Final holiday pla webinar slides_vertical nerve_and_google_edit


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Optimize Google Shopping for Better Holiday ROI Webinar! This is a part II of our Google Shopping webinar we conducted back in May.

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Final holiday pla webinar slides_vertical nerve_and_google_edit

  1. 1. Today’s Webinar: Optimizing Google Shopping for Better Holiday ROI Google Confidential and Proprietary
  2. 2. Today’s Agenda Holiday Highlights 2012 2013: Insights for Succeeding Supercharge your Strategies Preparing Your Mobile Strategy Google Confidential and Proprietary
  3. 3. Today’s Presenters Dice Nakamura Bickey Russell Bobbie Englert eCommerce Specialist Head of Agency Sales Agency Account Strategist Vertical Nerve Google Google Google Confidential and Proprietary
  4. 4. About Vertical Nerve – Search Marketing – Analytics Consulting A few of our clients: Google Confidential and Proprietary
  5. 5. 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 Google Confidential and Proprietary
  6. 6. 2012: Holiday Highlights A look back at key moments Google Confidential and Proprietary
  7. 7. 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 Google Confidential and Proprietary
  8. 8. +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: Google Confidential and Proprietary 2. comScore:
  9. 9. 2013: Insights for Succeeding What we expect this year Google Confidential and Proprietary
  10. 10. 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. Google Confidential and Proprietary
  11. 11. 2013: More to Win Google Confidential and Proprietary
  12. 12. 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. Google Confidential and Proprietary
  13. 13. Key dates are going to drive Holiday success Key Online Shopping Days During Holiday $1 Billion Google Confidential and Proprietary
  14. 14. 2013: Harder Fight for Dollars Google Confidential and Proprietary
  15. 15. 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 Google Confidential and Proprietary
  16. 16. 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. Google Confidential and Proprietary
  17. 17. Supercharge your Strategies Google Confidential and Proprietary
  18. 18. 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 Google Confidential and Proprietary
  19. 19. A look at why profitability is important Google Confidential and Proprietary
  20. 20. What is a Profit Curve? Profit $50 $25 $0 -$25 -$50 -$75 -$100 max Profit/Customer CPC Profit/Day Google Confidential and Proprietary
  21. 21. 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) Google Confidential and Proprietary
  22. 22. Optimization best practices: Bidding Google Confidential and Proprietary
  23. 23. 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 Google Confidential and Proprietary
  24. 24. 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) Google Confidential and Proprietary
  25. 25. 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 Google Confidential and Proprietary
  26. 26. Optimization best practices: Account structure Google Confidential and Proprietary
  27. 27. 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 Google Confidential and Proprietary
  28. 28. 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 Google Confidential and Proprietary
  29. 29. 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 Google Confidential and Proprietary
  30. 30. 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 Google Confidential and Proprietary
  31. 31. 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 Google Confidential and Proprietary
  32. 32. Data Feed Quality: Reduce feed mishaps and disapprovals Google Confidential and Proprietary
  33. 33. 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 Google Confidential and Proprietary
  34. 34. 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. Google Confidential and Proprietary
  35. 35. 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 Google Confidential and Proprietary
  36. 36. 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. Google Confidential and Proprietary
  37. 37. Build a seamless mobile and local shopping experience: Mobile Best Practices Google Confidential and Proprietary
  38. 38. 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” Google Confidential and Proprietary
  39. 39. 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. Google Confidential and Proprietary
  40. 40. Top recommendations for retailers OPTIMIZE bidding and account structure REDUCE your feed mishaps and disapprovals BUILD a seamless mobile and local shopping experience Google Confidential and Proprietary
  41. 41. 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 Google Confidential and Proprietary
  42. 42. Global Category Feature Original Value Convert original category value to Google’s taxonomy values! Google Confidential and Proprietary
  43. 43. 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 Google Confidential and Proprietary
  44. 44. Removing All Caps Mixed case conversion Original value Optimized value being sent to Google Google Confidential and Proprietary
  45. 45. 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? Google Confidential and Proprietary
  46. 46. 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 Google Confidential and Proprietary
  47. 47. Next Steps • Call us for a free Google Shopping audit • Schedule a product demo with sales Contact: Google Confidential and Proprietary
  48. 48. Q&A Google Confidential and Proprietary