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How to Maximize Google Adwords for E-Tailers
 

How to Maximize Google Adwords for E-Tailers

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Learn Adwords secrets from Google experts! This presentation, created by Google and National Positions, provides advanced Google Shopping strategies that will help you boost sales within 30 days. To ...

Learn Adwords secrets from Google experts! This presentation, created by Google and National Positions, provides advanced Google Shopping strategies that will help you boost sales within 30 days. To learn more, visit http://www.nationalpositions.com/ or call 877.610.4760!

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  • Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
  • Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
  • We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to PinterestGoogle Slide: Kelli & Samir
  • We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to Pinterest
  • 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
  • The way consumers shop today is fundamentally changing. Before the “digital age” a shopping experience was quite different. Advertisers ran advertisements, such as a TV spot to introduce consumers to a new product or to let us know there was a big sale happening. The advertiser’s hoped that this stimulus would then drive consumers to store, where they would have a “first moment of truth” experience seeing the product on the shelf and deciding whether or not to purchase. This process assumed that the customer hasn’t already made up their mind before arriving at the store. Today, this process is a lot different. Purchase decisions today are becoming much more calculated and highly researched. Part of this is due to the poor economy over the past few years and the need to make each dollar stretch further, but the major reason for this shift in behavior is the widespread penetration of digital devices. A shopper today might start a research process on tablet at home at night; further research on their work computer; go into store to look at product; check for other options on their phone; and purchase. And customers have come to expect a cohesive mult-channel experience throughout the process. The challenge, of course, for marketers is ensuring that the proper message being presented on appropriate device at appropriate time Interesting Data Points:- (1) 89% of consumers making in-store purchases in key retail categories have conducted online research prior to purchase (BIGresearch), - Purchase = Multi-channel - amazing growth in online sales y/y, but only 7% retail sales happening online - 89% of in-store sales are influenced by online (ComScore)
  • The same is true online
  • Unlike text search results, where the advertiser dictates what keywords/ads show for results; for the product Results:Step 1: The user types in a queryStep 2: The Shopping Engine processes the query, checks which products in their advertiser list are relevantStep 3: Returns up to 8 of them, based on bid price, CTR and QS
  • Step 1: The Datafeed comes from any file that you have availableStep 2: We import the data into our serverStep 3: We export it in an optimized format for every individual engineStep 4: We track performance, and tie it back into our platform, where we optimize bids
  • Empty Feed = Empty Business
  • Want to focus on direct-response, late-stage funnel to maximize profitsNEXT SLIDE: Diagnose client’s particular weak points
  • AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
  • AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
  • AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
  • More helpful later in the funnel (as a platform) – keep all stages in pitch, break down step-by-step in branding deck(could use this as branding slide, using every stage in funnel) – for DR this slide is important to stay as remarketing
  • Contextual targeting is very much Google’s USP. No one has the ability to scan pages and serve ads like us. The results were achieving back up what an incredible technology this is.You should look at our benchmarks: https://sites.google.com/a/google.com/uk-display-hub/benchmarksOur benchmarks show that keyword contextual targeting performs incredibly well for advertisers, and because of this they are investing 40% of their budget into keyword contextual targeting, receiving nearly 60% of their clicks from these campaigns.Google technology scans millions of web pages, analysing text, language, links and page structure to make sure your ad finds the best audience. With contextual targeting, we use keywords and themes to find the right placements, showing your ads on Display Network web pages that are the most suitable match for your message.If you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action.(Contextual advertising is vital to building brand awareness and reaching new prospects at relevant moments)

How to Maximize Google Adwords for E-Tailers How to Maximize Google Adwords for E-Tailers Presentation Transcript

  • How to MaximizeGoogle Adwordsfor E-Tailers
  • #PLANINJAS@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#PLAninjas
  •  An industry leading Internet marketing, and one of Inc.Magazine’s fastest growing companies in the US. With over 1,500 clients around the globe and a 95% retentionrate—we know that improving your business is our business. Our dedicated team of Internet marketing and ecommerceexperts can get your products seen, and sold, all over the web.NATIONAL POSITIONS#PLAninjas
  • OVERVIEW• Understanding the Digital World• E-Tail Marketing Overview• Google Shopping’s Product Listing Ads• Advanced Adwords Strategies for E-Tailers• Conclusion• Q & A#PLAninjas
  • UNDERSTANDINGTHE DIGITALWORLD#PLAninjas
  • THE DIGITAL WORLD IN 2009SOURCE: IDC, MAR 201223%of the world isonline (1.6Bpeople)2.5MTweets per dayMobileAccounts for 6% ofconsumers’ time300MFacebook users1BYouTube views perday0Monthly uniquevisitors to Pinterest$130BUS E-commercemarket
  • THE DIGITAL WORLD IN 2013SOURCE: IDC, MAR 201235%of the world isonline (2.3Bpeople)+55%340MTweets per day+13,500%MobileAccounts for 10% ofconsumers’ time and12% of internet traffic+67%1BFacebook users+233%4BYouTube views perday+300%23MMonthly uniquevisitors to Pinterest$224BUS E-commercemarket+53%
  • THE WAY WE SHOP NOWPositive consumer reviewsincrease their level of trustin a businessSource: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―LocalConsumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences viavideaNearly 50% of retail sales willbe online or influenced byweb-research this yearThey transition betweendevices while shoppingShoppers use 10+ sourceson average on the path topurchase
  • IN-STORE CONSUMERSINFLUENCED BY THE WEB89% OF CONSUMERS MAKING IN-STORE PURCHASES NOWCONDUCT ONLINE RESEARCH PRIOR TO PURCHASEFirstMomentof TruthSecondMomentof TruthStimulusPre-shopping |In-store | In-homeAt shelfIn-storeExperienceSource: Google ZMOT Study
  • Branding is crucial. Without it you mustcompete on price & shipping alone!?
  • GOOGLESHOPPING’SPRODUCTLISTING ADS#PLAninjas
  • 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 Adshave seen significant growth with advertiser adoption and productimprovementsNov 2010 to Dec 2011PLATraffic+600% traffic growth YoY globally2X CTR vs. text ads
  • WHY USEPRODUCTLISTING ADS#PLAninjas
  • CLICK THROUGH RATESBecause Product Ads are more attractive and engagingthan standard text ads, they offer better CTRs.
  • CONVERSION RATESProduct Ads give users information (merchant, price andpicture) before they click through, so they are betterinformed and more likely to complete a sale when theyarrive on your site.
  • EASY TARGETINGGoogle automatically selects the most relevant productsto show from your Merchant Center account when auser enters a related query.
  • INCREASED EXPOSUREBecause both Product Ads formats can show at thesame time, your exposure on given query can increase2x or more.
  • THE BOTTOMLINE IMPACTOF PRODUCTLISTING ADS#PLAninjas
  • 0102030405060708090100Standardized CPA PLA CPAAverage Cost Per Sale Via GoogleShopping is 23% lowerStandardized CPA PLA CPA
  • 0100200300400500600700Mar 2012 Mar 2013Biggest Paid Sales Increase due to PLAsMar 2012Mar 2013
  • 0%20%40%60%80%100%120%140%160%180%Mar 2012 Mar 2013Avg. Paid Sales Increase Due to PLAsMar 2012Mar 2013
  • Text Ads56%PLAs44%Google Shopping % of Sales
  • HOW TOMATCH YOURPRODUCTS TOUSER QUERIES#PLAninjas
  • Better Data Feeds. Better Results. More Sales
  • MOST MERCHANTSAREN’T TAKINGADVANTAGE OFPRODUCT LISTINGADS#PLAninjas
  • FAST RESULTS FROM PLAS736%82%1112%53%SOFTWARE CLIENTChannel: Before (30 Days) After (30 Days)GoogleShopping$2,821.02 $23,583.80MOTORCYCLE APPAREL/PARTSChannel: Before (30 Days) After (30 Days)GoogleShopping$11,179.53 $17,111.04AUTO ACCESSORY CLIENTChannel: Before (30 Days) After (30 Days)GoogleShopping$68,514.00 $124,658.00Nextag $2,016.61 $24,436.20
  • ADVANCEDADWORDSSTRATEGIES FORE-TAILERS#PLAninjas
  • 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 THECONVERSATION?50% start with a search engine.The average shopper uses 10.7 sourcesof information before they buyAwarenessInterestConsiderationSource: Google ZMOT Research, 2011Google Eye Mapping Study, 2009PurchaseConsideration
  • MISSED SEARCH OPPORTUNITIESSOURCE: INTERNAL GOOGLE DATA, JUNE 2012Low Ranking Organic Queries71% of searchers look at the top 3 AdWordsads on a search results page.
  • PAID + ORGANIC SEARCHSOURCE: INTERNAL GOOGLE DATA, JUNE 2012Increases a consumer’s likelihood to visit your site by 95%
  • PAID + ORGANIC SEARCHSOURCE: INTERNAL GOOGLE DATA, JUNE 2012Increases 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 SEARCHAwarenessInterestPurchaseConsiderationSOURCE: WORDSTREAM ―GOOGLE: THE WAR ON FREE CLICKS‖STUDY, JULY 2012.INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION(OPA); REPORT FOR MARCH 2009.PurchaseCAPTURE THEIR INTENT BEYOND THESEARCH RESULTS PAGE, ON THE GOOGLEDISPLAY NETWORK
  • WITH CONTEXTUAL TARGETING, BE INTHE RIGHT PLACE, AT THE RIGHT TIME.Google technology scans millions ofpages at scale to find the bestplacements for your campaign.Mass reach in highly relevantlocations, like articles related to yourbrand, products, or servicesYou choose the keywords,we find the right sites.
  • AND SPEEDS UP THE PURCHASE FUNNEL 5XDISPLAY DRIVES PURCHASE INTENTincrease traffic &engagementsearch + display increasedthe average number ofwebpages viewed by 68%supercharge paidsearch campaignsafter seeing a displayad, customers are 136%more likely to search for yourbrand and 140% more likelyto click on an organic linkincrease in storevisitswhen combined, search+ display can lift in storevisits by 43%search + display+43%increase offlineconversionsA major consumerproducts company sawa 52% increase in offlinesales after a successfuldisplay campaignSource : Dunhumbee and GoogleStudy, November 2008
  • REMARKETING COMPLETES THE SALE88% of online shoppers have recentlyput an item in their shopping cartand abandoned itSOURCE: FORRESTER, 2011Create targeted lists of users whohave visited your site and instantlyre-engage them as they continueto surf the webIncrease your conversions by up to51%
  • MEASURE YOUR DIGITAL BRANDMaximize shelf space Brand coverage onsearch Category coverage onsearch Presence across alldevices Desired impressionshare onsearch, GDN, andYouTubeBe in the best position Desired position insearch(top vs. side) Strive to be above thefold in display Best targeted contenton YouTubeShow your best offer Longer Headlines Social/LocationExtensions 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 waycheaper) Bid Optimization by Product – Prepare for the future byoptimizing bids for CPA / ROAS / Margin 1¢ Bid Strategy Using Negative Keywords / Search Query Report tomanage 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 yourcampaign goalsDavid JaegerPhone: 818.224.7517Email: Davidj@nationalpositions.com#PLAninjas
  • THANKS FORATTENDING.QUESTIONS ORCOMMENTS?#PLAninjas