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Tim Schulz

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This summer, Google will be releasing an improved version of Product Listing Ads for e-commerce. Come to this session to get an early introduction to the product and learn more about how to engage customers through Google Search.

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Tim Schulz

  1. 1. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle ShoppingTim Schulz
  2. 2. Google Confidential and ProprietaryJune 11thGoogle Shopping transitions to a paid model inEuropeQuite possibly the most important opportunity forretailers this year
  3. 3. Google Confidential and ProprietaryFind Info, Tutorials, Getting Started and More @google.com/ads/shoppinggoogle.com/support/adwords
  4. 4. Google Confidential and ProprietaryGoogle Confidential and ProprietaryNeed additional assistance?Germany: 0800 5894933Netherlands: 0800 2500026France: 805540727google.com/ads/shoppinggoogle.com/support/adwords
  5. 5. Google Confidential and ProprietaryRetail in a multi-screen worldOpportunity for retailersGoogle Shopping
  6. 6. Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: Mary Meeker, State of the Internet Report, Dec 2012.We live in a constantly connected, multi-screen world20091%Mobile + internettraffic10MAndroid phones sold201213%Mobile + internettraffic120Mtablets shipped
  7. 7. Google Confidential and ProprietaryConsumers are shopping anytime, anywhere, across devices8:19 pmLCD television10:22 amColor printer7:10 amMadden NFL 139:13 pmCrockpots7:26 amKurig B704:34 pmPink dress12:17 pmMacys saleRunning shoes8:22 amMattress2:10 am
  8. 8. Google Confidential and ProprietaryThe path to purchase has become complex..Shop,compare, select PurchaseAt homeOn the goAt the storeSearch€
  9. 9. Google Confidential and ProprietaryEmpowered consumers have created challenges for retailersConsumer behaviorsOnline/Offline product discoverySmarter shopping across devicesDemands for easy purchase experiencesChallenges for retailersCuration, showrooming, purchase ideasPrice wars, trust, brand buildingCheck out cost, speed, reliability
  10. 10. Google Confidential and ProprietaryRetailers need to find new ways to stay competitive in amulti-screen worldGrow revenueIncrease traffic -both online and offlineMaintain marginsBuild loyalty
  11. 11. Google Confidential and ProprietaryRetail in a multi-screen worldOpportunity for retailersGoogle Shopping
  12. 12. Google Confidential and ProprietaryTraffic Technology SolutionsWe have millions ofpeople shopping onGoogle every dayWe have the targetingand the data to find theright customerWe can help youconnect customers toyour storeGoogle Shopping sets retailers up for success
  13. 13. Enhancing Quality: Evolution of the paid PLA model
  14. 14. Google Confidential and ProprietaryJune 11th
  15. 15. Google Confidential and ProprietaryRetail in a multi-screen worldOpportunities for retailersGoogle Shopping
  16. 16. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Shopping has the traffic across devicesto build your customer base100Bsearches a monthon Google15%of searches everyday are new
  17. 17. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Shopping has the technology to help you find theright customer for your businessMulti-screencapabilities to reachcustomers anywherethey are shoppingTargetingtechnology todeliver retailcontent to the rightcustomer segmentToolsto optimize yourperformance andmanage your onlinepresence more efficiently
  18. 18. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Shopping is our solution to help you deliverrelevant content to consumers anytime, anywherefind the rightproductfind the rightpricefind the rightstoreconversionmoments ofopportunity
  19. 19. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Shopping is our solution to help you deliverrelevant content to consumers anytime, anywherefind therightproductfind therightpricefind therightstoreconversionmoments ofopportunityrelevant retail contentpicturesfeaturesreviewsprice comparisonshipping costseller ratingscustomer serviceonline or offlinesolutionGoogle shoppingacross devices
  20. 20. Google Confidential and ProprietaryGoogle Confidential and ProprietaryPeople use Google Shopping to find and researchproducts quickly and easily at home ...rightproductrightpricerightstoreconversion
  21. 21. Google Confidential and ProprietaryGoogle Confidential and ProprietaryPeople use Google Shopping to find and researchproducts quickly and easily at home ...rightproductrightpricerightstoreconversion
  22. 22. Google Confidential and ProprietaryGoogle Confidential and Proprietary... They continue shopping on-the-go and at the storerightproductrightpricerightstoreconversion
  23. 23. Google Confidential and ProprietaryGoogle Confidential and ProprietaryVisit retailer to make a purchaserightproductrightpricerightstoreconversion€ €€
  24. 24. Google Confidential and ProprietaryGoogle Confidential and ProprietaryCase Studies
  25. 25. Google Confidential and ProprietaryVertbaudet & eSearchVision agency get top performances thanksto Product Listing AdsAbout Vertbaudet:Multi-Channel retailer for childrenapparel and decoration.Marketing Goal:•  Ensure optimum product coverageon AdWords•  Maintaining high performanceSolution:•  Launched a Product Listing AdscampaignTactics:•  Appear on PLA + text adswhenever possible•  Granular product targeting withspecific bidsResults:•  PLA average basket is 18% higher than AdWords•  PLA accounts for 7% of revenue and 13% of SEMbudget•  Overall CTR increased QoQ•  Overall CPA decreased QoQ"We have very good conversion rates with PLA.Profitability is good, which allows us to maintain highvisibility of our products and our brand."- Maud Faulon, Traffic Manager, Vertbaudet
  26. 26. Google Confidential and ProprietaryHurra.com helped bonprix achieve a 50% higher click-through-rateand 30% higher conversion rate with Product Listing AdsAboutMulti-channel retailer for apparel &livingMarketing Goal:•  Increase Sales & gain newcustomers•  Improve ROISolution:•  Created Product Listing Adsaccount to complement PPC textads and natural search listingsTactics:•  Set up PLA account with highlydetailed & granular structure viadynamic remarketing•  Expand PLA activitiesinternationallyResults:•  30% QoQ increase in conversion rate•  50% QoQ increase in CTR compared to regular searchcampaigns•  PLAs now account for about 10% of SEM budget"Through starting to use Product Listing Ads, we wereparticularly able to markedly increase the conversion ratein search engine marketing. PLAs are working significantlybetter for us than we expected to begin with."- Melania van Hümmel, Head of Online-Marketing andControlling at bonprix
  27. 27. Google Confidential and ProprietaryAbout Replace DirectOne of the Netherlands largest onlineretailers of replacement parts forelectronic devices. With a wide rangeof batteries, chargers and accessoriesfor more than 100.000 differentmodels and devices.Marketing Goal:•  Increase online Sales•  Improve ROISolution:•  Expanded and Optimized existingProduct Listing Ads Campaigns.Tactics:•  Optimize and increase data feed,making it more specific and relevant•  Increased ad relevance by usingadvanced targeting options.Results:•  More sales from PLAs, with a lower CPA•  Strongly Increased CTR (+20%) and conversion rate(+90%)•  Improved coverage and reach on very relevant long tailqueries"Product listing Ads really helped us topromote a very wide range of products in theright way on Google."- Ronnie Peeters , Online Marketer
  28. 28. Google Confidential and ProprietaryGoogle Confidential and ProprietaryCreating a Product Listing Ads Campaign
  29. 29. Google Confidential and ProprietaryGoogle Confidential and ProprietarySign in to Merchant Center
  30. 30. Google Confidential and ProprietaryGoogle Confidential and ProprietarySet up a basic Product Listing Ads campaign
  31. 31. Google Confidential and ProprietaryGoogle Confidential and ProprietaryCustomize your Product Listing Ads campaign
  32. 32. Google Confidential and ProprietaryGoogle Confidential and ProprietaryProvide your billing information
  33. 33. Google Confidential and ProprietaryGoogle Confidential and Proprietary5 ways to optimize your performance
  34. 34. Google Confidential and ProprietaryGoogle Confidential and ProprietaryOptimize your DataQuality
  35. 35. Google Confidential and ProprietaryGoogle Confidential and Proprietary
  36. 36. Google Confidential and ProprietaryGoogle Confidential and ProprietaryUse high quality images andpromotional text tohighlight unique offerings &key selling points.
  37. 37. Google Confidential and ProprietaryGoogle Confidential and ProprietaryTuinFlora.comAbout TuinFlora.comFamily owned business in export offlower bulbs, seeds, and plants. Theyhave been exporting since 1900 to theUS and the UK. Today almost all ofEurope and the US.Marketing Goal:•  Increase online sales•  Expand internationallySolution:•  Launched 5 PLA campaigns (export)Tactics:•  Launch PLA in NL & export markets•  Optimize campaignsResults:•  40% QoQ increase in overall conversions•  20% QoQ decrease in CPA•  40% QoQ growth in spendIn our sector images have a higher impact than usual,therefore we pay our photographer per conversion tokeep getting the best material.- Melvin Jansen
  38. 38. Google Confidential and ProprietaryGoogle Confidential and ProprietaryUse the “All Products” targetto quickly promote yourentire inventory.
  39. 39. Google Confidential and ProprietaryGoogle Confidential and ProprietarySet Product Targets for yourgoals.Bid strategically tomaximize your returnon investment per productline.
  40. 40. Google Confidential and ProprietaryGoogle Confidential and ProprietaryTrack Your Performance
  41. 41. Google Confidential and ProprietaryGoogle Confidential and ProprietaryRecapJune 11th = Opportunity for retailers - Google Shoppingbecomes a paid offeringConsumer shopping is becoming more complex. Google canhelp Google Shopping reaches millions of consumers, acrossdevices, at the most important point of the path to purchaseGoogle Shopping delivers results – Retailers are seeing higherCTRs, low CPCs, increased conversions and higher loyaltyUse Best Practices to get the most from Google Shopping thisyear– Optimize for quality, bid strategically and trackperformance
  42. 42. Google Confidential and ProprietaryGoogle Confidential and ProprietaryNeed additional assistance?Netherlands: 0800 2500026Germany: 0800 5894933France: 805540727google.com/ads/shoppinggoogle.com/support/adwords
  43. 43. Google Confidential and ProprietaryGoogle Confidential and ProprietaryThank you

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