In our presentation from Salsify's Summit, How to Achieve Digital Growth in 2019, we discuss the top trends in Ecommerce advertising from 2018 while providing essential direct-to-consumer strategies to implement in 2019. We will review how to craft campaigns that convert more customers in the new-age of video and scale growth with new targeting capabilities. You will learn: How to Scale Growth with New Audience Targeting Capabilities How to Convert More Customers with Video Campaigns How to Advance Your Google Ads & Shopping Strategies

1. D2C Google Advertising Trends
& Essential Strategies for 2019

2. How to Achieve Digital Growth in 2019
Build a Strategic Growth Plan with Expert Advice

3. How to achieve digital growth in 2019
BE FAST:
Drive Operational Efficiency
How to drive agility and continuous
process improvement across your
commerce organization.
BE EVERYWHERE:
Increase Revenue
How to maximize sales success
wherever and however you sell.
BE FIRST:
Grow Market Share
How to excel at the daily,
hand-to-hand combat required
to rise above the competition
and beat the algorithms.

4. Overview Solutions

5. Today’s Speaker
Lewis Brannon
Senior Paid Media Manager

6. Today’s Agenda
● 2018 Trends in eComm Advertising
○ Evolution of Google Shopping
○ Continued emergence of video
○ Audience targeting capabilities
● Essential D2C eComm Strategies for 2019
○ Advanced Shopping strategies
○ Building video campaigns that convert
○ Crafting audience strategies for scaled growth
Additional Content
Available at
cpcstrategy.com/blog

7. Trends:
Growth of Google Shopping vs. Text Ads

8. GROWTH OF GOOGLE SHOPPING
Shopping
Ads
Text Ads
● Image based
● Product reviews
● Price
● Up to 32 scrollable units
● Up to 270 characters of text
● Seller review
● Price extensions
● Sitelinks

9. TREND: LARGE SCALE GOOGLE SHOPPING GROWTH
● Major uptick in Shopping traffic and investment from brands
● Huge impression growth (Showcase Shopping format was big driver of this - more on this later)
● Drop in CTR due to 2 main factors:
○ Showcase format
○ Upper funnel query proliferation
● CPCs were slightly up YOY (+7%) - driven by net new advertisers / competition increase
● Largest driver of transaction and revenue growth of all paid channels
GOOGLE SHOPPING CAMPAIGNS

10. SHIFTING INVESTMENT ASSORTMENT IN Q3 AND Q4 2018

11. GOOGLE SHOPPING EVOLUTION - QUERY ASSORTMENT

12. NEW CUSTOMER ACQUISITION TACTICS COMPARISON - 2018
● Key takeaway: Shopping is proving to be most effective ad type for non-brand / generic traffic conversion
SEARCH SHOPPING SEARCH SHOPPING

13. TREND: GOOGLE EMPHASIZING SHOWCASE FORMAT MORE THAN EVER
Showcase quick facts:
● Released in Q3 2016
● Tested heavily in 2017
● Huge impression growth in 2018
● ~98% mobile traffic but starting to see other devices
● Video showcase is coming (all devices?)
SEL blog
Mobile search triggering showcase shopping format

14. ESSENTIAL STRATEGY FOR 2019 - SEGMENTED (ISO) SHOPPING
● Segment campaigns using negative keywords and priority setting at campaign level
● Allows for budget segmentation by brand vs non-brand
● Huge for securing non-brand / growth investment budget

15. ESSENTIAL STRATEGY FOR 2019 - SEGMENTED (ISO) SHOPPING

16. Upper Funnel (Non ISO) Campaign
● high priority setting
● ISO terms added as negative
keywords
ISO Campaign
● low priority setting
● Catches all your isolated terms
Mens fishing shirt
Salt life fishing shirts mens
“Salt life”
Example “ISO” term
GOOGLE SHOPPING EVOLUTION - QUERY ASSORTMENT

17. ESSENTIAL STRATEGY FOR 2019 - SHOWCASE SHOPPING
● Not a separate campaign type, rather a separate ad group type
SETUP TIPS
● Use lifestyle imagery in headers
● Segment ad groups by category
● Optimize CPE bids frequently

18. Trends:
Traditional Banner Display Declining, Video Rising

19. TREND: DISPLAY BANNER INVESTMENT DECLINE / VIDEO GROWTH CONTINUES
● Advertisers shifting dollars aggressively to test into video and away from banner
● CTR only fell slightly YOY on banners, but conversion and revenue also declined
● Google’s recent advancements in YouTube tools have sparked growth (CPA bidding, bumpers, shoppable)
DISPLAY ADVERTISING - SHIFT TO VIDEO

20. ESSENTIAL STRATEGY FOR 2019 - SEE IF VIDEO WORKS FOR YOUR BUSINESS

21. ESSENTIAL STRATEGY FOR 2019 - TEST NEW VIDEO FORMATS

22. ESSENTIAL STRATEGY FOR 2019 - SEQUENCED VIDEOS

23. Trends:
New Methods for Audience Targeting

24. TREND: AUDIENCE TARGETING CAPABILITIES
Display / Video
Search / Shopping
● Newness highlighted in orange

25. AUDIENCE TARGETING CAPABILITIES - CUSTOM AFFINITY
● Combine interest categories, places,
URLs and apps to create a custom
targeting criteria
● Available for Display & Video

26. AUDIENCE TARGETING CAPABILITIES - CUSTOM INTENT FOR DISPLAY / VIDEO
● Combine keywords and URLs
to inform Google’s algorithm
● Targets users based on what
they search or visit
● More timely than cookie-based
historical data

27. AUDIENCE TARGETING CAPABILITIES - IN MARKET AUDIENCES FOR SEARCH
● Provides additional signal for Google algorithm
● Has proven to drive incremental volume within non-brand or generic campaigns compared
to control groups
ESSENTIAL STRATEGY FOR 2019 - IN MARKET AUDIENCES FOR SEARCH

28. ESSENTIAL STRATEGY FOR 2019 - SHARE / USE INSIGHTS ACROSS PLATFORMS

29. ● Google shopping growth is outpacing text ads and is a must for D2C brands to
understand and elevate their shopping expertise / strategy
● New video formats from Google allow advertisers to address the middle of
funnel and no longer rely only on CPM based awareness plays
● Audience targeting is improving and advertisers should take advantage of the
latest upgraded targeting features like custom intent and in-market for search
Key Takeaways

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31. Q&A with Today’s Speaker
Lewis Brannon
Senior Paid Media Manager