Winning the Sale This Holiday Season - PMX Agency · PDF fileWinning the Sale This Holiday...

Google Confidential and Proprietary

Winning the Sale This Holiday Season


PM Digital’s Google Team

Leslie HabermanTeam Manager

Ravi GuptaAgency Development

Jenny LintzAccount Strategist

Elise HallSenior Director

Nicole JenningsSenior Vice President


“We expect consumers will tackle their

holiday shopping lists with a healthy dose of

optimism, tempered by a hint of caution”.Matthew Shay, NRF President and CEO


Agenda

● Setting up for success● Retaining existing customers● Strategies to grow your new to file customer base


47%reluctant to purchase in-store if unhappy with

online experience

Source: WARC, “Mobile, Digital Key to Holiday Shopping”, 11/3/15


Black FridayThanksgiving

Weekend

Source: Mastercard Pulse Spend Data, ShopperTrak, Millward Brown 2014 Holiday Shopper Study



Weekend


-5%

-3%



Weekend


-5%

-3%

+26%

+12%



Weekend


-5%

-3%

+26%

+12%

0%

0%



Weekend


-5%

-3%

+26%

+12%

0%

0%

+11%

+3%


Sunday Monday Tuesday Wednesday Thursday Friday Saturday23 24 25 26 27 28 29

Thanksgiving Black Friday

30 1 2 3 4 5 6

Cyber Monday

7 8 9 10 11 12 13

Green Monday

14 15 16 17 18 19 20

Free Shipping Day

21 22 23 24 25 26 27

Christmas

28 29 30 31

New Year's Eve

Top US Spending Days – Holiday 2014Top Online Sales Days Top In-Store Sales Days


Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30

Dec 1 Dec 2 Dec 3 Dec 4 Dec 5 Dec 6 Dec 7



Dec 22 Dec 23 Dec 24 Dec 25CHRISTMAS

20% SEM 37% SEM 25% SEM 12% SEM

282% mobile SEM 359% mobile SEM 272% mobile SEM 310% mobile SEM

7% ecommerce

FREE SHIPPING DAY

306% mobile SEM

SEM flat YOY

15% ecommerce

GREEN MONDAY

266% mobile SEM 282% mobile SEM

15% SEM 19% SEM

17% ecommerce

CYBER MONDAY

20% SEM

948% mobile SEM 504% mobile SEM 506% mobile SEM 483% mobile SEM

57% SEM 40% SEM 25% SEM

32% ecommerce 26% ecommerce 26% ecommerce

Sun

THANKSGIVING BLACK FRIDAY

Mon Tue Wed Thu Fri Sat

• SEM and mobile SEM sales growth was strongest on Thanksgiving, followed by Black Friday, then Cyber Monday.

• SEM continues to lead ecommerce growth on key days.

• Mobile SEM sales multiplied more than 4x on Green Monday, even though SEM overall was flat.

This calendar maps YOY growth on selected key days for ecommerce, SEM and mobile SEM sales.

Sources: comScore; PM Digital Search Rewind, Holiday

2014

Holiday 2014 – YoY Growth Days (PM Digital Clients)


Holiday shoppers are open-minded.


78%plan to shop 3 or more stores this holiday

Source: Google Consumer Survey, July 2015, n=727


Source: Google Consumer Survey, August 2015, n=1001


Engage Existing Customers

The customer journey is complex and more mobile than ever

Proprietary + Confidential


Existing Customers3 Key Tactics:

➔ Be Present on Search

➔ Utilize Email Lists

➔ Segment Customers and Remarket

New Shopping experiences ahead of the holidays

Proprietary + ConfidentialBigger mobile shopping unit Google Now

price drop cardLocal inventory ads

for local intent queries


3 Key Tactics for Shopping Feeds

CUSTOM LABELS

MERCHANT PROMOTIONS

RLSA FOR PLA’S


Dates Occasion Promotion Products Custom Label

11/26 -

11/29Black Friday

Select door buster

items on super sale

30 total SKUs:

111, 222, 333, 444, 555, 666...“Doorbusters”

11/30Cyber

Monday

%30 select electronics

products

Select TVs, Stereos, and

Appliances“Cyber Monday”

12/1 -

12/24

Pre-

ChristmasFree Shipping

Any products with price

greater than $25.00“Free Shipping”

12-25 -

12/31

Post-

Christmas

Reduced pricing on

house brands and year

2015 items

Acme, Beta, C.C. “Clearance”

Bid to Value with Custom Labels


Showcase products with special offers

Merchant benefits:

Acquire: Boost click-through-rates by an

average of 4% and up to 8% for certain

promotions like Money Off

Convert: Increase conversions by giving

shoppers a reason to buy now

Save: No extra charge for including

promotions with your Product Listing Ads

1

2

3

Source: Google internal data

CPA Bid Multiplier

High

Low

0%

+ 900% (max)PreviousBuyers

Homepage Visitors

Category Pages

Product Page

CartAbandoners

PreviousBuyers


Activate & Optimize Shopping Remarketing

On average, customers who use shopping remarketing lists see a 10% conversion increaseand a 35% CPA decrease

Confidential & Proprietary

Cruiser Customizing gains 128% higher conversion rate with RLSA for Shopping campaigns.

66% increase in ROAS78% increase in CTR

...should drive your messaging across devices

Purchase

history

Offline

campaigns

Customer

profiles

What you knowabout your customers...

}

“Delight your most loyal customers in the moments

that truly matter”

- Sridhar Ramaswamy, Google SVP Ads & Commerce

>1 billionmonthly users

Billionsof monthly searches

100 million+monthly active users in

the US


Remarket to interested holiday shoppers across screens


10x++13%

ROIAverage Order Valuelower CPA vs. non-brand search

34%


Find New Customers


41%shopped from a new retailer last holiday

season, up significantly from 2013

Source: Google Post Holiday Shopping Intentions Study - Ipsos

INTERNAL: Google Confidential and Proprietary

Category Days

Home furnishings 14

Jewelry 12.8

Home appliances 12.5

Toys 11.6

Fashion Accessories 10.9

Shoes or footwear 10.2

Beauty and cosmetic items 9.6

Clothing or Apparel 9.5

Holiday Shoppers are researching more than ever

See notes for information on table

Time Spent Researching Prior To Purchase


New Customers3 Key Tactics:

➔ Win the Mobile Battleground

➔ Capture Incremental Traffic with Dynamic Search

➔ Find Similar Users with Gmail


70%of Walmart.com traffic

came from a smartphone or tablet during

Thanksgiving to Cyber Monday last year

80%of shoppers conduct shopping research on mobile

The in-store consideration opportunity

Source: “How Mobile is Transforming the Shopping Experience in Store.” http://www.google.com/think/research-studies/mobile-in-store.html


conduct shopping research in-store

80%




conduct shopping research in-store

80%


of store walkouts influenced by smartphone

39%



z

Influence holiday shoppers who are researching with Mobile Text Ads. Consider seasonal and category terms.


z

Pull showroomer’s from competitive stores by showcasing better prices using Product Listing Ads.

Influence holiday shoppers who are researching with Mobile Text Ads. Consider seasonal and category terms.

z

Mobile Nirvana

z

Mobile NirvanaOwn 100% of the screen.


z

Text Ads + Product Listing Ads = Winning Combination

A consumer who is exposed to both text ads and shopping ads is...

...than a consumer who is exposed to only text ads.

Easy navigation to variants

(e.g. alternate sizes, colors)

through drop-down menus


Do not use interstitials

and block key actions to

convert





Do not use interstitials

and block key actions to

convert

Place price above the

fold and include

prominent “Add to cart”

button






➔ Win the Mobile battleground




Maximizing reach is more and more complex

16% of queries are new every day

Your customers’ searches

You


Dynamic Search Ads provides incremental and valuable traffic

2) If no exact keyword is eligible, we find the page that best matches the query on your website

3) We dynamically generate an ad headline and destination URL

Ear Cuffs

Hip, Stylish & Affordable Ear Cuffs

1) User types a query


Benefits of Dynamic Search Ads



Efficient

Dynamic Search Ads provides incremental clicks with positive or similar ROI.



Efficient


Time saving

Take advantage of unforeseen trends by covering your entire website



Efficient


Time saving

Take advantage of unforeseen trends by covering your entire website

Control

DSA works with all ad extensions and gives full transparency and control.


● Increased search traffic +15%

● Increased online sales 10.2%

With our dynamic and constantly changing inventory, it is close to

impossible to maintain an updated list of keywords. DSA is great

in that it allows us to do exactly that!

Muhd Fitri – Marketing Executive at Qoo10

Proprietary & Confidential

#1 Daily Digital Activity

100+MUS Gmail Users


Shopping-related emails were the 4th most used digital source last year for holiday shopping


Break through the noise with Gmail ads

● 100M+ Users

● Inbox Targeting

● Pinned to top

● 100% SOV


Find Similar Customers with Audience-Focused Targeting

Available targeting

Geo Topic / Affinity

LanguageKeyword /Domain

Age Device

Gender


How it works - Collapsed

A collapsed ad is displayed on the Promotions tab to reach users in a commercial mindset


How it works - Expanded

Once the collapsed ad is clicked, the expanded creative opens in the email pane, for 100% share of voice


Gmail for Retail


Summary





➔ Capture Incremental Traffic

➔ Find Similar Users

Engage Existing Find New


Thank You!


Q&A

Winning the Sale This Holiday Season - PMX Agency · PDF fileWinning the Sale This Holiday...

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