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Strategies to Take Your Holiday Shopping Campaigns to Light Speed By Todd Bowman

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Strategies to Take Your Holiday Shopping Campaigns to Light Speed - Given by Todd Bowman, @toddbowman68 - Merkle, Director, SEM and Feeds. #SMX #14C

Publié dans : Commerce de détail
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Strategies to Take Your Holiday Shopping Campaigns to Light Speed By Todd Bowman

  1. 1. #SMX #14C @ToddBowman68
  2. 2. #SMX #14C @ToddBowman68 •  Started the Feeds team at Merkle in 2011 •  Self-proclaimed data feed and PLA nerd •  Huge Star Wars fan About Todd…
  3. 3. #SMX #14C @ToddBowman68 Merkle is a Shopping Preferred Partner and manages over 3X the spend in GSC/PLAs relative to other similar agencies.
  4. 4. #SMX #14C @ToddBowman68 Agenda 2016 Shopping Stats Product Preparation Scalable Query Targeting Local Inventory Ads & Purchases on Google GTIN Deadline Follow-Up
  5. 5. #SMX #14C @ToddBowman68 Agenda 2016 Shopping Stats Product Preparation Scalable Query Targeting Local Inventory Ads & Purchases on Google GTIN Deadline Follow-Up
  6. 6. #SMX #14C @ToddBowman68 PLAs Continue to Be an Important & Impactful Channel Source: Merkle 2016 Q1 Digital Marketing Report Source: Merkle 2016 Q1 Digital Marketing Report
  7. 7. #SMX #14C @ToddBowman68 Clicks Grow on Both Bing & Google While CPCs Decrease Source: Merkle 2016 Q1 Digital Marketing Report
  8. 8. #SMX #14C @ToddBowman68 Agenda 2016 Shopping Stats Product Preparation Scalable Query Targeting Local Inventory Ads & Purchases on Google GTIN Deadline Follow-Up
  9. 9. #SMX #14C @ToddBowman68 Don’t Just Focus on When the Sales Happen 0% 20% 40% 60% 80% 100% 120% Share of Cyber Weekend Sales by Click Date 24% Black Friday
  10. 10. #SMX #14C @ToddBowman68 Look Back in Adwords or Internally for Top Products
  11. 11. #SMX #14C @ToddBowman68 Create a detailed insight into what is selling on the site & what is not. Find trends that can help dictate projects and priorities within the account. Identify valuable insights to merchandisers. Combine Text Ad and PLA Performance Data to Get the Full Picture Paid Search Performance Product Catalog from the Feed
  12. 12. #SMX #14C @ToddBowman68 Know What Will Be Hot This Year, But Don’t Forget About the Classics
  13. 13. #SMX #14C @ToddBowman68 Success Depends on All Departments Working Together Merchandising Web Development Marketing
  14. 14. #SMX #14C @ToddBowman68 Agenda 2016 Shopping Stats Product Preparation Scalable Query Targeting Local Inventory Ads & Purchases on Google GTIN Deadline Follow-Up
  15. 15. #SMX #14C @ToddBowman68 Driving Accuracy & Improved Visibility through Campaign Priorities Low Priority Medium Priority Trumps Bids in Low Priority Campaigns for any product that applies High Priority Trumps Bids in Low & Medium Priority Campaigns for any product that applies Catch All & Query Targeting Campaigns Base Campaign with Each Product Granularly Targeted Best Sellers Poor Performers Sale Items
  16. 16. #SMX #14C @ToddBowman68 Analyze Search Terms Using Adwords & Internal Reports
  17. 17. #SMX #14C @ToddBowman68 Optimize PLA Targeting by Bidding to the Value of the Query 1) Identify the Value of Search Query Types 2) Use Priorities to Build Performance-Based & Strategic Campaigns JBL Charge 2+ Generic Search Traffic •  Bluetooth Speaker •  Speaker •  Portable Speaker •  Portable Bluetooth Speaker Targeted Search Traffic •  JBL Bluetooth Speaker •  JBL Charge Speaker $2 SPC $7 SPC Poor Performers Generic Traffic Targeted Traffic $0.05 Bid $0.75 Bid $2.50 Bid
  18. 18. #SMX #14C @ToddBowman68 Query Targeting Shows Strong Revenue & ROAS Growth 108% [VALUE] 94% 96% 98% 100% 102% 104% 106% 108% 110% Revenue ROAS Prior Year This Year
  19. 19. #SMX #14C @ToddBowman68 Agenda 2016 Shopping Stats Product Preparation Scalable Query Targeting Local Inventory Ads & Purchases on Google GTIN Deadline Follow-Up
  20. 20. #SMX #14C @ToddBowman68 Google continues to give preference to LIA ad format, particularly for “near me” searches Mobile CTR’s considerably stronger for LIA vs. standard PLA Supporting offline actions through Local Inventory Ads 0 10,000 20,000 30,000 40,000 Clicks Q1 Mobile LIA Traffic YoY 2015 - Q1 2016 - Q1 0% 1% 2% 3% CTR Mobile CTR: LIA vs. Standard PLA Standard LIA 225% 83%
  21. 21. #SMX #14C @ToddBowman68 What does Gymboree need to run LIAs? ✓ ✓ ✓ ✓
  22. 22. #SMX #14C @ToddBowman68 LIA in Local Knowledge Panel Experiment Extend Local Bring local inventory to all the places users expect local information Experiment in US, UK, DE, FR, AU, JP Cool New Local Inventory Ad Experiment
  23. 23. #SMX #14C @ToddBowman68 •  Store Sales •  Store Visits •  Dynamic Tracking URLs •  Merchant Hosted Local Storefront The Biggest LIA Challenge Tracking Offline Orders
  24. 24. #SMX #14C @ToddBowman68 Merkle Clients Use Local Inventory Ads to Drive Performance Lifts LIAs Drive an Average 87% Lift in CTR LIAs Drive an Average 62% Decrease in CPC +68% +67% +129% 0% 50% 100% 150% 200% 250% IR Top 500 High AOV Retailer IR Top 300 High AOV Retailer IR Top 100 Retailer Click-Through-Rate -55% -73% -57% 0% 20% 40% 60% 80% 100% 120% IR Top 500 High AOV Retailer IR Top 300 High AOV Retailer IR Top 100 Retailer Cost Per Click
  25. 25. #SMX #14C @ToddBowman68 Purchases on Google in Action
  26. 26. #SMX #14C @ToddBowman68 Agenda 2016 Shopping Stats Product Preparation Scalable Query Targeting Local Inventory Ads & Purchases on Google GTIN Deadline Follow-Up
  27. 27. #SMX #14C @ToddBowman68 YOY Click Growth Still Strong After the GTIN Deadline 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 5/1 5/2 5/3 5/4 5/5 5/6 5/7 5/8 5/9 5/10 5/11 5/12 5/13 5/14 5/15 5/16 5/17 5/18 5/19 5/20 5/21 5/22 5/23 5/24 5/25 5/26 5/27 5/28 5/29 YOY MAY GOOGLE SHOPPING CLICK GROWTH MEDIAN ADVERTISER
  28. 28. #SMX #14C @ToddBowman68 •  30 day warning for new products in the feed to supply a GTIN •  30 day warning for existing products that Google determines to need a UPC •  Expansion of the Google Manufacturer Center •  Increasingly using GTINs to optimize shopping experience for users What to expect next with GTINs?
  29. 29. #SMX #14C @ToddBowman68 LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Todd Bowman Director, SEM & Feeds, Merkle sbowman@merkleinc.com

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