In this 60min product-level advertising course, CPC Strategy’s Retail Search Manager, Lewis Brannon & Hooklogic’s Vice President of Retail Strategy, Steve Elson, will dive into actionable steps (driven by data) that will to drive sales growth.

1. | Confidential. © 2016 HookLogic
Closing the Loop: Profitable Product
Level Advertising Strategies
FOLLOWING THE SHOPPER

2. | Confidential. © 2016 HookLogic
Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent Next Week
• More Resources In the Handouts Section to the Right
TODAY’S SPEAKERS
Steve Elson
VP: Retail Strategy
Hooklogic
Lewis Brannon
Retail Search Manager
CPC Strategy

3. | Confidential. © 2016 HookLogic
OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

4. | Confidential. © 2016 HookLogic
Register for the Event
The 2016 Amazon Virtual Summit
Advanced Strategies for Professional Marketplace Sellers to Drive Growth in 2016
cpcstrategy.com/2016-Amazon-Virtual-Summit

5. Lewis Brannon
Retail Search Manager
✓ 5+ Years of e-commerce search marketing experience
✓ Specialization in e-commerce PPC for large brands
✓ Google AdWords & Google Analytics qualified professional

6. Steve Elson
VP: Retail Strategy
✓ Provide strategic account services and guide development of HookLogic’s retail platform
✓ Held senior Account Planning positions at Campbell-Ewald and Digitas
✓ Previously served as Co-Director of Marketing Optimization at Beyond Interactive
✓ Spearheaded the launch of Beyond Interactive’s Mexico City Office

7. | Confidential. © 2016 HookLogic
Introducing HookLogic.
7
• Centrally managed UI promotes your products to millions of active shoppers
across a network of retails sites to grow sales and share.
• Native, CPC ads that click-in to product detail pages

8. | Confidential. © 2016 HookLogic
Introducing HookLogic.
8

9. | Confidential. © 2016 HookLogic
Reach Shoppers at Massive Scale.
9
…and many more!

10. | Confidential. © 2016 HookLogic
Drive Traffic To Your Products.
10
The 1st page of search results drives 85% of all product pages ever viewed

11. | Confidential. © 2016 HookLogic
Direct Measurement
11
Attribute Sales And Optimize ROI.
Proof that your advertising is turning into real sales.
Units Sold
Revenue
Share Shift

12. | Confidential. © 2016 HookLogic
What You’ll Learn Today.
Understanding the landscape of product-level advertising
Product Ad Strategies throughout Shopper Journey:
• Proven tactics for targeting & meeting campaign objectives
• Measurement best practices & understanding attribution
12
1
2

13. | Confidential. © 2016 HookLogic
Product Ad Landscape.
13
Pre-Shopping Shopping Purchase
Promoted Pins
Shopping
Keep Shopping!
(Retargeting)
Dynamic Product Ads
Pre-Purchase
Open Web
Retargeting
Shopping

14. | Confidential. © 2016 HookLogic
Mobile Is The Future.
14
• Mobile is overtaking desktop browsing and buying, so digital media
serving product advertisers should be mobile centric.
• Mobile impacts the entire purchase path. From discovery to
research and consideration to purchase.
• Native is the future of mobile. Native advertising is important in
desktop, but critical in mobile with smaller screen size.
Source: Criteo’s Q2 State of Mobile Commerce Report

15. | Confidential. © 2016 HookLogic
Mobile Behavior Everywhere.
• Consumers browse and buy anywhere on a mobile phone.
• Cross-device usage is now enormous. Consumer use of multiple devices to
make a single purchase makes up 40% of ecommerce transactions1
15
Activities Done On A Mobile Phone, By Location
47.8%
35.8%
29.3%
12.6%
18.1%
10.4%
Researched a Product Purchased a Product
From Home While In A
Store
From Somewhere Else
Source: Markettree 2015
1 Criteo’s Q2 State of Mobile Commerce Report

16. | Confidential. © 2016 HookLogic
Product Ads Are Native.
Product Ads are seamless and shopper friendly. Shopping sites are focusing on
native placements to avoid disrupting transactions.
16

17. | Confidential. © 2016 HookLogic
Follow The Shopper

18. | Confidential. © 2016 HookLogic
Shopper’s Buying Journey.
18
Pre-Shopping Shopping PurchasePre-Purchase
Retargeting

19. | Confidential. © 2016 HookLogic
Pre-Shopping Stage

20. | Confidential. © 2016 HookLogic
Google Search.
• Shopping timeline - consider the funnel
• Google Shopping’s pivotal, evolving role in reaching this consumer
• Changing Google SERP Landscape for early consideration queries
• Importance of Product/Query and Query/Budget pairing strategies
20

21. | Confidential. © 2016 HookLogic
HookLogic enables brands to piggyback on retailers’ Google Shopping
programs, driving incremental shopping for their products
Brands Can Play Too.
21
+

22. | Confidential. © 2016 HookLogic
Targeting Google Pre-Shoppers.
• Strategic Alignment of query type and budget (Shopping & Text)
• Custom product mixes for certain queries (Shopping & Text)
► importance of Product Reviews in GS
• Custom LPO experience for certain queries (Text)
• User experience is key!
22

23. | Confidential. © 2016 HookLogic
Typical Pre-Shopping Search.
23

24. | Confidential. © 2016 HookLogic
Pre-Shopping Can be Shopping.
(if done right)
• Ugly site, but effective
• Gives user what they want
• Easy Transition from Pre > Shop
24

25. | Confidential. © 2016 HookLogic
Pre-Shopping Can be Costly.
(if done poorly)
• No customization to the query
• Not even sorted by best
• Doesn’t Create Good UX - Causes Frustration / Bounce
25

26. | Confidential. © 2016 HookLogic
Targeting Pinterest Pre-Shoppers.
Pinterest is used for discovery,
inspiration and bookmarking
• Only way to drive
Pinterest shoppers to your
products on retail sites
other than your own
• See sales attribution from
retail sites
26

27. | Confidential. © 2016 HookLogic
Targeting Pinterest Pre-Shoppers.
Promoted Pins drive to retail
27

28. | Confidential. © 2016 HookLogic
Targeting Pinterest Pre-Shoppers.
28

29. | Confidential. © 2016 HookLogic
Targeting Pinterest Pre-Shoppers.
29

30. | Confidential. © 2016 HookLogic
Importance of Attribution.
• Campaign Structure is Key
►Don’t consolidate everything
►Smart nomenclature = smart attribution
►Custom MCF Groupings
• Capturing the impact on retail websites is critical for brands
30

31. | Confidential. © 2016 HookLogic
Live Q&A.
31

32. | Confidential. © 2016 HookLogic
Shopping Stage

33. | Confidential. © 2016 HookLogic
Poll Question #1.
When it comes to product research, where do you think most people say they
start?
A. Search Engines
B. Retail Sites
33

34. | Confidential. © 2016 HookLogic| Confidential. © 2015 HookLogic34
Source: Markettree May 2015 Online Shopper Behavior
Sample = 600 online shoppers
2/3 of shoppers’
starting point
Retail Sites
1/3 of shoppers’
starting point
Search Engines
Many Start Product Research On
Retail Sites.

35. | Confidential. © 2016 HookLogic
Poll Question #2.
How many retail websites on average do you think a shopper visits before
making a purchase?
A. 1
B. 2
C. 3
D. 4
E. 5
35

36. | Confidential. © 2016 HookLogic
Shoppers Visit 3 Websites Per Trip.
36
Source: Markettree 2015
Average # of Websites Visited, by Category

37. | Confidential. © 2016 HookLogic
Online Retail Giants.
37
● Be where people shop
● Product visibility across channels drives consideration and sales
● Sponsored product placement is native advertising at its best

38. | Confidential. © 2016 HookLogic
HookLogic: Strategic Controls.
Bid Multipliers: Compete differently for who sees your ads and
where your ads are shown
• Shopper Targets
• Placement Types
Keyword Controls: Maximize coverage of relevant searches
and support cross-sell and conquest targeting
Cross-Sell Controls: Target shoppers in related categories
where you can inspire demand

39. | Confidential. © 2016 HookLogic
Strategy: Drive New Category
Consumers.
39
• Objective: Grow the category by
inspiring relevant consumers to
consider a purchase
• Consider Increasing Bids For:
► Cross Sell shoppers
► Max Reach shoppers
•Keyword & Category
Targeting: Add related product
categories and keywords to
campaigns, and learn what
works.

40. | Confidential. © 2016 HookLogic
Strategy: Conquest.
40
• Objective: Grow market share by
competing most aggressively for
active category shoppers, making
sure your products have best
possible visibility in locations
where consumers are looking at
competitive alternatives
• Consider Increasing Bids For:
► In Market shoppers
► Browse & Search placement
► Product Detail & Cart placement
•Keyword Targeting: Add
keywords for competitive product
attributes

41. | Confidential. © 2016 HookLogic
Success Measures.
• Share of category ad impressions and clicks
• Attributed sales and Return-On-Ad-Spend
41

42. | Confidential. © 2016 HookLogic
Live Q&A.
42

43. | Confidential. © 2016 HookLogic
Retargeting

44. | Confidential. © 2016 HookLogic
Open Web Retargeting.
44
• Follow the shopper across and off
our network of retailers
• Accelerate sales via premium ad
inventory across thousands of sites
• 100% incremental to retailer’s
existing retargeting ads
• Gain SKU-level control

45. | Confidential. © 2016 HookLogic
Facebook.
45
Same concept - reaching shoppers on Facebook

46. | Confidential. © 2016 HookLogic
Pre-Purchase Stage

47. | Confidential. © 2016 HookLogic
Google Shopping.
47

48. | Confidential. © 2016 HookLogic
Google Shopping.
48

49. | Confidential. © 2016 HookLogic
Live Q&A.
49

50. | Confidential. © 2016 HookLogic
Product Ad Landscape.
50
Pre-Shopping Shopping Purchase
Promoted Pins
Shopping
Keep Shopping!
(Retargeting)
Dynamic Product Ads
Pre-Purchase
Open Web
Retargeting
Shopping

51. | Confidential. © 2016 HookLogic
Live Q&A.
51