Strategies to Take Your Holiday Shopping Campaigns to Light Speed By Todd Bowman

#SMX #14C @ToddBowman68


•  StartedtheFeedsteamatMerklein2011•  Self-proclaimeddatafeedandPLAnerd•  HugeStarWarsfan

About Todd…


MerkleisaShoppingPreferredPartnerandmanagesover3XthespendinGSC/PLAsrelativetoothersimilaragencies.


Agenda

2016 Shopping Stats Product Preparation

Scalable Query Targeting

Local Inventory Ads &

Purchases on Google

GTIN Deadline Follow-Up


Agenda




Purchases on Google



PLAs Continue to Be an Important & Impactful Channel

Source: Merkle 2016 Q1 Digital Marketing Report Source: Merkle 2016 Q1 Digital Marketing Report


Clicks Grow on Both Bing & Google While CPCs Decrease

Source: Merkle 2016 Q1 Digital Marketing Report


Agenda




Purchases on Google



Don’t Just Focus on When the Sales Happen

0%

20%

40%

60%

80%

100%

120%ShareofCyberWeekendSalesbyClickDate

24%

BlackFriday


Look Back in Adwords or Internally for Top Products


Create a detailed insight into what is selling on the

site & what is not.

Find trends that can help dictate projects and

priorities within the account.

Identify valuable insights to merchandisers.

Combine Text Ad and PLA Performance Data to Get the Full Picture

Paid Search Performance

Product Catalog from the Feed


Know What Will Be Hot This Year, But Don’t Forget About the Classics


Success Depends on All Departments Working Together

Merchandising

Web Development

Marketing


Agenda




Purchases on Google



Driving Accuracy & Improved Visibility through Campaign Priorities

Low Priority Medium Priority Trumps Bids in

Low Priority Campaigns for any product that applies

High Priority Trumps Bids in

Low & Medium Priority Campaigns for any product that applies

Catch All & Query Targeting Campaigns

Base Campaign with Each Product Granularly Targeted

Best Sellers Poor Performers

Sale Items


Analyze Search Terms Using Adwords & Internal Reports


Optimize PLA Targeting by Bidding to the Value of the Query

1)IdentifytheValueofSearchQueryTypes 2)UsePrioritiestoBuildPerformance-Based&StrategicCampaigns

JBL Charge 2+

GenericSearchTraffic

• BluetoothSpeaker•  Speaker• PortableSpeaker• PortableBluetoothSpeaker

TargetedSearchTraffic

•  JBLBluetoothSpeaker•  JBLChargeSpeaker

$2 SPC

$7 SPC

Poor Performers

Generic Traffic

Targeted Traffic

$0.05 Bid

$0.75 Bid

$2.50 Bid


Query Targeting Shows Strong Revenue & ROAS Growth

108%

[VALUE]

94%

96%

98%

100%

102%

104%

106%

108%

110%

Revenue ROAS

Prior Year This Year


Agenda




Purchases on Google



Google continues to give preference to LIA ad format, particularly for “near me” searches

Mobile CTR’s considerably stronger for LIA vs. standard PLA

Supporting offline actions through Local Inventory Ads

0

10,000

20,000

30,000

40,000

Clicks

Q1MobileLIATrafficYoY

2015-Q1 2016-Q1

0%

1%

2%

3%

CTR

MobileCTR:LIAvs.StandardPLA

Standard LIA

225% 83%


What does Gymboree need to run LIAs?

✓

✓✓

✓


LIA in Local Knowledge

Panel Experiment

Extend Local Bring local inventory to all the

places users expect local information

Experiment in US, UK, DE, FR, AU, JP

Cool New Local Inventory Ad Experiment


•  Store Sales

•  Store Visits

•  Dynamic Tracking URLs

•  Merchant Hosted Local Storefront

The Biggest LIA Challenge Tracking Offline Orders


Merkle Clients Use Local Inventory Ads to Drive Performance Lifts

LIAs Drive an Average 87% Lift in CTR LIAs Drive an Average 62% Decrease in CPC

+68% +67%

+129%

0%

50%

100%

150%

200%

250%

IR Top 500 High AOV Retailer


IR Top 100 Retailer

Click-Through-Rate

-55%

-73%

-57%

0%

20%

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60%

80%

100%

120%



IR Top 100 Retailer

Cost Per Click


Purchases on Google in Action


Agenda




Purchases on Google



YOY Click Growth Still Strong After the GTIN Deadline

0%

20%

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60%

80%

100%

120%

140%

160%

180%

5/1 5/2 5/3 5/4 5/5 5/6 5/7 5/8 5/9 5/10 5/11 5/12 5/13 5/14 5/15 5/16 5/17 5/18 5/19 5/20 5/21 5/22 5/23 5/24 5/25 5/26 5/27 5/28 5/29

YOYMAYGOOGLESHOPPINGCLICKGROWTHMEDIANADVERTISER


•  30 day warning for new products in the feed to supply a GTIN

•  30 day warning for existing products that Google determines to need a UPC

•  Expansion of the Google Manufacturer Center

•  Increasingly using GTINs to optimize shopping experience for users

What to expect next with GTINs?


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Todd Bowman Director, SEM & Feeds, Merkle

[email protected]