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The Importance Of PPC In An Omni-Channel World: Message Critical
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The Importance Of PPC In An Omni-Channel World: Message Critical

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Developing AdCopy is tough, matching your PPC strategy to a user’s location, intent, and device is even harder, tracking a person through to a conversion can be a nightmare! Today’s retail marketers …

Developing AdCopy is tough, matching your PPC strategy to a user’s location, intent, and device is even harder, tracking a person through to a conversion can be a nightmare! Today’s retail marketers are challenged by a multi-channel world which makes driving and understanding the path to conversion extremely complex. Brittney Thomas, a long time search marketing veteran in the retail vertical space will walk you through tactics for reaching consumers with the right message, developing methods for quantifying efforts, and tracking return on investment. Understanding the full story, is critical to developing a scalable strategy. Brittney will take the audience through tips and tricks on beginning the process through generating smart, measureable tests.

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  • 1. The Importance Of PPC In An Omni-Channel World: Message Critical Brittney Thomas, Vertical Specialist – Retail, Bing @BingAds #eTailNews
  • 2. 60.0% 8.6% 14.5% 5.6% 5.0% 6.2% % Makeup Interactive Portfolio 2012 (F) vs. 2016 (F) Paid search SEO Display Email Social Mobile 52.8% 6.3% 17.1% 4.5% 6.2% 13.2% Retail Ad Spend Trends By Channel • Mobile has the highest growth (36%) - followed by social and display • Paid search grows at 10% average YOY • Paid search will increase from $5.1B to $6.7B spend in 3 years CAGR 2012 to 2016
  • 3. Role of Mobile in Retail Source: 1 Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012 2 Mobile Marketer 2012 3 eMarketer 2012 4 Nielsen 10 times as many coupons are redeemed through mobile as through traditional channels3 YoY retail growth for Yahoo! Bing Network was 23% - with over 53% due to mobile growth 70% of mobile searchers act within an hour – while only 30% of PC searchers do2 61% of smartphone users make local searches from a device1
  • 4. 21% share of paid clicks RETAIL (TOTAL) 5% more likely to have searched online in the last 6 months for female teen clothing and 4% more likely for kids ages 2-12 clothing Compared to Google, the Yahoo! Bing Network audience is: 4% more likely to have bought male teen clothing and 4% more likely to have bought female teen clothing online in the last 6 months
  • 5. 32% share of paid clicks MALL 37% share of paid clicks RETAIL - MOVIES +89% increasein HOME FURNISHINGS +34% increasein RETAIL - MOVIES +18% increase in COMPUTER SOFTWARE Substantial share of paid clicks across Movies and Mall sub-categories1 Share of paid clicks on the rise across Home Furnishings, Movies and Computer Software sub-categories2 Compared to Google, the Yahoo! Bing Network audience delivers:
  • 6. Delivering Results with Bing Ads Platform Updates +1,000 Increased Efficiency +21% More Clicks +25% New Markets in 2012 +15 On [the Yahoo! Bing Network], advertisers saw marked improvement in clicks. On a year-over- year basis, advertisers saw 25% higher click volumes.“ ” Online Advertising Report Oct–Dec 2012 “Yahoo! Bing Network spend increased 48% Y/Y as the engine continued to deliver strong impression growth on expanded keyword to query matching. Ad clicks rose 44% while CPCs increased 2%.” “ ” Paid Search Update Q4 2012
  • 7. Making it Actionable  Reviewed 9 retail categories  Looked at 22 different phrases (variables)  Then looked at the same phrases (variables) and propensity by device type Analyzed thousands of ads in each of several advertiser sub-verticals within Retail Holiday 2012 One- and two-word phrases (variables) were considered Phrases (variables) needed to appear in ads from at least 5 advertisers Phrases were sorted based on a weighted average of positive ad quality
  • 8. Lift compared to ads that did not use any of the listed variables Variables were chosen based on frequencyof use and positive impact on ad quality Apparel and Accessories: Top Variables • Mobile and tablet emphasis on ‘Official Site’ in the title combo with ‘online’ in the description. Branding is important on mobile devices. • Quality mentioned in the title and description of a PC ad indexes significantly higher than having no other key phrase variables, but on mobile indexes negatively compared to no other measured variables. PC Mobile Tablet Title Description Title Description Title Descrip Brand Call to Action Brand Call to Action Official Site Call to Ac Size New Official Site Online Official Site Online Price/Pricing Now % Off Size Brand Call to Ac Size Brand % Off Now Brand Online Size Official Site Brand Online Style/Kind Online PC Mobile Tablet Title Description Title Description Title Description Brand Call to Action Brand Call to Action Official Site Call to Action Size New Official Site Online Official Site Online Price/Pricing Now % Off Size Brand Call to Action Size Brand % Off Now Brand Online Size Official Site Brand Online Style/Kind Online Mobile Tablet le Description Title Description Title Description nd Call to Action Brand Call to Action Official Site Call to Action e New Official Site Online Official Site Online ce/Pricing Now % Off Size Brand Call to Action e Brand % Off Now Brand Online e Official Site Brand Online Style/Kind Online
  • 9. Lift compared to ads that did not use any of the listed variables Variables were chosen based on frequencyof use and positive impact on ad quality Consumer Electronics: Top Variables PC Mobile Tablet Title Description Title Description Title Cyber Monday Quality NoVar Cyber Monday Promotion Brand Cyber Monday Purchase Cyber Monday Cyber Mon New Promotion Price/Pricing Product Brand Cyber Monday Promotion Brand Resource Cyber Mon NoVar In-Store Pickup Price/Pricing Free Shipping Product • Price/Pricing extremely valuable for mobile ad titles where tablet and PC lean towards higher CTRs for ads containing “Cyber Monday” • “Cyber Monday” in mobile ad titles indexes lower than having no variable in the title. Mobile Tablet ription Title Description Title Description y NoVar Cyber Monday Promotion Cyber Monday Monday Purchase Cyber Monday Cyber Monday Promotion otion Price/Pricing Product Brand Cyber Monday otion Brand Resource Cyber Monday Quality re Pickup Price/Pricing Free Shipping Product Cyber Monday Mobile Tablet Description Title Description Title Descripti r Monday Quality NoVar Cyber Monday Promotion Cyber Mon d Cyber Monday Purchase Cyber Monday Cyber Monday Promotion Promotion Price/Pricing Product Brand Cyber Mon r Monday Promotion Brand Resource Cyber Monday Quality ar In-Store Pickup Price/Pricing Free Shipping Product Cyber Mon
  • 10. For a typical multi- channel retailer, over 90% of transactions happen in store. For every $1 of ecommerce revenue generated from paid search, [there is] another $6 of in- store revenue. Situation: Rapid expansion of retail footprint and digital presence created need to understand online to in-store correlations Approach: Team started measuring online visitors who clicked on the “get directions” and “Email/Text/Print Store info” as a key indicator of a customer’s visit to the store. Case Study: Microsoft Stores
  • 11. Microsoft Stores: Online Measurement A cookie was attached to the email receipt customers received after completing an in-store purchase, tying it back to their original visit to the online site. Over time Microsoft was able to attribute an in- store value to each end action a customer takes online. Like every technique, this is not perfect because it doesn’t take into account device breakage (i.e. when a customer clicks “get directions” on one computer but opens sales receipt on another device) or email collection drop (folks that don’t provide an email for a receipt) but overtime you can find good dependable estimates for these two “leakages” and adjust your sales results accordingly.
  • 12. Microsoft Stores: Event Measurement Each time a visitor registered for an event, a conversion event was recorded - estimating how many visitors were sent to the store through these online ads. The average purchase an attendee makes at an event determined the value associated with the event registration. This created a parameter on how much to spend on event related ads going forward.
  • 13. Goal: Need to drive foot traffic for in-store promotional event Strategy: Engaging ad copy, landing page and comprehensive tracking Approach: PC, Mobile, Tablet, Landing Pages or Banners
  • 14. 12New Exclusive Games www.gamestore.com PC In-Store Free Game Event Saturday Only, Sign Up Here… Store Location* All Promotions* 2Day Only Sale* Games Starting at $50 www.gamestore.com Mobile In-Store Game Event Saturday Only, Sign Up Here… Store Location* All Promotions* 2Day Only Sale* In-Store Game Event www.gamestore.com Tablet Find the Right Games for You Saturday In-Store Only, Sign Up Here… Store Location* All Promotions* 2Day Only Sale* PC Mobile Tablet Title Description Title Description Title Description Cyber Monday Quality NoVar Cyber Monday Promotion Cyber Monday Brand Cyber Monday Purchase Cyber Monday Cyber Monday Promotion New Promotion Price/Pricing Product Brand Cyber Monday Cyber Monday Promotion Brand Resource Cyber Monday Quality NoVar In-Store Pickup Price/Pricing Free Shipping Product Cyber Monday Mobile Tablet Title Description Title Description NoVar Cyber Monday Promotion Cyber Monday Purchase Cyber Monday Cyber Monday Promotion Price/Pricing Product Brand Cyber Monday Brand Resource Cyber Monday Quality Price/Pricing Free Shipping Product Cyber Monday Tablet Title Description Promotion Cyber Monday Cyber Monday Promotion Brand Cyber Monday Cyber Monday Quality Product Cyber Monday
  • 15. Game Store Track Track Track What If: Tracking was appended to links, enabling questions to be addressed in ad copy before they were asked? OR Bid on FAQ specific keywords based on users propensity to sign up for an event/make a purchase/visit the store?
  • 16. Be Present in Mobile – develop a strategy that recognizes in what way people are using their mobile devices to consume information. Optimize Mobile Search Ad Copy – understand what Ad Copy performs best on what device, implement, continue testing. Implement Tracking Strategies – tracking above and beyond conversions will help to broaden reach and optimize for brand engagement activities. Don’t Miss Out on Reaching the Exclusive Retail Audience on the Yahoo! Bing Network…
  • 17. Questions?
  • 18. Thank You! @BingAds #eTailNews www.community.bingads.microsoft.com