7. Google Confidential and Proprietary
Holiday shoppers
start early
48%
of holiday shoppers did the
majority of their shopping
on or before Cyber Monday
(Nov 30), up 40% from
previous year.5
5. Ipsos MediaCT, Google Post Holiday Shopping Intentions Study, January 2015, n=1,500, January 2014, n=1,500.
8. Confidential & Proprietary
去年的点击趋势告诉我们什么
● 美国地区服装类的购物广告在11月30左
右达到高峰
● 12月份移动端点击超过桌面
Source: Google Internal Data
● 美国地区电子产品的购物广告在11月30
左右达到高峰
● 移动点击在假日期间持续增加,尽管桌
面点击在12月开始回落
11. Confidential & Proprietary
2015 年欧美重要购物日期
日期 特别日子 为何重要?
November 27 Black Friday One of the busiest shopping days in North America
December 2 Cyber Monday One of the busiest shopping days in North America and some
EU countries
December 19 “Shipping cutoff” date Last day that many retailers guarantee on-time shipping for
Christmas holidays
December 24 Holy Night When most of Europe celebrates Christmas and exchanges
gifts
December 26 Boxing Day When most of North America and UK celebrates Christmas
and exchanges gifts
29. Confidential & Proprietary
实战重点二:购物广告
ADD BRANDS TO FRONT OF PRODUCT TITLES
Concept: [BRAND] [REST OF PRODUCT TITLE]
Example: Lenovo ThinkPad X240 i5
CLEAN IMAGE FOCUSED ON THE PRODUCT
Concept: images should have a light, solid background and focus on
the image being sold
COLOR NORMALIZATION IN TITLES
Concept: replace marketing colors with generally known colors
(“smoke” -> gray; “moss” -> green)
Example: Moss (Green) Long-Sleeve Cardigan
建议做法Part 1: 数据优化
37. Google Confidential and Proprietary
Big money will come from
small screens
of online shoppers used
smartphones or tablets,
up from 41% the previous
year.4
53%
Google Confidential and Proprietary4. Ipsos MediaCT, Google Post Holiday Shopping Intentions Study, January 2015, n=1,167, January 2014, n=1,077
那么节假日移动端搜索呢?
46. Google Confidential and Proprietary
Holiday shoppers turn to YouTube videos
80% of holiday shoppers watch product reviews and
ratings.7
68% of holiday shoppers prefer product videos from
their peers.7
Google Confidential and Proprietary7. Ipsos MediaCT, Google Post Holiday Shopping Intentions Study, January 2015, n=114.
50. Confidential & Proprietary
品牌打造-搜索广告
Be present at every stage of the purchase journey
兴趣词Affinity
Things that your product
improves or makes possible
Dry
hair
Curly
hair
Curly hair
shampoo
Curly hair
conditioner
Pantene
curl
protection
Fix damaged
hair
Colored
hair
产品词
A product type
品牌词
A specific product