Holiday 2013 pov3 180 fusion-pdf

Finding Value For The Holidays:

Strategies for success with the digital shopper

Google Conﬁdential and Proprietary

1

Introductions
180Fusion and Google


2

Google, Channel Sales
Heather Wilburn – Business Development Manager
Business Objectives for Clients:
•  Educate clients on Google’s ever-growing suite of oﬀerings
•  Promote Search, Mobile, Display, YouTube as aligned with client
business needs
•  Support clients in growing new business
Bio:
•  Joined Google in 2002 as founding member of AdWords advertising
program
•  Initially managed SMB client relationships with a focus on developing
advanced online strategies
•  Currently managing high proﬁle agency partnerships for increased
adoption of, and success with, Google advertising solutions

Marketing Discussion


3

180Fusion
Scott Cohen – CEO
•  Increase sales, general qualified leads, build brand

awareness by driving qualified traffic in profitable way
•  Successfully leverage PPC, SEO, Social Media Marketing, Conversion
Optimization
•  Support overall strategy for online client growth
Bio:
• 
• 
• 
• 

Industry veteran with 17+ years in software and internet sector
Responsible for overall vision and strategy for 180Fusion
Recognized Thought Leader in internet marketing
Successfully supported Fortune 500 executives to SMB market on
global marketing initiatives
•  On the Board of Directors of Non Profit and privately held technology
companies


4

Today’s Agenda
Introductions (5 mins)
Holiday Highlights 2012 (10 mins)
Holiday 2013: Insights for Succeeding (10 mins)
Next Steps (15 mins)
Q&A (10 mins)


5

2012: Holiday Highlights
A look back at key moments


6

True or False?
In 2012, more than 80% of
consumers said online inﬂuenced
which stores they chose to visit


7

True or False?
True
In 2012, 82% of consumers said
online inﬂuenced which stores they
chose to visit


8

True or False?
100% of consumers ﬁnished holiday
shopping before Christmas


9

True orFalse
False?

32% of consumers ﬁnished holiday
shopping after
Christmas

Sources: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012)


10

True or False?
Cyber Monday 2012 was the largest
online spending day in history

Source: Comscore Holiday Report 2013


11

True or False?
True
Cyber Monday 2012 was the largest
online spending day in history at
$1.46B


12

2012 Holiday Highlights:

eCommerce drove holiday growth
Total Retail Sales:
$579.8B1

+3%

Total eCommerce Sales:
$42.3B2

+14%

Source:
1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500
2. comScore: http://www.comscore.com/Insights/Press_Releases/
2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion

Despite

2.5% increase

in foot traﬃc, sales fell
below expectations leading
to late-season promotions1

Cyber Monday:

Heaviest online shopping
day for 3rd consecutive
year at $1.46B2


13

2013: Insights for Succeeding
What we expect this year


14

Holiday shoppers are already
planning to purchase these items:
38%

36%
28%
22%

21%
16%
11%

Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13


15

Mobile also exploded last year;
fueled key shopping periods
–  13% of online sales
–  1 of 3 holiday shopping queries
–  Black Fri Mobile: 16% of online
purchases, +67% traﬃc growth
–  Cyber Mon Mobile: 13% of online
purchases

Source: NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500
comScore: http://www.comscore.com/Insights/Press_Releases/
2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion


16

This year, the trend will continue.
Nearly 50% of shoppers plan to
make a holiday purchase online:
How Will You Make Your Holiday Purchases This Year?
(Multi-select)

4%

7%

5%
In a Store Location
45%

Online Using a Latop/Computer
Online Using a Tablet
Online Using a Smartphone

39%

Through a Catalog

Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13


17

Mobile will also be bigger than ever this year; consumers
are increasingly relying on smartphones to help them shop

1 in 4

shopping queries were
on mobile in July 2013
(+53% y/y)

8 in 10

smartphone shoppers
use mobile in stores to
help with shopping

1 in 3

use their phones to ﬁnd
info instead of asking
store employees

Source: Google Shopper Marketing Council, Mobile In-Store Research, Apirl 2013; collaboration with Google, M/A/R/C Rsearch and top shopper
marketing agencies. Base: smartphone shoppers (n=1,507). Please check how you used your [smartphone] while shopping inside the physical
store. Base: use smartphone in-store (n-1,480). At any time during your shopping experience, did you use your mobile device to ﬁnd information
or answer questions that you would have otherwise asked a store employee? 1 in 4Source: Google Internal Data, Top 10,000 Shopping Terms

18

In 2012, one third of gifters purchased from a
retailer they had never shopped with before
Reasons Shoppers are Not Loyal to a Particular
Retailer When Gift Shopping
40%

22%

12%

I look for the best
price

I look for the best
selection

10%

I look for the best I look for the closest
service
store to me

Source: Google Consumer Surveys n=630
Question: Think back to last holiday season, did you purchase gifts from a retailer you had never shopped with
before? *ﬁlter only to those who purchased gifts . Q. When you are shopping, for gifts, are you loyal to a particular
retailer?

19

In this condensed period, the big shopping days
will be as important as ever
12 days topped $1B last year
All key shopping dates drove double-digit sales growth
2012 ($M)

% Change Y/Y

$42,286

14%

Thanksgiving (Nov. 22)

$633

32%

Black Friday (Nov. 23)

$1,042

28%

Thanksgiving Weekend (Nov. 24-25)

$1,187

15%

Cyber Monday (Nov. 26)

$1,465

17%

Green Monday (Dec. 10)

$1,275

13%

Free Shipping Day (Dec. 17)*

$1,013

76%

$288

36%

Nov 1 – Dec 31

Christmas Day (Dec. 25)
Source: Comscore, Inc. Online and Oﬄine Total, Non-Travel (Retail) Spending,
Excludes Auctions and large corporate purchases, Total U.S.
* Calendar date in 2012. This year will be Dec 18


20

Competitive Summary:

Knock out the competition in 2013

1

Intensify your targeting

ü  Language expansion to reach multi-lingual users
ü  Target by location (proximity bidding) and device (mobile
multipliers) in relevant locations – every shopping mall)

2

Ensure your shipping
options are appealing
to consumers

ü  Promote shipping oﬀers
ü  Drive to store if you don’t have shipping options available
ü  Bid up for consumers closer to your shipping center to
minimize costs

3

Capitalize on key Holiday
shopping dates

ü  Increase bids when you anticipate high demand/spending
ü  Promote time-sensitive deals and emphasize urgency

4

Develop an omni-channel
Holiday program

Source: MasterCard SpendingPulse.

ü  Use a “one-company” message across all platforms
ü  Target all devices for the widest reach possible


21

Supercharge your Strategies
Maximize your reach and ROI


22

180Fusion
Brett Stevens – Paid Search Manager (Guru!)
• Support 180Fusion clients key performance indicators (KPI’s)
• Metric driven: Promote traffic that drives qualified and cost effective lead,
lowest cost per acquisition (CPA), while increasing volume.
• Think outside the box to drive results- period!
Bio:
• 180Fusion PPC Lead and Trainer
• 10+ years leading PPC Campaigns
• Managed Paid Search budgets from $100/mo to enterprise level of $500K/
mo+
• Google Adwords Certified
• Loves to play fantasy football and collect comic books J



23

Best Products To Leverage This Season…

Product Listing Ads

Simplify the online shopping experience for customers

Display Ads

Reach users further down the purchase funnel; engage
& re-engage them!

Mobile Ads

2012 saw mobile traﬃc grow 67% on Black Friday, and
accounted for 16% of online purchases. We anticipated
even stronger numbers for 2013. What’s your mobile
strategy?


24

Product Listing Ads (PLAs) connect you with millions of
users searching on Google for products you oﬀer


25

Creating Product Listing Ads

Google Confidential and Proprietary

26

Optimize PLA’s for the Holidays!
–  Don’t use stock images, distinguish yourself.

Don’t forget about mobile


27

PLA Usage continues to rise
PLAs were introduced in Holiday 2012; adoption has not slowed and is
expected to increase signiﬁcantly for Holiday 2013

Nov
2011

Dec
2011

Jan
2012

Feb
2012

Mar
2012

Apr
2012

May
2012

Jun
2012

Jul
2012

Aug
2012

Sep
2012

Oct
2012

Nov
2012

Dec
2012

Jan
2013

Feb
2013

Mar
2013

Apr
2013

May
2013

Jun
2013

Apparel
Industry

PLA
Clicks
as
%
of

Total

3%

4%

4%

4%

4%

5%

6%

6%

7%

8%

11%

13%

12%

14%

15%

14%

15%

15%

16%

17%

Click Traﬃc Coming from Product Listing Ads – Apparel Industry
18%
16%
14%
12%

holiday

10%
8%
6%
4%
2%
0%

Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013;
Client X’s Account Data. July 2013.


28

DISPLAY targeting helps reach your customer in a relevant
context
Build campaigns designed for speciﬁc parts of the Display funnel

Awareness

• 
• 
• 

Topic Targeting
Keyword Contextual Targeting
Reserve Buy Ads

Engagement

• 
• 
• 
• 
• 

Interest Categories
Keyword Contextual Targeting
Search Companion Marketing
Aﬃnity Segments
In-market buyers

• 
• 

Remarketing & Dynamic Remarketing
Similar Audiences

Action


29

Awareness: Keyword Contextual Targeting
Target ads to consumers based on the content they’re reading
WHO
•  You are able to target consumers
looking within a certain theme based on
the key words they are using

HOW
•  Google will show your ads on pages that
are the most suitable match for your
message, in a highly relevant context

TIP: improve ROI by sending consumers to your most relevant landing pages.

30

Engagement: Search Companion Marketing
Combine the precision and eﬃciency of search marketing with the reach of display
WHO
•  Customers can come from any major search engine
(Bing, Yahoo!, Google) as long as the search result they
click directs to a site in the Google Display Network
HOW
•  Automatically display keyword-targeted ads to customers
when they land on a page in the Google Display Network
after conducting an online search
•  Beta results show 7% more clicks
and 10% more conversions than search campaigns with
only 5% additional spend

Source: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis

ROI
MAX


31

Action: Remarketing: re-engage with visitors after they’ve
left your website


32

Action: How Remarketing Works


33

Action: Convert past site visitors with tailored ads
Use Dynamic Remarketing to generate and tailor an ad to each site visitor
based on their experience with your site
You can see a

450%

•  Consider using a time sensitive oﬀer during
the holidays (X date or related to shipping
dates)

increase in CTR*

• 
• 

Dozens of professionally designed
templates to choose from
Links to Merchant Center catalog

* Source: Google Internal data

34

Action: Dynamic Remarketing
•  Reach visitors based on the products they viewed on your site.
–  How do we optimize for the holidays?
•  Test different layouts to see what resonates with your audience.
•  Button color and call to action text (Shop Now, Buy Today etc…)
•  Different value ad propositions (free shipping, 10% off etc…)
•  Logo position (Keeping it at the top tends to work best.)


35

A mobile website is a must:

Your competitors will leave you behind this holiday without one

40%

of consumers turn
to a competitor’s site
after a bad
mobile experience

Source: Google Mobile Playbook.


36

Mobile search drives immediate purchase-related conversions
How does this link with your super sales day strategies (e.g Black Friday) ?

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click
outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.

Google Conﬁdential and- Proprietary
Google confidential

37

Extensions to drive the top performing conversions
Location extensions
for in-store conversions
Call extensions
for call conversions
Click-to-Download
for app downloads
Sitelinks
for website conversions
Google confidential

38

Summary

Google confidential

39

If You Only Remember 3 Things…
PLA
1.  Setup feeds early; prevent
irrelevant searches with
negative keywords
2.  Adjust inventory at various
store locations using PLAs
3.  Don’t turn off after Dec 25

Performance Display

Mobile

1.  Build your remarketing lists
early (email or sweepstakes)

1.  Use a top spot bidding
strategy

2.  Use time sensitive offers and
promotional language

2.  Include micro actions to drive
desired behavior on key dates

3.  Design lists for high converting
users & find similar users (beta)

3.  Extend your reach beyond
search engines through inapp display ads


Google confidential

40

Holiday housekeeping tips
Pre-Holiday (Now)

In-Season (Q4)

✓  Upload new ad copy
as soon as possible for
approvals

Post-Holiday (Q1)

✓  Keep bids & budgets at
competitive levels

✓  Launch upper-funnel
video, display & search
campaigns to seed
early holiday interest
and build remarketing
lists

✓  Look at historical query
volume post-holiday to
capitalize on continued
demand
✓  Set automated rules for
budgets to avoid
✓  Remain present – 32%
capping
of consumers
complete their holiday
shopping after
Christmas (Dec 25th)

✓  Take advantage of
professional consult

Google confidential

41

“180Fusion Remarketing on Google allows us
“180Fusion Remarketing on Google allows us
to add value back into our ‘sunk’ costs. It’s a
to add value back into our ‘sunk’ costs. It’s a
great opportunity to win back those users that
great opportunity to win back those users that
we’ve already driven to the site through other
we’ve already driven to the site through other
advertising campaigns.”
advertising campaigns.”
Eric Hannelius
Eric Hannelius
Vision Payment
Vision Payment
Solutions
Solutions & CEO
President
President & CEO

Google confidential

42

Q&A

Google confidential

43

Q&A

Q: Being that 180Fusion manages lots of high profile search campaigns, what can
you tell me about how product list ads have converted pre holiday season since I
believe this is a new feature that Google offers?
A: Great question – with Product Listing Ads being launched out of Beta about a
year ago, we have been able to extensively test PLA’s. Over the last quarter,
we’ve seen on average approximately a 5-10% increase in conversions. This
makes us extremely bullish going into the holiday season for an uptick using our
Managed PPC platform. In addition, an approach that has proved effective is
combining Product Listing Ads with Dynamic Remarketing to maximize visibility.

Google confidential

44

Q&A

Q: Can you also touch on if you have any practical advice regarding Social Media
for the holiday season, being that I sell to consumers?
A: Yes, we’ll likely cover this topic in detail in a follow up webinar as we could
spend another hour on this question alone. The short answer is that Social
Media, especially for companies that are selling to consumers and understand
their demographic target, need to be putting together a social media strategy
that includes content for various platforms such as Facebook, Twitter, Google+.
We’ve also seen Pinterest and Instagram be eﬀective for targeting the female
audience. However, the key is not just to post info for the sake of posting, but
rather to come up with a full Social Strategy that incorporates giveaways,
promotions, creativity and branding that diﬀerentiates in the holiday season. Of
course, 180Fusion can assist with this strategy and overall execution as needed.

Google confidential

45

Q&A

Q: I’m not an e-commerce business – can PLAs work for my travel business?
A: While PLAs are inherently more e-commerce focused, there are other ad
formats that you can leverage such as ad extensions, sitelinks and remarketing.
The experts at 180Fusion are well-versed in successful ad strategies across all
verticals, so please do reach out to them for further consultation and insights.

Google confidential

46

thank you!
For Personalized, One on One Consultation,
For Webinar Attendees Only
webinar@180fusion.com
877-321-4180
Google confidential

47

Holiday 2013 pov3 180 fusion-pdf

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