This document outlines an agenda and best practices for Google Search and Shopping strategies for the fourth quarter. It discusses how the pandemic has impacted holiday shopping behaviors and provides tips for budgeting and audience targeting. Key recommendations include having cohesive search and shopping strategies by sharing query reports, leveraging trending queries and landing pages, and using seasonality adjustments for key dates. The presentation also explores opportunities for local inventory ads, influencer marketing, and showcasing products across different Google surfaces and third-party platforms to reach customers throughout their shopping journey.

1. Q4 Google Search & Shopping Best Practices
For Advanced Strategies
Conquering Q4: A Holiday Planning Series for Marketers

2. Today’s Timeline | Paid Media
Conquering Q4: A Holiday Planning Series for Marketers
3 days. 11 sessions. 21 digital marketing experts.
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11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST10:45 – 11:00am PST
TINUITI PRESENTS:
Q4 Google Search & Shopping
Best Practices For Advanced
Strategies
TINUITI PRESENTS:
How to Build Your Perfect Q4
Marketing Mix for a Holistic
Holiday Strategy

3. Today’s Speakers
Linda Yonemoto
Strategist, Shopping & Feeds
Shenise Wigfall
Director, Paid Search

4. 4
1.Pandemic Holiday Impact
2.Budgeting for the Seasonality Adjustments and the unknown
3.Finding your Audience
4.Search & Shopping Cohesive Strategies
5.Q&A
Agenda

5. Poll Question
How are consumers able to purchase your products?
● Brick and Mortar locations
● E-Commerce Website
● Resellers - We’re the manufacturer
● All of the above

6. 6
How the pandemic will affect the holiday shopper
47%
planned shoppers will use
options to buy online, pickup
in-store or curbside
42%
of U.S. shoppers say that they
are shopping for items they
want or need for after COVID-19
14.5%
share of e-commerce sales in total retail
sales. An all-time high as
brick-and-mortars see a steep decline.
83%
Said they’re likely to keep
purchasing from the new stores
they discovered.
51%
Downloaded at least one
shopping app during the
COVID-19 outbreak
66%
shoppers will lean toward local
businesses
Source: Google: COVID retail guide and Pandemic holiday guide; Emarketer; Criteo holiday trends

7. 7
Budgeting & Planning for the Holidays
• Account History:
2019 Actuals by day for channels
2018 Actuals by day for channels
2020 Actuals to date
• Merchandising Plan for inventory
sales per day
• Time/day information for outages or
other unexpected events that
happened previously
• Promotional Calendar
• Incremental budget scenarios
• Pacing trackers by day
• Intraday reporting by hour built in
with comparisons vs. expectations
for key dates

8. 8
Search & Shopping – Better Together
Action: Search & Shopping
should share query reports
with one another frequently
to inform what keywords are
driving performance for each
channel.
Inform
Result: Reduces spend on
non-converting search keywords,
allows shopping to drive traffic on
those terms at a lower cost.
Action: PLA performance can
refine your upper funnel
search strategy. Influencing
your non-brand category
keywords, as well as the
landing pages you’re
targeting in your DSA
campaigns.
Influence
Action: Own the SERP, have
shopping PLAs driving to the
specific products and
non-brand text ads that can
push meaningful value props.
Own
Result: Increase CTR and CVR for
non-brand terms as you’re able to
tailor non-brand copy and landing
pages to the categories that users
are truly interested in.
Result: Increase CTR and
better understand user intent.

9. 9
Shopping Query driven Non-Brand Strategy
NonBrandSearchCoverage
Keyword Campaigns
DSA Campaigns
Exact Match (+BMM
Pending Performance
results)
Trending PLA Query
Keywords
URL = Trending LP PLA
results
TRENDING QUERIES
BASELINE QUERIES
TRENDING QUERIES
*Trending queries become the core strategy, while baseline queries will be secondary.
105%
2x
increase in ROAS
lift in CVR

10. 10
Operational Flow: How Does This Work?
PLA high-performing landing pages
and queries are imported
automatically to Google sheets
using a custom built script
Google sheet identifies new vs.
existing LPs/queries and then
categorizes them and organizes
them automatically into new ad
groups for upload
New URL targets & queries pick up
trending queries to drive
incremental revenue in search &
PLA

11. 11
Google Ads Auto Bidding & Options

12. 12
Google Automated Bid Strategy Options
eCPC, tROAS, Max Clicks and
Maximize Conversion Value
(within Smart Shopping) are
all available for Shopping

13. 13
● Extended reach
○ Outside of just the Google Search Network,
your shopping ads can appear on the Google
Display Network, YouTube and Gmail
● Reduces man hours needed to manage campaigns
● New beta roll out in Smart Shopping to target “new
customers” with separate ROAS goals
Smart Shopping: Pros and Cons
PROS IMPLEMENTATIONCONS
● Black box optimizations
○ Outside of target goal changes, no visibility of
■ Search terms
■ Device
■ Audience
■ Change history
● Max of 100 campaigns
● No negative keywords
● No granular reporting
● Limits strategy capabilities
● If volume is low and your ROAS goal is high, Google
could potentially bid your campaign to $0 and stop
sending traffic to your campaigns *happened to a Tinuiti client

14. Google: Seasonality Adjustment
Who’s it for?
● Those who need to increase spend/bids across all portfolios based on key
business moments
○ Flash sales
○ Core holiday dates
● Optimizes to compliment existing tCPA or tROAS smart bidding strategies
● Apply a predicted conversion rate adjustment and Smart Bidding will
consider that adjustment for the date range selected, while trying to hit
your target
Best Practices
Use seasonality adjustments only if you expect
major changes to conversion rates, because
Smart Bidding already manages seasonal
events. Seasonal adjustments are ideal for
short events of 1-7 days. They may not work
as well if you use them for extended periods
(more than 14 days at a time)

15. 15
Seasonality Adjustment Best Practices

16. 16
Audience Opportunities

17. AWARENESS
17
Demo (including
Detailed Demo)
Affinity
CONSIDERATION ACTION
In-Market
Customer Match
Remarketing
Similar Audiences
Connect at Every Stage of the Shopping Journey

18. 18
Broadience
Expand Reach: Upper Funnel Keywords + Lower Funnel Audiences
Increase Clickshare: Lower Funnel Keywords + Upper Funnel Audiences
Current Keyword Set
holiday gift baskets
gift baskets for men
holiday gift baskets for him
personalized gift baskets
[NEW] Keyword Set
gifts
gift box
holiday gifts
personalized gifts
In-Market
Gifts & Occasions, Gift Baskets,
Personalized Gifts
Similar Audiences
Holiday Baskets
Detailed Demographics
Married, Parents

19. 19
Microsoft Audience Network
Image-based & Feed-based audience ads

20. 20
Taboola
● Drive incremental sales and reach
through native publisher networks.

21. 21
Shopping Opportunities - Local

22. 22
Launch Local Inventory Ads
More than ever, people are going
online to plan their local shopping
trips.
Boost sales by promoting in stock
inventory at local retail locations.
+146%
Increase in ‘Near me’
search interest in the
past year
15-18%
of consumers who
see a local inventory
ad go to that store

23. 23
How Retailers Can Leverage LIAs
Reminding customers of the
convenience value prop
“We have what you need right
down the street.”
Providing local availability
to digital consumers
“Here’s what we have in your
favorite store.”
Promoting store pickup
(BOPIS) capabilities
“And you can have it in your
hands almost instantly.”
play doh

24. 24
Other Feed-based Opportunities

25. Seller Ratings & Product Ratings
● Google Seller Ratings & Reviews
Seller ratings are an automated extension that let people
know which advertisers are highly rated for quality service.
Google gathers seller ratings from reputable sources that
aggregate business reviews.
● Product Ratings & Reviews
Product ratings show on Product Listing Ads with a 5-star
rating system and a count of total reviews. Represents
aggregated rating and review data for the product, compiled
from multiple sources.

26. Connect Pinners
to product Pins
Link Pinners
to product pages
Enable Pinners
to make a purchase.
Increase Awareness through Pinterest Shopping

27. 50
Source: Connexity
Shopping
Expand PLAs and Comparison Shopping through Connexity
Shopping Opportunities
Content
CSEs Influencers

28. Showcase ads have been increasing in volume—up 300% in Q4 2019
and now run on across both Desktop and Mobile
28
Engage Mobile and Desktop Users with Showcase Shopping Ads

29. 29
Further expanding your reach

30. 30
Test Sponsored Yelp Ads
● Target by industry
● Cost-per-click determined by saturation
& relevancy
○ Area saturated with similar
businesses = higher cost
○ Competing on less relevant
terms to your business = higher
cost
● Feature local business listings

31. Key Takeaways
Promote the convenience your business provides with ad extensions that
highlight quick and/or free shipping options, buy online; pick up in-store,
curbside pick-up options or loyalty incentives when downloading your app.
Start new customer acquisition now. Consumers are open and receptive to
new brands and plan on remaining loyal into the holiday season. Focus on
investing in upper funnel tactics/channels and building audiences for the holiday.
Data shows that Search and Shopping are better together. Ensure that your
search and shopping strategy is cohesive. Reference your data and use Q3 as
an incubator for ironing out Q4 strategies.

32. Schedule Your 1:1
Strategy Evaluation

33. Live Q&A
Linda Yonemoto
Strategist, Shopping & Feeds
Shenise Wigfall
Director, Paid Search

34. Upcoming Webinars
tinuiti.com/content

35. THANK YOU!