holiday 2013 pov3 180 fusion-pdf
Post on 14-Sep-2014
549 Views
Preview:
DESCRIPTION
TRANSCRIPT
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Finding Value For The Holidays:
Strategies for success with the digital shopper
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Introductions 180Fusion and Google
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
Google, Channel Sales
Marketing Discussion
Heather Wilburn – Business Development Manager
• Educate clients on Google’s ever-growing suite of offerings • Promote Search, Mobile, Display, YouTube as aligned with client
business needs • Support clients in growing new business
Business Objectives for Clients:
• Joined Google in 2002 as founding member of AdWords advertising program
• Initially managed SMB client relationships with a focus on developing advanced online strategies
• Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions
Bio:
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
180Fusion
Marketing Discussion
Scott Cohen – CEO
• Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way
• Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization
• Support overall strategy for online client growth
Business Objectives for Clients:
• Industry veteran with 17+ years in software and internet sector • Responsible for overall vision and strategy for 180Fusion • Recognized Thought Leader in internet marketing • Successfully supported Fortune 500 executives to SMB market on
global marketing initiatives • On the Board of Directors of Non Profit and privately held technology
companies
Bio:
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Today’s Agenda
Introductions (5 mins)
Holiday Highlights 2012 (10 mins)
Holiday 2013: Insights for Succeeding (10 mins)
Next Steps (15 mins)
Q&A (10 mins)
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
2012: Holiday Highlights A look back at key moments
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
True or False?
In 2012, more than 80% of
consumers said online influenced
which stores they chose to visit
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
True or False?
In 2012, 82% of consumers said
online influenced which stores they
chose to visit
True
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
True or False?
100% of consumers finished holiday
shopping before Christmas
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 Sources: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012)
True or False? False
32% of consumers finished holiday
shopping after
Christmas
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11 Source: Comscore Holiday Report 2013
True or False?
Cyber Monday 2012 was the largest
online spending day in history
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
True or False?
Cyber Monday 2012 was the largest
online spending day in history at
$1.46B
True
Google Confidential and Proprietary 13 Google Confidential and Proprietary 13
2012 Holiday Highlights: eCommerce drove holiday growth
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
Total eCommerce Sales: $42.3B2
+14%
Total Retail Sales: $579.8B1
+3%
Despite 2.5% increase in foot traffic, sales fell below expectations leading to late-season promotions1
Cyber Monday: Heaviest online shopping day for 3rd consecutive year at $1.46B2
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
2013: Insights for Succeeding What we expect this year
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
Holiday shoppers are already planning to purchase these items:
38% 36%
28%
22% 21% 16%
11%
Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
Mobile also exploded last year; fueled key shopping periods
– 13% of online sales
– 1 of 3 holiday shopping queries
– Black Fri Mobile: 16% of online purchases, +67% traffic growth
– Cyber Mon Mobile: 13% of online purchases
Source: \NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500 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
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
This year, the trend will continue. Nearly 50% of shoppers plan to make a holiday purchase online:
45%
39%
5% 4%
7%
How Will You Make Your Holiday Purchases This Year? (Multi-select)
In a Store Location
Online Using a Latop/Computer
Online Using a Tablet
Online Using a Smartphone
Through a Catalog
Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
1 in 4 shopping queries were on mobile in July 2013 (+53% y/y)
Mobile will also be bigger than ever this year; consumers are increasingly relying on smartphones to help them shop
Source: Google Shopper Marketing Council, Mobile In-Store Research, Apirl 2013; collaboration with Google, M/A/R/C Rsearch and top shopper marketing agencies. Base: smartphone shoppers (n=1,507). Please check how you used your [smartphone] while shopping inside the physical store. Base: use smartphone in-store (n-1,480). At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee? 1 in 4Source: Google Internal Data, Top 10,000 Shopping Terms
8 in 10 smartphone shoppers use mobile in stores to help with shopping
1 in 3 use their phones to find info instead of asking store employees
Tech & Retail CE:
For the 1 in 3 stat, this is actually higher for high research/electronics categories: appliances (55%), electronics (48%)
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
Source: Google Consumer Surveys n=630 Question: Think back to last holiday season, did you purchase gifts from a retailer you had never shopped with before? *filter only to those who purchased gifts . Q. When you are shopping, for gifts, are you loyal to a particular retailer?
In 2012, one third of gifters purchased from a retailer they had never shopped with before
40%
22%
12% 10%
I look for the best price
I look for the best selection
I look for the best service
I look for the closest store to me
Reasons Shoppers are Not Loyal to a Particular Retailer When Gift Shopping
Tech OEM – brand question coming
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
In this condensed period, the big shopping days will be as important as ever
12 days topped $1B last year
All key shopping dates drove double-digit sales growth
Source: Comscore, Inc. Online and Offline Total, Non-Travel (Retail) Spending, Excludes Auctions and large corporate purchases, Total U.S. * Calendar date in 2012. This year will be Dec 18
2012 ($M) % Change Y/Y Nov 1 – Dec 31 $42,286 14%
Thanksgiving (Nov. 22) $633 32%
Black Friday (Nov. 23) $1,042 28%
Thanksgiving Weekend (Nov. 24-25) $1,187 15%
Cyber Monday (Nov. 26) $1,465 17%
Green Monday (Dec. 10) $1,275 13%
Free Shipping Day (Dec. 17)* $1,013 76%
Christmas Day (Dec. 25) $288 36%
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21 Source: MasterCard SpendingPulse.
Competitive Summary: Knock out the competition in 2013
1
2
3
4
ü Language expansion to reach multi-lingual users ü Target by location (proximity bidding) and device (mobile
multipliers) in relevant locations – every shopping mall)
Ensure your shipping options are appealing to consumers
Develop an omni-channel Holiday program
Capitalize on key Holiday shopping dates
Intensify your targeting
ü Use a “one-company” message across all platforms ü Target all devices for the widest reach possible
ü Increase bids when you anticipate high demand/spending ü Promote time-sensitive deals and emphasize urgency
ü Promote shipping offers ü Drive to store if you don’t have shipping options available ü Bid up for consumers closer to your shipping center to
minimize costs
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
Supercharge your Strategies Maximize your reach and ROI
Google Confidential and Proprietary 23 Google Confidential and Proprietary 23
180Fusion
Marketing Discussion
Brett Stevens – Paid Search Manager (Guru!)
• Support 180Fusion clients key performance indicators (KPI’s) • Metric driven: Promote traffic that drives qualified and cost effective lead,
lowest cost per acquisition (CPA), while increasing volume. • Think outside the box to drive results- period!
Business Objectives for Clients:
• 180Fusion PPC Lead and Trainer • 10+ years leading PPC Campaigns • Managed Paid Search budgets from $100/mo to enterprise level of $500K/
mo+ • Google Adwords Certified • Loves to play fantasy football and collect comic books J
Bio:
Google Confidential and Proprietary 24 Google Confidential and Proprietary 24
Product Listing Ads Simplify the online shopping experience for customers
Display Ads Reach users further down the purchase funnel; engage & re-engage them!
Mobile Ads 2012 saw mobile traffic grow 67% on Black Friday, and accounted for 16% of online purchases. We anticipated even stronger numbers for 2013. What’s your mobile strategy?
Best Products To Leverage This Season…
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25
Product Listing Ads (PLAs) connect you with millions of users searching on Google for products you offer
Google Confidential and Proprietary 26 Google Confidential and Proprietary 26 Google Confidential and Proprietary
Creating Product Listing Ads
Google Confidential and Proprietary 27 Google Confidential and Proprietary 27
– Don’t use stock images, distinguish yourself.
Don’t forget about mobile
Optimize PLA’s for the Holidays!
Google Confidential and Proprietary 28 Google Confidential and Proprietary 28
PLA Usage continues to rise
Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013; Client X’s Account Data. July 2013.
PLAs were introduced in Holiday 2012; adoption has not slowed and is expected to increase significantly for Holiday 2013
Apparel Industry PLA Clicks as % of
Total Nov 2011 3% Dec 2011 4% Jan 2012 4% Feb 2012 4% Mar 2012 4% Apr 2012 5% May 2012 6% Jun 2012 6% Jul 2012 7% Aug 2012 8% Sep 2012 11% Oct 2012 13% Nov 2012 12% Dec 2012 14% Jan 2013 15% Feb 2013 14% Mar 2013 15% Apr 2013 15% May 2013 16% Jun 2013 17%
Click Traffic Coming from Product Listing Ads – Apparel Industry
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
holiday
Google Confidential and Proprietary 29 Google Confidential and Proprietary 29
Awareness
Engagement
Action
• Topic Targeting • Keyword Contextual Targeting • Reserve Buy Ads
• Interest Categories • Keyword Contextual Targeting • Search Companion Marketing • Affinity Segments • In-market buyers
• Remarketing & Dynamic Remarketing • Similar Audiences
DISPLAY targeting helps reach your customer in a relevant context
Build campaigns designed for specific parts of the Display funnel
Google Confidential and Proprietary 30 Google Confidential and Proprietary 30
WHO
• You are able to target consumers looking within a certain theme based on the key words they are using
HOW
• Google will show your ads on pages that are the most suitable match for your message, in a highly relevant context
Target ads to consumers based on the content they’re reading
Awareness: Keyword Contextual Targeting
TIP: improve ROI by sending consumers to your most relevant landing pages.
Google Confidential and Proprietary 31 Google Confidential and Proprietary 31
Engagement: Search Companion Marketing
WHO
• Customers can come from any major search engine (Bing, Yahoo!, Google) as long as the search result they click directs to a site in the Google Display Network
HOW
• Automatically display keyword-targeted ads to customers when they land on a page in the Google Display Network after conducting an online search
• Beta results show 7% more clicks and 10% more conversions than search campaigns with only 5% additional spend
Combine the precision and efficiency of search marketing with the reach of display
Source: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis
MAX
ROI
Google Confidential and Proprietary 32 Google Confidential and Proprietary 32 Google Confidential and Proprietary
Action: Remarketing: re-engage with visitors after they’ve left your website
Google Confidential and Proprietary 33 Google Confidential and Proprietary 33 Google Confidential and Proprietary
Action: How Remarketing Works
Google Confidential and Proprietary 34 Google Confidential and Proprietary 34
Action: Convert past site visitors with tailored ads
* Source: Google Internal data
Use Dynamic Remarketing to generate and tailor an ad to each site visitor based on their experience with your site
You can see a
450% increase in CTR*
• Dozens of professionally designed templates to choose from
• Links to Merchant Center catalog
• Consider using a time sensitive offer during the holidays (X date or related to shipping dates)
Google Confidential and Proprietary 35 Google Confidential and Proprietary 35
• Reach visitors based on the products they viewed on your site.
– How do we optimize for the holidays? • Test different layouts to see what resonates with your audience. • Button color and call to action text (Shop Now, Buy Today etc…) • Different value ad propositions (free shipping, 10% off etc…) • Logo position (Keeping it at the top tends to work best.)
Action: Dynamic Remarketing
Google Confidential and Proprietary 36 Google Confidential and Proprietary 36
A mobile website is a must: Your competitors will leave you behind this holiday without one
40% of consumers turn
to a competitor’s site after a bad
mobile experience
Source: Google Mobile Playbook.
Google Confidential and Proprietary 37 Google Confidential and Proprietary 37 Google - confidential
Mobile search drives immediate purchase-related conversions
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.
How does this link with your super sales day strategies (e.g Black Friday) ?
Google Confidential and Proprietary 38 Google Confidential and Proprietary 38 Google - confidential
Extensions to drive the top performing conversions
Location extensions for in-store conversions
Call extensions for call conversions
Sitelinks for website conversions
Click-to-Download for app downloads
Google Confidential and Proprietary 39 Google Confidential and Proprietary 39 Google - confidential
Summary
Google Confidential and Proprietary 40 Google Confidential and Proprietary 40 Google - confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.
If You Only Remember 3 Things…
PLA Performance Display Mobile
1. Setup feeds early; prevent irrelevant searches with negative keywords
2. Adjust inventory at various store locations using PLAs
3. Don’t turn off after Dec 25
1. Build your remarketing lists early (email or sweepstakes)
2. Use time sensitive offers and promotional language
3. Design lists for high converting users & find similar users (beta)
1. Use a top spot bidding strategy
2. Include micro actions to drive desired behavior on key dates
3. Extend your reach beyond search engines through in-app display ads
Google Confidential and Proprietary 41 Google Confidential and Proprietary 41 Google - confidential
Holiday housekeeping tips
Pre-Holiday (Now) ✓ Upload new ad copy
as soon as possible for approvals
✓ Launch upper-funnel
video, display & search campaigns to seed early holiday interest and build remarketing lists
✓ Take advantage of professional consult
In-Season (Q4) ✓ Keep bids & budgets at
competitive levels ✓ Set automated rules for
budgets to avoid capping
Post-Holiday (Q1) ✓ Look at historical query
volume post-holiday to capitalize on continued demand
✓ Remain present – 32% of consumers complete their holiday shopping after Christmas (Dec 25th)
Google Confidential and Proprietary 42 Google Confidential and Proprietary 42 Google - confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.
Eric Hannelius Vision Payment Solutions President & CEO
“180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.”
Eric Hannelius Vision Payment Solutions President & CEO
“180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.”
Google Confidential and Proprietary 43 Google Confidential and Proprietary 43 Google - confidential
Q&A
Google Confidential and Proprietary 44 Google Confidential and Proprietary 44 Google - confidential
Q&A
Q: Being that 180Fusion manages lots of high profile search campaigns, what can you tell me about how product list ads have converted pre holiday season since I believe this is a new feature that Google offers? A: Great question – with Product Listing Ads being launched out of Beta about a year ago, we have been able to extensively test PLA’s. Over the last quarter, we’ve seen on average approximately a 5-10% increase in conversions. This makes us extremely bullish going into the holiday season for an uptick using our Managed PPC platform. In addition, an approach that has proved effective is combining Product Listing Ads with Dynamic Remarketing to maximize visibility.
Google Confidential and Proprietary 45 Google Confidential and Proprietary 45 Google - confidential
Q&A
Q: Can you also touch on if you have any practical advice regarding Social Media for the holiday season, being that I sell to consumers? A: Yes, we’ll likely cover this topic in detail in a follow up webinar as we could spend another hour on this question alone. The short answer is that Social Media, especially for companies that are selling to consumers and understand their demographic target, need to be putting together a social media strategy that includes content for various platforms such as Facebook, Twitter, Google+. We’ve also seen Pinterest and Instagram be effective for targeting the female audience. However, the key is not just to post info for the sake of posting, but rather to come up with a full Social Strategy that incorporates giveaways, promotions, creativity and branding that differentiates in the holiday season. Of course, 180Fusion can assist with this strategy and overall execution as needed.
Google Confidential and Proprietary 46 Google Confidential and Proprietary 46 Google - confidential
Q&A
Q: I’m not an e-commerce business – can PLAs work for my travel business? A: While PLAs are inherently more e-commerce focused, there are other ad formats that you can leverage such as ad extensions, sitelinks and remarketing. The experts at 180Fusion are well-versed in successful ad strategies across all verticals, so please do reach out to them for further consultation and insights.
Google Confidential and Proprietary 47 Google Confidential and Proprietary 47 Google - confidential
For Personalized, One on One Consultation, For Webinar Attendees Only
webinar@180fusion.com
877-321-4180
thank you!
top related