Q4 PLAYBOOK - CPC Strategylearn.cpcstrategy.com/rs/006-GWW-889/images/Create Your...Set your Goals...
Transcript of Q4 PLAYBOOK - CPC Strategylearn.cpcstrategy.com/rs/006-GWW-889/images/Create Your...Set your Goals...
AdDiego Summit 2017 | Presented by CPC Strategy & Google
Q4 PLAYBOOK
Creating Your Own Personalized Q4 Game Plan
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Our Speakers Today
Jostin MunarSr. Manager,Retail Search
Josh BriscoSr. Manager, Retail Search Operations
Caroline DiehlSr. Retail Search Manager
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Today’s Agenda
● The State of eCommerce in Q4 ● Preparing For Q4 ● Executing Going Into Shopping Season● Ramping Down After Shopping Season
AdDiego Summit 2017 | Presented by CPC Strategy & Google
The State of Q4
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
State of Q4
Major Trends in Retail
US retail ecommerce sales increased 17.8% in Q4 2016
Q4 2017 is projected to climb 15.8%
Shoppers are researching earlier and online shopping is running longer.
Source: https://www.emarketer.com/Report/US-Holiday-Shopping-Preview-2017-Recapping-2016-Looking-Ahead-This-Season/2001992
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
State of Q4 Holiday shoppers are shopping more, earlier
Source: National Retail Federation
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
State of Q4
Major Trends in Retail
Foot traffic fell approx.12.3% in November & December 2016
US mobile commerce increased by 44%
Source: https://www.emarketer.com/Report/US-Holiday-Shopping-Preview-2017-Recapping-2016-Looking-Ahead-This-Season/2001992
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
State of Q4 Holiday shoppers are shopping more, earlier
AdDiego Summit 2017 | Presented by CPC Strategy & Google
Q4 PLAYBOOK
Prepare Yourselves...
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Planning
Identify Your Goals
● Revenue/Order Volume
● ROI/Profitability
● YoY Growth
● Branding
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Planning
Reflect on Q4 2016 Lessons
● Evaluate Catalog Performance
● Key Brands and Product Types
● Review Promotional Strategy
● Analyze the Competition
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Planning
Reflect on Q4 2016 Lessons
● Evaluate Catalog Performance
• What were the top performing categories, SKUs and terms - AdWords & Sitewide?
• Which SKUs, Brands, Categories & Terms Saw Largest QoQ Growth?
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Planning
Reflect on Q4 2016 Lessons
● Review 2016 Promotional Strategy
• What worked and what didn’t?
• Were your marketing channels & channel manager prepared & in sync?
• Were sales advertised on time and for their full duration?
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Planning
Reflect on Q4 2016 Lessons
● Analyze the Competition
• Who were your top competitors?
• Any one new on the scene
• Who were the IS winners and losers?
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Timelines
October 31 - Halloween (54% of shoppers plan to start day after Halloween)
November 10 - Veteran’s Day
Niche verticals can anticipate high pre-holiday demand
Last shopping holiday before the holiday season
November 23 - Thanksgiving Day
Official kick-off to the holiday shopping season
November 24 - Black Friday (2016 online retail sales on Black Friday grew by 21%)
Customers anticipate big discounts online and in-store
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Timelines
November 27 - Cyber Monday (US Cyber Monday mobile sales up 34%)
December 25 - Christmas
Forecasted to be the #1 Online shopping day of the year
December 31 - New Year’s EveNew year resolutions and end-of-year sales
December 26th - Boxing Day
Unofficial ‘end’ of holiday shopping for 2017
Day of returns and begin to post holiday shopping season
December ? - Your last shipping dayInternally, the sooner you understand this date the better.
AdDiego Summit 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Stay ready so you don’t have to get ready
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Promotion & Sale Prep
● Create your promotion calendar early
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Promotion & Sale Prep
● Coordinate all promotion elements• Website• Email• Shopping Promotions • Text Ad Copy + Extensions• Display Creative
● Ensure all executing parties are prepared and synced
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Campaign Prep
● Align Campaigns around Marketing Goals● Attack all segments of the conversion funnel
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Campaign Prep – Google Shopping
● Review product feed for disapprovals● Review feed schedules and frequency● Setup Merchant Center promotions
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Feeds - Audit for product disapprovals
● Missing or inaccurate GTINs● Small images● Incorrect availability● Product pages cannot be accessed● Price discrepancies
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Feeds - Review Feed Schedule and Frequency
● Align with price and inventory updates● Consider increasing frequency (4 times per day max)● Utilize sale_price and sale_price_effective_date attributes to schedule
promotional pricing
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Preparation
Feeds - Upload Merchant Center Promotions
● Ensure promotions tab is enabled● Check that promotions meet Google policy● Add manually or create a feed to upload in bulk● Review promo feed scheduling
AdDiego Summit 2017 | Presented by CPC Strategy & Google
Q4 Execution
Turn Your Preparation to Profit
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Execution
Ad Copy & Extensions
● Update ad copy for the holidays
● Add urgency to your text ads
● Leverage the tried and true extensions
● Test out the new features for 2017
● Showcase Ads (Shopping)
Showing Up
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Execution
Ad Copy
● Create unique copy for various holiday sales• Added relevance for sale related queries• Quickly conveys sale pricing in effect
● Create urgency by using countdown timers• Drive clicks & conversions now
● Ensure ETA coverage for normal text & DSA ads
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Execution Ad Extensions
● The Basics• Sitelinks, Callouts Structured Snippets
• Consider adding top product categories, gift guides, sale pages, etc.• Update Location Extensions • Consider leveraging a reseller rating platform
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Execution Extensions - New for 2017
● Leverage Promotion extensions (beta) and price extensions
● Consider Adding Visual Sitelinks (beta)
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Q4 Execution Shopping - New for 2017
● Showcase Shopping Ads• Shown mostly for top of funnel searches• available only in the new AdWords experience• Separate bidding mechanism - max CPE
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
● Boost daily budgets - Automate if possible
● Anticipate increased competition and higher CPCs• Proactively schedule bid increases before major shopping dates
● Accelerated Campaign Setting if budgets are not strict
● Get in front of shoppers doing research - Build remarketing lists, stay top of mind
Scaling Campaigns Up
Budget & Bidding Rules
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Scaling Campaigns Up
Leverage CRM & Remarketing
Review RLSA strategy and bid modifiers - Increase bids on top performing audiences
Utilize Customer Match to target last years buyers
Consider similar audiences for search/shopping to reach new customers
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Scaling Campaigns Down
Anticipate Known Trends
● Conversion volume/rate will decrease significantly after shipping deadlines• Scale back budgets & bids accordingly
• Don’t pay a premium to be a B&M virtual showroom• If B&M consider pushing spend on foot traffic drivers
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Bullet Point Checklist
● Set your Goals● Create your budget (if necessary)● Review 2016 performance● Prepare your promos and sales and holiday timelines● Align your promotion delivery teams● Perfect your data feed and Merchant Center● Align campaigns around your marketing goals● Leverage remarketing lists and CRM data● Increase bids & budgets into major shopping days● Scale back bids & budgets post shipping cutoffs
© Copyright AdDiego Summit 2017
Thank You