2. Today’s Agenda
Holiday Highlights 2012
2013: Insights for Succeeding
Supercharge your Strategies
Preparing Your Mobile Strategy
Google Confidential and Proprietary
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. About Vertical Nerve
– Search Marketing
– Analytics Consulting
A few of our clients:
Google Confidential and Proprietary
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
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. +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
Google Confidential and Proprietary
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
9. 2013: Insights for Succeeding
What we expect this year
Google Confidential and Proprietary
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. 2013: More to Win
Google Confidential and Proprietary
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. Key dates are going to drive Holiday success
Key Online Shopping Days During Holiday
$1 Billion
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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. 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
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. A look at why
profitability is
important
Google Confidential and Proprietary
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. 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
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. 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. 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
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. 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. 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. 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. 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
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. 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. 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. 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. Build a seamless
mobile and local shopping experience:
Mobile Best Practices
Google Confidential and Proprietary
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. 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. 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. 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. Global Category Feature
Original Value
Convert original
category value
to Google’s
taxonomy
values!
Google Confidential and Proprietary
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. Removing All Caps
Mixed case
conversion
Original value
Optimized value
being sent to
Google
Google Confidential and Proprietary
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. 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. Next Steps
• Call us for a free Google Shopping audit
• Schedule a product demo with sales
Contact: sales@verticalnerve.com
Google Confidential and Proprietary