Final holiday pla webinar slides_vertical nerve_and_google_edit

Today’s Webinar:
Optimizing
Google Shopping
for
Better Holiday ROI

Google Confidential and Proprietary

Today’s Agenda

Holiday Highlights 2012
2013: Insights for Succeeding
Supercharge your Strategies
Preparing Your Mobile Strategy

Today’s Presenters

Dice Nakamura

Bickey Russell

Bobbie Englert

eCommerce Specialist

Head of Agency Sales

Agency Account Strategist

Vertical Nerve

Google

Google


About Vertical Nerve
– Search Marketing
– Analytics Consulting
A few of our clients:


The PLA Success Plan – Part I
Primary Reasons on Building Product Specific PLAs
 Bid Intelligently Based On Margin & Price Point
 Negative Keyword Strategies Applied To Specific Products
 Ability To Build Promotional Text On Various Price Points & Subset of Categories


2012: Holiday Highlights
A look back at key moments


82%

32%

of consumers said
online inﬂuenced which
stores they chose to
visit

of consumers finished
holiday shopping
after Christmas

Sources: Google & Ipsos/OTX Post-Holiday Shopping Study


+14% $1.5B
Total eCommerce
Sales: $42.3B
Total Retail Sales:
$579.8B (+3%)

Cyber Monday:
Heaviest online
shopping day for 3rd
consecutive year

Source:
1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500
2. comScore:
http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion

2013: Insights for Succeeding
What we expect this year


Holiday 2013:
4 Insights to Succeed
More to Win:

Harder Fight for
Dollars:

Consumers are expected
to increase online
and offline spending

Best practices in an
increasingly competitive
space

Supercharge Your
Strategies:

Mobile is Not
Optional:

Maximize your holiday
opportunity and increase ROI

Without a mobile strategy,
you risk not being part of the
consideration set.


2013: More to Win


Based on such trends, expect growth to continue during Holiday 2013

$599B

+3.4%1 Y/Y

Total Expected
Holiday Sales

Expected eCommerce
% of Total Sales

+11% Y/Y

8%

Source: 1: NRF Estimated 2013 Growth Rate: “NRF Forecasts 3.4% Increase in Retail Sales for 2013. Jan. 2013;
2: Expected eCommerce % of TTL Sales is derived from last 6 years of eCommerce spend/growth data from comScore’s spend
database; NRF forecasts between 9-12% online sales growth in 2013 as well.


Key dates are going to drive Holiday success
Key Online Shopping Days During Holiday

$1 Billion


2013: Harder Fight for Dollars


Why did these retailers win & what can you do to compete?

1
2
3
4

Localization

Language expansion

Shipping Solutions

Omnichannel
Presence

Scaleably geo-target your
audience to maximize ROI

Reach additional users through
additional languages

Determine how you will compete
on shipping & returns

Align your messaging for a
seamless user experience


4) Omni Channel Strategies
Think about the timing of your omni-channel approach. Based on historical
trends, the following are estimated 2013 top spending days for online & retail:

Estimated US Top Online & In-Store Spending Days - Holiday 2013
Mon

Tue

Wed

Thu

Sun
30

Dec 1

5

6

7

8

11

12

13

14

15

18

19

20

21

22

25

26

27

28

29

26

27

2

3

4

9

10

Green Mon

16

17

Free Ship.

23

24

30

31

Christmas

T-Giving &
Hanukkah

28

Sat
29

Nov 25

Cyber Mon

Fri
Black
Friday

Top In-Store Spending Days
Top Online Spending Days

Source: MasterCard SpendingPulse.


Supercharge your Strategies


PLA Usage continues to rise
PLAs were introduced in Holiday 2012; adoption has not slowed and is
expected to increase significantly for Holiday 2013

Nov 2011
Dec 2011
Jan 2012
Feb 2012
Mar 2012
Apr 2012
May 2012
Jun 2012
Jul 2012
Aug 2012
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013

Apparel Industry
PLA Clicks as % of
Total
3%
4%
4%
4%
4%
5%
6%
6%
7%
8%
11%
13%
12%
14%
15%
14%
15%
15%
16%
17%

Click Traffic Coming from Product Listing Ads – Apparel Industry

Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013;
Client X’s Account Data. July 2013.

holiday


A look at why
profitability is
important

What is a Profit Curve?

Profit
$50
$25
$0
-$25

-$50
-$75
-$100

max

Profit/Customer

CPC

Profit/Day


Budgets and Bids
Optimize your campaign budget by uncapping your profit potential
Profit
$800

$600

$400

$200

$0
Max
CPC

Profit Potential (with budget caps)
Total Profit Potential
(without budget caps)


Optimization best
practices: Bidding

Before you begin to optimize your campaign,
Check the basics
• PLAs are in their own campaign, not mixed in with other ad formats

• Your targeting includes all of your products, i.e. no filters used under
"product extensions”
• Only 1 All products target for every linked Merchant Center account

• Your All products target is enabled
• Your All products target has the lowest bid of all product targets
• Only 1 product target per ad group

• All product targets receive 1+ impression every 14 days


Optimize your Bids
Test to Get to the Peak, Scale for Maximum Profit
Profit
$800

$600

$400

$200

$0

max

Profit Curve (with budget)

CPC

Total Profit Potential
(without budget)


Budgets and Bids
Use the triangle model to create a bidding hierarchy with your targets
•

Identify your “best” products (e.g. best margins, best selling, best return on ad spend)

•

Get granular in targeting and more aggressive in bidding for your “best” products

•

Prioritize your product inventory through bids

•

Think of your All products target as a "catch all" for low ROAS products

ID bidding
Bids

Top performers

# of
products

High value segments
Category level bidding
All products - low ROAS catch all


Optimization best
practices: Account
structure

Account Structure
Analyze what users are searching for with your Search Query Report
Search Query Report
•
•

•

Use Search Query Report to understand user demand
Identify patterns in similar search queries:
o Good CTRs
o Strong conversion rates
o High total cost
Create new product targets for top searched or converting produces

Example: Acme Bikes
All products
$0.50

Past month top queries:
shimano 105s

All products
$0.50

shimano gears
105 gear system
mountain bike parts
womens bike shorts

product_type=Gears
and brand=Shimano

$2.50


Account Structure
Segment the products that are most important to the business
Top Performers

• Best sellers
• Highest margins / return on investment (ROI)
• Top return on ad spend (ROAS)

Additional Segments

•
•
•
•
•

Brands
Seasonality
Retail promotions
Product launches
Awareness

Account Structure
Break out your best sellers within each segment
Segment

Example Products

ROI

Ad Group

Product Target

Tour de France Pro Bike
BMC Road Racer

$500

Pro Bikes

product_type=
Bicycles > Profession

Tour de France Pro Bike

$450

Pro Bikes - BS

ID=1234

Schwinn
Acme
Fuji

$125

Cruiser Bikes

product_type=
Bicycles > Cruisers

Schwinn

$125

Cruiser Bikes - BS

ID=5678

Professional Bikes

Cruiser bikes


Develop a comprehensive search strategy for text ads and
Product Listing Ads together
Text Ads

• Product Specific Queries
• Brand Terms
• Category Level Terms
• Retail Interest Queries
• Events, Promotions
• Seasonal Queries
• Cross-selling
• Customer Engagement

PLA

• Product Specific Queries
• Tail terms
• Local markdown inventory


Data Feed Quality:
Reduce feed mishaps
and disapprovals


Submit high quality data feeds

•
•
•

Relevant and accurate product information is important to shoppers
Information in feed should be up-to-date and comprehensive
The more, the merrier

Keep data
feed fresh

Provide clean
product info

Optimize
attributes

Make images
glamour shots

Check Feed
Summary &
Data Quality


Plan ahead and be prepared
Feed Updates

•
•
•

Minimize the time that your data is being processed.
If prices, sales and availability frequently change, submit your feed 3x a day (early
in the morning, at noon, and late afternoon and in the evening).
The maximum feed updates per day is 4. If your products change very frequently
(more than 4x per day), you need to use the Content API for Shopping.

Shipping Promotions

•
•

For free shipping, set flat-rate shipping to $0 in Taxes and Shipping tab.
Be specific about accurate delivery speeds as it gets closer to holiday.

Item Quotas

•
•
•

Request an item limit quota increase if your inventory will increase significantly.
Not all requests will be granted.
It may take several weeks depending on the size of the increase.


Avoid the common pitfalls
Common Data Feed Errors

•
•
•
•

Missing shipping information
Missing tax information
URLs do not belong to your website
Unknown “google product category” value

Common Data Quality Errors

•
•
•
•

Invalid/missing unique product identifiers
Mismatched prices and availability
Broken image URLs
Unable to crawl product page to verify product information


Feed Preparation Takeaways
Be thoughtful with your data feed
Make your product information relevant and user-friendly so your customers
know exactly what they’re getting. Be accurate about availability and shipping.

Prepare your data feed for your promotions
Identify what feed attributes to use for items on sale and where to input free
shipping.

Don’t drop the ball and miss the holidays
Avoid common data feed and data quality errors and know how to fix the
disapprovals. Account a few hours for data feed processing and approvals.


Build a seamless
mobile and local shopping experience:
Mobile Best Practices


When people use mobile
search to make a decision,
they are

51%
more likely to make a
purchase

Use mobile PLAs to target
shoppers on the go

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. “Why did you conduct this search”


Mobile / Local Takeaways
Drive in-store traffic
Use location bid adjustments and local availability for Product Listing Ads to
drive in-store shoppers.

Optimize for the constantly connected consumer
Find the right mobile bid adjustments and use cross-device conversion tracking
to capture mobile users.

Include your mobile site in your data feed
Ensure your feed accurately reflects your mobile site. Specify your mobile URL
with ‘adwords redirect’ attribute.


Top recommendations for retailers
OPTIMIZE bidding and account structure

REDUCE your feed mishaps and disapprovals

BUILD a seamless mobile and local shopping experience


Data Manipulation Capabilities
 We optimize your catalog data
 We properly categorize your products
 We easily add, replace or remove information from any field in your catalog

Note: Categorization of your products
is important, since this should give
your products better placements
Product Field

Before

Brand

Guess

Description

N/A

Keywords

N/A


Global Category Feature

Original Value

Convert original
category value
to Google’s
taxonomy
values!


Optimizing Product Titles
Aggregate dynamic
manufacturer, product
name, color and model
numbers to optimize the
product title values

Original value

Optimized value
that we send to
Google Shopping


Removing All Caps
Mixed case
conversion

Original value

Optimized value
being sent to
Google


Product-Specific Control: PLA Account Structure
 Use product selector to choose subset of SKUs by account structure
 Business rules – When do you want product ads to show (e.g. in-stock, low
inventory, high inventory)?
 Bid Management – Which product groups share performance based metrics?


Client: IR1000 Outdoor Goods Company
Case Study Term: July 2012 – December 2012

Outdoor Goods
35,000 + Products

Before Product specific
Strategies

Initial Improvement
Month 1

Sustainable ROI:
Month 2 - 5

Revenue Increase

-

+431%

+2,497%

Return on Ad Spend
(ROAS): For every dollar in

3.2

8.2 (+156%)

15.575 (+387%)

$0.103

$0.160 (+54%)

$0.395 (+282%)

ad cost, how many are made
into revenue?

Revenue per Ad
Impression


Next Steps
• Call us for a free Google Shopping audit
• Schedule a product demo with sales
Contact: sales@verticalnerve.com


Q&A


Final holiday pla webinar slides_vertical nerve_and_google_edit

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Final holiday pla webinar slides_vertical nerve_and_google_edit

Similar to Final holiday pla webinar slides_vertical nerve_and_google_edit (20)

More from Dice Nakamura

More from Dice Nakamura (9)

Recently uploaded

Recently uploaded (20)

Final holiday pla webinar slides_vertical nerve_and_google_edit