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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Finding Value For The Holidays:

Strategies for success with the digital shopper


Introductions 180Fusion and Google


Google, Channel Sales

Marketing Discussion

Heather Wilburn – Business Development Manager

•  Educate clients on Google’s ever-growing suite of offerings •  Promote Search, Mobile, Display, YouTube as aligned with client

business needs •  Support clients in growing new business

Business Objectives for Clients:

•  Joined Google in 2002 as founding member of AdWords advertising program

•  Initially managed SMB client relationships with a focus on developing advanced online strategies

•  Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions

Bio:


180Fusion


Scott Cohen – CEO

•  Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way

•  Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization

•  Support overall strategy for online client growth


•  Industry veteran with 17+ years in software and internet sector •  Responsible for overall vision and strategy for 180Fusion •  Recognized Thought Leader in internet marketing •  Successfully supported Fortune 500 executives to SMB market on

global marketing initiatives •  On the Board of Directors of Non Profit and privately held technology

companies

Bio:


Today’s Agenda

Introductions (5 mins)

Holiday Highlights 2012 (10 mins)

Holiday 2013: Insights for Succeeding (10 mins)

Next Steps (15 mins)

Q&A (10 mins)


2012: Holiday Highlights A look back at key moments


True or False?

In 2012, more than 80% of

consumers said online influenced

which stores they chose to visit


True or False?

In 2012, 82% of consumers said

online influenced which stores they

chose to visit

True


True or False?

100% of consumers finished holiday

shopping before Christmas

Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 Sources: Google & Ipsos/OTX Post-Holiday Shopping Study (January 2012)

True or False? False

32% of consumers finished holiday

shopping after

Christmas

Google Confidential and Proprietary 11 Google Confidential and Proprietary 11 Source: Comscore Holiday Report 2013

True or False?

Cyber Monday 2012 was the largest

online spending day in history


True or False?

Cyber Monday 2012 was the largest

online spending day in history at

$1.46B

True


2012 Holiday Highlights: eCommerce drove holiday growth

Source: 1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500 2. comScore: http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion

Total eCommerce Sales: $42.3B2

+14%

Total Retail Sales: $579.8B1

+3%

Despite 2.5% increase in foot traffic, sales fell below expectations leading to late-season promotions1

Cyber Monday: Heaviest online shopping day for 3rd consecutive year at $1.46B2


2013: Insights for Succeeding What we expect this year


Holiday shoppers are already planning to purchase these items:

38% 36%

28%

22% 21% 16%

11%

Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13


Mobile also exploded last year; fueled key shopping periods

–  13% of online sales

–  1 of 3 holiday shopping queries

–  Black Fri Mobile: 16% of online purchases, +67% traffic growth

–  Cyber Mon Mobile: 13% of online purchases

Source: \NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500 comScore: http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion


This year, the trend will continue. Nearly 50% of shoppers plan to make a holiday purchase online:

45%

39%

5% 4%

7%

How Will You Make Your Holiday Purchases This Year? (Multi-select)

In a Store Location

Online Using a Latop/Computer

Online Using a Tablet

Online Using a Smartphone

Through a Catalog

Source: Google Consumer Surveys, n=1,500 Survey Fielded Week of 7/8/13


1 in 4 shopping queries were on mobile in July 2013 (+53% y/y)

Mobile will also be bigger than ever this year; consumers are increasingly relying on smartphones to help them shop

Source: Google Shopper Marketing Council, Mobile In-Store Research, Apirl 2013; collaboration with Google, M/A/R/C Rsearch and top shopper marketing agencies. Base: smartphone shoppers (n=1,507). Please check how you used your [smartphone] while shopping inside the physical store. Base: use smartphone in-store (n-1,480). At any time during your shopping experience, did you use your mobile device to find information or answer questions that you would have otherwise asked a store employee? 1 in 4Source: Google Internal Data, Top 10,000 Shopping Terms

8 in 10 smartphone shoppers use mobile in stores to help with shopping

1 in 3 use their phones to find info instead of asking store employees

Tech & Retail CE:

For the 1 in 3 stat, this is actually higher for high research/electronics categories: appliances (55%), electronics (48%)


Source: Google Consumer Surveys n=630 Question: Think back to last holiday season, did you purchase gifts from a retailer you had never shopped with before? *filter only to those who purchased gifts . Q. When you are shopping, for gifts, are you loyal to a particular retailer?

In 2012, one third of gifters purchased from a retailer they had never shopped with before

40%

22%

12% 10%

I look for the best price

I look for the best selection

I look for the best service

I look for the closest store to me

Reasons Shoppers are Not Loyal to a Particular Retailer When Gift Shopping

Tech OEM – brand question coming


In this condensed period, the big shopping days will be as important as ever

12 days topped $1B last year

All key shopping dates drove double-digit sales growth

Source: Comscore, Inc. Online and Offline Total, Non-Travel (Retail) Spending, Excludes Auctions and large corporate purchases, Total U.S. * Calendar date in 2012. This year will be Dec 18

2012 ($M) % Change Y/Y Nov 1 – Dec 31 $42,286 14%

Thanksgiving (Nov. 22) $633 32%

Black Friday (Nov. 23) $1,042 28%

Thanksgiving Weekend (Nov. 24-25) $1,187 15%

Cyber Monday (Nov. 26) $1,465 17%

Green Monday (Dec. 10) $1,275 13%

Free Shipping Day (Dec. 17)* $1,013 76%

Christmas Day (Dec. 25) $288 36%

Google Confidential and Proprietary 21 Google Confidential and Proprietary 21 Source: MasterCard SpendingPulse.

Competitive Summary: Knock out the competition in 2013

1

2

3

4

ü  Language expansion to reach multi-lingual users ü  Target by location (proximity bidding) and device (mobile

multipliers) in relevant locations – every shopping mall)

Ensure your shipping options are appealing to consumers

Develop an omni-channel Holiday program

Capitalize on key Holiday shopping dates

Intensify your targeting

ü  Use a “one-company” message across all platforms ü  Target all devices for the widest reach possible

ü  Increase bids when you anticipate high demand/spending ü  Promote time-sensitive deals and emphasize urgency

ü  Promote shipping offers ü  Drive to store if you don’t have shipping options available ü  Bid up for consumers closer to your shipping center to

minimize costs


Supercharge your Strategies Maximize your reach and ROI


180Fusion


Brett Stevens – Paid Search Manager (Guru!)

• Support 180Fusion clients key performance indicators (KPI’s) • Metric driven: Promote traffic that drives qualified and cost effective lead,

lowest cost per acquisition (CPA), while increasing volume. • Think outside the box to drive results- period!


• 180Fusion PPC Lead and Trainer • 10+ years leading PPC Campaigns • Managed Paid Search budgets from $100/mo to enterprise level of $500K/

mo+ • Google Adwords Certified • Loves to play fantasy football and collect comic books J

Bio:


Product Listing Ads Simplify the online shopping experience for customers

Display Ads Reach users further down the purchase funnel; engage & re-engage them!

Mobile Ads 2012 saw mobile traffic grow 67% on Black Friday, and accounted for 16% of online purchases. We anticipated even stronger numbers for 2013. What’s your mobile strategy?

Best Products To Leverage This Season…


Product Listing Ads (PLAs) connect you with millions of users searching on Google for products you offer

Google Confidential and Proprietary 26 Google Confidential and Proprietary 26 Google Confidential and Proprietary

Creating Product Listing Ads


–  Don’t use stock images, distinguish yourself.

Don’t forget about mobile

Optimize PLA’s for the Holidays!


PLA Usage continues to rise

Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013; Client X’s Account Data. July 2013.

PLAs were introduced in Holiday 2012; adoption has not slowed and is expected to increase significantly for Holiday 2013

Apparel Industry PLA Clicks as % of

Total Nov 2011 3% Dec 2011 4% Jan 2012 4% Feb 2012 4% Mar 2012 4% Apr 2012 5% May 2012 6% Jun 2012 6% Jul 2012 7% Aug 2012 8% Sep 2012 11% Oct 2012 13% Nov 2012 12% Dec 2012 14% Jan 2013 15% Feb 2013 14% Mar 2013 15% Apr 2013 15% May 2013 16% Jun 2013 17%

Click Traffic Coming from Product Listing Ads – Apparel Industry

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

holiday


Awareness

Engagement

Action

•  Topic Targeting •  Keyword Contextual Targeting •  Reserve Buy Ads

•  Interest Categories •  Keyword Contextual Targeting •  Search Companion Marketing •  Affinity Segments •  In-market buyers

•  Remarketing & Dynamic Remarketing •  Similar Audiences

DISPLAY targeting helps reach your customer in a relevant context

Build campaigns designed for specific parts of the Display funnel


WHO

•  You are able to target consumers looking within a certain theme based on the key words they are using

HOW

•  Google will show your ads on pages that are the most suitable match for your message, in a highly relevant context

Target ads to consumers based on the content they’re reading

Awareness: Keyword Contextual Targeting

TIP: improve ROI by sending consumers to your most relevant landing pages.


Engagement: Search Companion Marketing

WHO

•  Customers can come from any major search engine (Bing, Yahoo!, Google) as long as the search result they click directs to a site in the Google Display Network

HOW

•  Automatically display keyword-targeted ads to customers when they land on a page in the Google Display Network after conducting an online search

•  Beta results show 7% more clicks and 10% more conversions than search campaigns with only 5% additional spend

Combine the precision and efficiency of search marketing with the reach of display

Source: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis

MAX

ROI


Action: Remarketing: re-engage with visitors after they’ve left your website


Action: How Remarketing Works


Action: Convert past site visitors with tailored ads

* Source: Google Internal data

Use Dynamic Remarketing to generate and tailor an ad to each site visitor based on their experience with your site

You can see a

450% increase in CTR*

•  Dozens of professionally designed templates to choose from

•  Links to Merchant Center catalog

•  Consider using a time sensitive offer during the holidays (X date or related to shipping dates)


• Reach visitors based on the products they viewed on your site.

–  How do we optimize for the holidays? •  Test different layouts to see what resonates with your audience. •  Button color and call to action text (Shop Now, Buy Today etc…) •  Different value ad propositions (free shipping, 10% off etc…) •  Logo position (Keeping it at the top tends to work best.)

Action: Dynamic Remarketing


A mobile website is a must: Your competitors will leave you behind this holiday without one

40% of consumers turn

to a competitor’s site after a bad

mobile experience

Source: Google Mobile Playbook.

Google Confidential and Proprietary 37 Google Confidential and Proprietary 37 Google - confidential

Mobile search drives immediate purchase-related conversions

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.

How does this link with your super sales day strategies (e.g Black Friday) ?


Extensions to drive the top performing conversions

Location extensions for in-store conversions

Call extensions for call conversions

Sitelinks for website conversions

Click-to-Download for app downloads


Summary

Google Confidential and Proprietary 40 Google Confidential and Proprietary 40 Google - confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.

If You Only Remember 3 Things…

PLA Performance Display Mobile

1.  Setup feeds early; prevent irrelevant searches with negative keywords

2.  Adjust inventory at various store locations using PLAs

3.  Don’t turn off after Dec 25

1.  Build your remarketing lists early (email or sweepstakes)

2.  Use time sensitive offers and promotional language

3.  Design lists for high converting users & find similar users (beta)

1.  Use a top spot bidding strategy

2.  Include micro actions to drive desired behavior on key dates

3.  Extend your reach beyond search engines through in-app display ads


Holiday housekeeping tips

Pre-Holiday (Now) ✓  Upload new ad copy

as soon as possible for approvals

✓  Launch upper-funnel

video, display & search campaigns to seed early holiday interest and build remarketing lists

✓  Take advantage of professional consult

In-Season (Q4) ✓  Keep bids & budgets at

competitive levels ✓  Set automated rules for

budgets to avoid capping

Post-Holiday (Q1) ✓  Look at historical query

volume post-holiday to capitalize on continued demand

✓  Remain present – 32% of consumers complete their holiday shopping after Christmas (Dec 25th)

Google Confidential and Proprietary 42 Google Confidential and Proprietary 42 Google - confidential Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?.

Eric Hannelius Vision Payment Solutions President & CEO

“180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.”

Eric Hannelius Vision Payment Solutions President & CEO

“180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.”


Q&A


Q&A

Q: Being that 180Fusion manages lots of high profile search campaigns, what can you tell me about how product list ads have converted pre holiday season since I believe this is a new feature that Google offers? A: Great question – with Product Listing Ads being launched out of Beta about a year ago, we have been able to extensively test PLA’s. Over the last quarter, we’ve seen on average approximately a 5-10% increase in conversions. This makes us extremely bullish going into the holiday season for an uptick using our Managed PPC platform. In addition, an approach that has proved effective is combining Product Listing Ads with Dynamic Remarketing to maximize visibility.


Q&A

Q: Can you also touch on if you have any practical advice regarding Social Media for the holiday season, being that I sell to consumers? A: Yes, we’ll likely cover this topic in detail in a follow up webinar as we could spend another hour on this question alone. The short answer is that Social Media, especially for companies that are selling to consumers and understand their demographic target, need to be putting together a social media strategy that includes content for various platforms such as Facebook, Twitter, Google+. We’ve also seen Pinterest and Instagram be effective for targeting the female audience. However, the key is not just to post info for the sake of posting, but rather to come up with a full Social Strategy that incorporates giveaways, promotions, creativity and branding that differentiates in the holiday season. Of course, 180Fusion can assist with this strategy and overall execution as needed.


Q&A

Q: I’m not an e-commerce business – can PLAs work for my travel business? A: While PLAs are inherently more e-commerce focused, there are other ad formats that you can leverage such as ad extensions, sitelinks and remarketing. The experts at 180Fusion are well-versed in successful ad strategies across all verticals, so please do reach out to them for further consultation and insights.


For Personalized, One on One Consultation, For Webinar Attendees Only

[email protected]

877-321-4180

thank you!