Think Retail - Google Insight 2020 - SEONGON

Confidential & proprietary
VIETNAM'S SEARCH FOR TOMORROW
Tammy Phan
Head of Marketing, Vietnam
Google APAC

Year in Search is Google’s report
highlighting consumer online search
trends, and behavioral insights that may
help marketers strategize and take action.

1 Internet Economy of Vietnam
2 The Smart Shopper
3 Smart Solutions
4Q&A

Daniel Su
Business Development
Google APAC
Ariel Nguyen
Retail Strategist, Vietnam
Google APAC

Confidential & Proprietary
INTERNET
ECONOMY
OF VIETNAM

https://economysea.withgoogle.com/
e-Conomy
SEA 2020
“All Aboard
the Digital
Express”

Covering Southeast Asia's
(SEA) six largest economies,
400 million of the 580
million population living in
these countries are online.
That's 70% of the region. 40
million of them came
online in 2020.1

In addition to new online users, COVID-19 led to an acceleration
of digital consumption as users tried new digital services for
the first time.
More than 1 in every 3 digital service consumers
started using the service due to COVID-19.2

Source: Kantar

13
Source: Numbers refer to GMV by sector 2019 vs 2020 growth rate
Vietnam highlights 2020
Blockbuster growth across verticals
Strong growth across all verticals bar Travel
(which suffered a limited -28% YoY decline).
e-Commerce grew by 46% YoY,
Transport by 55% YoY, and
Food Delivery by 44% YoY.

Vietnam
Internet eConomy likely
to reach $52B by 2025
2015 2019 2020 2025
3 12
14
52
16% CAGR
19% CAGR
Source: Bain Analysis

Vietnam
All sectors
except
Travel
continue
to grow 5 7
29
0.4
GMV (USD$ B) per sector
1.1
1.6
7
0.2
4
3
9
2
3.3
7
0.6 2.8
2015 2019 2020 2025
Transport & Food
Online Travel Online Media
e-Commerce
2015 2019 2020 2025
2015 2019 2020 2025 2015 2019 2020 2025
CAGR
46%
34%
50%
34%
-28%
25%
18%
15%
Source: Bain Analysis

Across Southeast Asia, both consumers & brands are
embracing the pivot to online
Selling Online
Brands pivoting online
+64 % YoY
SEA Search interest for “Sell online”
2020 vs 2019
+62%
surge in
Shopify
store
creations
Traditional retailers & brands are
looking for ways to sell online
with increased adoption of
e-comm services
Online Store Delivery Options
Consumers looking for online store & delivery options
Rapid increase in consumers
checking if stores have an online
presence
+56 % YoY
+56 % YoY
Jan Feb Mar Apr May Jun
SEA Search interest for “Online Store”
2020 vs 2019
SEA Search interest for “Deliveries”
2020 vs 2019
With mobility restrictions,
consumers are availing of
delivery services
Jan Feb Mar Apr May
Jun Jan Feb Mar Apr May Jun

Local
intent
search
interest
Store
reopening
search
interest
1 in 5 consumers
are now comfortable
to walk back to
stores
2019
2020
2019
2020
Local Intent searches recover from lows in March in SEA
3x surge in store status & reopening
Intent to return to store has been slow
but steady across SEA
Source: Google Internal Data on Local Intent Keywords , Google Survey & Search interest around stores reopening, SEA 2020

THE SMART
SHOPPER
Daniel Su
Business Development
Google APAC

Vietnamese consumers
Growing, Young
Middle Class
Growing
Digital Behavior
Growing Business
Opportunity
>75M Internet Users by 2023
75% of Active eCommerce
Penetration
US$4K GDP per Capita by 2024
69% of pop between 15-64
Source: Statista, Euromonitor, Fitch Solutions
US$4.9B E-commerce 2019
81% CAGR (E-commerce)

Consumers are seeking for online option
with traditional retailers
Source: Google Trends Data, VN Aug 2019 - July 2020
Note: Brand of retailer store in brackets
[Retailer store] + online
Mua hàng online vinmart
Mua hàng Big C online
Đặt hàng Coopmart online
Mua hàng online emart
Aeon shop online
+100% YoY

Top drivers that move Vietnamese
to purchase online
Source: Ipsos global advisory platform survey conducted May 14 - 21st 2020 among adults aged 18-74 in Vietnam, n=1500
Price / Deal /
Promotions
Easier than going
into store
Low cost shipping Detailed product
information
More products
available online

Vietnamese shoppers are using multiple Google
platforms to browse and buy online
~90%
Have used Google products (Search,
Maps, Youtube) in the past week to
browse and buy online
of Vietnamese
shoppers
Source: Google/Ipsos, Global Retail Study, Mar 2019, Online survey, Vietnam online population 18+ who shopped in the last week
(n=445). Q2. There are a number of ways people can shop, browse and buy today. Which of the following did you use within the last
week to shop, browse and/or buy? Base: Total Sample (n=445)
70% 59% 51%
A journey of Search, Watch, Locate, Buy
Q: Which of the following did you use within the last week to shop, browse and/or buy?

Source: Google/Ipsos, Global Retail Study, Mar 2019, Online survey, Vietnam online population 18+ who shopped in the last week (n=445)
Q7. Where would you go when it comes to the following shopping related activities?
Vietnamese shoppers often go to
Google Search first for discovery
Shoppers Go to Google More Than Anywhere Else To...
Look for an item
seen somewhere
Discover or find
a new brand
Discover or find a
new item or
product
Get helpful
suggestions

Vietnamese shoppers are going to online sources to
validate their purchase before going into the store
[Indexed to Global Score (excluding China)] [120 or more] [80 or less]
Q2. There are a number of ways people can shoop, browse and buy today. Which of the following did you use within the last week to shop, browse and/or buy/ Base: Total Sample (n=445)
Q3. Which of the following did you search for online prior to going to a store/mall in the last week? Base: Past Week In-store Shoppers (n=240)
Q11. [Currently do]. We’d like to get your thoughts on some trends in shopping. Which of the following trends/capabilities do you currently do or expect to do in the future? Base: Total Sample (n=445)
[131]
Product reviews are important for research and
discovery
Shoppers are checking
inventory online
Confirm inventory
online before going to
the store
Read/watched online
reviews in the past
week
In-store shoppers used
online reviews before
going to the store
57% 63% 44%
[176]

Omnichannel experience led by Search Engines, Social Platforms, eCom platforms, and Online Video
Source: VN IPSOS ‘Ecommerce Unleashed’ - Ipsos global advisory platform survey conducted May 14 - 21st 2020 among
adults aged 18-74 in Vietnam, approximately 1,500 individuals'
Q: Which of the following do you use to shop, browse, and buy related to [Category]?
Consumers rely on multiple touchpoints, especially
retailer websites & apps

Search and online video shape purchases
Source: 'Ipsos global advisory platform survey conducted May 14 - 21st 2020 among adults aged 18-74 in Vietnam, n= 1,500 individuals

say online video has helped
them decide which specific
brand or product to buy.
half of
shoppers
Over
Source: Google/Ipsos, Global (U.S., CA, BR, U.K., DE, FR, JP, IN, KR, AU), “How
People Shop with YouTube” Study,
18–64-year-olds who go online at least monthly and have purchased
something in the last year, n=24,017, July 2018.

Tet - The 2nd largest
ecommerce occasion
ECOMMERCE APP
WEEKLY ACTIVE USERS
Shopping Festive Season Tet shopping
Retailers are in the middle of two peak shopping
periods: now and during Tet
Source: App Annie

Source: Google Trends
“Sắm Tết”
6X
that of monthly
average during Tet
TET SHOPPING IDEAS
Tet is the time to hunt for shopping ideas

BUSINESS IMPLICATION
Importance of owning your own data
BUSINESS IMPLICATION
Importance of having an online sales channel
HOW COVID-19 ACCELERATES
Foot fall to retailers has
dropped additional 45%
Behavior Shift Expectation Shift
SHIFT
Foot fall to physical
stores decreased
SHIFT
Share of online
purchases increased
SHIFT
Demand for a better
online experience
SHIFT
Expectations of more
brand relationships
Brands are riding the wave of trends that are only
accelerated in the new stay-at-home economy
70% of consumers say
they buy more online
now than before
When online is the only
experience, it has to be
as good or better than
the physical?
“Business as usual
doesn’t work during
unusual times. What
does? Relationships”
DTC
Business Model

of people turn to
Google for ideas
about what to buy
83%
mua máy ảnh chụp Tết
Re-engage them on
YouTube
Close the loop with
Google Shopping Ads
Source: VN IPSOS ‘Ecommerce Unleashed’ - Ipsos global advisory platform survey conducted May 14
- 21st 2020 among adults aged 18-74 in Vietnam, approximately 1,500 individuals'
Convert Attention to Action using Full Funnel approach
What does this mean for brands?

SMART
SOLUTIONS
Ariel Nguyen
Retail Strategist, Vietnam
Google APAC

+188%
Online shopping behavior is up +188%
since the start of the COVID-19 pandemic
Digital is more important
than ever for retailers
Source: Google/Ipsos, Shopping Tracker, Jan, Feb, Mar, April 2020,

is on.
pressure
The

How Google can help you win key Shopping
Moments
Be
visible
Be
data-driven
Be
discoverable

Proprietary + Conﬁdential
Be discoverable
Be present when a consumer expresses intent for products you offer
ONLINE SALES

Search Excellence Shopping ads
Be present across Search and Shopping to
meet consumer demand
BE DISCOVERABLE
BE DISCOVERABLE

Measure what matters
most for eCommerce.
Use automated bidding
strategies to drive
eCommerce growth and
adapt to market fluctuations.
Show the right message
with relevant ads.
Ensure proper
coverage to reach the
right customers.
BE DISCOVERABLE WITH SEARCH
Search Excellence best practices help to
maximize eCommerce sales
BE DISCOVERABLE

Optimization score
Is an estimate of how well your Google
Ads accounts are set to perform.
Create a responsive search ad in
SHOES
Create a responsive search ad in
JEANS
Implement Search Excellence recommendations
directly in your account with optimization score
BE DISCOVERABLE

is key to Optiscore success.
If conversions are
populating, it doesn’t mean
they’re accurate. Always
check the conversion
actions page.
Accurate
Conversion
Tracking Online
Purchases
Newsletter
Signups
Leads
Generated
Pages
Visited

Relevant searches
If a user query is relevant to the content on your site,
but you have no exact match keywords that match the
query, DSA will crawl your webpages
Relevant ads
DSA automatically generates
ad headlines + directs to the
landing page most relevant
to their query
Capture incremental traffic - without adding or
managing more keywords with Dynamic Search Ads
BE DISCOVERABLE

Your business goals
Campaigns based
on your objectives:
Maximize conversion
value bidding.
On average, advertisers
have seen more than
30% increase in
conversion value*
at a similar cost when using
Smart Shopping campaigns.
Across Google
Combine Shopping,
Remarketing, and Prospecting
to reach customers on Search,
Display, YouTube, and Gmail.
* Google Data, Jan 2018 - May 2019. Based on aggregated results of A/B traﬃc split for 690 advertisers.
Use Maximize conversion value bidding with an optional Target ROAS.
Promote your products to shoppers with high
purchase intent using Smart Shopping campaigns
BE DISCOVERABLE

Give your customers more information about
your products by optimizing your feed in Google
Merchant Center
The quality of your campaign is only as good as the information you provide to your potential customers.
Optimize your titles
Optimize your descriptions
Optimize your images
Add recommended attributes
Use custom labels
Add more products
BE DISCOVERABLE
Example of a high-quality
shopping ad

Be discoverable
RECAP
Search Excellence Shopping Ad
● Implement Search Excellence
recommendations directly in your
account with optimization score
● Capture incremental traﬃc - without
adding or managing more keywords with
Dynamic Search Ads
● Promote your products to shoppers with
high purchase intent using Smart Shopping
campaigns
● Give your customers more information
about your products by optimizing your feed
in Google Merchant Center
BE DISCOVERABLE

Be visible
Engage with potential customers who are interested in the products you sell.
ONLINE SALES

Consumers are discovering new brands across their favorite feeds, including
Google. Discovery can help you to diversify beyond social.
Catching up on interests Watching videos Reading through emails
ACQUIRE NEW CUSTOMERS WITH DISCOVERY CAMPAIGNS
Find new customers with Discovery campaigns
Discovery ads can reach
up to 3B people
Use key audiences like:
1. Remarketing
2. Customer match
3. Similar audiences
4. Custom intent
5. In-market
Inspire with rich relevant ads.
BE VISIBLE

About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads
delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2019 Google Ireland Limited. All rights reserved. Google and the Google logo are trademarks of Google Ireland Limited. All other company and product names may
be trademarks of the respective companies with which they are associated.
CASE STUDY RETAIL
BE VISIBLE
17X
Website visits
2.7X
Conversions (add-to-cart &
purchase)
-85%
CPC

more attention
given by shoppers
to relevant ads
3x
Source: Google/Ipsos, Video Mobile Diary, U.S., 2017, n of 4,381 (saw ads occasions); BCG 2016 Global Survey on Personalisation
Connect with Content:
Reach audiences across their passions to
drive business impact.
BE VISIBLE

© 2018 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC.
All other company and product names may be trademarks of the respective companies with which they are associated.
Cafe goers, Gifters, and
Home Decor Enthusiasts
+328%
More searches for
Nescafé Dolce Gusto
+60%
Sales
uplift
+17.5%
Average
Order Value
BE VISIBLE

ACQUIRE NEW CUSTOMERS WITH TRUEVIEW FOR ACTION
Your potential customers turn to
YouTube to decide what to buy
Use TrueView for action to showcase your products,
and help close the sale.
The TrueView for action format is
made to drive conversions...
-40%
lower CPA
+200%
higher CTR
vs. standard TrueView
...and improve search performance
+8%
conversions
+3%
conversion rate
Impact of YouTube on Search
Sources: (1) TrueView for action vs. TrueView in-stream. YouTube Internal Data, Global, 2017;
(2) YouTube video ads, Google Data, Global. Jan 2015-June 2018
BE VISIBLE

Objective: Drive business and brand impact of video ads,
leveraging creative personalization at scale
Phase 1: TrueView for Action x ‘Beyond Demo’ Audiences
- TrV4A & tCPA bidding
- Audiences: Affinity, Custom Affinity, In-Market, Custom
Intent, Customer Match
+175%
conversions
at a -63% cost
+28% store
visits
(in-store footfall)
Phase 2: TrueView for Action x Creative personalization at
scale with Director Mix
- 110+ creative variations ‘video catalogue’ style; product
promo
focused from a single base video with a variable
combination of text & images
- Hyper-targeted: video shown personalized to be most
relevant to the viewer
e.g. based on recent Google searches or watched on
YouTube
+51% ROAS
+10.6% interest
(best in class
impact)

Ensure that you follow these best practices
to drive performance with TrueView for Action
MINIMUM REQUIREMENTS
Sitelinks
Adding
sitelinks
can help to
increase
conversion
rates
Bids
If you have a set
KPI, use tCPA
bidding. Set your
tCPA bids as 2-3x
of avg search
CPA
Measure the
right actions
Use Google Ads
conversion
tracking
RECOMMENDED BEST PRACTICES
Budget
For campaigns
using tCPA,
Campaign daily
budget should be
at least 20x tCPA
bid
Build creative
that drives
action
Run at least 5
variations of your
ad in each
campaign
BE VISIBLE
Audience
Use lower funnel
audiences like
Custom audiences,
Customer match,
Remarketing,
Similar Audiences
Ensure Audience
Expansion is
enabled

How should I design my TrueView for
Action Creative?
Establishes need for the product
(problem statement) If necessary
Introduces the product heroically
as a desirable solution
Explains and/or demonstrates key
features & benefits of the product
Has a direct, specific call-to-action
and offer/deal/promotion
Wins the first 5 seconds;
attracts attention from the start
Branding is authentic and natural
Fast pacing/rhythm/cuts;
appropriate length
Close cropping & bright footage
Super-graphics/text are big
and well-positioned in the frame
Does your creative function
as a direct-response ad?
Is your creative optimized for a
leaned-in mobile environment?
BE VISIBLE

Be visible
RECAP
TrueView for Action
Discovery ad
● Capture more attention by tailoring your
content to different audience segments
● Follow creative excellence guidelines to
ensure your video has a direct call to
action, and is optimised for mobile
● Diversify your engagement channel with
Discovery campaign to remarket and reach
new audience, while still driving desired
conversion actions
BE VISIBLE

Be data-driven
Accelerate sales by making data the foundation of everything you do
ONLINE SALES

Source: The WARC guide to E-commerce 2020

Gain a deeper understanding of your customers &
identify new audience segments based on your 1P data
Machine Learning
Your 1P Data Behavioral Insights
Visited Webpage X
Age X
Close to Z
Watched Y
Using Device Z
Search for X
Habits
Intent
Interests

Lay the foundations for both customer
acquisition & retention
Customer Retention
Re-engage with loyalty schemes
New Customer Acquisition
Acquire via attractive promotions

Customization
Customize your audience lists to hone in on
more specific audience segments, or to
consolidate lists with similar marketing goals.
● Loyal customers
● Email subscribers
● Highest value customers
● Seasonal purchasers
● New customers (first time purchasers)
● Sale shoppers
● Lapsed buyers
● Abandoned cart
● Previous website visitors
Upload remarketing and Customer Match
lists to grow the value of your audience.
Potential
remarketing lists:
BE MEMORABLE

Search Excellence
● Optimization score
Shopping ads
● Smart Shopping campaigns
● Feed tips
● Discovery campaigns
● TrueView for action with
personalized content
● Gain insights in your customers’
behaviors with Customer Match
lists
How Google can help throughout the
customer journey
RECAP
Be
discoverable
Be
visible
Be
data-driven

Q&A
Please input
comments into the
chat box

THANK
YOU!

Are Smart Shopping Campaigns a good fit for me? BE DISCOVERABLE
✓ Approved Merchant Center feed
✓ Conversion value tracking
✓ Active Dynamic Remarketing Tag
with 100 active users
✓ Marketing assets
○ 1 marketing image (size: 1.91:1)
○ 1 long headline
○ 1 short headline
○ 1 description (90 character limit)
○ 1 final landing page URL
Required: Before you begin..
Whenever possible, build campaigns
with product groups that have
historically had at least 100
conversions per month.

2 examples of campaign segmentation BE DISCOVERABLE
Campaign #1
Example #1
Segment campaigns by marketing strategy
Example #2
Segment campaigns by categories based on margin goals
Campaign #2 Campaign #3
New
releases
High margin
categories
Everything
else
Visibility
ROAS of 50%
30% of budget
ROAS of 300%
60% of budget
ROAS of 600%
Campaign
structure
Campaign
goal
Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5
Footwear
Formal
apparel
Casual
apparel
ROAS of
200%
ROAS of
400%
ROAS of
800%
Outerwear Accessories
ROAS of
600%
ROAS of
1000%

You have options: three main paths to video
creation
More speed & eﬃciency
When you need to launch quickly
and/or test a new message or offer.
More control & production styles
When you have more time/budget
and want more help and options.
ad
ad
20% Bedding Sale
PineandBatten.co
m
video ﬁle
ad
ad
The robovac for busy parents
VeniVac.com
Creative
Partners
Video builder: Turn
images & text into video
Edit existing video
for YouTube
Work with a partner/agency
to make a brand new ad
Render static images, text and logos
into a lightweight video ad
Recut for action by adding text and
graphics, call-to-action, shortening, etc
Avg cost per video: $500 - $5,000+
allow several weeks or more
ACQUIRE NEW CUSTOMERS WITH TRUEVIEW FOR ACTION
ACQUIRE NEW CUSTOMERS

Retain your highest value
customers across platforms
Search
Add Customer Match &
Remarketing lists to your
search campaigns. Use
Smart Bidding on these
campaigns to bid toward
your existing customers
when they show intent.
Shopping ads
Smart Shopping
campaigns
automatically use your
existing Customer
Match & Remarketing
lists to bid toward their
likelihood to buy.
Discovery
campaigns
Use Discovery campaigns to
connect with your
Remarketing and Customer
Match lists while your
customers are open to
discovering something new.
TrueView
for action
Use videos to show your products to
your customers in a visual and
engaging way. Consider using
TrueView for action campaigns
targeting your Remarketing and
Customer Match lists to upsell
recent purchasers or announce
new product launches to your
previous customers.
This reconnection to your previous
purchasers can inspire customer
loyalty. Video is usually a cheaper
way to connect at scale.
BE MEMORABLE

Tailor your strategy to returning customers
Query expansion
Run on a broader set of
queries based on additional
audience relevance signals.
Smart bidding
Your smart bidding
strategies will bid up or
down based on expected
or known audience value.
You can do this manually
if you’re not yet using
smart bidding.
Creative
customization
Maximize ad relevance by
customizing language or
offers by audience type.
BE MEMORABLE

Think Retail - Google Insight 2020 - SEONGON

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