closing the loop: profitable product level ad strategies for 2016

| Confidential. © 2016 HookLogic

Closing the Loop: Profitable Product Level Advertising Strategies

FOLLOWING THE SHOPPER


Logistics

• Submit Questions In the Chat Box to the Right

• Session Recording Will Be Sent Next Week

• More Resources In the Handouts Section to the

Right

TODAY’S SPEAKERS

Steve ElsonVP: Retail StrategyHooklogic

Lewis BrannonRetail Search ManagerCPC Strategy


OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•300+ Active Retail Clients

•Top 50 fastest growing company in San Diego 3 years

CLIENTS

About CPC Strategy

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration


Register for the Event

The 2016 Amazon Virtual SummitAdvanced Strategies for Professional Marketplace Sellers to Drive Growth in 2016

cpcstrategy.com/2016-Amazon-Virtual-Summit

Lewis BrannonRetail Search Manager

✓ 5+ Years of e-commerce search marketing experience✓ Specialization in e-commerce PPC for large brands✓ Google AdWords & Google Analytics qualified professional

Steve ElsonVP: Retail Strategy

✓ Provide strategic account services and guide development of HookLogic’s retail platform

✓ Held senior Account Planning positions at Campbell-Ewald and Digitas✓ Previously served as Co-Director of Marketing Optimization at Beyond Interactive✓ Spearheaded the launch of Beyond Interactive’s Mexico City Office


Introducing HookLogic.

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• Centrally managed UI promotes your products to millions of active shoppers across a network of retails sites to grow sales and share.

• Native, CPC ads that click-in to product detail pages


Introducing HookLogic.

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Reach Shoppers at Massive Scale.

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…and many more!


Drive Traffic To Your Products.

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The 1st page of search results drives 85% of all product pages ever viewed


Direct Measurement

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Attribute Sales And Optimize ROI.Proof that your advertising is turning into real sales.

Units Sold

Revenue

Share Shift


What You’ll Learn Today.Understanding the landscape of product-level advertising

Product Ad Strategies throughout Shopper Journey:

• Proven tactics for targeting & meeting campaign objectives

• Measurement best practices & understanding attribution

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Product Ad Landscape.

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Pre-Shopping Shopping Purchase

Promoted Pins

Shopping

Keep Shopping!(Retargeting)

Dynamic Product Ads

Pre-Purchase

Open Web Retargeting

Shopping


Mobile Is The Future.

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• Mobile is overtaking desktop browsing and buying, so digital media serving product advertisers should be mobile centric.

• Mobile impacts the entire purchase path. From discovery to research and consideration to purchase.

• Native is the future of mobile. Native advertising is important in desktop, but critical in mobile with smaller screen size.

Source: Criteo’s Q2 State of Mobile Commerce Report


Mobile Behavior Everywhere.• Consumers browse and buy anywhere on a mobile phone.

• Cross-device usage is now enormous. Consumer use of multiple devices to make a single purchase makes up 40% of ecommerce transactions1

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Activities Done On A Mobile Phone, By Location47.8%

35.8%

29.3%

12.6%18.1%

10.4%

Researched a Product Purchased a Product

From Home While In A Store From Somewhere Else

Source: Markettree 20151 Criteo’s Q2 State of Mobile Commerce Report


Product Ads Are Native.Product Ads are seamless and shopper friendly. Shopping sites are focusing on native placements to avoid disrupting transactions.

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Follow The Shopper


Shopper’s Buying Journey.

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Pre-Shopping Shopping PurchasePre-Purchase

Retargeting


Pre-Shopping Stage


Google Search.• Shopping timeline - consider the funnel• Google Shopping’s pivotal, evolving role in reaching this consumer

• Changing Google SERP Landscape for early consideration queries

• Importance of Product/Query and Query/Budget pairing strategies

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HookLogic enables brands to piggyback on retailers’ Google Shopping programs, driving incremental shopping for their products

Brands Can Play Too.

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+


Targeting Google Pre-Shoppers.

• Strategic Alignment of query type and budget (Shopping & Text)

• Custom product mixes for certain queries (Shopping & Text)

► importance of Product Reviews in GS

• Custom LPO experience for certain queries (Text)

• User experience is key!

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Typical Pre-Shopping Search.

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Pre-Shopping Can be Shopping.

(if done right)• Ugly site, but effective• Gives user what they want• Easy Transition from Pre > Shop

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Pre-Shopping Can be Costly.(if done poorly)

• No customization to the query• Not even sorted by best• Doesn’t Create Good UX - Causes Frustration / Bounce

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Targeting Pinterest Pre-Shoppers.

Pinterest is used for discovery, inspiration and bookmarking

• Only way to drive Pinterest shoppers to your products on retail sites other than your own

• See sales attribution from retail sites

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Promoted Pins drive to retail

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Importance of Attribution.• Campaign Structure is Key

►Don’t consolidate everything

►Smart nomenclature = smart attribution

►Custom MCF Groupings

• Capturing the impact on retail websites is critical for brands

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Live Q&A.

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Shopping Stage


Poll Question #1.When it comes to product research, where do you think most people say they start?

A. Search Engines

B. Retail Sites

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| Confidential. © 2016 HookLogic| Confidential. © 2015 HookLogic34

Source: Markettree May 2015 Online Shopper BehaviorSample = 600 online shoppers

2/3 of shoppers’ starting point

Retail Sites

1/3 of shoppers’ starting point

Search Engines

Many Start Product Research On Retail Sites.


Poll Question #2.How many retail websites on average do you think a shopper visits before making a purchase?

A. 1

B. 2

C. 3

D. 4

E. 5

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Shoppers Visit 3 Websites Per Trip.

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Source: Markettree 2015

Average # of Websites Visited, by Category


Online Retail Giants.

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● Be where people shop

● Product visibility across channels drives consideration and sales

● Sponsored product placement is native advertising at its best


HookLogic: Strategic Controls.

Bid Multipliers: Compete differently for who sees your ads and where your ads are shown• Shopper Targets• Placement Types

Keyword Controls: Maximize coverage of relevant searches and support cross-sell and conquest targeting

Cross-Sell Controls: Target shoppers in related categories where you can inspire demand


Strategy: Drive New Category Consumers.

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• Objective: Grow the category by inspiring relevant consumers to consider a purchase

• Consider Increasing Bids For: ► Cross Sell shoppers► Max Reach shoppers

•Keyword & Category Targeting: Add related product categories and keywords to campaigns, and learn what works.


Strategy: Conquest.

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• Objective: Grow market share by competing most aggressively for active category shoppers, making sure your products have best possible visibility in locations where consumers are looking at competitive alternatives

• Consider Increasing Bids For: ► In Market shoppers► Browse & Search placement► Product Detail & Cart placement

•Keyword Targeting: Add keywords for competitive product attributes


Success Measures.• Share of category ad impressions and clicks• Attributed sales and Return-On-Ad-Spend

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Live Q&A.

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Retargeting


Open Web Retargeting.

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• Follow the shopper across and off our network of retailers

• Accelerate sales via premium ad inventory across thousands of sites

• 100% incremental to retailer’s existing retargeting ads

• Gain SKU-level control


Facebook.

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Same concept - reaching shoppers on Facebook


Pre-Purchase Stage


Google Shopping.

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Google Shopping.

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Live Q&A.

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Product Ad Landscape.

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Pre-Shopping Shopping Purchase

Promoted Pins

Shopping

Keep Shopping!(Retargeting)

Dynamic Product Ads

Pre-Purchase

Open Web Retargeting

Shopping


Live Q&A.

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