Surviving the Holiday Season with PLAs - Product Listing Ads  by Michael Griffin
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Surviving the Holiday Season with PLAs - Product Listing Ads by Michael Griffin

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From SMX East 2013 - How to Survive the Holiday Season with PLAs - Product Listing Ads by Michael Griffin

From SMX East 2013 - How to Survive the Holiday Season with PLAs - Product Listing Ads by Michael Griffin

#SMX #23D

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Surviving the Holiday Season with PLAs - Product Listing Ads  by Michael Griffin Surviving the Holiday Season with PLAs - Product Listing Ads by Michael Griffin Presentation Transcript

  • Confidential & Proprietary. © Adlucent 2013 SMX East 2013
  • 0% 5% 10% 15% 20% 25% 30% Week One Week Two Week Three Week Four Week Five Week Six Week Seven Week Eight Week Nine Weekly % of Total Holiday Revenue % Revenue - 2008 % Revenue - 2012 Holiday Shopping Trends Increased focus on shopping holidays Quicker recovery of revenue post-holiday Tweet: @migriffin
  • Come Early, Stay Late 1 in 4 consumers start their holiday shopping in September or even earlier 2 in 4 consumers finish their holiday shopping in the last two weeks of December Tweet: @migriffin
  • Come Early, Stay Late Local Product Listing Ads drive last minute shopping traffic to stores 77% of mobile transactions are completed in-store Tweet: @migriffin
  • Come Early, Stay Late Retailers are improving shipping options and shortening cutoff times in 2013 3 out of 5 shoppers buy at least one gift card during the holidays Tweet: @migriffin
  • Give Them What They Want Online holiday consumers most want to receive free shipping and $ or % off coupons Tweet: @migriffin
  • Give Them What They Want Google’s Merchant Center Promotions keep coupons front and center Tweet: @migriffin
  • Start the Countdown 6 fewer selling days this year Tweet: @migriffin
  • Prepare for Liftoff October November December 2012 CVR Increases Month over Month Text Ads PLAs +35% +13% +19% +4% Conversion Rates increase at a much higher rate for PLAs than text ads Tweet: @migriffin
  • Predict shopping behavior fluctuations for every hour of the holidays Prepare for Liftoff Tweet: @migriffin
  • Stock Your Online Store Window 50% of orders do not include the product featured in the clicked PLA Tweet: @migriffin
  • Attract New Customers 1 in 3 holiday shoppers purchase from a retailer they have never shopped with before Tweet: @migriffin
  • Attract New Customers Product Listing Ads have higher new customer acquisition rates than text ads Tweet: @migriffin
  • Keep the Lights On Online spending on Christmas Day increased 36% in 2012 over 2011 Tweet: @migriffin
  • 114% increase in revenue Professional technical equipment online retailer 94% increase in return on ad spend Lifestyle e-tailer +56% increase in orders/impression Direct marketing goods retailer Achieving Exceptional Results • Leader in online retailing, premium paid search, and pioneer in product level advertising • Introduced relevance-based online advertising optimization & pay-for-performance model • Solutions designed to meet every retailer situation, from pure technology and SaaS offerings to premium agency services • Founded in 2001, privately held, based in Austin TX
  • Michael Griffin migriffin@adlucent.com @migriffin info@adlucent.com @adlucent