leverage google shopping for a blowout holiday season

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Leverage Google

Shopping for a Blowout

Holiday Season

HOSTED BY:

Presenters• Julia Meter

– Agency Development Manager at Google

– @google

• Zach Bruner– Account Manager at Hanapin Marketing

– PPC Hero Blogger

– @zbruner12

– Run the world’s most popular PPC blog

and conference.

– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a

250% increase in their growth trajectory.

Who is Hanapin?

Our Clients

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

Live Poll Question #1

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A. Less than 1 year

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D. 5+ years

How to Win “Non-Line” Shoppers

This Holiday Season

Proprietary + Confidential

64%of Shopping traffic to retailers

happened on mobile (Black Friday -

Cyber Monday).

Mobile’s Merriest Season Yet

Source: Google Internal Data, Mobile Traffic to

Retailers Black Friday - Cyber Monday 2015, 2016

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Black Friday Weekend Growing

Internationally

50%Increase in Shopping traffic to

retailers from Black Friday to Cyber

Monday YoY - US

Source: Google Internal Data Traffic to Retailers Black

Friday - Cyber Monday 2015, 2016 US


Shoppers Are Going to

Stores with More Purpose


81%of shoppers checked whether a product was in-

stock before heading to a store to buy

10%more in spend for consumers who click on an

advertiser’s Google Search ad prior to visiting a

store, on average.

Google/Kelton: How digital innovations influence consumer expectations, U.S.,

December 2016, (n of 3,119 U.S. adults 18+)

Google Internal Data, 2017

Google Internal Data, Oct.-Nov.2016

https://adwords.googleblog.com/2016/05/ads-and-analytics-innovations-for-a-mobile-first-world.html

https://www.thinkwithgoogle.com/data-collections/future-of-marketing-consumer-behavior/?utm_medium=email-d&utm_source=promo&utm_team=twg-us&utm_campaign=twg-us-gmn-wrapup&mkt_tok=eyJpIjoiTmpWbE16azBOVEkwWVRZMyIsInQiOiIwc3FiSUw2VWpIZHNDUXFYXC8rM2xVbnU5NDE2VHR3c0U4WWV4U2ZvaDVUZkdtMXoxV25nUStHVTI2NFA1a29FRThKc05GdGQ5NkFPVUZvTDdKTmxkWmY5aUIxSUxEM3BPb1JiVEpYb3E0aklpT3JTSjBcL2JiS0pUbEFnOEIzZHh6In0=


Mobile Discovery Fuels

Interest in New Brands


~51% of

smartphone usershave purchased from a company/brand

other than the one they intended to

because the information provided was

useful.

Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US,

August 2015, n=1291 online smartphone users 18+

Source: YouTube (Jan - Dec 2016)

Proprietary + ConfidentialProprietary + Confidential


Plan to win this holiday

season

1. Start with a holiday plan

2. Leverage winning strategies to reach consumers

3. Plan ahead and anticipate holiday traffic

4. Stay on track with handy holiday guides

5. Continue to keep the lights on



Start With a Holiday Plan

Forecast Q4 budgets

Test smart bidding campaigns

Add entire inventory into product feed

Create remarketing audiences

Prepare Local Inventory feeds

Test smart bidding strategies

Understand last year’s results

Submit Merchant Promotions

Create separate seasonal campaigns

Enable cross-channel measurement

Create automated daily campaign report

Fix disapproved products

Create a promotion schedule

Know the industry/situation



Leverage winning strategies to reach consumers in

the right moments

Friction means

failure

Mass messages are

meaningless

Loyalty to needs,

not brands

The right

information at the

right moment

Be present to

drive discovery

Double-down on

personalized

experiences

Offer effortless “non-

line” shopping

experiences



SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

19 20 21 22 23Thanksgiving

24Black Friday1

25Small Business

Saturday2

26 27Cyber Monday

28 29 30 1 2

3 4 5 6 7 8 9

10 11Green Monday

12Hanukkah Begins

13 14 15 16 Free Shipping day

17 18 19 20 21 222-day shipping cutoff

23

24Christmas Eve

25Christmas Day

26Clearance Sales

Begin

27 28 29 30

31 1New Year’s Day

2 3 4 5 6

Top expected peak in-store

daysTop expected peak online days

NOVEMBER

JANUARY

DECEMBER

2016 Online retail sales on Black Friday grew by 21%154% of shoppers plan to start day after Halloween5,

46% of shoppers say free shipping/shipping promos are deciding factors on where they shop4

US Cyber Monday mobile sales up 34%3

Plan Ahead and Anticipate Holiday Traffic



Continue to Keep the Lights on After the Holidays

Percentage (%) Category

9.29% Vehicles & Parts

49.32% Office Supplies

30.04% Health & Beauty

28.77% Software

28.73% Furniture

Some shoppers browse beyond the

peak season for sales and clearance

items

Some categories saw more traffic in

January 2017 than October (US)


The right information

powers the best

experiences


Holiday sales volume

depends on your inventory

More than 50% of holiday shoppers said

they were open to purchasing from new

retailers in previous holiday seasons.

Provide the right availability and selection

to avoid losing out traffic to your

competitors.


Start Today: Add your entire inventory into

Google Merchant Center

Google/ Ipsos, Post Holiday Shopping Intentions Study - Total

Shoppers Report, Jan 2016, Base: US Holiday Shoppers, n=1,500


Show, don’t tell

Include high-quality, beautiful imagery to draw

in engagement and show shoppers the best

of your products.

Increase number of mobile shoppers

means that there are more users

browsing on high-resolution devices.

Start Today: update all product images to

follow image guidelines


Ensure all of your in-store inventory

is reflected in your local feeds

Limited Stock feature

on Local Storefront

Merchant Dashboard shows status of local products.

Item error details (e.g. unmatched local items) can be found

in the Diagnostics tab.

Updated feeds will ensure “Limited Stock” annotation

is automatically served on items that reach a quantity

of two or lower.*

*Whitelisting required. Merchants can also choose to set availability to “limited stock” on any items in feeds

Healthy local data powers your local visibility across Google Shopping

“Limited stock”

annotation


Use rich titles and provide relevant attributes that

match what your customers are searching for

Category Recommended structure Example

Apparel Brand + Gender + Product Type + Attributes (Color, Size, Material) Ann Taylor Women’s Sweater, Black (Size 6)

Consumable Brand + Product Type + Attributes (Weight, Count) TwinLab Mega CoQ10, 50 mg, 60 caps

Hard Goods Brand + Product + Attributes (Size, Weight, Quantity) Frontgate Wicker Patio Chair Set, Brown, 4-Piece

Electronics Brand + Attribute + Product Type Samsung 88” Smart LED TV with 4K 3D Curved

Screen

Books Title + Type + Format (Hardcover, eBook) + Author 1,000 Italian Recipe Cookbook, Hardcover by

Michele Scicolone

Start Today: test new ‘title’ immediately to

understand impact ahead of peak season


Make fast product updates with Feed Rules

Convert your inventory column names to Google column names

Change custom values to match required values

Complete shipping fields based on

product weight

Apply custom labels based on other

attributes


Start Today: automate attribute updates to

your product data with Feed Rules


Be in the know

Keep an eye on session trends in GA (Dashboard)

Set up Google Alerts

Email alerts from AdWords,

Supermetrics, etc.

Periodically check merchant center


New products → current campaign

structures


Be present to drive

discovery


Identify when your customers are ready to

buy

Use Google Trends Data to highlight

“Sales” and “Deals” searches during

November 2016

Set up your feeds early to have

promotions whitelisted and approved

well before sale dates.

Highlight your products when

shoppers are looking for sales

during the holiday season

Start Today: use Google Trends to

estimate demand for top products to bid

accordingly


Source: Google Data

40%+ of

shopping

related

searches

come from

broad terms

Examples

“furniture”

“wedding dresses”

“running shoes”

https://docs.google.com/spreadsheets/d/1pCqRlgGlt96cAXIOMfQn_L2Vdg0XzS_i1kIM_R91lDI/edit#gid=0


Inspire shoppers with Showcase Shopping Ads

Two thirds of people start with Google when using retail sites and apps

on mobile, with more visits per day from last year.

With Showcase Shopping ads:

● Help shoppers explore and discover early in their purchase

journey

● Curate the products and images that appear together

● Feature select products within a single category (e.g. best

sellers)

Start Today: start testing Showcase ads

and build a plan to scale for holiday


Promote your top sellers and holiday products

Holiday Sale$350 Core products

Core Products$150

Holiday Sale$200

Evergreen

Campaign

Holiday Campaign

Evergreen

Campaign

Create a holiday specific campaign for budget flexibility

By August: breakout top products into

separate campaigns using custom labels


Position matters in retail

Source:Google Internal Data, Google Shopping 2017

25%*of Shopping clicks go to ads

in first position on mobile


Tier campaigns based on profit impactP

rofit density

0% Percentage of your inventory 100%

Low priority

Includes all products

High priority

Excludes everything else

Medium priority

Excludes everything else

Tail - Core

Medium - Top performers

Head - Holiday

By August: ensure the core campaign

includes an ‘all products’ bid as a catch-all


Shopping campaign structure breakdown



Double-down on

personalized

experiences


Develop a comprehensive audience strategy

Reach users similar to best customersRe-engage higher value

audiences

Target customers that you know

Remarketing Lists Customer Match Similar Audiences

By August: build audience segments to plan

your bid strategy by segment during holiday


Re-engage your most

profitable customers with

remarketing lists Start by applying Shopping Remarketing Lists

to all of your campaigns

Re-engage your most loyal customers using

Customer Match

Source: 1,2Q12016 Aggregated, anonymized data from Google Analytics for US retailers. 3Current snapshot of AdWords data

2 of 5Mobile shoppers leave a

website without converting 1

49%Typically visit 2-4 sites

before purchasing 2


Stand out with free

shipping and promotions

Google Shopping dynamically surfaces free

shipping / price drops with automatic extensions.

Utilize merchant promotions if you have special

promotions such as a sale or discount on specific

products. Merchant Promotions is a free feature that

allows you to distribute online promotions with your

Product Shopping ads on Google.com and Google

Shopping.

Start by filling out the merchant promotions interest

form today.

7 in 10 internet users look for promotions

or discounts before visiting a store

By August: create promotional calendar

and feeds early to factor in processing time

https://support.google.com/merchants/answer/4588748?


Schedule promotional pricing in your feed

Use sale_price and sale_price_effective_date attributes for time-sensitive

promotions. Make sure to submit accepted formats for price and dates.

By August: establish process to submit

sale attributes in feed during holiday


Offer effortless, “non-line”

shopping experiences


Capture the non-line consumer journey

Understand the full impact of your marketing by looking across online and

offline sales for your campaigns.

Seamless experiences Online to offline Measurement


Do you have a seamless experience across devices?

https://testmysite.thinkwithgoogle.com/

For every 1 second delay in

mobile site load time,

conversions fall 20%

Source: Akamai, “The State of Online Retail Performance.” April 2017

MOBILE FRIENDLINESS MOBILE SPEED DESKTOP SPEED

100/100 100/100 100/100GOOD GOOD GOOD

https://testmysite.thinkwithgoogle.com/


Local shopping intent continues rising yearly, especially

during holiday peak weeks

2015 2016 2017

Thanksgiving

2015

Christmas

2015Thanksgiving

2016

Christmas

2016

Source: Google Trends for “near me” search in Shopping category. Jan 2015-May 2017; Global

Shoppers indicate

higher local intent

during the holiday season

Local intent query

grew +75% y/y

two years in a row

Local intent query

peaks after

Shipping Cutoff


Bring shoppers into

your stores with

Local Inventory Ads


Mobile Bids

Focus on optimizing mobile bids where

Store Visits rate are typically higher

Optimize PLA and LIA for

omnichannel

Location Bids

Use location targeting to bid more

for customers near your stores

Time Bids

Enable time-of-day bid adjustments to

push ads during open hours, or

customer browsing behavior

2x bids, 10 miles

2.5 mi

1Source: current snapshot of AdWords data for Shopping campaigns

Plan to win this holiday seasonStart with a plan

Leverage winning strategies

The right information powers the best experiencesStart Today: add all SKUs, send high-quality images, fix all

disapprovals and warnings

Be present to drive discoveryStart Today: launch Showcase ads, test click share, set-up

campaign structure for holiday

Double-down on personalized experiencesStart Today: use RLSA, Similar Audiences & Customer Match, plan for promotions in your feed

Frictionless ‘non-line’ shopping experiencesStart Today: leverage AMP, bid to Store Visits value, launch LIA, optimize LIA & Shopping ads with location modifiers

Plan ahead and anticipate holiday traffic

Stay on track with handy holiday checklists

Continue to keep the lights on after holiday

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