Maximizing Google Adwords for E-Tailers

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Looking to boost ROI and save money on Ad spend? National Positions SEM experts team up with marketing strategies from Google to give ecommerce businesses insight into how to maximize your Google Adwords campaign. Learn more at http://www.nationalpositions.com/

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How to Maximize Google Adwords for E-Tailers

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#PLANINJAS @Natl _ Positions

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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 #PLAninjas

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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 #PLAninjas

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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 #PLAninjas

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Understanding the digital world #PLAninjas

The digital world in 2009:

The digital world in 2009 Source: IDC, Mar 2012 23% of the world is online (1.6B people) 2.5M Tweets per day Mobile Accounts for 6% of consumers’ time 300M Facebook users 1B YouTube views per day 0 Monthly unique visitors to Pinterest $130B US E-commerce market

The digital world in 2013:

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% Mobile Accounts for 10% of consumers’ time and 12% of internet traffic +67% 1B Facebook users +233% 4 B YouTube views per day +300% 23M Monthly unique visitors to Pinterest $224B US E-commerce market +53%

THE WAY WE SHOP NOW:

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:

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 shelf In-store 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 Shopping’s Product Listing Ads #PLAninjas

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What do they display? Top Ads (5) Right Ads (8) Google.com & Google Shopping Desktop, mobile & tablet

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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 Nov 2010 to Dec 2011 PLA Traffic +600% traffic g rowth YoY globally 2X CTR vs. text ads

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Why Use Product Listing Ads #PLAninjas

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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 #PLAninjas

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How to match your products to user queries #PLAninjas

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Better Data Feeds . Better Results. More Sales

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most merchants aren’t taking advantage of product listing ads #PLAninjas

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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

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Advanced Adwords Strategies for e-tailers #PLAninjas

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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:

Targeting Customers In-Market Comparison 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, 2011 Google Eye Mapping Study, 2009 Purchase Consideration

Missed Search Opportunities:

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:

Paid + Organic SEARCH Source: Internal Google Data, June 2012 Increases a consumer’s likelihood to visit your site by 95%

Paid + Organic SEARCH:

Paid + Organic SEARCH Source: Internal Google Data, June 2012 Increases a consumer’s likelihood to convert by 73%

Search is Not Enough:

Search is Not Enough Today’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.:

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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and speeds up the purchase funnel 5x DISPLAY DRIVES PURCHASE INTENT increase traffic & engagement search + display increased the 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 w hen combined, search + display can lift in store visits by 43% search + display + 43% increase offline conversions A major consumer products company saw a 52% increase in offline sales after a successful display campaign 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 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%

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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 #PLAninjas

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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 #PLAninjas

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Thanks for Attending. Questions Or Comments? #PLAninjas

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