Maximizing google adwords for e tailers
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How to Maximize Google Adwords for E-Tailers
#PLANINJAS
@NATL_POSITIONS
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
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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
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OVERVIEW• Understanding the Digital World• E-Tail Marketing Overview• Google Shopping’s 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
23% of the world is
online (1.6B people)2.5M
Tweets per day
MobileAccounts for 6% of consumers’ time
300MFacebook users
1BYouTube views
per day
0Monthly unique
visitors to Pinterest
$130BUS E-commerce
market
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%
MobileAccounts for 10% of
consumers’ time and
12% of internet traffic+67%
1BFacebook users
+233%
4BYouTube views
per day+300%
23MMonthly unique
visitors to Pinterest
$224BUS E-commerce
market+53%
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
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 shelfIn-store
Experience
Source: Google ZMOT Study
Branding is crucial. Without it you must compete on price & shipping alone!
?
GOOGLE SHOPPING’SPRODUCT LISTING ADS
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WHAT DO THEY DISPLAY?Top Ads (5)
Right Ads (8)
- Google.com & Google Shopping
- Desktop, mobile & tablet
WHY DO THEY MATTERSince 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
PLA
Tra
ffic +600
% traffic growth YoY globally
2X CTR vs. text ads
WHY USE PRODUCT LISTING ADS
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CLICK THROUGH RATESBecause Product Ads are more attractive and engaging than standard text ads, they offer better CTRs.
CONVERSION RATESProduct 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 TARGETINGGoogle automatically selects the most relevant products to show from your Merchant Center account when a user enters a related query.
INCREASED EXPOSUREBecause 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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Standardized CPA PLA CPA0
10
20
30
40
50
60
70
80
90
100
Average Cost Per Sale Via Google Shopping is 23%
lower
Cost Per Sale by Click Type
Mar 2012 Mar 20130
100
200
300
400
500
600
700
Biggest Paid Sales Increase due to PLAs
Monthly Sales
Mar 2012 Mar 20130%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Avg. Paid Sales Increase Due to PLAs
Avg. Paid Sales Increase Due to PLA's
Text Ads56%
PLAs44%
Google Shopping % of Sales
HOW TO MATCH YOUR PRODUCTS TO USER QUERIES
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Better Data Feeds. Better Results. More Sales
MOST MERCHANTS AREN’T TAKING ADVANTAGE OF PRODUCT LISTING ADS
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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
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-MARKETCOMPARISON 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, 2011Google Eye Mapping Study, 2009
Purchase
Consideration
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.
PAID + ORGANIC SEARCH
SOURCE: INTERNAL GOOGLE DATA, JUNE 2012
Increases a consumer’s likelihood to visit your site by 95%
PAID + ORGANIC SEARCH
SOURCE: INTERNAL GOOGLE DATA, JUNE 2012
Increases a consumer’s likelihood to convert by 73%
SEARCH IS NOT ENOUGHTODAY’S CONSUMER SPENDS 95% OF THEIR TIME ON THE WEB NOT PERFORMING A SEARCH
Awareness
Interest
Purchase
Consideration
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
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.
AND SPEEDS UP THE PURCHASE FUNNEL 5X
DISPLAY DRIVES PURCHASE INTENTincrease traffic & engagementsearch + display increasedthe 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 conversionsA major consumer products company saw a 52% increase in offline sales after a successful display campaign
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
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%
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
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#PLAninjas
GET YOUR FREE AUDIT! Pay Per Click Campaign Review & Recommendations
Google Shopping Review & Recommendations
Get actionable techniques specifically for your campaign goals
David JaegerPhone: 818.224.7517
Email: Davidj@nationalpositions.com
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THANKS FOR ATTENDING.
QUESTIONS OR COMMENTS?
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