Push & Google Black Friday webinar 2020

JAI KHAN
Global Head of New Business
Push Group
pushgroup.co.uk
linkedin.com/in/jaikhan
jai@pushgroup.co.uk

CATHAL O’SULLIVAN
Agency Development Manager
Google UK & Ireland
google.com
linkedin.com/in/cathalo

CATHAL O’SULLIVAN
Agency Development Manager
Google UK & Ireland

Proprietary + Conﬁdential
Championing eCommerce in Q4
Peak Planning in a
Pandemic
Sep 4th 2020
Cathal O’Sullivan

Proprietary + ConﬁdentialProprietary + Conﬁdential
What we are seeing
The New Normal

2020
What can we understand, what can we forecast?

Unprecedented acceleration of UK eCommerce
From April-June online sales reached ~33% of total retail
Source: ONS Internet Retail Sales Jan 2009 to April 2020, UK
2010 20202012 20162014 2018
0.0
10.0
20.0
30.0
eCommerce%oftotalretailsales

eCommerce is driving Retail Growth in 2020
Avg. 47% y/y growth between May-Aug
Source: Google Internal Data | May 10 - Aug 10

UK Online Retail still growing as shops reopened
Strong y/y growth during and even more so after June 15th
Source: ccinsight.org COVID-19 COMMERCE INSIGHT

Online research has increased during lockdown,
most of all for fashion products
Source: Google Smart Shopper research, base 2020 (2019): all product buyers of CE, Home, Fashion, n=945 (945), CE n=315 (315), Home n=315 (315), Fashion n=315 (315), Q9_Q10_Q11_Q13, Where did
you gather information - at any touchpoints and on any device - for your most recent purchase?
Consumer electronics
Home & garden
Fashion
Online Research Done – 2019 and 2020
2019
2020
2019
2020
2019
2020
Average of verticals
+ 8 ppt
+ 6 ppt
+ 13 ppt
+ 1 ppt
20202019

And this share increased across all age groups
during lockdown
Source: Google Smart Shopper research, base 2020 (2019): all online product buyers of CE, Home, Fashion, -24y n=160 (100), 25-34y n=236 (218), 35-44y n=189 (187), 45-54y n=164 (192), 55+y n=196
(248), Q1, Where did you make your last purchase?
Product Purchased Online – 2019 and 2020
Up to 24 25–34 35–44 45–54 55 and up
+ 30 ppt + 25 ppt + 34 ppt + 30 ppt + 34 ppt
20202019

Up to 24 25–34 35–44 45–54 55 and up
Buyers 45 years and older
now research more online
+ 3 ppt - 5 ppt + 5 ppt + 12 ppt + 19 ppt
Uplift of online research is driven mainly by 45+
Source: Google Smart Shopper research, base 2020 (2019): all product buyers of CE, Home, Fashion, -24y n=160 (100), 25-34 y n=236 (218), 35-44y n=189 (187), 45-54 y n=164 (192), 55+y n=196 (248),
Q9/Q10/Q11 Where did you gather information - at any touchpoints and on any device - for your most recent purchase?
Product Purchased Online – 2019 and 2020
20202019

2019
What are our reflections, what can we learn?

Source: 1: Salesforce, All Wrapped Up 2019: The End of the Decade that Changed Retail Forever, accessed 2020; 2. Google/Ipsos, U.S., Omnichannel Holiday Study, online survey, n=8,186, holiday
purchases, online Americans 18+ who shopped for the holidays in the past two days, Nov. 2019–Jan. 2020; 3. Google/Ipsos, U.S., Omnichannel Holiday Study, online survey, n=2,540, holiday in-store
purchases, online Americans 18+ who shopped for the holidays in the past two days, Nov. 2019–Jan. 2020; 4. BRC - KPMG retail sales monitor, IPSOS-Google survey (n=319),
Retail had its largest Peak season ever in 2019
58% of holiday purchases happened
online, compared to 42% in-store(2)
$723B
58%
Global digital revenue
reaching $723B at 8%
growth(1)
Holiday shoppers searched online before
making 88% of in-store purchases(3)88%
Shoppers spent +7% more time holiday
shopping online.(4)7%

Overall retail interest grew 11.7% YoY in Q4’19
Source: Google Trends | Shopping Vertical (includes most Retail query categories) | United Kingdom

Demand was spread out throughout the period,
with higher levels of query growth in Oct & Dec

Black Friday itself drove more retail queries
before and after the event
Dates aligned to Black Friday 2019 = Day 0

And the same trend was observed around
Boxing Day

Advertisers missed out on efficient traffic
before and after peaks
Slower increase of
Clicks vs Queries
Faster increase of
Clicks vs Queries
CPC intensity
Indexed clicks
Indexed queries
Lower CPC intensity Lower CPC intensityHigher CPC intensity
Source: Google Internal Data | United Kingdom | Key retail sub-categories across Apparel, Beauty, Electronics, Home and Gifting,

Recapping top shopping trends we observed
Holiday shopping is starting earlier,
and ending later
Holiday shoppers are open to
buying from new retailers
Holiday shoppers value price,
convenience, and availability
Holiday shoppers spend and
purchase more when they shop
across more channels
Holiday shoppers turn to mobile

What we are defining

Championing eCommerce in Q4
What will it look like and how do we act?

Implications for 2020 Peak
Anticipate consumer behaviour, using
real-time insight tools & capture volatile
demand using automation and an
optimised shopping experience
Insights & Automate
Leverage trends to prepare and set a plan
for peak. Ensure a focus on testing and
building data in the lead up to relevant
peaks. Plan for volatility.
Prepare & Plan
Be at the forefront for your customers
when they’re searching within your relevant
space. Break through the noise and stay on
top of the purchase journey using visual,
full-funnel channels and formats.
Be Discoverable & Visual
Huge disruption in TV and print media has
led to lack of traditional broadcast media
opportunities while digital media
consumption has accelerated.
Content consumption moved
further online
The systemic change in retail will continue
as many shoppers new to ecommerce may
continue post-Covid.
Acceleration of eCommerce
Shift to a value-driven market where
individuals may be more price conscious or
driven by their personal values.
Value driven market
Recap: the impact of Covid-19 on retail?
What does it mean for Peak 2020?

Source: Think With Google - Week ending Aug 9 | https://www.thinkwithgoogle.com/feature/category-trends/uk/week/en
Keep up to date on trends and insights
Leveraging external tools and working with your partners

1: Google Data, Jan 2018 - May 2019. Based on aggregated results of A/B traffic split for 690 advertisers using Smart Shopping campaigns and 142 campaigns using Target
ROAS Smart Bidding for Shopping campaigns. Seasonal event conversion value increase is based on Black Friday weekend in 2018
In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any
other surfaces the CSS has opted in to
Optimize Performance of Digital Campaigns
In real time, capturing volatility, utilizing Automation
Advertisers see more than a 30% increase in conversion value on average
when using Smart Shopping campaigns. For Black Friday weekend, Smart
Shopping campaigns further increased conversion value on top of the
baseline 30% average uplift.1
Standard Shopping Smart Shopping
Campaigns
Black Friday
Smart Shopping Campaigns

NOVEMBER DECEMBER
Week
1
Week
2
Week
3
Week
4
Week
5
Week
1
Week
2
Week
3
Week
4
Week
5
Plan
OBJECTIVE
BASED
PLANNING
GROWING PURCHASE INTENT
OCTOBER
Purchases
AWARENESS/ BRAND BUILDING
Week
1
Week
2
Week
3
Week 4
(Black
Friday)
ACTION/ PURCHASE FOCUSED
Effectively plan for Peak
Incorporating learnings from the past and aligning to trends
BUDGET = OPPORTUNITY

Effectively plan for Peak
Incorporating learnings from the past and aligning to trends
Consumer
Behaviour
Evaluation + Shortlisting
Campaigns live + uncapped:
Black Friday research
Show Up
Launch holiday campaigns on smaller scale
(Black
Friday)
Post-Xmas:
Boxing Day sales
Remarketing, CRM, In-store
focus*click+collect
Purchases
Post Christmas shopping
Nov 1: 28
days to test
+ optimise
automation
Betas, Prep assets
Export
campaign
launch
Uncap Budgets
Relax bidding
targets
Creatives
uploaded +
approved
Last order date + Jan sale creatives
uploaded + approved
NOVEMBER DECEMBEROCTOBER
Plan
Purchases

Anticipate & Account for Volatility
Many concerns around the economy in 2020 and beyond
Align to where your products can best
match market demand in profitable
international markets
Export
Align your products to
people’s lifestyles and
effectively frame their value
Lipstick Effect

Be Discoverable at all points in the journey
76%
73%
85% of online consumers will take a product-related action within 24 hours of
discovering a product that meets their needs (3)85%
76% of online consumers enjoy making unexpected discoveries when
shopping(1)
Consumers enjoy discovering
73% of shoppers did their shopping with new retailers last year (2)
Consumers are open to buying from new retailers
Consumers take action
(1) Source: Google / Ipsos Connect, Consumer Discovery Study, U.S., December 2018, n of 2,001 US consumers age 18-54 who go online at least once a month; (2)
Google/Ipsos, “Holiday Shopping Study”, November 2019 – January 2020, Online survey, United Kingdom, n=3151 Christmas purchases (Online Britons 18+ who shopped for
Christmas in the past two days). (3) Source: Google / Ipsos Connect, Consumer Discovery Study, U.S., December 2018, n of 2,001 US consumers age 18-54 who go online at
least once a month

Key Considerations Going Forward
Insights & Automate
● What data do I have at my disposal and how am I
leveraging this data?
● How can I work with my partners to find insight and
align this to strategy and performance?
Prepare & Plan
Be Discoverable & Visual
● How am I preparing for peak?
● What’s my timeline and how am I testing things
such as automation and building audience data?
● What channel mix meets and defines expectations?
● How am I showing up and winning new or returning
customers most relevant to me?
1
2
3

Thank You!

JAI KHAN
Global Head of New Business
Push Group

Set Up Deals/Offers in advance
and ensure you have stock
A second lockdown would generate further demand online

Get a mystery shop
conducted on your own site

Ask your mystery shopper:
Are offers clear across every page on the site?
How quickly were you able to find what you
were looking for?
Is delivery information easy to find?
What was the checkout process like for you?

Ensure your conversion tracking is set up,
tested and working across each channel

Efficiency measures the
success of your process

Effectiveness measures contributions
your marketing strategies have made
to the business

“Marketing campaigns are generally becoming
less effective, and ironically that’s because of a
growing focus on ROI. ”
Mark Ritson, Professor Of Marketing, Melbourne Business School

■ There are diminishing returns when focusing solely on ROI.
■ If advertisers are making ROI their target, all they end up doing is reducing their spend, increasing their ROI but making less
money overall.
ROI is a measure of efficiency, not a measure of total effectiveness
50
40
30
20
10
0
1 2 3 4 5 6
RETURN
INVEST
Increasing ROI Reduces Overall Return

The ideal conversion path for any business...
Direct

Reality
Referral
Referral
Referral
Referral
Referral
Direct
Direct
Organic Search
Organic Search
Paid Search x 13
Paid Search x 2
Paid Search
Paid Search x 9
Paid Search x 6
Direct
Paid Search x 8
Organic Search Paid Search
Direct Paid Search x 9 Direct Paid Search x 3
Organic Search Paid Search x 4 Direct Paid Search x 8
Organic Search Paid Search x 6
Referral
Direct
Organic Search
Organic Search
Paid Search x 9
Paid Search x 6
Direct
Paid Search x 9
Organic Search Paid Search
Direct Paid Search x 9 Direct Paid Search x 3
Organic Search Paid Search x 4 Direct Paid Search x 8
Organic Search Paid Search x 6
Direct Paid Search x 3 Organic Search
Direct x 2
Paid Search x 5 Display Paid Search Display x 2 Paid Search x 17
Paid Search x 5 Display Paid Search Display x 2 Paid Search x 17 Display
Display
Paid Search x 2 Direct x 2 Paid Search x 3 Direct Paid Search x 3 Direct
Paid Search x 2 Paid Search x 6 Direct Paid Search x 4Direct

20%
15%
10%
5%
0%
Single-channel
marketers
Three or more
channels
2.56%
8.96%
Purchase Rate
20%
15%
10%
5%
0%
Single-channel
marketers
Three or more
channels
5.4%
18.96%
Engagement Rate
Businesses using 3 or more channels enjoy purchase and
engagement rates 250% higher than single channel campaigns

Source: https://neilpatel.com/blog/how-to-build-a-conversion-funnel-that-will-triple-your-profits/
Awareness
Interest
Desire
Action
Companies who properly nurture their leads see a 450% increase in
qualified prospects. Those who take the time to nurture and grow those
customer relationships, see 50% more sales at a 33% lower cost.

So how can we measure a
multi-channel strategy?

Awareness…
How many unique visitors are you
attracting to your site and from what
channels?

Engagement…
How active are the users on your site and
what pages are they interacting with?

Conversions…
Do you measure the conversion rate
across channels to understand patterns in
purchasing behaviour?

Loyalty…
How many users make a second
transaction within a set period of time?
What is your average client lifetime value?

The true measure of
marketing effectiveness
Focused strictly as efficiency and
return on investment
How much direct revenue has paid
search contributed to my business
revenue?
What is our return on investment in terms of
increasing overall business gross profit
How much has our business revenue increased
and how much has it cost for us?

Instead of only measuring channel efficiency

We need to start looking at total marketing
effectiveness driven by overall efficiency
MARKETING
STRATEGY

Everything we do on paid search comes down to two metrics. The cost
per click & the conversion rate. Influencing these determines
performance.

Marketing automation results in
a 53% increase in lead
generation.
79% of companies who have
used marketing automation for
2+ years are top performers in
their industries.
Source: https://hubspot.com/marketing-statistics

Google/Microsoft Shopping
campaigns read a product feed
your website. They appear at the
top of the search results
■ The information in your product feed determines
what keyword searches you will appear for.
■ For generic keyword searches, Google/Microsoft also
decides what products will show for particular
keywords.
■ For product categories that perform well you can
dominate the page with text ads too.

Introducing Smart Shopping across an 18 month period led
to over £500k revenues for an online aquatics retailer.

By including Standard Shopping Campaigns alongside Smart, we
gained an extra 38 sales and 588 clicks at a similar CPA for an
online speciality coffee seller in March 2020.
MONTH COST CLICKS CONVERSIONS CPA
Smart £517 759 64 £8.08
Standard £367 588 38 £9.66

Quick win:
Microsoft Ads typically delivers 10% of
the revenue you get from Google ads

Facebook account structure recommendation is changing
to a more simplified version to allow for automation
Auto Advanced Matching
Account Simplification
Campaign Budget Optimisation
Automatic Placements
Dynamic Ads
Power
5

Scale
Save Money
Use automatic strategies
to ensure you are never
losing out on opportunities
to grow or never waste
money on ads that are not
performing

It’s important to consider your customers personas from ALL angles
to create detailed interest categories that will help your business
scale
WHAT IS THEIR
PROFESSIONAL
ROLE?
WHAT SIMILAR
BRANDS DO
THEY LIKE?
WHERE DO
THEY SHOP?
WHAT TV
SHOWS OR
MOVIES DO
THEY WATCH?
WHAT AREAS DO
THEY LIVE IN?
WHAT
PUBLICATIONS
DO THEY READ?

You should test at least 5 new avatars per month and refine them until you
find the key audience overlaps so you can scale and deliver a higher ROI
Target by job title and job
industry, business owners,
directors, head of sales, sector by
sector, recruitment companies,
estate agents etc.
Target by interest in
business websites and
publications - Forbes,
Financial Times, The
Drum,
Target by interest in business
and sales, entrepreneurship,
sales operations, business
growth, Voice over IP
We target the relevant age and
gender for each audience
Ads run across Facebook & Instagram
based on where your audience engages
best

Facebook allows you to upload
your email database of existing
customers and identify the lists
Facebook/Instagram profiles.
You can then run ad campaigns
specifically targeting these
audiences.

Implementing custom
audience campaigns using
an email database of 5000
people increased ROAS by
42% for a customer selling
honey.

Lookalike audiences leverage
the vast amount of data that
Facebook has access to using
sophisticated behavioural
modelling.
You provide Facebook with
your most valuable laudiences
(e.g. current subscribers) and it
will find users who are most
similar to that audience and
target them with ads.

Implementing campaigns
targeting Lookalike
audiences produced a
return on advertising spend
of 400% for a jewelry brand

■ A/B testing consists of split testing different factors in Facebook’s live auction to arrive at the highest performing creative and audience
combination which guarantees for a high impact campaign.
■ A/B testing requires sufficient budget and time to collect valid data which informs all decisions and actions.
■ Prioritise and highlight one element at a time, and understand the success metrics against which you will measure results.
We are constantly A/B testing and increasing the bids on
the winning creatives & audiences through automatic
scripts
CREATIVES AD PLACEMENTSAUDIENCES CAMPAIGN OBJECTIVES
Short Videos
Long Videos
Product Images Carousel
Testimonial
Detailed interest targeting
Lookalike audiences
Behaviours
Custom Audiences
Carousal
Single Image
Dynamic Ads (DCO)
Video Ads
Lead Generation
Traffic
Conversion
Video View

Testing various messages and new ads formats on Facebook
increased click through rates from 0.92% to 4.8% and
reduced CPCs from £0.36 to £0.07

Targeting Stories with great
creatives helped deliver
cheaper CPM’s and more
impressions for the media
budget.
In 2019 CPMs decreased by 39% YoY from £5.33 to £3.21
on Instagram Stories
We also distributed more budget to Facebook feed since
CPAs were around £13 in comparison to Instagram £15

Remarketing gives us the ability
to re-target visitors to your site.
We can segment audiences in many
ways including by the pages they visit,
how often the visit the site, whether or
not they convert etc.
■ We can run Remarketing campaigns across Google search,
Google Display, Youtube, Facebook, Instagram, &
Microsoft Ads

Introducing remarketing to a
Golfing Holiday brand
increased the volume of
enquiries by 318.87%

To optimise on Amazon organically you should be
using all 9 product image spaces for each product

You can have up to 5 bullet points
for each product and these should
again be made use of to insert
keywords that will help you be
found on the search results.

Not having a buy now box can restrict sales by as
much as 60%-70%, especially on mobile devices

There is space for up to 2000 characters in the product
description section which you can use to insert
relevant keywords to boost page rankings.

Brand registry lets you use
images in your product
descriptions.
Charts can be used to
compare and link to other
products you sell

You can also build a storefront giving your brand more credibility
and a better user experience. Sellers that opt for brand registry
convert up to 30% more.

Paid ads get you to the top instantly and 28.5% of sales are
preceded by a sponsored ad click. The more sales you can generate
through them the higher you can lift your organic positions.

JAI KHAN
Global Head of
New Business
Push Group
pushgroup.co.uk
linkedin.com/in/jaikhan
jai@pushgroup.co.uk
Talk to us about…
■ A free set up on Microsoft Ads (with vouchers
for spend included)
■ Building your email list with overlays
■ Reviewing your digital marketing plans for Q4
■ Optimising your listings or running paid ads on
Amazon

THANK YOU
Follow us on social to keep ahead
#push4growth | pushgroup.co.uk/webinar

Push & Google Black Friday webinar 2020

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