Winning the Sale This Holiday Season - PMX Agency · PDF fileWinning the Sale This Holiday...
Transcript of Winning the Sale This Holiday Season - PMX Agency · PDF fileWinning the Sale This Holiday...
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Winning the Sale This Holiday Season
Google Confidential and Proprietary
PM Digital’s Google Team
Leslie HabermanTeam Manager
Ravi GuptaAgency Development
Jenny LintzAccount Strategist
Elise HallSenior Director
Nicole JenningsSenior Vice President
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“We expect consumers will tackle their
holiday shopping lists with a healthy dose of
optimism, tempered by a hint of caution”.Matthew Shay, NRF President and CEO
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Agenda
● Setting up for success● Retaining existing customers● Strategies to grow your new to file customer base
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47%reluctant to purchase in-store if unhappy with
online experience
Source: WARC, “Mobile, Digital Key to Holiday Shopping”, 11/3/15
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Black FridayThanksgiving
Weekend
Source: Mastercard Pulse Spend Data, ShopperTrak, Millward Brown 2014 Holiday Shopper Study
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Black FridayThanksgiving
Weekend
Source: Mastercard Pulse Spend Data, ShopperTrak, Millward Brown 2014 Holiday Shopper Study
-5%
-3%
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Black FridayThanksgiving
Weekend
Source: Mastercard Pulse Spend Data, ShopperTrak, Millward Brown 2014 Holiday Shopper Study
-5%
-3%
+26%
+12%
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Black FridayThanksgiving
Weekend
Source: Mastercard Pulse Spend Data, ShopperTrak, Millward Brown 2014 Holiday Shopper Study
-5%
-3%
+26%
+12%
0%
0%
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Black FridayThanksgiving
Weekend
Source: Mastercard Pulse Spend Data, ShopperTrak, Millward Brown 2014 Holiday Shopper Study
-5%
-3%
+26%
+12%
0%
0%
+11%
+3%
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Sunday Monday Tuesday Wednesday Thursday Friday Saturday23 24 25 26 27 28 29
Thanksgiving Black Friday
30 1 2 3 4 5 6
Cyber Monday
7 8 9 10 11 12 13
Green Monday
14 15 16 17 18 19 20
Free Shipping Day
21 22 23 24 25 26 27
Christmas
28 29 30 31
New Year's Eve
Top US Spending Days – Holiday 2014Top Online Sales Days Top In-Store Sales Days
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Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30
Dec 1 Dec 2 Dec 3 Dec 4 Dec 5 Dec 6 Dec 7
Dec 8 Dec 9 Dec 10 Dec 11 Dec 12 Dec 13 Dec 14
Dec 15 Dec 16 Dec 17 Dec 18 Dec 19 Dec 20 Dec 21
Dec 22 Dec 23 Dec 24 Dec 25CHRISTMAS
20% SEM 37% SEM 25% SEM 12% SEM
282% mobile SEM 359% mobile SEM 272% mobile SEM 310% mobile SEM
7% ecommerce
FREE SHIPPING DAY
306% mobile SEM
SEM flat YOY
15% ecommerce
GREEN MONDAY
266% mobile SEM 282% mobile SEM
15% SEM 19% SEM
17% ecommerce
CYBER MONDAY
20% SEM
948% mobile SEM 504% mobile SEM 506% mobile SEM 483% mobile SEM
57% SEM 40% SEM 25% SEM
32% ecommerce 26% ecommerce 26% ecommerce
Sun
THANKSGIVING BLACK FRIDAY
Mon Tue Wed Thu Fri Sat
• SEM and mobile SEM sales growth was strongest on Thanksgiving, followed by Black Friday, then Cyber Monday.
• SEM continues to lead ecommerce growth on key days.
• Mobile SEM sales multiplied more than 4x on Green Monday, even though SEM overall was flat.
This calendar maps YOY growth on selected key days for ecommerce, SEM and mobile SEM sales.
Sources: comScore; PM Digital Search Rewind, Holiday
2014
Holiday 2014 – YoY Growth Days (PM Digital Clients)
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Holiday shoppers are open-minded.
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78%plan to shop 3 or more stores this holiday
Source: Google Consumer Survey, July 2015, n=727
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Source: Google Consumer Survey, August 2015, n=1001
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Engage Existing Customers
The customer journey is complex and more mobile than ever
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Google Confidential and Proprietary
Existing Customers3 Key Tactics:
➔ Be Present on Search
➔ Utilize Email Lists
➔ Segment Customers and Remarket
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Existing Customers3 Key Tactics:
➔ Be Present on Search
➔ Utilize Email Lists
➔ Segment Customers and Remarket
New Shopping experiences ahead of the holidays
Proprietary + ConfidentialBigger mobile shopping unit Google Now
price drop cardLocal inventory ads
for local intent queries
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3 Key Tactics for Shopping Feeds
CUSTOM LABELS
MERCHANT PROMOTIONS
RLSA FOR PLA’S
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Dates Occasion Promotion Products Custom Label
11/26 -
11/29Black Friday
Select door buster
items on super sale
30 total SKUs:
111, 222, 333, 444, 555, 666...“Doorbusters”
11/30Cyber
Monday
%30 select electronics
products
Select TVs, Stereos, and
Appliances“Cyber Monday”
12/1 -
12/24
Pre-
ChristmasFree Shipping
Any products with price
greater than $25.00“Free Shipping”
12-25 -
12/31
Post-
Christmas
Reduced pricing on
house brands and year
2015 items
Acme, Beta, C.C. “Clearance”
Bid to Value with Custom Labels
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Showcase products with special offers
Merchant benefits:
Acquire: Boost click-through-rates by an
average of 4% and up to 8% for certain
promotions like Money Off
Convert: Increase conversions by giving
shoppers a reason to buy now
Save: No extra charge for including
promotions with your Product Listing Ads
1
2
3
Source: Google internal data
CPA Bid Multiplier
High
Low
0%
+ 900% (max)PreviousBuyers
Homepage Visitors
Category Pages
Product Page
CartAbandoners
PreviousBuyers
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Activate & Optimize Shopping Remarketing
On average, customers who use shopping remarketing lists see a 10% conversion increaseand a 35% CPA decrease
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Cruiser Customizing gains 128% higher conversion rate with RLSA for Shopping campaigns.
66% increase in ROAS78% increase in CTR
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Existing Customers3 Key Tactics:
➔ Be Present on Search
➔ Utilize Email Lists
➔ Segment Customers and Remarket
...should drive your messaging across devices
Purchase
history
Offline
campaigns
Customer
profiles
What you knowabout your customers...
}
“Delight your most loyal customers in the moments
that truly matter”
- Sridhar Ramaswamy, Google SVP Ads & Commerce
>1 billionmonthly users
Billionsof monthly searches
100 million+monthly active users in
the US
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Existing Customers3 Key Tactics:
➔ Be Present on Search
➔ Utilize Email Lists
➔ Segment Customers and Remarket
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Remarket to interested holiday shoppers across screens
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10x++13%
ROIAverage Order Valuelower CPA vs. non-brand search
34%
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Existing Customers3 Key Tactics:
➔ Be Present on Search
➔ Utilize Email Lists
➔ Segment Customers and Remarket
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Find New Customers
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41%shopped from a new retailer last holiday
season, up significantly from 2013
Source: Google Post Holiday Shopping Intentions Study - Ipsos
INTERNAL: Google Confidential and Proprietary
Category Days
Home furnishings 14
Jewelry 12.8
Home appliances 12.5
Toys 11.6
Fashion Accessories 10.9
Shoes or footwear 10.2
Beauty and cosmetic items 9.6
Clothing or Apparel 9.5
Holiday Shoppers are researching more than ever
See notes for information on table
Time Spent Researching Prior To Purchase
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New Customers3 Key Tactics:
➔ Win the Mobile Battleground
➔ Capture Incremental Traffic with Dynamic Search
➔ Find Similar Users with Gmail
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New Customers3 Key Tactics:
➔ Win the Mobile Battleground
➔ Capture Incremental Traffic with Dynamic Search
➔ Find Similar Users with Gmail
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70%of Walmart.com traffic
came from a smartphone or tablet during
Thanksgiving to Cyber Monday last year
80%of shoppers conduct shopping research on mobile
The in-store consideration opportunity
Source: “How Mobile is Transforming the Shopping Experience in Store.” http://www.google.com/think/research-studies/mobile-in-store.html
80%of shoppers conduct shopping research on mobile
conduct shopping research in-store
80%
The in-store consideration opportunity
Source: “How Mobile is Transforming the Shopping Experience in Store.” http://www.google.com/think/research-studies/mobile-in-store.html
80%of shoppers conduct shopping research on mobile
conduct shopping research in-store
80%
The in-store consideration opportunity
of store walkouts influenced by smartphone
39%
Source: “How Mobile is Transforming the Shopping Experience in Store.” http://www.google.com/think/research-studies/mobile-in-store.html
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z
Influence holiday shoppers who are researching with Mobile Text Ads. Consider seasonal and category terms.
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z
Pull showroomer’s from competitive stores by showcasing better prices using Product Listing Ads.
Influence holiday shoppers who are researching with Mobile Text Ads. Consider seasonal and category terms.
z
Mobile Nirvana
z
Mobile NirvanaOwn 100% of the screen.
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z
Text Ads + Product Listing Ads = Winning Combination
A consumer who is exposed to both text ads and shopping ads is...
...than a consumer who is exposed to only text ads.
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z
Text Ads + Product Listing Ads = Winning Combination
A consumer who is exposed to both text ads and shopping ads is...
...than a consumer who is exposed to only text ads.
Easy navigation to variants
(e.g. alternate sizes, colors)
through drop-down menus
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Do not use interstitials
and block key actions to
convert
Easy navigation to variants
(e.g. alternate sizes, colors)
through drop-down menus
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Do not use interstitials
and block key actions to
convert
Place price above the
fold and include
prominent “Add to cart”
button
Easy navigation to variants
(e.g. alternate sizes, colors)
through drop-down menus
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New Customers3 Key Tactics:
➔ Win the Mobile battleground
➔ Capture Incremental Traffic with Dynamic Search
➔ Find Similar Users with Gmail
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Maximizing reach is more and more complex
16% of queries are new every day
Your customers’ searches
You
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Dynamic Search Ads provides incremental and valuable traffic
2) If no exact keyword is eligible, we find the page that best matches the query on your website
3) We dynamically generate an ad headline and destination URL
Ear Cuffs
Hip, Stylish & Affordable Ear Cuffs
1) User types a query
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Benefits of Dynamic Search Ads
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Benefits of Dynamic Search Ads
Efficient
Dynamic Search Ads provides incremental clicks with positive or similar ROI.
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Benefits of Dynamic Search Ads
Efficient
Dynamic Search Ads provides incremental clicks with positive or similar ROI.
Time saving
Take advantage of unforeseen trends by covering your entire website
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Benefits of Dynamic Search Ads
Efficient
Dynamic Search Ads provides incremental clicks with positive or similar ROI.
Time saving
Take advantage of unforeseen trends by covering your entire website
Control
DSA works with all ad extensions and gives full transparency and control.
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● Increased search traffic +15%
● Increased online sales 10.2%
With our dynamic and constantly changing inventory, it is close to
impossible to maintain an updated list of keywords. DSA is great
in that it allows us to do exactly that!
Muhd Fitri – Marketing Executive at Qoo10
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New Customers3 Key Tactics:
➔ Win the Mobile battleground
➔ Capture Incremental Traffic with Dynamic Search
➔ Find Similar Users with Gmail
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#1 Daily Digital Activity
100+MUS Gmail Users
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Shopping-related emails were the 4th most used digital source last year for holiday shopping
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Shopping-related emails were the 4th most used digital source last year for holiday shopping
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Shopping-related emails were the 4th most used digital source last year for holiday shopping
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Shopping-related emails were the 4th most used digital source last year for holiday shopping
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Shopping-related emails were the 4th most used digital source last year for holiday shopping
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Shopping-related emails were the 4th most used digital source last year for holiday shopping
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Break through the noise with Gmail ads
● 100M+ Users
● Inbox Targeting
● Pinned to top
● 100% SOV
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Find Similar Customers with Audience-Focused Targeting
Available targeting
Geo Topic / Affinity
LanguageKeyword /Domain
Age Device
Gender
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How it works - Collapsed
A collapsed ad is displayed on the Promotions tab to reach users in a commercial mindset
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How it works - Expanded
Once the collapsed ad is clicked, the expanded creative opens in the email pane, for 100% share of voice
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Gmail for Retail
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Summary
➔ Be Present on Search
➔ Utilize Email Lists
➔ Segment Customers and Remarket
➔ Win the Mobile battleground
➔ Capture Incremental Traffic
➔ Find Similar Users
Engage Existing Find New
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Thank You!
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Q&A