Online retailers not only need to get listed on the most efficient external traffic channels they also need to take care of campaigns ROI on a daily basis to secure sales volume and new customer acquisition. Over the last 24 months, we saw Google Shopping become "the place to be" for online retailers. With more and more advertisers and increased complexity of the platform, they now need to go beyond traditional search marketing optimisation to outperform the competition and maintain sustainable, superior ROI levels. Join Herbert Knibiehly, VP of Marketing at Twenga on Thursday, October 15th. Discover an innovative approach that combines advanced data exploration and a better understanding of online buying behavior to make the most of your Google ad spend. In this webinar, Herbert will show you how to: Fully leverage the potential of Google Shopping Optimise the ROI of your advertising spend on the platform Make the most of Google Shopping’s new features Anticipate the next steps in product advertising to get ahead of the game This course is suitable for marketing executives as well as high-level decision-makers with or without prior Google ad campaigns experience.

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vGoogle Shopping on the rise
Mastering advertising campaigns in 2016
#semrushlive
Herbert Knibiehly – VP Marketing

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Two lines of products:
• Smart LEADS,
a multi-channel traffic
acquisition solution
• Smart SEM, a suite
of management
solutions for AdWords
and Google Shopping
campaigns
150
Employees in United Kingdom,
France, Germany, Spain
and Italy
2006
Founded
400,000,000
Products indexed
30,000,000
Monthly Unique Visitors
on our properties & partners
15,000,000
€ Funding raised
4000
Clients in 15 countries
About Twenga
Advanced traffic acquisition solutions for e-commerce

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Let’s get started
1. What challenges are advertisers facing in 2015?
2. How is search marketing changing?
3. Going beyond traditional optimisation
4. Case study
5. Questions

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What challenges are advertisers facing in 2015?
Advertising for retail is becoming more
and more complex:
• More platforms
• More formats
• Multiple touch points
• Multiple devices
• Multiple solutions providers

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What challenges are advertisers facing in 2015?
At the same time, advertisers
face a « scissor effect »
Acquisition costs are on the rise,
and margins are decreasing,
all due to increased competition
This pressure, when added to
increased complexity, makes it
almost mandatory to have a
sophisticated approach to
acquisition.
Old receipes no longer work !

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Paid search growth is slowing
Search Engine Marketing YOY spend increase
Adobe Q2 2015

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…and retail is taking the lead
Adobe Q2 2015
Global SEM spend growth by sector

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eMarketer, March 2015
As share of the top 5
Google continues to dominate paid search…
Google
73.6%
Predicted search
marketing share
in 2015
Baidu
11.9%
Bing
5.7%
Yahoo
3.1%
Others
5.7%

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Search Metrics
…and Google Shopping growth is soaring
Global YOY Google Shopping adspend growth
Adobe Q2 2015
+118% PLA
integrations
for universal
searches
7% to 16%
Share
of keywords
with at least
one PLA
integration
in 1 year
Available inventory on Google Shopping has more than doubled
in one year

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How is Search Marketing changing?
• Google has gradually opened more
& more keywords to Shopping
• Saving the best quality traffic
for Shopping
• Retailers saw a drop in overall
AdWords conversion rates
1

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It’s about better traffic quality for e-commerce
Google shopping vs. AdWords traffic:
• -16% less bounce rate
• + 201% increase in average visit duration.
• + 314% increase in viewing at least three website pages
• +162% in page views.
In 2014 retailers spent 47% more on Google’s shopping ads
and 6% less on text ads
Explore Consulting (2015 report)
Forbes January 2015

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• Google just announced that search
traffic from mobile devices overtook
desktop
• Mobile has a lower e-commerce
conversion rate than desktop and must be
optimised
Improving the mobile experience is key

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• “Purchases on Google” Launched on
mobile for selected retailers
• Google will essentially own the entire
checkout experience
• 2X higher conversion rates are
expected
‘Buy Now Button’ is coming

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• Include your product ratings in your
feed or work with a third party
aggregator
• Ads with product ratings typically have
a +5% higher CTR
Product ratings and review cards are widely available

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• Local inventory ads are now displayed if
the shopper is near a store
• Product ads can now be online, local or
“Multi-channel”
• Set up requires a local product + local
inventory feed
• Local ads are expected to have a +5%
higher CTR
Local Inventory Ads are ramping up

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E-commerce Search Marketing in 2016 : Our vision
3
2
4
1Focusing on Google Shopping :
Success on this platform is no
longer simple
At first, ROI was quite easy
to get. Now CPCs have risen,
and competition has increased
Here are, according to us, the keys
to success on Google Shopping
Know
your products
Google
Shopping
know-how
Data
exploitation

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• Google Shopping allows you to bid at product level
• Yet most advertisers bid at a higher level
• complexity of this method & lack of data
• Common sense is that among a category, performance
is very diverse
More granular bidding is a must
GS
know-how
Data
exploitation
Products

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• More opportunities to optimise bids
(or products from your catalogue)
• Possibility to adjust bids dynamically according
to purchase opportunities
ROI optimisation
0,15 € 1,20 € 0,60 € 0,95 € 1,05 € 0,20 €
GS
know-how
Data
exploitation
Products
Bid distribution

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From Data to Smart Data
1. Score your products to inform bidding strategies
• N° product pages displays
• N° products placed in shopping basket
• N° sales
• ….
2. Hyper segment your audience
• 3 layers: basic remarketing / CRM data /
Calculated Segments
Products
GS
know-how
Data
exploitation

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Hyper segment your audience using RLSAs
1. Basic Remarketing
Homepage | Category pages | Product pages | Shopping
cart | Purchase pages
2. CRM Data
Location | Gender | Age
3. Calculated Segments
From audience-based to behaviour-based segmentation
Products
GS
know-how
Data
exploitation

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Bidding algorithms
Use value prediction engines for real
time bid optimisation, at keyword level,
continuously improving ROI
From Data to Smart Data – how?
Data collection on-site
Identify performance
of each product in the catalogue
and analyse user behaviour
Dynamic user profiling
Using RLSA, build custom audiences
and segments, which can be operated
easily in the campaign
1Products
GS
know-how
Data
exploitation
2
3
From Insights
to
Smart Actionable data

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Search Marketing is becoming specialised
Key challenges
• Reactivity
• Feedback loop can be complex
• Unified vision key to performance
Bidding
optimisation
Product Feed
Management
Data Collection/
Analytics /
Attribution
Feed changes
Conversions
(most of the time)
Sales targets
CoS targets
Product category
information
Help structure campaigns
Retailers
Products
Data
exploitation
GS
know-how

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Twenga Smart SEM case study: LePape
• LePape is a leading premium
sports equipment retailer,
expanding its presence online
through Search Marketing
• Goal: to boost PLA spending with a
stable Cost of Sales (30%)
• Twenga Solutions entirely rebuilt
PLA campaigns for LePape

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Case study: LePape
Dramatic revenue growth from Google Shopping campaigns at stable COS
“We were looking to increase our sales on Google Shopping without compromising our
Cost of Sales. Since activating Smart FEED, we have noticed a decrease in our CoS and
an increase in revenue.”
- Stéphane Gognet, Head of paid acquisition at LePape

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To
• 1 product group per item
• Bids defined per item
Case study: LePape
Campaign optimisation – what did we do?
From
• 1 product group for several items
• All items with the same max CPC

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Case study: LePape
Hyper audience segmentation
From
• Lists managed through bid modifiers
• RLSA used only to bid on audience (in a
very rough way)
To
• One remarketing list per adgroup
• Bids defined per product + audience

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Holiday season bonus tips
Let’s do this.

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• Retailers quickly implement mandatory
features but are slow to adopt optional
ones
• Being part of the early adopters will
give a CTR and Conversion Rate boost
over competitors
• But mastering new tools takes time!
New features can give you an edge during the holiday season
1994 2015

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Some of the new 2015 features:
• Ad Customisers. Ex: Possibility to
create a sense of urgency with Limited
Time Offers
• Product ratings in Germany, UK and
France
• Local Inventory Ads (LIAs) in the US
• “Buy” buttons with Google Purchases
(coming soon)
New features can give you an edge during the holiday season

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Google introduced a feed update in June,
which has been enforced since September:
• Mandatory Item Number for selected
brands (GTIN)
• Tightened submission rules around the
ID Attribute
• Apparel and variant attributes have
been simplified into Detailed Product
Attributes and Item Groupings.
Holiday season campaign setup

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Campaign priority
• Create an ‘all products’ campaign and
set it low
• Create a Christmas or Halloween
campaign and mark it as ‘high priority’
in the advanced shopping settings
Holiday season campaign setup

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More optimisations
• Create seasonal landing pages and A/B
test them to make sure they perform
as expected
• Add promotional text to shopping ads
to stand out from the crowd. ‘Free
delivery before Halloween’
Holiday season campaign setup
• Feeds need to be updated as
frequently as possible during peak
seasons because higher demand means
that products go out of stock much
faster than usual
• Monitor budgets: With more activity
during the Christmas season, retailers
must plan their budget to make sure it
doesn’t run out in the crucial last order
week

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Twenga’s approach to mastering Google Shopping in 2016
“Leveraging all available data on a real-time basis
to combine product-level bidding with hyper audience
segmentation is key”
Know
your products
Google
Shopping
know-how
Data
exploitation

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Are your Google Shopping campaigns reaching their full potential?
On average, our customers improve their ROI by 30% with Twenga’s Smart SEM platform
www.twenga-solutions.com

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Download our free whitepaper
http://go.twenga-solutions.com/SEMrush

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v
www.twenga-solutions.com facebook.com/TwengaSolutions @TwengaSolutions linkedin.com/company/twenga
Stay in touch !
PARIS – LONDON – BERLIN – MADRID
herbert.knibiehly@twenga.com
Twitter : @Herbert_K