Maximizing Google Adwords for E-Tailers

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How to Maximize Google Adwords for E-Tailers
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PLANINJAS
_at_Natl_Positions
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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

• Source IDC, Mar 2012

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The digital world in 2013

• Source IDC, Mar 2012

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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
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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
At shelfIn-store
Pre-shopping In-store In-home
Experience
Source Google ZMOT Study
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Branding is crucial. Without it you must compete
on price shipping alone!
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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)
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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
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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.
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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.
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Easy targeting
Google automatically selects the most relevant
products to show from your Merchant Center
account when a user enters a related query.
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Increased exposure
Because both Product Ads formats can show at the
same time, your exposure on given query can
increase 2x or more.
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The BOTTOM LINE IMPACT OF PRODUCT LISTING ADS
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How to match your products to user queries
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Better Data Feeds. Better Results. More Sales
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most merchants arent taking advantage of product
listing ads
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FAST RESULTS FROM PLAs
SOFTWARE CLIENT SOFTWARE CLIENT SOFTWARE CLIENT
Channel Before (30 Days) After (30 Days)
Google Shopping 2,821.02 23,583.80
AUTO ACCESSORY CLIENT AUTO ACCESSORY CLIENT 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
MOTORCYCLE APPAREL/PARTS MOTORCYCLE APPAREL/PARTS MOTORCYCLE APPAREL/PARTS
Channel Before (30 Days) After (30 Days)
Google Shopping 11,179.53 17,111.04
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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

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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
Consideration
Purchase
50 start with a search engine.
Source Google ZMOT Research, 2011 Google Eye
Mapping Study, 2009
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Missed Search Opportunities
71 of searchers look at the top 3 AdWords ads on
a search results page.

• Source Internal Google Data, June 2012

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Paid Organic SEARCH
Increases a consumers likelihood to visit your
site by 95

• Source Internal Google Data, June 2012

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Paid Organic SEARCH
Increases a consumers likelihood to convert by
73

• Source Internal Google Data, June 2012

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Search is Not Enough

• Todays consumer spends 95 of their time on the
  web not performing a Search

• Capture their intent beyond the search results
  page, on the Google Display Network

Purchase

• 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.

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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.

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DISPLAY DRIVES PURCHASE INTENT

• and speeds up the purchase funnel 5x

increase in store visits when combined, search
display can lift in store visits by 43
increase traffic engagement search display
increased the average number of webpages viewed
by 68
increase offline conversions A major consumer
products company saw a 52 increase in offline
sales after a successful display campaign
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
Source Dunhumbee and Google Study, November
2008
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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

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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

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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

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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

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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 [phone] Email
Davidj_at_nationalpositions.com
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Thanks for Attending. Questions Or Comments?
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