What is the future of the shopping according to the ex. Google account manager - Alex Bozhinov? How you can benefit from Google Shopping and so on.

1. The future of shopping
e-Commerce, exponential technologies and human
experiences
Aleks Bozhinov
a.s.bozhinov@gmail.com
LinkedIn

2. Future market
Human
expectations
Technological
opportunities
Corporate
transformation
Past Now Soon Tomorrow Future
ARTIFICIAL
INTELLIGENCE
MOBILE
WEB
SMAC
ROBOTICS

3. Future market
Human
expectations
Technological
opportunities
Corporate
transformation
Opportunity
space
ARTIFICIAL
INTELLIGENCE
WEB
MOBILE
SMAC
ROBOTICS
Past Now Soon Tomorrow Future

4. Social Business with Crowdholding
Property of Aleks Bozhinov. To request access, email
a.s.bozhinov@gmail.com

5. 7 Mass Market Trends on E-commerce CX
“Ecommerce has become the new standard in the way people purchase goods. And if
the past is at all suggestive of the future, then it’s safe to say that the future of
ecommerce looks bright.”

6. 1. Mobile First –
Required!
“Quick, Easy and Mobile First!” The trends
that are here to stay.

7. 1. Mobile First
• Look at your visitors as one single group – don’t divide them into mobile and desktop
users.
• Mobile devices cause more than half of web traffic – don’t underestimate them.
• Responsivity is must and mobile first is required next step.
• Always provide an excellent customer experience.

8. 2. Rise of Local Drop-Off Points
“An online retail shopping experience can be severely limiting in
that a consumer doesn’t have the ability to interact, see, try
and touch the products like in a store.”

9. 2. Rise of Local Drop-Off Points
• Small shops serve as showrooms, fitting rooms and drop-off points, all in one.
• Enable the customers to order, come to see and try on your products - all in the same
day at a local drop-off point of their choosing.
• If you sell in your own brick and mortar store, save customer’s time. Separate
entrances for grab-and-go goods and those who want to browse.

10. 3. Data
Aggregators
“The more information there is available
about a product the less reluctant
people will be to buy it online.”

11. 3. Data Aggregators
• Data aggregators compile information that help businesses get found on online
resources such as: Google Maps, Bing Local, Yahoo Local, Apple/Siri, Facebook,
Yellow Pages etc, and lead customers to find expected product.
• It improves your local search ranking (and SEO itself).
• Pictures, reviews, and comments are persuasive social proof for customers’ purchase
decision — in fact, 84% of people trust online reviews as much as a personal
recommendation.

12. 4. Chatbots
“People will talk or write to
machines and they will
love it!”

13. 4. Chatbots
• Fully automated chat agents are able to answer all customers questions, improve
their shopping experience, and provide personalised solutions to various issues.
• Additionally, chatbots can be programmed to do everything from suggesting sizes,
making fashion recommendations, and personalizing special offers.
• There are some companies already using chatbots (H&M, Sephora, Victoria’s Secret
etc.), and their usage will only become more prominent and widespread.

14. 5. Free Quick Delivery
& Easy Return Policy
“81% of customers want an easier way of
returning products they just bought online.”

15. 5. Free Quick Delivery & Easy Return Policy
• The same day or next day delivery is customers requirement that can make or break
their decision.
• Many online shoppers now expect free shipping as a critical element to their e-
commerce experience.
• Offering simple and no-hassle return policies helps to build trust with clientele and
secure a sense of quality assurance.

16. 6. Design
“Originality, less text and
more images.”

17. 6. Design
• The standing out landing page aiming for originality is a gate to success. There are
too many similar stores you don’t want to be interchanged with.
• Less content to wade through and more visual impulses increase the visitor’s desire
to buy your goods.
• Every image on your site matters. Make sure they are of high-resolution and perfect
quality (from both emotional and technical perspective)
• As a result, visual storytelling such as cinemagraphs, semi-flat design, and
illustrations will likely be huge hits in 2017.

18. 7. Big Data Usage
“Big Data will help to transform the shopping experience by providing exclusively
designed offers for each customer.”

19. 7. Big Data Usage
• The ability to offer personalised solutions is based on rich informational base of your
customers.
• In 2015, retailers who started using big data practices experienced a 60% average
increase in their business margins.
• Map easily your best customers, their spendings, favourite products, sources and
campaigns they came from, and what information they are looking for when deciding
on a purchase.

20. The 2017 Google
Shopping Guide
Data & Best Practices for Shopping
Advertisers

21. Available Google Shopping Countries
Available Google
Shopping Countries
Shopping ads only appear
on Google Search in:
Shopping ads are
in beta for:
Australia
Austria
Belgium
Brazil
Canada
Czechia
Denmark
France
Germany
Italy
US
Japan
Mexico
Norway
Poland
Netherlands
Russia
Spain
Sweden
Switzerland
Turkey
UK
Ireland
New Zealand
Singapore
South Africa
India
Argentina
Chile
Colombia
Hong Kong
Indonesia
Malaysia
Philippines
Portugal
Taiwan
United Arab Emirates

22. Introduction
More and more businesses are understanding
how important Google Shopping is to their
business and their overall success with traffic
generation.
The ability to almost exact-match target users’
queries, especially top performers, can reap
great performance gains and is practically
essential to compete in the growing competitive
Shopping landscape.

23. Remarketing Lists for Search Ads (RLSA)

24. Remarketing Lists for Search Ads (RLSA)
The evolution of RLSA & advancing the technology and strategy on RLSA was a big
talking point at the 2016 Search Marketing Expo & Conference.
Specifically, there was a lot of talk about whether you should be segmenting your
campaigns based on audiences and writing different ad copy for those people.

25. Remarketing Lists for Search Ads (RLSA)
Initially, the only way that we could use retargeting was on the Google Display Network. But
then Google released RLSA—and advertisers realized they could put their audience lists into
Search campaigns too.
For example, this could include people that viewed Men’s pages, or for someone who added
to cart but did not follow through with a purchase. If someone was on one of those RLSA
lists and they were doing a search on Google—we could bid “x” percent higher for them.

26. Introducing RLSA 2.0
Just applying RLSA lists into normal campaigns and putting bid modifiers on them (RLSA
1.0) could improve the performance of the existing campaign(s) — there are several other
ways advertisers can leverage advanced RLSAs to:
 Increase click-through rate
 Increase conversion rate
 Decrease cost-per click
Theory 1: Unique Ad Copy Experience for Dedicated RLSA Campaigns
Theory 2: Dynamic Search Ad Campaigns Targeting RLSA Lists
Theory 3: For Limited Budgets Try Running RLSA

27. Case Study: Ulmart
Goals
• Increase the impact of Google
Shopping campaigns
• Improve conversion rates and volume
Approach
• Target multiple audiences with the Google Shopping
campaigns
• Adjusting bidding to match the likelihood to convert of
each audience lists:
o -50% for Product Viewers
o +150% for Cart Abandoners
o +300% for Existing Customers
Results
Ulmart has been able to see an overall
13% increase in Google Shopping sales
with no impact on the average cost-per-
order.
Opportunity
Ulmart is now taking advantage of the 6.57% returning
visitors conversion rate as compared to 2.51% for new
visitors. Those users also offer an average 73% lower cost-
per-order.

28. Customer Match

29. Customer Match
Customer Match is a feature aimed to re-
engage loyal customers as they shop on
Google. It is a feature aimed to re-engage
loyal customers as they shop on Google.
The ad only shows to users who have a
Gmail account, and are logged into their
Google account, and searching for a
keyword/product eligible to trigger an
impression

30. Case Study: The Children’s Place
Goals
• Reach back-to-school customers who
hadn’t converted since the previous
season
• Increase in-store and online sales
• Improve cost efficiency
Approach
• Enabled Customer Match (CM) on tailored non-brand
campaigns
• Optimized keywords based on return on investment
(ROI)
Results
• 287% higher ROI
• 153% increase in conversion rate (CVR)
• 40% decrease in cost-per-click (CPC)
• 237% increase in click-through rate (CTR)
Opportunity
In an effort to continue bringing parents back to its
website year round, The Children's Place plans to use
Customer Match to reach other customer segments, like
its "Best Customers," The Children's Place credit card
holders, and recent purchasers.

31. Leveraging CRM Data
Match Rate
One big factor for your ad
success is the “match rate”—or
how
many of your CRM email
addresses will actually match up
to
those on Google or Facebook.
Although match rates vary by
advertiser, at CPC Strategy, we
work with retail clients and in
general, we’ve seen email match
rates that are consistently
higher on Facebook than on
Google.
CRM List Size
CRM targeting does give you the
ability to target an older
list of past customers or
subscribers, which can be great if
you are attempting to re-engage
that segment. However, in
general, the bigger and more
recent the audience, the better.
At the end of the day, you have
to weigh the pros and cons of
using Customer Match for your
particular brand.
CRM List Origin
The email that people use to
purchase with are more likely
to be the same email they’re
using to log into Facebook, as
opposed to the more stringent
matching requirements on
Google. But with Google, it’s a
slightly different story. In our
ecommerce marketing
experience, there’s a lack of
volume
and match rates skew lower than
Facebook.

32. Expert tips on how to use CRM data on Google
1. Know Where Google Properties Fall in the Funnel
2. Try Mirroring Your Campaigns for More Impact
3. Don’t Buy Lists
4. Test and Reallocate Budget
5. Generate “Similar” Audiences on Google

33. Auction Insights

34. Auction Insights
We have seen is a rise in competition. But with more competition, how can retailers take an
aggressive approach while maintaining—if not improving their profitability?
Leverage Auction Insights.
- Compare performance with other advertisers who are participating in the same auctions
- Make strategic decisions about bidding and budgeting choices
- See the impression share for some of your competitors & what the overlap rate is between you and
your competitors.

35. Best practices for structuring
Google Shopping Campaigns

36. Best practices for structuring Google
Shopping Campaigns
The product feed can be an intimidating domain for a retail marketer and is often
one of the most overlooked aspects of effective product advertising.
Product feeds remain the critical foundation to any successful product advertising channel—
especially Google Shopping.
Once a data feed has been uploaded, Google cross references the data feed with search. This
generates a “quality score,” which is multiplied by your bid to determine a product’s ad rank.
Better ad rank leads to improved product discoverability and likely an increase in sales.

37. Best practices for structuring Google
Shopping Campaigns
An optimized data feed takes into account:
 Query Volume
 Query Intent
 Competition
 Product Margin
 Search Term Performance (top-converters & non-converters)
 Site Performance
 Audience
 Inventory

38. Best practices for Bidding in Google
Shopping Campaigns
Unfortunately, a lot of advertisers don’t utilize rule-based bidding strategies to optimize their Google
Shopping campaigns as much as they should.
With rule-based bidding you can be very specific and customize your inputs.
Programmatic tech allows us to:
 Monitor SKU-level profitability
 Create bidding rules by product price, ROAS thresholds, profit margin, etc.
 Analyze and identify negative keywords in bulk, minimizing wasted spend
 Whitelist high-performing search terms to run aggressive, ultra-targeted PLAs

39. Best practices for Bidding in Google
Shopping Campaigns
Pulling Back on Wasted Ad Spend:
- This rule impacts any items with zero conversions.
Bid Increase Rule(s):
- The bid increase rule is for converters to gain more visibility. Bucket these bid increases into 3 classes including
“mid-range” converters, “top” converters, and “one-off” converters. Read more about these bid rules in our recent
blog post.
Bump Products With Zero impressions:
- The rule will increase bids on individual products up until they hit a certain impression threshold. The whole
point of this rule is to drive incremental growth via the rest of the catalog that doesn’t get much attention.
Reduce Bid on Bleeders:
- Bleeders are defined as items that get conversions but are not considered profitable, aka it costs too much to
acquire the customer.

40. Mobile
Performance on
Google Shopping

41. Introduction
When it comes to Google Shopping, most retailers still put their trust in desktop as the main
conversion device, not mobile. But according to Google, 60% of internet users in the US start
shopping on one device, but continue or finish on a different one.
Mobile search triggers nearly two follow-up actions, whether that’s a purchase or a store visit, and
55% of these actions happen within just 60 minutes.

42. Clicks
From 2014 - 2016 (Q1 2014 - Q1 2016), clicks for Google PLAs on mobile devices with
full browsers increased by 389.7%. By comparison, tablet clicks on Google Shopping
increased by just 57%.

43. Impressions
Impressions for PLAs on mobile devices with full browsers reached a total of about 1.1
billion by Q1 2016, while tablet impressions hovered around 341 million.

44. Cost per Click (CPC)
Now for the big question—are mobile CPCs getting more expensive? Overall, the CPC on
tablet increased from 50 cents in Q1 2014 to a high of 67 cents in Q4 2015 before dropping
off to 63 cents in Q1 2016. Mobile CPC, on the other hand, decreased by -7% from Q1
2014 to Q1 2016, reaching a low of 25 cents.

45. Cost per Click (CPC)
Now for the big question—are mobile CPCs getting more expensive? Overall, the CPC on
tablet increased from 50 cents in Q1 2014 to a high of 67 cents in Q4 2015 before dropping
off to 63 cents in Q1 2016. Mobile CPC, on the other hand, decreased by -7% from Q1
2014 to Q1 2016, reaching a low of 25 cents.

46. Conversion Rate
In Q1 2014, tablet conversion rates were 2.6%, while mobile was 1%, and a gap was
maintained between the two even through Q1 2016 (2.2% tablet, 1.6% mobile).

47. Cost per Conversion
Mobile cost per conversions dropped from $27.49 in Q1 2014 to a low of $15.56 in Q1 2016,
while the tablet cost per conversions increased from $19.78 in Q1 2014 to $28.47 in Q1 2016.

48. Return on Ad Spend
Mobile ROAS started at 208% (2:1) and ended at 441% (4:1), a 55% increase in return
on ad spend, while ROAS for tablet decreased slightly to 323% in Q1 2016.

49. Key shifts Mobile vs Desktop

50. Cost per Click
As shown in previous CPC data, mobile CPC decreased to just 25 cents in Q1 2016.
Desktop, on the other hand, remained relatively steady between 50-60 cents, averaging about
3x the cost of mobile CPCs in Q1 2016.
Desktop clicks
Mobile clicks
MOBILE & DESKTOP

51. Return on Ad Spend
Mobile ROAS started off at 208% in Q1 2014, under half the ROAS of desktop, which was
548%. By Q1 2016, mobile ROAS was over halfway to the desktop ROAS mark.
Desktop clicks
Mobile clicks
MOBILE & DESKTOP

52. Attribution for Mobile Shopping
Campaigns
One of the drawbacks of past online ad strategies was a heavy reliance on last-click attribution.
Our client data shows that Google Shopping mobile campaigns do a great job of driving assisted
conversions and assisted revenue.
Now that Google is adding cross-device attribution reports and benchmarks, we believe this will
show even more clearly.

53. Attribution for Mobile Shopping
Campaigns

54. Apparel Retailer, 30-day, 2+ path clicks

55. Strategy for Mobile Google Shopping

56. Set Up the Best Campaign Structure for Mobile
What’s a good basic campaign architecture and strategy to support traffic and boost ROAS for mobile?
You are missing out if:
- You don’t have a structure in place so you can track performance by device.
- You still use a regular bid modifier to adjust ad group or campaign level.
- You house mobile, desktop, and tablet in one campaign.
Another benefit of breaking out mobile campaigns vs. desktop and tablet is the ability
to break out search queries independently.

57. Device and Brand Segmenting (DABS)
Device and brand segmenting is especially powerful for original equipment manufacturers (OEMs).
The DABs strategy hinges on a list of terms you would deem “brand” or “high value”. This strategy
also involves combo of priority settings and negative keywords.
Within one account, an advertiser may segment campaigns into a branded desktop shopping
campaign, a non-branded shopping campaign, and mobile versions of both.
With the right segmentation, you will have more levers in place to control the bidding of your
mobile campaigns, and will be more likely to see great results.

58. Budget for Mobile
The key is to scale with Google—not outpace it at the expense of your budget.
Mobile may be poised to become a full-funnel conversion device, but we recommend sellers
do two things to start, particularly for less experienced AdWords users:
 Ensure your ecommerce site is mobile friendly (particularly fast-loading)
 Start small—with 20-25% of your budget
The order of these is important. Once you revamp your website and improve the mobile
experience, start with 20-25% of your budget. Mobile ads can bleed your budget quickly, so it’s
a good idea to start conservatively.

59. Logic and Psychology that influences a
Customer to Buy

60. 52151252
Logic and Psychology that influences a
Customer to Buy

61. The “Love for shopping” is not the same for
customers as before …
Customers don’t
want to waste
their precious
time
They are exposed up to
3000 advertising
messages everyday that
includes signs,
billboards, flyers,
scented advertisements,
TV, film previews etc.
Returns, discounts,
offers and season
sales actually
influences their
buying behavior
Customers want
more convenience
& ease of purchase

62. What influences customers’ Love for Shopping”
today?
Consumer’s love
for malls or in-
store shopping
are declining
Customers prefer less
effort but superior
experience
They are more
comfortable with online
shopping accessibility
from anywhere, anytime
Customers are more
engaged through
cash back and
cashless economy
gaining momentum

63. So, what sets consumer’s mood to shop?
61% of customers will read reviews before shopping
People retain 65% of information from Visual ads unlike only 10% if they hear the info.
60-90% of customers choice depends on color psychology of the product that they decide within
90 seconds
A sense of urgency such as a timer or countdown, spin-the-wheel game, cuts the delay
in making customers react to boost up conversion rates significantly!

64. Shopping Styles, Personality Types &
Behaviours
• Economic Shoppers
• Bargain Hunters
• Sociable
• Situational Shopper
• Adventure of Mail lingerer
• Shopaholic
• Experimental
• Shop-phobic
• Price-insensitive

65. The Marketing Mantra
Customers are 60% through their
buying journey by the time they reach
out to sales rep. To see results from
your marketing strategy, apply this
marketing mantra –
STOP SELLING; INSTEAD TRY
BUILDING RELATIONSHIPS
Make the customer feel good…

66. Digital Shopper Psychology – 10 Principles
Sharp Marketers should Exploit

67. #1 Freedom of Choice
40-60% of customers are more likely to give
attention to a brand if offered a choice.
10 Principles Sharp Marketers should Exploit

68. 10 Principles Sharp Marketers should Exploit
#2 Rewards & Gifts
Gifts act as motivational factor that marketers can
harness to make them complete a transaction or
registration task or behave in a certain way.

69. 10 Principles Sharp Marketers should Exploit
#3 Less is more in pricing
Instead of a rounded price of suppose $10, using
a price of $9.99 leaves a gap between the real
value and perceived value which is all about
illusion of a good deal.
Consumers end up buying subconsciously not
much reacting to this difference while ignoring the
price structure.

70. 10 Principles Sharp Marketers should Exploit
#4 The Power of Digital
Wallet
To win over customers, it’s a win-win strategy
where customers are charmed with VIP access to
beat the rush, store coupons & special offers
while for brands-get them share the deal with
friends and update wallet content.

71. 10 Principles Sharp Marketers should Exploit
#5 Social Shopping
Use “Social feeds” to bring products directly in
front of the customer’s eye. Turn this retail
experience into a biggest driver of brand
revenues.

72. 10 Principles Sharp Marketers should Exploit
#6 Optimized Product Search
Make your products exposed to customers once
they search for. Focus on SEO friendliness, Quora,
LinkedIn etc. Make sure that your product is
related to a variety of topics ranking higher than
average.

73. 10 Principles Sharp Marketers should Exploit
#7 Personalized
Retargeting Campaigns
Don’t lose your abandoned customers because
they might be your hot prospects. To bring them
back, re-create their interest, remind them
through retargeted email campaigns that boost
them up to complete the purchase.

74. 10 Principles Sharp Marketers should Exploit
#8 Customer Motivators
If your product does not delight the customer
from within, it’s likely that the customer will not
seek them out. Inspire delight by offering
moments of happiness to the customer to
remember & cherish. For example, ModCloth
allows their customers to upload photos of their
favorite styles and trends. It’s a fun experience!

75. 10 Principles Sharp Marketers should Exploit
#9 Build Repo with
Customers
One-to-one relationship using consumer behavior
insight in the context of products can boost huge
customer loyalty and great ROI. Personalized
interactions with personal touch not only
optimizes product service but also retains
customers.

76. 10 Principles Sharp Marketers should Exploit
#10 Provide Home Comfort
Purchasing a product directly sitting right at the
comfort of home eliminates the need to deal with
salesperson or rushing to complete shopping till
store hours. Give them countless choices to
explore, smooth transaction, basket choices or
access more time options.

77. 10 Principles Sharp Marketers should Exploit
Remember
Customer Satisfaction + Endless Positive
Experience = Customer Buying Psychology
80% of shopping is mostly unplanned or
impulsive. It depends on how you design the
Psychological makeup of customer to set the
mood that can upsurge the chances of purchase!

78. Final Thoughts
• Mobile ROAS is on the rise, and CPCs are still reasonable
• Now is the time to invest in mobile site optimization, a critical component to getting mobile traffic to
be profitable
• Use new attribution tool in AdWords to measure success on tablet/mobile/desktop
• Use the separate AdWords bidding option (rolling out now)
• Customers are identified singularly by their online habits, rather than separately as desktop or mobile
users.
• Small shops that serve as showrooms, fitting rooms, and drop-off points will be on the rise.
• A shift toward a bigger demand for graphics and social proof such as pictures, reviews, and
comments.
Customer ❤= available, fast, reliable, accountable more than OTT (Over - the – top – content) -
Otherwise you’re only the product

79. ThankYou
Aleks Bozhinov
a.s.bozhinov@gmail.com
LinkedIn
www.crowdholding.com