Vertical nerve & google pla webinar final

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  • We’ve come together today to help educate the online retail space about how they can best use Product Listing Ads, or PLAs to generate sales for their business! Since PLAs became an ad format, our clients have seen outstanding results, often seeing much lower cost per conversions and cost per clicks while seeing more conversions than general text ad campaigns. Having a strong presence in the Google Shopping results is a must this holiday season and moving forward!Chris to add input as well, before transitioning into his slides
  • Matthew to lead
  • Chris to leadIt used to be that you saw a TV ad, ran out of toothpaste or otherwise had a need or want to purchase. Then you’d go to the store where you’d learn a lot about the product in the store, and that’s why the first moment of truth became this point of inflection, an important moment to win.
  • Over the course of 2011, the new mental model seemed to resonate with marketers. But one of the things we struggled with around our new 4 step mental model is that it appeared linear. That consumers would move left to right. In 2012, we tried to surface more data around this hypothesis and tracked the behavior of 3,000 shoppers with Shopper Sciences. Our findings showed that and found that each shopper took a different approach to FMOT and SMOT, that they can dart in and out of any moment, bouncing back and forth to form their opinions. What we did notice, however, is that ZMOT activities behaved like an airline hub. That no matter where the shopper was going, they would always touch down on ZMOT at some point. And often again and again. Therefore we’ve evolved our model to a many moments model – and in our 2012 handbook, even refer to it as more of a “flight map”. The key is that the consumer is self-directed and as a marketer you can’t leave anything unattended. Your brand is in constant consideration and you have to focus on all the moments that matter, in every stage.
  • Chris to leadThe web has become an essential part of daily life for billions of people around the world with over 2B web users and another billion people coming online by the end of 2015 (more than 40% of the world’s population)People of all ages, incomes, countries, etc. are online (In the US,4 out of 5 adults use the web everyday)People use the web to do practically anything - learn, connect, discover, work, shop, create, entertain, communicate, entertain, invent.  In the US:90% of Internet users search70% shop and watch videos (>4B views on YouTube per day)60% bankingThese are moments that matter to people - when they use the Internet to make their lives better, every day.  
  • Chris to lead
  • Petra to lead
  • Petra to lead+600% increase in traffic to advertisers YoY2X the CTR of text adsin the same location for these shopping queries
  • Notes for all the numbers:Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs. Product 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.Googleautomatically selects the most relevant products to show from your Merchant Center account when a user enters a related query. Because both Product Ads formats can show at the same time,your exposure on given query can increase 2x or more.When Product Listing Ads are priced on a CPA basis, you only pay when someone makes a purchaseafter clicking on one of your ads.
  • Notes for all the numbers:Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs. Product 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.Googleautomatically selects the most relevant products to show from your Merchant Center account when a user enters a related query. Because both Product Ads formats can show at the same time,your exposure on given query can increase 2x or more.When Product Listing Ads are priced on a CPA basis, you only pay when someone makes a purchaseafter clicking on one of your ads.
  • Notes for all the numbers:Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs. Product 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.Googleautomatically selects the most relevant products to show from your Merchant Center account when a user enters a related query. Because both Product Ads formats can show at the same time,your exposure on given query can increase 2x or more.When Product Listing Ads are priced on a CPA basis, you only pay when someone makes a purchaseafter clicking on one of your ads.
  • Notes for all the numbers:Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs. Product 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.Googleautomatically selects the most relevant products to show from your Merchant Center account when a user enters a related query. Because both Product Ads formats can show at the same time,your exposure on given query can increase 2x or more.When Product Listing Ads are priced on a CPA basis, you only pay when someone makes a purchaseafter clicking on one of your ads.

Transcript

  • 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Why Companies Need AProduct Listing Ad (PLA)Strategy
  • 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2Today’s PresentersAnita AvramStrategic Partner ManagerGoogleDice NakamuraBusiness Development ManagerVertical NerveErnie CotePresidentVertical Nerve
  • 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3Agenda• The Retail Landscape• The New Google Shopping• Why Product Listing Ads?• Set Up• Optimization• Q & A
  • 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4Before We Begin• Fast paced and relevant• Plenty of time for your questions• Submit questions using Chat feature in GoTo Mtg• Should be great questions, great group on the call• >100 online and ecommerce companies represented• Automotive, CPG, Fashion, Food, Furniture, Jewelry, Medical, Sports/Fitness,Technology, Tools, Utilities
  • 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5Google/Vertical Nerve PartnershipOur goal today is to educate the online retailspace on how advertisers can best leverageProduct Listing Ads (PLAs) to generate sales fortheir business!
  • 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6Booth 659 – Discount Attendee Codes AvailableA few clients we’ve helped recentlyVertical Nerve, a national leader in Search Marketing & Digital AnalyticsSpeaking at Chicago & Boston
  • 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7Registration Poll: Does your company have an SEM Strategy?0% 20% 40% 60% 80%SEO/PPC/PLAOne StrategyNo StrategyResultsResults1/3 using 1 strategy, SEO,PPC or PLA
  • 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8The Changing RetailLandscapeAnita Avram
  • 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9First Momentof TruthSecond Momentof TruthStimuluspurchasemotivatorin-storeexperiencepost-purchaseTraditionally, We Followed a 3-step Mental Modelof Marketing
  • 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10The New “Many Moments” Mental Model looks likea Flight MapStimulusStimulusFMOTSource: Google/Shopper Sciences, Purchase Funnel Analysis, April 2012. N = 3,000
  • 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11Everyone and Everything is OnlineThere are over 2B web users worldwide, with another billion comingonline by the end of 2015
  • 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12The New Path to Purchase1261%of Internet users researchonline about products andservices prior to purchaseSources: IAB/TNS/Google, Consumer Barometer, Worldwide, May 2012. Motorola Solutions, June 201269%of those who research onlineuse a search engine beforepurchase48%search offers while in-store
  • 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Connect people to the products andbrands they love at the moment thatthey’re searching with Google Shopping
  • 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14The New Google Shopping
  • 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15Google Shopping snapshot100 billion+ queries per month1 billion+ products100K+ sellers
  • 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16Product listing ads – your store shelf on Google
  • 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17Product Listing AdsNov 2010 to Dec 2011PLATrafficSince launching to all US advertisers in Nov 2010, Product ListingAds have seen significant growth with advertiser adoption andproduct improvements+600% traffic growth YoY globally2X CTR vs. text ads
  • 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Product listing ads power google.com/shopping
  • 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19Product Listing Ads for shoppers on the goGoogle.com Google.com/shoppingShopper app
  • 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20360 degree imagery
  • 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21Product-level bidding made easy• Requires no changes to your feed• Target subsets of your products to promote more heavily• Quickly bid on new or top selling holiday items• Increase bids on products that are not selling fast enough
  • 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22Enhanced campaigns for Product Listing Ads
  • 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23Why Use Product ListingAds?
  • 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24Why use Product Ads?1Better Clickthrough Rates (CTRs)Because Product Ads are more attractive and engaging thanstandard text ads, they offer better CTRs.
  • 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25Why use Product Ads?2Better Lead Quality and Conversion RatesProduct Ads give users information (merchant, price andpicture) before they click through, so they are better informedand more likely to complete a sale when they arrive on your site.
  • 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Why use Product Ads?3Easy TargetingGoogle automatically selects the most relevant products toshow from your Merchant Center account when a user enters arelated query.
  • 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27Why use Product Ads?4No riskWhen Product Listing Ads are priced on a CPA basis, you onlypay when someone makes a purchase after clicking on one ofyour ads.
  • 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28Success storiesElectronics↑↑50% Click thru rate100% Conversion rate↑ 73% Cost per clickOutdoor↑ 10x Sales Kept target ROAS↑↓55% Click thru rate11% Cost per click↓ 36% Cost per acquisitionOutdoorAppliances ↑↑12% Conversion rate8% Revenue↓↑10% Bounce rate129%Site visitsHardwareTools ↑↑50% Traffic50% Conversion rate↑↑15% Order value“Dead product” salesTravel↑↑200% Sales from Google40x Sales from PLAs100% of products in PLARETAILER GOOGLE SHOPPING HIGHLIGHTS
  • 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29Getting Started
  • 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30In order to participate in Product Ads, you must link your AdWords and GoogleMerchant Center accounts.
  • 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31Create a new Campaign by selecting “Search Network Only”. Then select“Product Listing Ads” as the Campaign type.Step 1: Campaign CreationSelect ProductListing Ads
  • 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32Specify your bidding strategy of CPC or CPA%. CPA% is only available towhite-listed customers in the US.Step 2: BidsNote: Only New Campaigns can be set to CPA%.CPC OptionCPA%Option
  • 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33Step 3: Associate your Google Merchant Center account tothe campaign.Note: This option will only appearafter you connect your MerchantCenter Account to AdWords.
  • 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34Step 4 (Optional): Indicate a Promotional Message foryour PLAs (i.e. “Free Shipping”)
  • 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Step 5: Do notice that the “All Products” Product Target isdefault checked in. This means that all the products in thefeed should be promoted. You can change this later.
  • 36. Google Confidential and Proprietary 36Google Confidential and Proprietary 36Optimizing PLAsDice Nakamura
  • 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37Poll Results: How are you bidding across your catalogue?Bidding StrategiesFormulaicManufacturers Name& PriceOne Bid for allProductsNot Using BidStrategies45%!
  • 38. Google Confidential and Proprietary 38Google Confidential and Proprietary 38The PLA Success PlanStep 1: Start Right Away• Category-level PLAs using your existingdata• Optimize Google product data feed• Investigate click costs for yourproducts/industry with low budgets andlow CPCs Learn how to be successful with PLAs• Build account history to receive lowerCPCsStep 2: Maximize ROI• Product-specific PLAs• Control bids for individual products• Manage ROIs & costs for eachproduct• Pause unprofitable products• Market your most competitiveproductsPoll Result: 41% are NOT removing under-performing SKUs
  • 39. Google Confidential and Proprietary 39Google Confidential and Proprietary 39Step 1 – Submit better product dataa. Re-upload data feed oftenb. Get the most out of feed attributesc. Check for feed errorsd. Use the Data quality tabe. Work on product titles
  • 40. Google Confidential and Proprietary 40Google Confidential and Proprietary 40Step 2 – create better structurea. Use an All products targetb. Target high value product segmentsc. Find new segments to break outd. Facilitate traffic flowe. Bid strategically
  • 41. Google Confidential and Proprietary 41Google Confidential and Proprietary 41Q & AWant to talk more?Dice Nakamurae: dicen@verticalnerve.com | p: 214-206-3410