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SMX East in 2015: Holiday Shopping and Search Success.
- 1. #SMX #32D @EmilyKirk1986 DESPITE FIERCE COMPETITION
- 2. #SMX #32D @EmilyKirk1986 CPCS CONTINUE TO RISE Source: Search Engine Land Article by Mark Ballard from Merkle|RKG
- 3. #SMX #32D @EmilyKirk1986 HOLIDAY SHOPPING CONTINUES TO BEGIN EARLIER
- 4. #SMX #32D @EmilyKirk1986 HOLIDAY SHOPPING CONTINUES TO BEGIN EARLIER
- 5. #SMX #32D @EmilyKirk1986 CYBER SALES STARTED LATE SUMMER
- 6. #SMX #32D @EmilyKirk1986 CYBER WEEK
- 7. #SMX #32D @EmilyKirk1986 BLACK NOVEMBER
- 9. #SMX #32D @EmilyKirk1986 Target the Right Person with the Right Message at the Right Time
- 10. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
- 11. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
- 12. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
- 13. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON
- 14. #SMX #32D @EmilyKirk1986 Leverage Google Analytics to Create Powerful Combination Audience Lists THE RIGHT PERSON – HIGH VALUE USERS Date of first or last session Combine behavior eCommerce filters, and goals
- 15. #SMX #32D @EmilyKirk1986 Examples of Google Analytics Engagement Metrics: THE RIGHT PERSON Frequency Visit Duration Number of Pages Visited Purchase amount Repeat purchases Channel that Drove to Site Recency
- 16. #SMX #32D @EmilyKirk1986 Identify loyal customers so that you can target them differently by looking at spend amount and number of times purchased within a certain time frame THE RIGHT PERSON – HIGH VALUE USERS
- 17. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON – HIGH VALUE USERS Visits site weekly Purchased twice in the past 2 months Visited product page Session duration > 600 seconds Total spend > $200
- 18. #SMX #32D @EmilyKirk1986 30% of purchases over the Thanksgiving holiday were self-gifts THE RIGHT PERSON: THE SELF-GIFTING AUDIENCE 77% of shoppers purchase something for themselves over the holiday weekend
- 19. #SMX #32D @EmilyKirk1986 THE SELF-GIFTER
- 20. #SMX #32D @EmilyKirk1986 DAD HOLIDAY SHOPPING FOR HIS SON
- 21. #SMX #32D @EmilyKirk1986 THE RIGHT PERSON WITH THE RIGHT MESSAGE
- 22. #SMX #32D @EmilyKirk1986 THE RIGHT MESSAGE
- 23. #SMX #32D @EmilyKirk1986 Leverage Price and Promotion Callouts THE RIGHT MESSAGE Have a Clear & Simple Message Include Differentiators: Exclusive, Easy, Specials, Get it first, Always open Use a Sense of Urgency: Today Only, Limited Time, 48 Hour Sale Leverage Information that is Important to Your Audience
- 24. #SMX #32D @EmilyKirk1986 THE RIGHT MESSAGE
- 25. #SMX #32D @EmilyKirk1986 Q4 2014 Stats Most Important Online Shopping Factor THE RIGHT MESSAGE 50% Free Shipping 28% Exclusive Online Deals
- 26. #SMX #32D @EmilyKirk1986 Open Up Membership Duration to Capture Window Shoppers Waiting for the Right Sale THE RIGHT TIME
- 27. #SMX #32D @EmilyKirk1986 THE RIGHT TIME – MOBILE VISIBILITY 53%
- 28. #SMX #32D @EmilyKirk1986 AT THE RIGHT COST -20%
- 29. #SMX #32D @EmilyKirk1986 AT THE RIGHT COST +35%
- 30. #SMX #32D @EmilyKirk1986 AT THE RIGHT COST Bid Up Previous Purchasers & Loyal Customers on Broader, Relevant Keywords
- 31. #SMX #32D @EmilyKirk1986 Target the Right Person with the Right Message at the Right Time
- 32. #SMX #32D @EmilyKirk1986 Not a Set & Forget! REAL TIME BIDDING AND ANALYSIS
- 33. #SMX #32D @EmilyKirk1986 SEARCH LOGS & UNDERSTANDING INTENT
- 34. #SMX #32D @EmilyKirk1986 SEARCH LOGS & UNDERSTANDING INTENT
- 35. #SMX #32D @EmilyKirk1986 GOOGLE TRENDS
- 36. #SMX #32D @EmilyKirk1986 GOOGLE TRENDS
- 37. #SMX #32D @EmilyKirk1986 GOOGLE BID SIMULATOR
- 38. #SMX #32D @EmilyKirk1986 AUCTION INSIGHTS
- 39. #SMX #32D @EmilyKirk1986 IMPRESSION SHARE
- 40. #SMX #32D @EmilyKirk1986 Identify & qualifying your audience 3 THINGS YOU CAN DO TO WIN Send the right message that will differentiate you from your competitors Strategically time bid pushes and monitor real-time
- 41. #SMX #32D @EmilyKirk1986 Don’t forget about Bing & Gemini BONUS RECOMMENDATIONS Database information & record learnings to have a better holiday next year
- 42. #SMX #32D @EmilyKirk1986 MAY THE ODDS BE EVER IN YOUR FAVOR
- 43. #SMX #32D @EmilyKirk1986 THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016
Notes de l'éditeur
- Search Engine Land Article by Mark Ballard “When we chart the average minimum CPC to appear on the first page of Google results for brand keywords, we see that minimum CPCs began to spike over July and August 2014. Minimum CPCs rose further over the 2014 holiday season and then receded somewhat over Q1 2015, before rising again over Q2 2015. Average non-brand minimum CPCs follow a similar, albeit less severe, pattern over 2014 and into Q1 2015, but did not exhibit the Q2 2015 resurgence.
- source: thinkwithgoogle.com https://www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html Holiday shopping began long before Black Friday Rather than wait for a single sale day, people started shopping before Halloween, and nearly half did most of their shopping on or prior to Cyber Monday. 48% of holiday shoppers said they did the majority of their shopping on or before Cyber Monday, up 40% in 2013. ¼ said they had done some holiday shopping before Halloween
- source: thinkwithgoogle.com https://www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html Holiday shopping began long before Black Friday Rather than wait for a single sale day, people started shopping before Halloween, and nearly half did most of their shopping on or prior to Cyber Monday. 48% of holiday shoppers said they did the majority of their shopping on or before Cyber Monday, up 40% in 2013. ¼ said they had done some holiday shopping before Halloween
- source: thinkwithgoogle.com https://www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html The opposite of showrooming (visiting a store with intent to buy online), webrooming shoppers use your website to research purchases they intend to make offline (from your business or a competitor’s).
- Cyber week will still compete with brick-and-mortar competitors and sales
- Cyber week will still compete with brick-and-mortar competitors and sales
- Audience examples Example: -people who viewed high margin products -shopping cart abandoners -past purchasers within a certain time frame (are you know running a different promo that may appeal to them) – easier to do with GA but can do by URL
- HOMEPAGE: http://store.discovery.com/ Audience examples Example: -people who viewed high margin products -shopping cart abandoners -past purchasers within a certain time frame (are you know running a different promo that may appeal to them) – easier to do with GA but can do by URL
- This is the droid you are looking for… Audience examples Example: -people who viewed high margin products -shopping cart abandoners -past purchasers within a certain time frame (are you know running a different promo that may appeal to them) – easier to do with GA but can do by URL
- Audience examples Example: -people who viewed high margin products -shopping cart abandoners -past purchasers within a certain time frame (are you know running a different promo that may appeal to them) – easier to do with GA but can do by URL
- >200 GA dimensions & metrics to leverage and engage valuable customers http://searchengineland.com/three-must-download-remarketing-lists-use-search-ads-226393#.VcjVyXzIxZ4.email Today we’re excited to announce you can use audiences (previously remarketing lists) created in Google Analytics to reach your customers on Google Search, with no tagging changes required. Remarketing Lists for Search Ads (RLSA) allows you to tailor your search ads and based on your visitors' past activity on your website. Now you can leverage more than 200 Google Analytics dimensions and metrics to create and activate your audiences for remarketing, then use those audiences to reach and re-engage your customers with a consistent message across both Google Search and Display. -aka more tailored text with their remarketing lists
- http://searchengineland.com/three-must-download-remarketing-lists-use-search-ads-226393#.VcjVyXzIxZ4.email Today we’re excited to announce you can use audiences (previously remarketing lists) created in Google Analytics to reach your customers on Google Search, with no tagging changes required. Remarketing Lists for Search Ads (RLSA) allows you to tailor your search ads and based on your visitors' past activity on your website. Now you can leverage more than 200 Google Analytics dimensions and metrics to create and activate your audiences for remarketing, then use those audiences to reach and re-engage your customers with a consistent message across both Google Search and Display. -aka more tailored text with their remarketing lists
- http://searchengineland.com/three-must-download-remarketing-lists-use-search-ads-226393#.VcjVyXzIxZ4.email Today we’re excited to announce you can use audiences (previously remarketing lists) created in Google Analytics to reach your customers on Google Search, with no tagging changes required. Remarketing Lists for Search Ads (RLSA) allows you to tailor your search ads and based on your visitors' past activity on your website. Now you can leverage more than 200 Google Analytics dimensions and metrics to create and activate your audiences for remarketing, then use those audiences to reach and re-engage your customers with a consistent message across both Google Search and Display. -aka more tailored text with their remarketing lists Utilize GA combination lists to determine your loyal customers (just one example)
- Personal story: I’m stalking a LuLuLemon out-of-stock product, I’ve purchased twice this month, and frequently visit that product page checking for new sizes and colors, my purchases this past month range from $50 to $100 online, total spent >$200, I’m purchasing all within one category http://searchengineland.com/three-must-download-remarketing-lists-use-search-ads-226393#.VcjVyXzIxZ4.email Today we’re excited to announce you can use audiences (previously remarketing lists) created in Google Analytics to reach your customers on Google Search, with no tagging changes required. Remarketing Lists for Search Ads (RLSA) allows you to tailor your search ads and based on your visitors' past activity on your website. Now you can leverage more than 200 Google Analytics dimensions and metrics to create and activate your audiences for remarketing, then use those audiences to reach and re-engage your customers with a consistent message across both Google Search and Display. -aka more tailored text with their remarketing lists
- Time.com/money/3623359/self-gifting-holidays/
- Retailers need to cater to the self-gifter audience
- More focused on safety and giving memorable/meaningful gift (similar to what he had growing up Looking for Radio Flyer red wagon but not site specific or loyal
- http://time.com/money/3623259/self-gifting-christmas-holidays/ Self purchase vs gift shopping are two different shopping goals Give two persona examples with site interaction and catered ad copy
- Verbal Callout = Google dynamic ad copy -price callouts and time countdowns CTR Change: 1.44% 3.07% Over 113% improvement CTR
- Verbal Callout = Google dynamic ad copy -price callouts and time countdowns
- Source: comScore Custom Surveys “Percent of Respondents Selecting Each Factor as ‘Most Important’ for Online Shipping
- Timing is everything (apply generously and stay alive) Since the shopping season is over multiple months and starting earlier Consumer purchase paths are complex Test the different durations with holiday in mind Max is 180 Days https://support.google.com/adwords/answer/2454064?hl=en
- https://www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html Big money was spent through small screens People searched and purchased on their smartphones in many I-want-to-buy moments throughout the day and night. $1 Trillion: Last year, nearly $1 trillion – 28% of all retail sales were influenced by shopping-related mobile searches. 53% of those who shopped online used smartphones or tablets up from 41% the previous year
- Bid to level of engagement HOMEPAGE: http://store.discovery.com/ Audience examples Example: -people who viewed high margin products -shopping cart abandoners -past purchasers within a certain time frame (are you know running a different promo that may appeal to them) – easier to do with GA but can do by URL
- Audience examples Example: -people who viewed high margin products -shopping cart abandoners -past purchasers within a certain time frame (are you know running a different promo that may appeal to them) – easier to do with GA but can do by URL
- Timing is everything Since the shopping season is over multiple months and starting earlier Consumer purchase paths are complex For previous purchaser you can bid on broader keywords Can go even broader if you determine they are a loyal shopper with GA and RLSAs I.e. women regular purchases from apparel retailer and searches “women’s apparel black Friday deals” Example (x purchased and then did y search)
- Cyber week will still compete with brick-and-mortar competitors and sales
- Seasonal keywords Changes in Y/Y keywords and trends Real time insights and bidding Real time insights into your audience and what the are searching for and converting on
- Note the importance of broad and BMM during holiday to understand shifting user intent during the season Leverage to add relevant keywords and bid them to their value, as well as add negative keywords to reduce irrelevant traffic and have cost savings Add keywords Add negatives Modify match types as needed Add/Excluded = none Matchtype does not equal exact
- Add keywords Add negatives Modify match types as needed
- Looks at the past 7 days
- Also the outranking share rate column has been added. You can segment the results now by time and device. For time you can look at changes DOD or WOW etc. See how successful your keywords, ad groups, or campaigns are compared to other advertisers participating in the same auctions. Note: This information is based on Google Search traffic for the date range you selected. The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting choices by showing you where you're succeeding and where you may be missing opportunities for improved performance. The Auction insights report is available for both Search and Shopping campaigns. Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. http://www.rimmkaufman.com/blog/using-google-auction-insights-report/25062014/ -Can identify trends and show shifts in the competitive landscape -Can show you if the number of your competitors increase are increasing if so retailers may need to pay more to be visible -Use overlap rate and position above rate to evaluate brand campaigns (can you get more out of it if others are showing in that space?)
- Holiday value: how is your piece of the pie shifting over holiday? Can be an indicator that you need to increase bids to keep up your impression share and visibility Search Exact Match IS and Search Lost IS (rank) 1) Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and quality. Data is available at the campaign, ad group, product group (for Shopping campaigns), and keyword levels. 2) An easy way to understand the value of impression share is to think of the online advertising landscape as a delicious pie. You and your competitors are each trying to grab the biggest slice of that pie. By tracking your impression share metrics, you're keeping tabs on the size of your slice compared to the whole. https://support.google.com/adwords/answer/2497703?vid=1-635761315102142790-978987311&vid=1-635761315102142790-978987311 https://support.google.com/adwords/answer/2497703?vid=1-635761315102142790-978987311&vid=1-635761315102142790-978987311 Data notes Impression share metrics are reported separately for each campaign type and aren’t aggregated across the account. All impression share metrics are updated once per day. Impression share metrics for Search Network and Display Network campaigns are updated at approximately 1pm Pacific Time [GMT-8], while Shopping campaigns are updated at approximately 2pm Pacific Time [GMT-8]. As a result, the impression share data you see won’t reflect the current day, and it may not include the previous day's impression share as well (if you are running your report before 1pm). For example, impression share data for Monday won’t be available until after 1pm on Tuesday. Data for impression share columns for Search Network and Display Network campaigns is available from October 2012 to the present. Impression share for Shopping campaigns is available from September 2013 to present, except for "Search Lost IS (budget),” which is available from November 2014. Improving your impression share To increase your impression share, your ads must appear either more often or in more places. Here are some general tips to help improve your impression share: Increase your campaign budget – it's important to remember that the budget controls how often an ad is shown. Increase your bid. If you decrease your regional targets, you may see an increase in impression share – but keep in mind that the size of the "pie" has been reduced. If you increase your regional targets, you may see a decrease in impression share because your "pie" is bigger now. To avoid this, consider re-adjusting your budget so that it'll cover the costs of your new campaign settings. For Google Search Network campaigns: Improve your search ad quality. Here are some general tips to improve your lost impression share: Lost impression share (budget): Since this metric represents the impression share you lost due to an insufficient budget, consider increasing your budget. Lost impression share (rank): This metric represents the impression share you lost due to a poor ad rank. Try increasing your bid or improving the quality of your campaign.
- Identify and qualify your audience and align them to your KPIs
- Cyber week will still compete with brick-and-mortar competitors and sales