select) 4% 7% 5% In a Store Location 45% Online Using a Latop/Computer Online Using a Tablet Online Using a Smartphone 39% Through a Catalog Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13 Google Confidential and Proprietary 17
    • Mobile will also be bigger than ever this year; consumers are increasingly relying on smartphones to help them shop 1 in 4 shopping queries were on mobile in July 2013 (+53% y/y) 8 in 10 smartphone shoppers use mobile in stores to help with shopping 1 in 3 use their phones to find info instead of asking store employees Source: Google Shopper Marketing Council, Mobile In-Store Research, Apirl 2013; collaboration with Google, M/A/R/C Rsearch and top shopper marketing agencies. Base: smartphone shoppers (n=1,507). Please check how you used your [smartphone] while shopping inside the physical Google Confidential and Proprietary store. Base: use smartphone in-store (n-1,480). At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee? 1 in 4Source: Google Internal Data, Top 10,000 Shopping Terms 18
    • In 2012, one third of gifters purchased from a retailer they had never shopped with before Reasons Shoppers are Not Loyal to a Particular Retailer When Gift Shopping 40% 22% 12% I look for the best price I look for the best selection 10% I look for the best I look for the closest service store to me Source: Google Consumer Surveys n=630 Question: Think back to last holiday season, did you purchase gifts from a retailer you had never shopped with before? *filter only to those who purchased gifts . Q. When you are shopping, for gifts, are you loyal to a particular Google Confidential and Proprietary retailer? 19
    • In this condensed period, the big shopping days will be as important as ever 12 days topped $1B last year All key shopping dates drove double-digit sales growth 2012 ($M) % Change Y/Y $42,286 14% Thanksgiving (Nov. 22) $633 32% Black Friday (Nov. 23) $1,042 28% Thanksgiving Weekend (Nov. 24-25) $1,187 15% Cyber Monday (Nov. 26) $1,465 17% Green Monday (Dec. 10) $1,275 13% Free Shipping Day (Dec. 17)* $1,013 76% $288 36% Nov 1 – Dec 31 Christmas Day (Dec. 25) Source: Comscore, Inc. Online and Offline Total, Non-Travel (Retail) Spending, Excludes Auctions and large corporate purchases, Total U.S. * Calendar date in 2012. This year will be Dec 18 Google Confidential and Proprietary 20
    • Competitive Summary: Knock out the competition in 2013 1 Intensify your targeting ü  Language expansion to reach multi-lingual users ü  Target by location (proximity bidding) and device (mobile multipliers) in relevant locations – every shopping mall) 2 Ensure your shipping options are appealing to consumers ü  Promote shipping offers ü  Drive to store if you don’t have shipping options available ü  Bid up for consumers closer to your shipping center to minimize costs 3 Capitalize on key Holiday shopping dates ü  Increase bids when you anticipate high demand/spending ü  Promote time-sensitive deals and emphasize urgency 4 Develop an omni-channel Holiday program Source: MasterCard SpendingPulse. ü  Use a “one-company” message across all platforms ü  Target all devices for the widest reach possible Google Confidential and Proprietary 21
    • Supercharge your Strategies Maximize your reach and ROI Google Confidential and Proprietary 22
    • 180Fusion Brett Stevens – Paid Search Manager (Guru!) Business Objectives for Clients: • Support 180Fusion clients key performance indicators (KPI’s) • Metric driven: Promote traffic that drives qualified and cost effective lead, lowest cost per acquisition (CPA), while increasing volume. • Think outside the box to drive results- period! Bio: • 180Fusion PPC Lead and Trainer • 10+ years leading PPC Campaigns • Managed Paid Search budgets from $100/mo to enterprise level of $500K/ mo+ • Google Adwords Certified • Loves to play fantasy football and collect comic books J Marketing Discussion Google Confidential and Proprietary 23
    • Best Products To Leverage This Season… Product Listing Ads Simplify the online shopping experience for customers Display Ads Reach users further down the purchase funnel; engage & re-engage them! Mobile Ads 2012 saw mobile traffic grow 67% on Black Friday, and accounted for 16% of online purchases. We anticipated even stronger numbers for 2013. What’s your mobile strategy? Google Confidential and Proprietary 24
    • Product Listing Ads (PLAs) connect you with millions of users searching on Google for products you offer Google Confidential and Proprietary 25
    • Creating Product Listing Ads Google Confidential and Proprietary Google Confidential and Proprietary 26
    • Optimize PLA’s for the Holidays! –  Don’t use stock images, distinguish yourself. Don’t forget about mobile Google Confidential and Proprietary 27
    • PLA Usage continues to rise PLAs were introduced in Holiday 2012; adoption has not slowed and is expected to increase significantly for Holiday 2013 Nov  2011   Dec  2011   Jan  2012   Feb  2012   Mar  2012   Apr  2012   May  2012   Jun  2012   Jul  2012   Aug  2012   Sep  2012   Oct  2012   Nov  2012   Dec  2012   Jan  2013   Feb  2013   Mar  2013   Apr  2013   May  2013   Jun  2013   Apparel  Industry   PLA  Clicks  as  %  of   Total   3%   4%   4%   4%   4%   5%   6%   6%   7%   8%   11%   13%   12%   14%   15%   14%   15%   15%   16%   17%   Click Traffic Coming from Product Listing Ads – Apparel Industry 18% 16% 14% 12% holiday 10% 8% 6% 4% 2% 0% Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013; Client X’s Account Data. July 2013. Google Confidential and Proprietary 28
    • DISPLAY targeting helps reach your customer in a relevant context Build campaigns designed for specific parts of the Display funnel Awareness •  •  •  Topic Targeting Keyword Contextual Targeting Reserve Buy Ads Engagement •  •  •  •  •  Interest Categories Keyword Contextual Targeting Search Companion Marketing Affinity Segments In-market buyers •  •  Remarketing & Dynamic Remarketing Similar Audiences Action Google Confidential and Proprietary 29
    • Awareness: Keyword Contextual Targeting Target ads to consumers based on the content they’re reading WHO •  You are able to target consumers looking within a certain theme based on the key words they are using HOW •  Google will show your ads on pages that are the most suitable match for your message, in a highly relevant context TIP: improve ROI by sending consumers to your most relevant landing pages. Google Confidential and Proprietary 30
    • Engagement: Search Companion Marketing Combine the precision and efficiency of search marketing with the reach of display WHO •  Customers can come from any major search engine (Bing, Yahoo!, Google) as long as the search result they click directs to a site in the Google Display Network HOW •  Automatically display keyword-targeted ads to customers when they land on a page in the Google Display Network after conducting an online search •  Beta results show 7% more clicks and 10% more conversions than search campaigns with only 5% additional spend Source: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis ROI MAX Google Confidential and Proprietary 31
    • Action: Remarketing: re-engage with visitors after they’ve left your website Google Confidential and Proprietary Google Confidential and Proprietary 32
    • Action: How Remarketing Works Google Confidential and Proprietary Google Confidential and Proprietary 33
    • Action: Convert past site visitors with tailored ads Use Dynamic Remarketing to generate and tailor an ad to each site visitor based on their experience with your site You can see a 450% •  Consider using a time sensitive offer during the holidays (X date or related to shipping dates) increase in CTR* •  •  Dozens of professionally designed templates to choose from Links to Merchant Center catalog * Source: Google Internal data Google Confidential and Proprietary 34
    • Action: Dynamic Remarketing •  Reach visitors based on the products they viewed on your site. –  How do we optimize for the holidays? •  Test different layouts to see what resonates with your audience. •  Button color and call to action text (Shop Now, Buy Today etc…) •  Different value ad propositions (free shipping, 10% off etc…) •  Logo position (Keeping it at the top tends to work best.) Google Confidential and Proprietary 35
    • A mobile website is a must: Your competitors will leave you behind this holiday without one 40% of consumers turn to a competitor’s site after a bad mobile experience Source: Google Mobile Playbook. Google Confidential and Proprietary 36
    • Mobile search drives immediate purchase-related conversions How does this link with your super sales day strategies (e.g Black Friday) ? Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?. Google Confidential and- Proprietary Google confidential 37
    • Extensions to drive the top performing conversions Location extensions for in-store conversions Call extensions for call conversions Click-to-Download for app downloads Sitelinks for website conversions Google Confidential and- Proprietary Google confidential 38
    • Summary Google Confidential and- Proprietary Google confidential 39
    • If You Only Remember 3 Things… PLA 1.  Setup feeds early; prevent irrelevant searches with negative keywords 2.  Adjust inventory at various store locations using PLAs 3.  Don’t turn off after Dec 25 Performance Display Mobile 1.  Build your remarketing lists early (email or sweepstakes) 1.  Use a top spot bidding strategy 2.  Use time sensitive offers and promotional language 2.  Include micro actions to drive desired behavior on key dates 3.  Design lists for high converting users & find similar users (beta) 3.  Extend your reach beyond search engines through inapp display ads Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?. Google Confidential and- Proprietary Google confidential 40
    • Holiday housekeeping tips Pre-Holiday (Now) In-Season (Q4) ✓  Upload new ad copy as soon as possible for approvals Post-Holiday (Q1) ✓  Keep bids & budgets at competitive levels ✓  Launch upper-funnel video, display & search campaigns to seed early holiday interest and build remarketing lists ✓  Look at historical query volume post-holiday to capitalize on continued demand ✓  Set automated rules for budgets to avoid ✓  Remain present – 32% capping of consumers complete their holiday shopping after Christmas (Dec 25th) ✓  Take advantage of professional consult Google Confidential and- Proprietary Google confidential 41
    • “180Fusion Remarketing on Google allows us “180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that great opportunity to win back those users that we’ve already driven to the site through other we’ve already driven to the site through other advertising campaigns.” advertising campaigns.” Eric Hannelius Eric Hannelius Vision Payment Vision Payment Solutions Solutions & CEO President President & CEO Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?. Google Confidential and- Proprietary Google confidential 42
    • Q&A Google Confidential and- Proprietary Google confidential 43
    • Q&A Q: Being that 180Fusion manages lots of high profile search campaigns, what can you tell me about how product list ads have converted pre holiday season since I believe this is a new feature that Google offers? A: Great question – with Product Listing Ads being launched out of Beta about a year ago, we have been able to extensively test PLA’s. Over the last quarter, we’ve seen on average approximately a 5-10% increase in conversions. This makes us extremely bullish going into the holiday season for an uptick using our Managed PPC platform. In addition, an approach that has proved effective is combining Product Listing Ads with Dynamic Remarketing to maximize visibility. Google Confidential and- Proprietary Google confidential 44
    • Q&A Q: Can you also touch on if you have any practical advice regarding Social Media for the holiday season, being that I sell to consumers? A: Yes, we’ll likely cover this topic in detail in a follow up webinar as we could spend another hour on this question alone. The short answer is that Social Media, especially for companies that are selling to consumers and understand their demographic target, need to be putting together a social media strategy that includes content for various platforms such as Facebook, Twitter, Google+. We’ve also seen Pinterest and Instagram be effective for targeting the female audience. However, the key is not just to post info for the sake of posting, but rather to come up with a full Social Strategy that incorporates giveaways, promotions, creativity and branding that differentiates in the holiday season. Of course, 180Fusion can assist with this strategy and overall execution as needed. Google Confidential and- Proprietary Google confidential 45
    • Q&A Q: I’m not an e-commerce business – can PLAs work for my travel business? A: While PLAs are inherently more e-commerce focused, there are other ad formats that you can leverage such as ad extensions, sitelinks and remarketing. The experts at 180Fusion are well-versed in successful ad strategies across all verticals, so please do reach out to them for further consultation and insights. Google Confidential and- Proprietary Google confidential 46
    • thank you! For Personalized, One on One Consultation, For Webinar Attendees Only webinar@180fusion.com 877-321-4180 Google Confidential and- Proprietary Google confidential 47