How to Maximize Google Adwords for E-Tailers

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TODAYS 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

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NATIONAL POSITIONS
An industry leading Internet marketing, and one of Inc. Magazines fastest growing companies in the US. With over 1,500 clients around the globe and a 95% retention ratewe 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.

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OVERVIEW
Understanding the Digital World E-Tail Marketing Overview Google Shoppings Product Listing Ads Advanced Adwords Strategies for E-Tailers Conclusion Q&A

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UNDERSTANDING THE DIGITAL WORLD

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THE DIGITAL WORLD IN 2009

US E-commerce market

$130B

YouTube views per day

1B

Accounts for 6% of consumers time

Mobile

23%
of the world is online (1.6B people)

Facebook users

300M 0

Tweets per day

2.5M

Monthly unique visitors to Pinterest

SOURCE: IDC, MAR 2012

THE DIGITAL WORLD IN 2013

US E-commerce market +53%

$224B

Accounts for 10% of consumers time and 12% of internet traffic +67%

Mobile

35%
of the world is online (2.3B people) +55%

YouTube views per day +300%

4B

Facebook users +233%

1B

Tweets per day +13,500%

340M

Monthly unique visitors to Pinterest

23M

SOURCE: IDC, MAR 2012

THE WAY WE SHOP NOW

Nearly 50% of retail sales will be online or influenced by web-research this year Shoppers use 10+ sources on average on the path to purchase
They transition between devices while shopping 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

IN-STORE CONSUMERS INFLUENCED BY THE WEB

89% OF CONSUMERS MAKING IN-STORE PURCHASES NOW CONDUCT ONLINE RESEARCH PRIOR TO PURCHASE

Stimulus
Pre-shopping | In-store | Inhome

First Moment of Truth

At shelf In-store

Second Moment of Truth

Experience

Source: Google ZMOT Study

Branding is crucial. Without it you must compete on price & shipping alone!

GOOGLE SHOPPINGS PRODUCT LISTING ADS

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WHAT DO THEY DISPLAY?

Top Ads (5)

Google.com & Google Shopping Desktop, mobile & tablet

Right Ads (8)

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

PLA Traffic

+600%
2X CTR

traffic growth YoY globally vs. text ads

Nov 2010 to Dec 2011

WHY USE PRODUCT LISTING ADS

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CLICK THROUGH RATES

Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs.

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.

EASY TARGETING
Google automatically selects the most relevant products to show from your Merchant Center account when a user enters a related query.

INCREASED EXPOSURE
Because both Product Ads formats can show at the same time, your exposure on given query can increase 2x or more.

THE BOTTOM LINE IMPACT OF PRODUCT LISTING ADS

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Average Cost Per Sale Via Google Shopping is 23% lower

100 90 80 70 60 50 40 30 20 10 0

Standardized CPA

PLA CPA

Standardized CPA

PLA CPA

Biggest Paid Sales Increase due to PLAs

700

600

500

400

Mar 2012 Mar 2013

300

200

100

Mar 2012

Mar 2013

Avg. Paid Sales Increase Due to PLAs

180% 160% 140% 120% 100% 80% 60% 40% 20% 0%

Mar 2012 Mar 2013

Mar 2012

Mar 2013

Google Shopping % of Sales

PLAs 44% Text Ads 56%

HOW TO MATCH YOUR PRODUCTS TO USER QUERIES

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Better Data Feeds. Better Results. More Sales

MOST MERCHANTS ARENT TAKING ADVANTAGE OF PRODUCT LISTING ADS

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FAST RESULTS FROM PLAS

SOFTWARE CLIENT Channel: Google Shopping Channel: Before (30 Days) After (30 Days) $2,821.02 $23,583.80

736% 82% 1112% 53%

AUTO ACCESSORY CLIENT Before (30 Days) After (30 Days)

Google Shopping
Nextag Channel: Google Shopping

$68,514.00
$2,016.61

$124,658.00
$24,436.20

MOTORCYCLE APPAREL/PARTS Before (30 Days) After (30 Days) $11,179.53 $17,111.04

ADVANCED ADWORDS STRATEGIES FOR E-TAILERS

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ADWORDS BEST PRACTICES

The Importance of Search Contextual / Display Advertising Search + Display Is Even Better Advanced Adwords Strategies

TARGETING CUSTOMERS IN-MARKET

COMPARISON SHOPPERS ARE READY TO BUY. ARE YOU PART OF THE CONVERSATION?
The average shopper uses 10.7 sources of information before they buy Awareness

Interest

Consideration

50% start with a search engine.

Purchase

Source: Google ZMOT Research, 2011 Google Eye Mapping Study, 2009

MISSED SEARCH OPPORTUNITIES

Low Ranking Organic Queries

71% of searchers look at the top 3 AdWords ads on a search results page.

SOURCE: INTERNAL GOOGLE DATA, JUNE 2012

PAID + ORGANIC SEARCH

Increases a consumers likelihood to visit your site by 95%

SOURCE: INTERNAL GOOGLE DATA, JUNE 2012

PAID + ORGANIC SEARCH

Increases a consumers likelihood to convert by 73%

SOURCE: INTERNAL GOOGLE DATA, JUNE 2012

SEARCH IS NOT ENOUGH

TODAYS CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH

Awareness

Interest

Consideratio n Purchase Purchase

CAPTURE THEIR INTENT BEYOND THE SEARCH RESULTS PAGE, ON THE GOOGLE DISPLAY NETWORK
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.

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.

DISPLAY DRIVES PURCHASE INTENT

AND SPEEDS UP THE PURCHASE FUNNEL 5X
increase traffic & engagement

search + display

search + display increased the average number of webpages viewed by 68%

+43%

when combined, search + display can lift in store visits by 43%

increase in store visits

increase offline conversions

A major consumer products company saw a 52% increase in offline sales after a successful display campaign

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

supercharge paid search campaigns

Source : Dunhumbee and Google Study, November 2008

REMARKETING COMPLETES THE SALE

88% of online shoppers have recently put an item in their shopping cart and abandoned it 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%

SOURCE: FORRESTER, 2011

MEASURE YOUR DIGITAL BRAND

Maximize shelf space Be in the best position Show your best offer
Longer Headlines Social/Location Extensions Sitelinks PLAs Remarketing Offer Ads

Brand coverage on Desired position in search search Category coverage on (top vs. side) search Strive to be above the Presence across all fold in display devices Best targeted content Desired impression on YouTube share on search, GDN, and YouTube

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

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

CONCLUSION
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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

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THANKS FOR ATTENDING.

QUESTIONS OR COMMENTS?
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