IT’S ALREADY NOVEMBER! What does that mean for retailers/ecomm marketers? You’re late for the Holiday Shopping planning-party.
Don’t worry, we’ve got you covered. Listen to digital media experts from Elite SEM and Kenshoo for a dive into this year’s Holiday Shopping trends and what they mean for you. We unwrap the latest data and reports—think Amazon, mobile, and AI—and summarize everything you need to know this season.
This insightful webinar recording covers:
- Top trends + growth opportunities
- The impact of ecomm growth on in-store sales
- Mobile… We all know mobile continues to grow, what’s different this year?
- Best practices for cross-channel reach + performance
14. time to start testing
Top Ad
Formats:
PLA, LIA, VSP
Strategic ad formats and
placement will get you in
front of the right
consumers
ELITESEM.COM CONFIDENTIAL | 14
#6
15. now that we know the trends…
Tips to Maximize
Performance
ELITESEM.COM CONFIDENTIAL
18. • Pinners are planners. 76% of people
save items that they plan to purchase
later.
• People may take up to 90 days to act
(make, buy, or do) on ideas they have
found through Pinterest search.
Reach people early
months weeks days
* Pinterest internal data. Search intent in product
survey insights. 12/17/15
20. 2
0
Sources: 1. Oracle Data Cloud DLX CPG ROI measurement study, 2016
5x
Promoted Pins drive
5x more incremental
in-store sales than ads
on other platforms1
23. #2 SPEED UP YOUR GTM APPROACH
Duplicate existing
campaigns from previous
holidays seasons
Leverage your Google
campaign structures to
reach new audiences on
Bing and Pinterest
24. Use Campaign
Mirroring to copy
keyword and shopping
campaigns from Google
to Bing & Pinterest
#2 SPEED UP YOUR GTM APPROACH
KENSHOO SEARCH PRO
TIP
PRO TIP
25. Tag promotional ad
campaigns with
Dimensions to easily
filter & refine, and
automate
#2 SPEED UP YOUR GTM APPROACH
PRO TIP
29. #3 DEVELOP AN AUDIENCE TARGETING
STRATEGY
Use Dynamic Ads for
Cross-Selling & Upselling
Use Remarketing Lists for
Cross-Selling & Upselling
30. #3 DEVELOP AN AUDIENCE TARGETING
STRATEGY
Use Kenshoo’s Intent-
Driven Audiences
(IDA) to harness
consumers’ Google
search intent to
autobuild Facebook
lookalike audiences
PRO TIP
31. Automate Audience Bid
Modifiers through
bidding algorithms to
boost bids for your
higher performing
audiences
#3 DEVELOP AN AUDIENCE TARGETING
STRATEGY
PRO TIP
33. #4 PREPARE FOR MAJOR PROMOS
Increase bids & budgets
across your entire holiday
program
Manage budget caps so
that you are not blocking
yourself from potential
growth
34. Leverage Automated
Actions to:
- Automatically
increase budgets &
bids for Sale Days
- Schedule campaign &
ad flighting
#4 PREPARE FOR MAJOR SALES DAYS
PRO TIP
35. Use Kenshoo E-
Commerce to create,
manage and optimize
product campaigns at
scale - starting with
Amazon!
#
5
SCALE YOUR E-COMMERCE
CAMPAIGNS
For more information, please visit
kenshoo.com/products/kenshoo-e-commerce/
PRO TIP
36. Holiday shopping starts in October
Discounts and promotions win
In-store pickup on the rise
More using Voice Search to shop and
compare
Amazon leading retailer for Holiday
Shopping
Strategic Ad formats and Placement
will get you in front of the right
consumers
Trends Tips
Influence customers early
Speed up go-to-market
approach
Develop an audience strategy
Prepare for major promotions
Scale your e-commerce
campaigns
38. Thank You!
ELITESEM.COM CONFIDENTIAL
Chris Chang, Sr Director, Client Services @ Elite SEM
chris@elitesem.com | 415.513.5144
Andrew, Agency Partner @ Kenshoo
andrew.oconnor@kenshoo.com | 877.536.7462 *8200
Editor's Notes
Incorporate Kenshoo logo
+ Holiday visual if possible
eMarketer trends
US Retail Ecommerce sales to jump nearly 17% during this holiday season
- This doesn’t mean that B&M and offline sales are dead. Ecommerce share of total retail sales during holiday season will hit a record setting 11.5% but that still means over 80% of all retail sales happen offline! Brands need to engage in both arenas.
- In-Store Engagement will always matter in the retail space (just ask Amazon). Study conducted shows just a 1% shift in sentiment to purchase digitally vs in-store between 2014 to 2017
Mobile the priority player: we are (finally) seeing mCommerce sales pick up! People are more comfortable buying directly from their phones than ever before
- US mCommerce sales estimated to be nearly 35% of all retail ecommerce sales.
- Adobe estimates that half of all online shopping traffic came from mobile in 2016 – expect that figure only to continue to increase in 2017
Where can we put “1” to count the 6 trends? REPLACE KICKER?1) Waiting til November? You’re probably late to the game. Holiday shopping season continues to start earlier and earlier. October = when Holiday Season now is beginning.
Study by PayPal shows that 1/3 of US internet users start their holiday shopping in October or earlier!
Chang Reco: Haven’t considered Pinterest Ads? No better time than now!
2) Still a Race to the Bottom… on Price that is
Want to get strong engagement? Discounts, sales & promotions are going to be your focal points. Similar to whom/why people engage with PLA ads
Price Matters! Lowest price wins. 74% surveyed cited Price being the primary factor on why purchased certain items on Amazon.
Chang Reco: Make sure you got deals ready to go and are priced competitively wherever you’re looking to compete from a Paid Media standpoint
3) Give Your Customers Multiple Delivery Options – the more options the better!
- Brands that offer both home delivery, in store pick up and same day delivery will be the winners here.
- Buying online and picking up in-store is now on the rise up to 50% in recent surveys
Chang Reco: Multiple delivery options, all expedited, the better off you’ll be! Don’t dismiss the power of driving users in-store. Harness the power of LIA (more on tha below) and star
4) The Power of Voice Search
- Voice Search done by Echo, Assistant, Cortana, etc are only going to increase this holiday season. eMarketer estimates that 35.6 million US consumers will use a voice-enabled speaker in 2017
- Survey done in May 2017 show that 2/3 of voice searches are used for Shopping & Pricing Comparison
Chang Reco: Brands should be engaging with Alexa & Google Assistant where and when possible. Marketers must think about the query context involved with Voice Search and ensure they’re reaching their consumers appropriately.
5) Love them or Hate them – brands will need to develop an Amazon strategy
Amazon Holiday ecommerce sales will only continue to grow as more product searches continue to begin their. Brands will need to engage with Marketplaces like Amazon and promote their products their accordingly
Chang Reco: Make sure you have an Amazon strategy this holiday season. Start leveraging Amazon’s Marketing Services (AMS) and develop campaigns to promote your products on their marketplace.
6) Ad Formats that will Work this Holiday Season? PLA, LIA & Visual Search Products
Got B&M locations but no Local Inventory Ad Campaigns running? Change that ASAP. PLAs are great and will continue to be a key driver of online retail sales but having both will put you in a better position to succeed (correlates with consumer desire to order online and pick up in store).
Chang Reco: Don’t be afraid to test new ad formats too! Google’s Showcase Shopping Ads is a major ad format push being made this holiday season which we feel will have strong success as well as Pinterest as a “planning” platform prior to Holiday Purchases. Engaging in both areas will help you succeed this holiday!
CTA: For more Holiday Prep, download our CRO Guide to Holiday Conversions
WEBINAR Q&A on this slide and next