Fashion Digital 2016: The 3 R's for Online Advertising in the Fashion Industry
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According to Darwin’s Origin of Species, it is not the strongest that survive, nor the most intelligent, but the ones most responsive to change. In a world of end-user engagements in the content creation process and new communication channels, the playing field of online advertising has changed almost completely. You either need to develop a fresh and highly adaptive online strategy to capitalize on these new trends, or risk extinction. The popular fashion brand Silver Jeans has not only survived, but thrived in this new environment. By partnering with the e-commerce agency ROI Revolution, the Silver Jeans’ website was rebuilt to attract qualified traffic through paid search and integrated their aggressive sales schedule with their online advertising. In this session, key participants of the website’s overhaul reveal the mechanics of their hard-won success through “the 3 R’s”: must-have rules to guide every fashion retailer when developing and investing in a robust online strategy for their own brands.
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Fashion Digital 2016: The 3 R's for Online Advertising in the Fashion Industry
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- 6. TOP 5 REGIONS COST CPA CONV Wisconsin $388 $21 18 Vermont $745 $22 33 Alaska $1088 $22 48 Minnesota $409 $22 18 North Dakota $351 $23 15 BOTTOM 5 REGIONS COST CPA CONV Hawaii $465 $155 3 New Mexico $1032 $68 15 Florida $263 $65 4 Arizona $480 $53 9 Oklahoma $381 $42 9
- 11. Source: 2016 Ecommerce Paid Search Report; ROI Revolution
Editor's Notes
- Have a spreadsheet where you’re tracking growth in the metrics that are important to you – for example, if there are other valuable actions (shares, email sign ups, lead forms for wholesalers) be sure you’re tracking those as well and setting up events or goals in Analytics to track these valuable actions. There are more steps than just a sale that are valuable. Longer term strategy.
- The point of all the analysis is to learn which areas have the highest conversion rates and invest where it works, pull money where it doesn’t. “If it was my business, my money…”
- Silver Jeans is a big brand in the midwest – geotargeting worked really well for them.
- Demographics – women buy a lot of jeans for men, different ads?, used a Silver Jeans persona to increase profitable targeting, used Silver Jean’s increased insight into their data (AddShoppers, etc) to help understand their demographic, income, etc. Used AdWords to hone in on their customers.
- Brand terms are almost all that works for them. Non-branded is a tough area for fashion retailers. Importance of branded campaigns – bidding on your brand name
- Mobile is a big deal for fashion especially! … able to capitalize on mobile by Be very granular. Ad group level mobile… some terms are really wasteful, while some are really profitable.
- Mobile shoppers have unique needs and expectations. It’s important you recognize and meet these needs with your mobile experience. Now, there’s a lot that can – and has – been said about making a great mobile experience for your customers. While that’s rather outside the scope of today’s presentation, it’s important to chew on these questions for your mobile experience: “What are your frustrations when shopping on your phone?” Give your personal pet peeve when mobile shopping. Remind them that, if it frustrates them, it will frustrate their customers. “Where can you minimize friction?” Mobile shoppers are even more sensitive to “friction points” (slow loading speeds, clunky checkout processes, poorly-optimized page layouts) than desktop shoppers. Pull up your mobile phone – you can try it now, even – and try going through your shopping process from ad click to checkout page. Note “friction points” and talk with developers about fixing them. “What elements are necessary?” This one is similar to the last question, but think about it this way: what site elements (be it design, product info, etc) are necessary for making the purchase? What’s fluff? What will just slow down load times? (Maybe consider using a traffic heatmap to help you decide.)
- Use device bid modifiers – are you carefully monitoring campaign and ad group level modifiers and adjusting? This cannot be a set it and forget it approach! (1) Get down to the Ad Group level for top spending ad groups. Importance of a granular ad structure. (2) Make smaller, more precise changes to your account – don’t go from -100% to -10%. Loosen incrementally. (3) Look at your site traffic on the whole – how does mobile do from organic results? Give you an idea of how mobile will do for your site. If you haven’t been bidding on mobile at all, you can see how it’s been performing. 2 regular ads and a mobile preferred ads (per ad group). Testing shorter description lines (sometimes getting cut off – easier on mobile when there’s less text). Sometimes the language of the text is different. “Easy mobile shopping,” “price guarantee,” – something that gives searchers an incentive to click your ad. Tailor ad extensions to be mobile preferred extension – set a mobile preferred sitelink/callout/etc extension – either mobile specific language (“easy mobile shopping”) or shortened text.
- How you’d start segmenting… look at desktop vs tablet vs mobile. Mobile conversion rates are much lower than desktop conversion rates. Used to be a lot of people searched on mobile, but didn’t buy on mobile. That’s changing, but more conversions happening through mobile now. If your desktop conversion rates are going down, check on mobile traffic. Conversion volume picking up, especially on Shopping. Still lower conversions than desktop. Picking up, better ROI now. Here’s how you can see the value of mobile to your sales, even if they’re not converting directly… Cross Device Conversions Help you see where people started and where people made purchases. Keep an eye on cross device conversions if you’re pulling back on your mobile bids – if you start seeing sales decrease, look at this report. Using cross device conversions to monitor impact of mobile adjustments as well as mobile sales – Keep in mind that there is a large percentage of traffic that uses multiple devices to make a purchase, and Google is only going to report those when they have at least a 95% confidence threshold that the calculation is within 10% of the actual value, meaning this reported number is only a fraction of the cross device conversions you are actually getting.
- Use remarketing lists for search ads to target non-branded keywords… target people familiar with your brand who are making a non-branded search. The new Google Analytics remarketing lists – main benefit (vs standard lists) is that you can use all the robust data of Analytics in creating your list. Page depth, time on site, etc. Use that data to target your best conversion rates – “3 minutes on site converts better” “viewing six pages converts better” etc… lots of ways to test and target. More info - https://www.thinkwithgoogle.com/products/remarketing-lists-for-search-ads.html Here are some ways advertisers have successfully used remarketing lists for search ads: Optimize bids. A tire reseller created one remarketing list for users who had been to their homepage and another for people who had searched for a particular tire model. Keywords and ads stayed the same, but they raised their bids a bit for previous homepage visitors, and they increased bids a lot for people who had searched on the site. Results: total sales up 22%, conversions up 163%. Broaden keywords. A specialty tour company wanted to capture additional gift revenue around the holidays. While broad keywords like present and gift ordinarily would not be profitable, remarketing lists for search ads let them target those keywords only to people who had purchased gifts from the company the year before. Results: conversion rate +300%, comparable to brand terms, and a 30% increase in ROI. Customize ad text. A telecom that provided TV, voice and internet services set up three remarketing lists to segment site visitors who expressed interest in each service category. The telecom then used remarketing lists for search ads to deliver messages to each segment that reflected users’ previous interests. Results: cost per order down 66%, large increase in overall search campaign ROI.
- Mike tells Molly about sales so they can increase bids on sales days so they don’t leave conversions on the table – use ad scheduling for that. We think of ourselves as an extended part of every retailer’s team… but we can only do that to the extent that the retailer partners with us and integrates us into your day to day roll. Share data from other channels, share other objectives and value metrics. Share sales, schedules, pricing changes. Shared Google Docs for everyone to access their content. Helps PPC do a better job. (ie, letting them know about flash sales ahead of time… sharing sales schedules is really important)
- Optimize Your Descriptions Recommended 500 – 1,000 characters (Max = 5,000) Avoid unnecessary repetition, rephrasing, keyword stuffing Write descriptions conversationally, as if you’re explaining it to someone else (hint: that’s exactly what you’re doing) Blend important features (size, weight, materials, gender) with benefits and explanations
- Optimize Your Descriptions Recommended 500 – 1,000 characters (Max = 5,000) Avoid unnecessary repetition, rephrasing, keyword stuffing Write descriptions conversationally, as if you’re explaining it to someone else (hint: that’s exactly what you’re doing) Blend important features (size, weight, materials, gender) with benefits and explanations
- The point of all the analysis is to learn which areas have the highest conversion rates and invest where it works, pull money where it doesn’t. “If it was my business, my money…”
- Schedule reports in AdWords – plan those reports regularly… you have to keep checking your ad scheduling and geographic targeting, since things change all the time. 18% of searches have never been searched before – you have to keep doing keyword research – schedule your search queries reports at a regular interview. Filter by search terms that converted. (cross ref against your active keyword list – we have a tool for this)