Confidential & Proprietary. © Adlucent 2013
SMX East 2013
0%
5%
10%
15%
20%
25%
30%
Week One Week Two Week Three Week Four Week Five Week Six Week Seven Week Eight Week Nine
Weekly...
Come Early, Stay Late
1 in 4 consumers start
their holiday shopping in
September or even earlier
2 in 4 consumers finish
t...
Come Early, Stay Late
Local Product Listing Ads drive last
minute shopping traffic to stores 77% of mobile
transactions ar...
Come Early, Stay Late
Retailers are
improving shipping
options and shortening
cutoff times in 2013
3 out of 5 shoppers buy...
Give Them What
They Want
Online holiday consumers most
want to receive free shipping
and $ or % off coupons
Tweet: @migrif...
Give Them
What They Want
Google’s Merchant Center Promotions keep coupons
front and center
Tweet: @migriffin
Start the Countdown
6 fewer selling days this year
Tweet: @migriffin
Prepare for Liftoff
October November December
2012 CVR Increases Month over Month
Text Ads PLAs
+35%
+13%
+19%
+4%
Convers...
Predict shopping behavior fluctuations for every hour
of the holidays
Prepare for Liftoff
Tweet: @migriffin
Stock Your Online
Store Window
50% of orders do not include the product featured in the
clicked PLA
Tweet: @migriffin
Attract New Customers
1 in 3 holiday shoppers purchase from a retailer they have
never shopped with before
Tweet: @migriff...
Attract New Customers
Product Listing Ads have higher new customer
acquisition rates than text ads
Tweet: @migriffin
Keep the Lights On
Online spending on Christmas Day increased 36%
in 2012 over 2011
Tweet: @migriffin
114% increase in revenue
Professional technical
equipment online retailer
94% increase in
return on ad spend
Lifestyle e-t...
Michael Griffin
migriffin@adlucent.com
@migriffin
info@adlucent.com
@adlucent
Surviving the Holiday Season with PLAs - Product Listing Ads  by Michael Griffin
Surviving the Holiday Season with PLAs - Product Listing Ads  by Michael Griffin
Surviving the Holiday Season with PLAs - Product Listing Ads  by Michael Griffin
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Surviving the Holiday Season with PLAs - Product Listing Ads by Michael Griffin

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From SMX East 2013 - How to Survive the Holiday Season with PLAs - Product Listing Ads by Michael Griffin

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Surviving the Holiday Season with PLAs - Product Listing Ads by Michael Griffin

  1. 1. Confidential & Proprietary. © Adlucent 2013 SMX East 2013
  2. 2. 0% 5% 10% 15% 20% 25% 30% Week One Week Two Week Three Week Four Week Five Week Six Week Seven Week Eight Week Nine Weekly % of Total Holiday Revenue % Revenue - 2008 % Revenue - 2012 Holiday Shopping Trends Increased focus on shopping holidays Quicker recovery of revenue post-holiday Tweet: @migriffin
  3. 3. Come Early, Stay Late 1 in 4 consumers start their holiday shopping in September or even earlier 2 in 4 consumers finish their holiday shopping in the last two weeks of December Tweet: @migriffin
  4. 4. Come Early, Stay Late Local Product Listing Ads drive last minute shopping traffic to stores 77% of mobile transactions are completed in-store Tweet: @migriffin
  5. 5. Come Early, Stay Late Retailers are improving shipping options and shortening cutoff times in 2013 3 out of 5 shoppers buy at least one gift card during the holidays Tweet: @migriffin
  6. 6. Give Them What They Want Online holiday consumers most want to receive free shipping and $ or % off coupons Tweet: @migriffin
  7. 7. Give Them What They Want Google’s Merchant Center Promotions keep coupons front and center Tweet: @migriffin
  8. 8. Start the Countdown 6 fewer selling days this year Tweet: @migriffin
  9. 9. Prepare for Liftoff October November December 2012 CVR Increases Month over Month Text Ads PLAs +35% +13% +19% +4% Conversion Rates increase at a much higher rate for PLAs than text ads Tweet: @migriffin
  10. 10. Predict shopping behavior fluctuations for every hour of the holidays Prepare for Liftoff Tweet: @migriffin
  11. 11. Stock Your Online Store Window 50% of orders do not include the product featured in the clicked PLA Tweet: @migriffin
  12. 12. Attract New Customers 1 in 3 holiday shoppers purchase from a retailer they have never shopped with before Tweet: @migriffin
  13. 13. Attract New Customers Product Listing Ads have higher new customer acquisition rates than text ads Tweet: @migriffin
  14. 14. Keep the Lights On Online spending on Christmas Day increased 36% in 2012 over 2011 Tweet: @migriffin
  15. 15. 114% increase in revenue Professional technical equipment online retailer 94% increase in return on ad spend Lifestyle e-tailer +56% increase in orders/impression Direct marketing goods retailer Achieving Exceptional Results • Leader in online retailing, premium paid search, and pioneer in product level advertising • Introduced relevance-based online advertising optimization & pay-for-performance model • Solutions designed to meet every retailer situation, from pure technology and SaaS offerings to premium agency services • Founded in 2001, privately held, based in Austin TX
  16. 16. Michael Griffin migriffin@adlucent.com @migriffin info@adlucent.com @adlucent

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