Maximizing google adwords for e tailers
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Looking to boost ROI and save money on Ad spend? National Positions SEM experts team up with marketing strategies from Google to give ecommerce businesses insight into how to maximize your Google Adwords campaign. Learn more at http://www.nationalpositions.com/
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Maximizing google adwords for e tailers
- 1. How to Maximize Google Adwords for E-Tailers
- 3. TODAY’S PRESENTERS • Kelli Prakash – Senior Marketing Strategist, Google • Samir Janveja – Strategic Partner Manager, Google • David Jaeger – Director of SEM, National Positions • Adam de Jong – Marketing Director, National Positions #PLAninjas
- 4. An industry leading Internet marketing, and one of Inc. Magazine’s fastest growing companies in the US. With over 1,500 clients around the globe and a 95% retention rate—we know that improving your business is our business. Our dedicated team of Internet marketing and ecommerce experts can get your products seen, and sold, all over the web. NATIONAL POSITIONS #PLAninjas
- 5. OVERVIEW • Understanding the Digital World • E-Tail Marketing Overview • Google Shopping’s Product Listing Ads • Advanced Adwords Strategies for E-Tailers • Conclusion • Q & A #PLAninjas
- 7. THE DIGITAL WORLD IN 2009 SOURCE: IDC, MAR 2012 23% of the world is online (1.6B people) 2.5M Tweets per day Mobile Accounts for 6% of consumers’ time 300M Facebook users 1B YouTube views per day 0 Monthly unique visitors to Pinterest $130B US E-commerce market
- 8. THE DIGITAL WORLD IN 2013 SOURCE: IDC, MAR 2012 35% of the world is online (2.3B people) +55% 340M Tweets per day +13,500% Mobile Accounts for 10% of consumers’ time and 12% of internet traffic +67% 1B Facebook users +233% 4B YouTube views per day +300% 23M Monthly unique visitors to Pinterest $224B US E-commerce market +53%
- 9. THE WAY WE SHOP NOW Positive consumer reviews increase their level of trust in a business Source: Forrester Sales Forecast, Google/Shopper Sciences Zero Moment Macro Study , April 2011; Search Engine Land ―Local Consumer Review Survey‖ 2012; AYTM Market Research via Emarketer; The e-tailing group superior shopping experiences via videa Nearly 50% of retail sales will be online or influenced by web-research this year They transition between devices while shopping Shoppers use 10+ sources on average on the path to purchase
- 10. IN-STORE CONSUMERS INFLUENCED BY THE WEB 89% OF CONSUMERS MAKING IN-STORE PURCHASES NOW CONDUCT ONLINE RESEARCH PRIOR TO PURCHASE First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In- home At shelf In-store Experience Source: Google ZMOT Study
- 11. Branding is crucial. Without it you must compete on price & shipping alone! ?
- 14. WHAT DO THEY DISPLAY? Top Ads (5) Right Ads (8) - Google.com & Google Shopping - Desktop, mobile & tablet
- 15. WHY DO THEY MATTER Since launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements Nov 2010 to Dec 2011 PLATraffic +600% traffic growth YoY globally 2X CTR vs. text ads
- 17. CLICK THROUGH RATES Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs.
- 18. CONVERSION RATES Product Ads give users information (merchant, price and picture) before they click through, so they are better informed and more likely to complete a sale when they arrive on your site.
- 19. EASY TARGETING Google automatically selects the most relevant products to show from your Merchant Center account when a user enters a related query.
- 20. INCREASED EXPOSURE Because both Product Ads formats can show at the same time, your exposure on given query can increase 2x or more.
- 21. THE BOTTOM LINE IMPACT OF PRODUCT LISTING ADS #PLAninjas
- 22. 0 10 20 30 40 50 60 70 80 90 100 Standardized CPA PLA CPA Average Cost Per Sale Via Google Shopping is 23% lower Standardized CPA PLA CPA
- 23. 0 100 200 300 400 500 600 700 Mar 2012 Mar 2013 Biggest Paid Sales Increase due to PLAs Mar 2012 Mar 2013
- 24. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% Mar 2012 Mar 2013 Avg. Paid Sales Increase Due to PLAs Mar 2012 Mar 2013
- 25. Text Ads 56% PLAs 44% Google Shopping % of Sales
- 26. HOW TO MATCH YOUR PRODUCTS TO USER QUERIES #PLAninjas
- 29. Better Data Feeds. Better Results. More Sales
- 30. MOST MERCHANTS AREN’T TAKING ADVANTAGE OF PRODUCT LISTING ADS #PLAninjas
- 31. FAST RESULTS FROM PLAS 736% 82% 1112% 53% SOFTWARE CLIENT Channel: Before (30 Days) After (30 Days) Google Shopping $2,821.02 $23,583.80 MOTORCYCLE APPAREL/PARTS Channel: Before (30 Days) After (30 Days) Google Shopping $11,179.53 $17,111.04 AUTO ACCESSORY CLIENT Channel: Before (30 Days) After (30 Days) Google Shopping $68,514.00 $124,658.00 Nextag $2,016.61 $24,436.20
- 33. ADWORDS BEST PRACTICES The Importance of Search Contextual / Display Advertising Search + Display Is Even Better Advanced Adwords Strategies
- 34. TARGETING CUSTOMERS IN-MARKET COMPARISON SHOPPERS ARE READY TO BUY. ARE YOU PART OF THE CONVERSATION? 50% start with a search engine. The average shopper uses 10.7 sources of information before they buy Awareness Interest Consideration Source: Google ZMOT Research, 2011 Google Eye Mapping Study, 2009 Purchase Consideration
- 35. MISSED SEARCH OPPORTUNITIES SOURCE: INTERNAL GOOGLE DATA, JUNE 2012 Low Ranking Organic Queries 71% of searchers look at the top 3 AdWords ads on a search results page.
- 36. PAID + ORGANIC SEARCH SOURCE: INTERNAL GOOGLE DATA, JUNE 2012 Increases a consumer’s likelihood to visit your site by 95%
- 37. PAID + ORGANIC SEARCH SOURCE: INTERNAL GOOGLE DATA, JUNE 2012 Increases a consumer’s likelihood to convert by 73%
- 38. SEARCH IS NOT ENOUGH TODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH Awareness Interest Purchase Consideratio n SOURCE: WORDSTREAM ―GOOGLE: THE WAR ON FREE CLICKS‖ STUDY, JULY 2012. INTERNET ACTIVITY INDEX (IAI) BY THE ONLINE PUBLISHERS ASSOCIATION (OPA); REPORT FOR MARCH 2009. Purchase CAPTURE THEIR INTENT BEYOND THE SEARCH RESULTS PAGE, ON THE GOOGLE DISPLAY NETWORK
- 39. WITH CONTEXTUAL TARGETING, BE IN THE RIGHT PLACE, AT THE RIGHT TIME. Google technology scans millions of pages at scale to find the best placements for your campaign. Mass reach in highly relevant locations, like articles related to your brand, products, or services You choose the keywords, we find the right sites.
- 40. AND SPEEDS UP THE PURCHASE FUNNEL 5X DISPLAY DRIVES PURCHASE INTENT increase traffic & engagement search + display increased the average number of webpages viewed by 68% supercharge paid search campaigns after seeing a display ad, customers are 136% more likely to search for your brand and 140% more likely to click on an organic link increase in store visits when combined, search + display can lift in store visits by 43% search + display +43% increase offline conversions A major consumer products company saw a 52% increase in offline sales after a successful display campaign Source : Dunhumbee and Google Study, November 2008
- 41. REMARKETING COMPLETES THE SALE 88% of online shoppers have recently put an item in their shopping cart and abandoned it SOURCE: FORRESTER, 2011 Create targeted lists of users who have visited your site and instantly re-engage them as they continue to surf the web Increase your conversions by up to 51%
- 42. MEASURE YOUR DIGITAL BRAND Maximize shelf space Brand coverage on search Category coverage on search Presence across all devices Desired impression share on search, GDN, and YouTube Be in the best position Desired position in search (top vs. side) Strive to be above the fold in display Best targeted content on YouTube Show your best offer Longer Headlines Social/Location Extensions Sitelinks PLAs Remarketing Offer Ads
- 43. ADWORDS NINJA TIPS How to Use Pricing In Ads Targeting by Model Number Adwords Scripts Remarketing Tagging vs. Using Analytics URL Category Targeting Dynamic Display Ad Targeting
- 44. PLA NINJA TIPS Optimized Data Required Product by Product Segmentation Unclick the import from Nextag etc. (bids are way cheaper) Bid Optimization by Product – Prepare for the future by optimizing bids for CPA / ROAS / Margin 1¢ Bid Strategy Using Negative Keywords / Search Query Report to manage which products show for which keywords
- 46. GET YOUR FREE AUDIT! Pay Per Click Campaign Review & Recommendations Google Shopping Review & Recommendations Get actionable techniques specifically for your campaign goals David Jaeger Phone: 818.224.7517 Email: Davidj@nationalpositions.com #PLAninjas
Notas del editor
- Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
- Format: Bernard Overviewing / Introducing. Google – Industry Overview and Google Best PracticesDavid Jaeger – NP Cutting Edge Techniques
- We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to PinterestGoogle Slide: Kelli & Samir
- We all know technology is changing the world. There are new stats every day about how fast the web is growing, the new technology that helps you engage with your consumer, the websites they visit, the hours they spend on their mobile phonesStats:4.4 Hrs of leisure time is spent in front of “screens” on a daily basisMobile accounts for 10% of consumers time and 12% of global internet traffic$224B US E-commerce market4B YouTube views per day (up +300% from 2009)1B Facebook users (up +233% from 2009)20% of US Ad Spend is now allocated to digital 23M Mobile Unique Visitors to Pinterest
- 67% Of consumers start shopping on one device and transition to another58% Of shoppers say positive consumer reviews increase level of trust in a business52%Of shoppers are more confident in making a purchase after viewing a product video Consumers’ expectations have increased in terms of access to information in-store, online and on mobile devices and, therefore, retailers must mold their 2013 commerce strategies to align with these significant changes in consumer needs. Retailers should add value to their physical and digital shopping venues by providing consumers with a cross-channel environment on which they can research and complete a purchase through the channel of their choice, according to a Cisco Systems executive at the National Retail Federation’s Retail’s Big Show 2013."We have taken a number of steps to make the shopping experience online mirror the stores, and vice versa," said Jeff Kantor, chairman of Macys.com. "We want customers to be able to shop Macy's whenever, wherever and however they prefer. Reaching customers through stores, online and mobile gives us a lot of flexibility."Read more: http://www.crainsnewyork.com/article/20130113/RETAIL_APPAREL/301139971#ixzz2Hyo5dXK0Use Target article.Example of pop up on tabletpeople are still on their phones in storesWant hassle free returnsWant free shippingWant to find their size in store, and best price in storeSame Day DeliveryTalkBin/Google: Send feedback in store via text: http://www.youtube.com/watch?v=TBjvWzOqGhk
- The way consumers shop today is fundamentally changing. Before the “digital age” a shopping experience was quite different. Advertisers ran advertisements, such as a TV spot to introduce consumers to a new product or to let us know there was a big sale happening. The advertiser’s hoped that this stimulus would then drive consumers to store, where they would have a “first moment of truth” experience seeing the product on the shelf and deciding whether or not to purchase. This process assumed that the customer hasn’t already made up their mind before arriving at the store. Today, this process is a lot different. Purchase decisions today are becoming much more calculated and highly researched. Part of this is due to the poor economy over the past few years and the need to make each dollar stretch further, but the major reason for this shift in behavior is the widespread penetration of digital devices. A shopper today might start a research process on tablet at home at night; further research on their work computer; go into store to look at product; check for other options on their phone; and purchase. And customers have come to expect a cohesive mult-channel experience throughout the process. The challenge, of course, for marketers is ensuring that the proper message being presented on appropriate device at appropriate time Interesting Data Points:- (1) 89% of consumers making in-store purchases in key retail categories have conducted online research prior to purchase (BIGresearch), - Purchase = Multi-channel - amazing growth in online sales y/y, but only 7% retail sales happening online - 89% of in-store sales are influenced by online (ComScore)
- The same is true online
- Unlike text search results, where the advertiser dictates what keywords/ads show for results; for the product Results:Step 1: The user types in a queryStep 2: The Shopping Engine processes the query, checks which products in their advertiser list are relevantStep 3: Returns up to 8 of them, based on bid price, CTR and QS
- Step 1: The Datafeed comes from any file that you have availableStep 2: We import the data into our serverStep 3: We export it in an optimized format for every individual engineStep 4: We track performance, and tie it back into our platform, where we optimize bids
- Empty Feed = Empty Business
- Want to focus on direct-response, late-stage funnel to maximize profitsNEXT SLIDE: Diagnose client’s particular weak points
- AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
- AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
- AKA. Where we’re failing right now….Doesn’t do a great job of continuing flow – data can be helpful as appendixChanges tone of preso. (screenshots vs. marketing high-level overview stuff)Find a way to fit this into road visual – someone at a desk with computer – where can it be incorporated?
- More helpful later in the funnel (as a platform) – keep all stages in pitch, break down step-by-step in branding deck(could use this as branding slide, using every stage in funnel) – for DR this slide is important to stay as remarketing
- Contextual targeting is very much Google’s USP. No one has the ability to scan pages and serve ads like us. The results were achieving back up what an incredible technology this is.You should look at our benchmarks: https://sites.google.com/a/google.com/uk-display-hub/benchmarksOur benchmarks show that keyword contextual targeting performs incredibly well for advertisers, and because of this they are investing 40% of their budget into keyword contextual targeting, receiving nearly 60% of their clicks from these campaigns.Google technology scans millions of web pages, analysing text, language, links and page structure to make sure your ad finds the best audience. With contextual targeting, we use keywords and themes to find the right placements, showing your ads on Display Network web pages that are the most suitable match for your message.If you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action.(Contextual advertising is vital to building brand awareness and reaching new prospects at relevant moments)