From SMX East 2013 - How to Survive the Holiday Season with PLAs - Product Listing Ads by Michael Griffin #SMX #23D

1. Confidential & Proprietary. © Adlucent 2013
SMX East 2013

3. 0%
5%
10%
15%
20%
25%
30%
Week One Week Two Week Three Week Four Week Five Week Six Week Seven Week Eight Week Nine
Weekly % of Total Holiday Revenue
% Revenue - 2008 % Revenue - 2012
Holiday Shopping
Trends
Increased focus on
shopping holidays
Quicker recovery of
revenue post-holiday
Tweet: @migriffin

4. Come Early, Stay Late
1 in 4 consumers start
their holiday shopping in
September or even earlier
2 in 4 consumers finish
their holiday shopping in the
last two weeks of December
Tweet: @migriffin

5. Come Early, Stay Late
Local Product Listing Ads drive last
minute shopping traffic to stores 77% of mobile
transactions are
completed in-store
Tweet: @migriffin

6. Come Early, Stay Late
Retailers are
improving shipping
options and shortening
cutoff times in 2013
3 out of 5 shoppers buy at least
one gift card during the holidays
Tweet: @migriffin

7. Give Them What
They Want
Online holiday consumers most
want to receive free shipping
and $ or % off coupons
Tweet: @migriffin

8. Give Them
What They Want
Google’s Merchant Center Promotions keep coupons
front and center
Tweet: @migriffin

10. Start the Countdown
6 fewer selling days this year
Tweet: @migriffin

11. Prepare for Liftoff
October November December
2012 CVR Increases Month over Month
Text Ads PLAs
+35%
+13%
+19%
+4%
Conversion Rates
increase at a much
higher rate for PLAs
than text ads
Tweet: @migriffin

12. Predict shopping behavior fluctuations for every hour
of the holidays
Prepare for Liftoff
Tweet: @migriffin

13. Stock Your Online
Store Window
50% of orders do not include the product featured in the
clicked PLA
Tweet: @migriffin

14. Attract New Customers
1 in 3 holiday shoppers purchase from a retailer they have
never shopped with before
Tweet: @migriffin

15. Attract New Customers
Product Listing Ads have higher new customer
acquisition rates than text ads
Tweet: @migriffin

17. Keep the Lights On
Online spending on Christmas Day increased 36%
in 2012 over 2011
Tweet: @migriffin

18. 114% increase in revenue
Professional technical
equipment online retailer
94% increase in
return on ad spend
Lifestyle e-tailer
+56% increase in
orders/impression
Direct marketing goods retailer
Achieving
Exceptional Results
• Leader in online retailing, premium paid search,
and pioneer in product level advertising
• Introduced relevance-based online advertising
optimization & pay-for-performance model
• Solutions designed to meet every retailer situation,
from pure technology and SaaS offerings to
premium agency services
• Founded in 2001, privately held, based in Austin TX

19. Michael Griffin
migriffin@adlucent.com
@migriffin
info@adlucent.com
@adlucent