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Closing the Loop: Profitable Product Level Ad Strategies for 2016

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In this 60min product-level advertising course, CPC Strategy’s Retail Search Manager, Lewis Brannon & Hooklogic’s Vice President of Retail Strategy, Steve Elson, will dive into actionable steps (driven by data) that will to drive sales growth.

Published in: Retail
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Closing the Loop: Profitable Product Level Ad Strategies for 2016

  1. 1. | Confidential. © 2016 HookLogic Closing the Loop: Profitable Product Level Advertising Strategies FOLLOWING THE SHOPPER
  2. 2. | Confidential. © 2016 HookLogic Logistics • Submit Questions In the Chat Box to the Right • Session Recording Will Be Sent Next Week • More Resources In the Handouts Section to the Right TODAY’S SPEAKERS Steve Elson VP: Retail Strategy Hooklogic Lewis Brannon Retail Search Manager CPC Strategy
  3. 3. | Confidential. © 2016 HookLogic OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 300+ Active Retail Clients • Top 50 fastest growing company in San Diego 3 years CLIENTS About CPC Strategy SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration
  4. 4. | Confidential. © 2016 HookLogic Register for the Event The 2016 Amazon Virtual Summit Advanced Strategies for Professional Marketplace Sellers to Drive Growth in 2016 cpcstrategy.com/2016-Amazon-Virtual-Summit
  5. 5. Lewis Brannon Retail Search Manager ✓ 5+ Years of e-commerce search marketing experience ✓ Specialization in e-commerce PPC for large brands ✓ Google AdWords & Google Analytics qualified professional
  6. 6. Steve Elson VP: Retail Strategy ✓ Provide strategic account services and guide development of HookLogic’s retail platform ✓ Held senior Account Planning positions at Campbell-Ewald and Digitas ✓ Previously served as Co-Director of Marketing Optimization at Beyond Interactive ✓ Spearheaded the launch of Beyond Interactive’s Mexico City Office
  7. 7. | Confidential. © 2016 HookLogic Introducing HookLogic. 7 • Centrally managed UI promotes your products to millions of active shoppers across a network of retails sites to grow sales and share. • Native, CPC ads that click-in to product detail pages
  8. 8. | Confidential. © 2016 HookLogic Introducing HookLogic. 8
  9. 9. | Confidential. © 2016 HookLogic Reach Shoppers at Massive Scale. 9 …and many more!
  10. 10. | Confidential. © 2016 HookLogic Drive Traffic To Your Products. 10 The 1st page of search results drives 85% of all product pages ever viewed
  11. 11. | Confidential. © 2016 HookLogic Direct Measurement 11 Attribute Sales And Optimize ROI. Proof that your advertising is turning into real sales. Units Sold Revenue Share Shift
  12. 12. | Confidential. © 2016 HookLogic What You’ll Learn Today. Understanding the landscape of product-level advertising Product Ad Strategies throughout Shopper Journey: • Proven tactics for targeting & meeting campaign objectives • Measurement best practices & understanding attribution 12 1 2
  13. 13. | Confidential. © 2016 HookLogic Product Ad Landscape. 13 Pre-Shopping Shopping Purchase Promoted Pins Shopping Keep Shopping! (Retargeting) Dynamic Product Ads Pre-Purchase Open Web Retargeting Shopping
  14. 14. | Confidential. © 2016 HookLogic Mobile Is The Future. 14 • Mobile is overtaking desktop browsing and buying, so digital media serving product advertisers should be mobile centric. • Mobile impacts the entire purchase path. From discovery to research and consideration to purchase. • Native is the future of mobile. Native advertising is important in desktop, but critical in mobile with smaller screen size. Source: Criteo’s Q2 State of Mobile Commerce Report
  15. 15. | Confidential. © 2016 HookLogic Mobile Behavior Everywhere. • Consumers browse and buy anywhere on a mobile phone. • Cross-device usage is now enormous. Consumer use of multiple devices to make a single purchase makes up 40% of ecommerce transactions1 15 Activities Done On A Mobile Phone, By Location 47.8% 35.8% 29.3% 12.6% 18.1% 10.4% Researched a Product Purchased a Product From Home While In A Store From Somewhere Else Source: Markettree 2015 1 Criteo’s Q2 State of Mobile Commerce Report
  16. 16. | Confidential. © 2016 HookLogic Product Ads Are Native. Product Ads are seamless and shopper friendly. Shopping sites are focusing on native placements to avoid disrupting transactions. 16
  17. 17. | Confidential. © 2016 HookLogic Follow The Shopper
  18. 18. | Confidential. © 2016 HookLogic Shopper’s Buying Journey. 18 Pre-Shopping Shopping PurchasePre-Purchase Retargeting
  19. 19. | Confidential. © 2016 HookLogic Pre-Shopping Stage
  20. 20. | Confidential. © 2016 HookLogic Google Search. • Shopping timeline - consider the funnel • Google Shopping’s pivotal, evolving role in reaching this consumer • Changing Google SERP Landscape for early consideration queries • Importance of Product/Query and Query/Budget pairing strategies 20
  21. 21. | Confidential. © 2016 HookLogic HookLogic enables brands to piggyback on retailers’ Google Shopping programs, driving incremental shopping for their products Brands Can Play Too. 21 +
  22. 22. | Confidential. © 2016 HookLogic Targeting Google Pre-Shoppers. • Strategic Alignment of query type and budget (Shopping & Text) • Custom product mixes for certain queries (Shopping & Text) ► importance of Product Reviews in GS • Custom LPO experience for certain queries (Text) • User experience is key! 22
  23. 23. | Confidential. © 2016 HookLogic Typical Pre-Shopping Search. 23
  24. 24. | Confidential. © 2016 HookLogic Pre-Shopping Can be Shopping. (if done right) • Ugly site, but effective • Gives user what they want • Easy Transition from Pre > Shop 24
  25. 25. | Confidential. © 2016 HookLogic Pre-Shopping Can be Costly. (if done poorly) • No customization to the query • Not even sorted by best • Doesn’t Create Good UX - Causes Frustration / Bounce 25
  26. 26. | Confidential. © 2016 HookLogic Targeting Pinterest Pre-Shoppers. Pinterest is used for discovery, inspiration and bookmarking • Only way to drive Pinterest shoppers to your products on retail sites other than your own • See sales attribution from retail sites 26
  27. 27. | Confidential. © 2016 HookLogic Targeting Pinterest Pre-Shoppers. Promoted Pins drive to retail 27
  28. 28. | Confidential. © 2016 HookLogic Targeting Pinterest Pre-Shoppers. 28
  29. 29. | Confidential. © 2016 HookLogic Targeting Pinterest Pre-Shoppers. 29
  30. 30. | Confidential. © 2016 HookLogic Importance of Attribution. • Campaign Structure is Key ►Don’t consolidate everything ►Smart nomenclature = smart attribution ►Custom MCF Groupings • Capturing the impact on retail websites is critical for brands 30
  31. 31. | Confidential. © 2016 HookLogic Live Q&A. 31
  32. 32. | Confidential. © 2016 HookLogic Shopping Stage
  33. 33. | Confidential. © 2016 HookLogic Poll Question #1. When it comes to product research, where do you think most people say they start? A. Search Engines B. Retail Sites 33
  34. 34. | Confidential. © 2016 HookLogic| Confidential. © 2015 HookLogic34 Source: Markettree May 2015 Online Shopper Behavior Sample = 600 online shoppers 2/3 of shoppers’ starting point Retail Sites 1/3 of shoppers’ starting point Search Engines Many Start Product Research On Retail Sites.
  35. 35. | Confidential. © 2016 HookLogic Poll Question #2. How many retail websites on average do you think a shopper visits before making a purchase? A. 1 B. 2 C. 3 D. 4 E. 5 35
  36. 36. | Confidential. © 2016 HookLogic Shoppers Visit 3 Websites Per Trip. 36 Source: Markettree 2015 Average # of Websites Visited, by Category
  37. 37. | Confidential. © 2016 HookLogic Online Retail Giants. 37 ● Be where people shop ● Product visibility across channels drives consideration and sales ● Sponsored product placement is native advertising at its best
  38. 38. | Confidential. © 2016 HookLogic HookLogic: Strategic Controls. Bid Multipliers: Compete differently for who sees your ads and where your ads are shown • Shopper Targets • Placement Types Keyword Controls: Maximize coverage of relevant searches and support cross-sell and conquest targeting Cross-Sell Controls: Target shoppers in related categories where you can inspire demand
  39. 39. | Confidential. © 2016 HookLogic Strategy: Drive New Category Consumers. 39 • Objective: Grow the category by inspiring relevant consumers to consider a purchase • Consider Increasing Bids For: ► Cross Sell shoppers ► Max Reach shoppers •Keyword & Category Targeting: Add related product categories and keywords to campaigns, and learn what works.
  40. 40. | Confidential. © 2016 HookLogic Strategy: Conquest. 40 • Objective: Grow market share by competing most aggressively for active category shoppers, making sure your products have best possible visibility in locations where consumers are looking at competitive alternatives • Consider Increasing Bids For: ► In Market shoppers ► Browse & Search placement ► Product Detail & Cart placement •Keyword Targeting: Add keywords for competitive product attributes
  41. 41. | Confidential. © 2016 HookLogic Success Measures. • Share of category ad impressions and clicks • Attributed sales and Return-On-Ad-Spend 41
  42. 42. | Confidential. © 2016 HookLogic Live Q&A. 42
  43. 43. | Confidential. © 2016 HookLogic Retargeting
  44. 44. | Confidential. © 2016 HookLogic Open Web Retargeting. 44 • Follow the shopper across and off our network of retailers • Accelerate sales via premium ad inventory across thousands of sites • 100% incremental to retailer’s existing retargeting ads • Gain SKU-level control
  45. 45. | Confidential. © 2016 HookLogic Facebook. 45 Same concept - reaching shoppers on Facebook
  46. 46. | Confidential. © 2016 HookLogic Pre-Purchase Stage
  47. 47. | Confidential. © 2016 HookLogic Google Shopping. 47
  48. 48. | Confidential. © 2016 HookLogic Google Shopping. 48
  49. 49. | Confidential. © 2016 HookLogic Live Q&A. 49
  50. 50. | Confidential. © 2016 HookLogic Product Ad Landscape. 50 Pre-Shopping Shopping Purchase Promoted Pins Shopping Keep Shopping! (Retargeting) Dynamic Product Ads Pre-Purchase Open Web Retargeting Shopping
  51. 51. | Confidential. © 2016 HookLogic Live Q&A. 51

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