Unwrapped Retail Holiday Guide: Webinar 2


Uploaded by GoogleBusiness on 03.09.2008

Transcript:
>> Welcome to Unwrapped, the Retail Holiday Guide. Thanks for joining us for our second
session in a series of three, titled: Expanding Reach; Find Your Target Audience. In case
you missed the first webinar in this series, we'll be covering a brief recap today. But
you can also watch the webinar in its entirety on the YouTube video posted on our unwrapped
site. We'll be providing the link at the end of the presentation but please keep in mind
that this is the same site you registered on and the video is posted under resources.
Please feel free to type questions throughout the webinar and we'll be answering them in
the Q and A section at the end of our presentation today. Please be sure to select the--send
your questions to all panelists to be sure your questions answered. Before we get started
today, we want to take the opportunity to introduce ourselves. My name is Hannah and
I'm an account manager and I worked day to day solely with retail advertisers.
>> Hi, everyone. My name is Emily and I'm an optimization specialist. This means that
I advise advertisers on how to improve their keywords, ad groups and campaigns according
to their sales and marketing goals. I work primarily with technology advertisers.
>> Here's our agenda that we'll be covering today. To start off with, we'll do a brief
recap about what was presented in webinar one, "The 2007 Holiday Shopper." Next, we'll
discuss and highlight the different solutions Google has to offer--reaching your audience
for this 2008 holiday season. And the refining traffic section, Emily will highlight optimization
tips for search content and the brand new enhanced online campaign and advice on reaching
the right audience this season. In the building your buying section, we'll go over leveraging
AdWords products to create demand for your website and offerings. Lastly, we'll review
best practices for this holiday season. And before we leave you today, we'll give you
a sneak peek at the last webinar of this series, "Managing Success and Streamline the Buying
Process." Now let's jump into a brief recap of our first webinar, setting the stage, making
the most of the holiday season. We first introduced you to Liz on the last webinar. Do you remember
her? Liz as a part time nurse and a mother of three embodies the majority of shoppers
this holiday season and we've included some additional information to highlight this type
of shopper. Mothers like Liz are the most important demographic to target this holiday
shopping season, as mothers are often responsible for not only their purchases but also purchases
for the entire family. More often than not, mothers are the key decision maker for holiday
shopping, whether it'd be choosing presents for the immediate family, extended family
or just family and friends. Furthermore, research has shown mothers rely heavily on the Internet
for shopping. More than 40% of all women who go online are mothers with one or more children.
And 2/3rds of the mothers online research products online before making the ultimate
purchase whether that purchase be online or offline. While we understand that shoppers
like Liz may not be your key demographic this season, we encourage you to think of your
target audience in this way. Now, let's take some key shopping date--look at some key shopping
days for shoppers like Liz. As you may remember from our first webinar, here are the key shopping
days by volume of shoppers for the holiday season for 2007. Thirty-eight percent of users
start shopping in October and 22% of users join the search in early November, another
19 start around Thanksgiving. Shoppers like Liz tend to start researching earlier in the
shopping season, so it's good to get a head start on your advertising for the season this
year. Here's another quick look at the top shopping days at the end of November and through
December. For these peak days, such as Black Friday, the day after Thanksgiving, Cyber
Monday and Green Monday, Green Monday being the highest generating day of online purchases,
you will want to make sure your budget is adequate to compensate for--have your search
traffic on these days. The general trend shown here is that advertisers should be more comfortable
at advertising online as consumers have become more and more comfortable purchasing online.
Thus, you want to make sure that your budgets will be compensating for the heavier search
traffic this year. Now that we've spoken more about reaching your audience in this 2008
season, what we want to focus on tips for this season. So now that we've shared data
from last year, let's speak more and talk about how this year will be different and
how to approach it to be successful. We'll review seven tips for succeeding in the current
economy. First step, we have providing value. As many of you already know, we want to be
sure that you're providing some sort of value that will cause you to stand out, such as
free shipping, coupon codes, or gift wrapping. You may even consider creating a rewards point
program to reuse--to redeem once the holiday season is over. Compete on neither price or
quality. It's important to identify what is your product's strong complaint and extend
on this messaging this holiday season. Shoppers are likely to be quite picky this season and
the usual messaging around good, better, or best will likely not capture the average shopper's
attention. Play to your strengths. Analyze what has worked well for you in the past.
It's often cheaper to keep your current customers as customers and entice these shoppers to
spend more with you than to go out and acquire brand new customers. Start early. As we mentioned
earlier, just under 40% of shoppers start their holiday shopping in October. So you
want to be sure to have your campaigns created to begin--to test the waters just as consumers
are. Try new keywords. You may want to think about expanding your keyword list to capture
all traffic searching for your product. One tip would be to run search query reports within
your account to find unique keywords that lead users to your site through broader, automatic
matching. You may discover a new theme of keywords to test. You can also try to utilize
the keyword tool to catch all possible variations of the keyword to be sure you have all your
bases covered this season. Emily will be speaking to these points in more depth in just a few
slides. Offer online redeemable gift cards. With a tight budget this shopping season,
shoppers will want to be sure that their families and friends are enjoying the gifts that they
were given. Hence, several shoppers may resort to purchasing gift cards for their loved ones.
And finally, optimize your landing pages. Shoppers will have a lot of choices this shopping
season, so be sure to send them to the page that is most relevant to not only their search
query but also the description of your ad, to ensure that users are staying on your site.
This holiday season, shoppers like Liz will be looking for deals and it's important to
strive to make those deals. Customers will expect discounts this season and it's--they
will be searching for those discounts as well. You want to highlight within your Ad Text
what differs you from other competitors out there, whether it'd be customer service, two-day
shipping guaranteed or even years in business, all these points can entice users to choose
your business over others advertised. Users often search on terms or looks specifically
in the Ad Text for gifts under $50 or gifts for her. Be sure to catch the consumer's eye
with ads of this type. Here is the breakdown of the different types of incentives that
are important to Internet users. As you can see, free shipping is the most important with
67% of Internet users confiding that this is the most important driver when deciding
who to buy from. You can also see that sales and coupons are big drivers, further reiterating
the importance of making a deal for the consumers this holiday season. Now, speaking in more
depth to our point on shoppers gifting gift cards; gift card sales increased by 17% from
this time last year. Gift cards in general are a great sell for both parties. Consumers
really like the flexibility and convenience of gift card purchases while merchants find
that over half of gift card redeemers spend more on their purchase than that of the value
of the gift card. And furthermore, over 50% of people redeeming those gift cards redeem
them by the end of January and if not by then, plan on redeeming by Valentines Day. So as
we talked about before, Liz will be searching for the best deals. In order to reach Liz
in the right stage of the buying cycle, you want to be sure to advertise for your products
while Liz is researching her purchases. So how will Liz know what are
the best deals and which presents to buy for her family? Through comparison shopping, review
and social media sites. This year, Liz will be doing a lot of researching and online shopping
to cutback on those deal cost and to avoid those crowded malls and parking lots. As we
talked about before, searching for the best deals and you'll want to be able to hit--reach
Liz in the right stage of the buying cycle. You may want to target your ads to comparison
shopping sites and deal sites to make users aware of your deals and your offers that you
are providing this year. What is often as deterrent from purchasing online is that consumers
don't feel connected with their purchase. They're not able to touch and feel their purchase
causing consumers to purchase offline. Display advertising can be a great way to jump over
that hurdle as well as intricate images on your site. Through both display advertising
and intricate images on your site, you can engage the consumers with your products online.
This will be the key to driving those online sales this season. Additional sites that Liz
will likely frequent this season are social media sites and the blogosphere. According
to BFM Media, word of mouth is the most powerful form of marketing to moms. Moms like Liz look
to other moms to learn more about what to get their children for the holidays. Research
indicates that 70% of moms visit conversational media sites and more than an average of six
hours per month on these sites through the Google Content Network. Ninety five percent
of women value the word of mouth and 64% ask other mothers for advice before purchasing
new products. Here are some tips for targeting social media sites this season. When targeting
social media sites, you want to be sure to target the people and not the pages. Use demographic
reporting to decipher what the best audiences are for your products, and use demographic
targeting to ensure only your target users are seeing your ads. Also on social media
sites, you may want to consider more engaging ads such as display, video or gadget ads to
counter the digital media usually accompanying a social media site. Here, we have an example
of a mommy blog. Liz might want to read. Dooce.com which is a popular mommy blog that runs Google
ads often shows conversations that mothers have about holiday shopping. Here, Liz is
reading a conversation trend on what to wear to a holiday party. Just above, she sees an
ad for a clothing store with the deal and decides to click through to take a look. Now,
Emily will provide some additional tips on optimizing for search and the content network.
>> Great. Thanks Hannah. To prepare for this holiday season, you'll want to start by trimming
your keyword list. When I optimize keywords in an account for the holidays, I start by
running two reports; a keyword performance report and a search query report. You can
run these reports too by going to the reports tab within your account. I usually set the
date range to last month or to the last three months to get the most accurate data. After
the reports have run, export the data to Excel and add those on to the column so the information
is easy to see. The keyword report will show you the number of clicks each of your keyword
has earned. Filter this to show keywords at the click through rate of under 1%. But before
you pause or delete any of these keywords in your account, take a moment to diagnose
why they haven't been working well. For example, perhaps better Ad Text could kick these keywords
into action. Check the ad's targeted keywords to make sure that the ads are highly relevant
as well, as the user is searching for a certain model number, the ad trigger, to continue
that model number in the headline rather than the more general product or brand headline.
On the other hand, if the user is searching for a general product's name, he or she you
will likely not be as interested in an ad that contains a model number. It's important
to customize your ads to your keywords to get the click through rate you're wishing
for this season. Another reason your keywords may not be performing well is because their
corresponding ads may not be appearing high enough in the search results page to catch
user's attention. On your report, take a look at the AdWords ad rank column to see if this
issue applies to you. If your ads are appearing in the second or a third page of search result,
they likely aren't getting the best traffic. You may need to increase your CPC bids to
make your ads more competitive. If your keywords are matched with highly relevant ads and if
they appear in the top three positions on the search results page but still aren't getting
a high click through rate, at this point, go ahead and pause them. Now that you've dealt
with the dud, how about improving your already successful keywords? Let's do another filter
on that keyword report to find the keywords that are getting the most clicks and the highest
click through rate. Can you add variations of these terms to your account? The search
query report that you ran may help you to find some extra variations that you hadn't
thought of. You could also try raising your CPC bids to see if a higher ad rank might
stir these keywords to perform even better. Finally, you want to make sure that these
star keywords have ample opportunity to burn throughout the day by checking to make sure
that your daily budget isn't being exhausted too early. One more thing, don't let irrelevant
terms steal your holiday spirit this season. Snuff out keywords that are needlessly getting
into your budget by building a robust negative keywords list. Once you've whipped your keywords
into shape, try spicing up your Ad Text. The first step is to do your homework by heading
once again to the report center. This time, run an ad performance report. Export it to
Excel and filter by click through rate. Check to see which of your ads has earned the highest
CTR. Think about why this may be. Are some of the phrases or promotions in this ad highly
compelling to users? Well, I don't recommend editing existing ads if they're performing
well. It's a good idea that there are new ads or two into the mix. When you rank these
new ads, try inter-capitalizing each term and ad and make sure that you use proper spelling
and grammar. Inter-capitalization makes ads stand out and using good grammar will give
you some credibility. Also, this holiday season, I'm recommending that my customers try adding
a price point to their ad headline. Consumers are hungry for deals and may be more inclined
to click on your ads if they know from the get go that your prices are low. You could
also try engaging users by asking a relevant question in the headlines of your ads, especially
for ads that will be serving on the content network. When users are reading article online,
for example, your ad will have to be especially tantalizing to catch their attention. Now
let's talk about your content campaign. At the sites your ads are appearing on naughty
or nice? To find out which sites your ads are showing on and how your ads are performing
on those sites, run a placement performance report. Filter this list by click through
or conversion rate to find the weakest numbers and go ahead and exclude those domains by
adding them to the site exclusion list at the campaign level. On the other hand, if
some of the sites in this list perform really well, you might consider hitting them through
a placement targeted campaign. Now, if you haven't tried our brand new offering, enhanced
online campaigns, consider this AdWords's gift to you. These super campaigns are capable
of a higher level of contextual targeting and allow you to easily manage search, content
and placement targeted ad groups all at once. For example, enhanced campaign could scan
your list of keywords, determine that it matches the feature on marthastewart.com and then
place your ad on that page where Liz could see it as she's looking for many new ideas
for the Christmas dinner that she's planning. After we're done here, I suggest that you
log in to your account and experiment with this new design. Next, Hannah will talk about
how to build your buzz. >> Thanks Emily. Now we'll discuss how to
build your buzz this holiday season, leveraging your AdWords products. This holiday season
don't only capture holiday traffic but try to generate demand for your business through
different mediums to drive search online. Through offline channels, you can provide
great gifts ideas or promote online sales or deals which can generate more online traffic
and in turn more online sales. Likely up to now, you have been focusing your expertise
on optimizing search and content online campaigns. Once a customer comes looking for your product
or service, you make sure to catch them. For example, you know which keywords are most
relevant to your--to your consumer's business. But what happens when not enough people come
looking in the first place? You may want to generate traffic for your products and your
business this holiday season. You may ask, "How do I know if offline is right for me
or rather right for my business?" Here are three tips to give you some insights. First,
you're maxed out in search. You've optimized all you can and are interested in trying other
channels. You have or want a local presence. You may solely be at peer play and would like
to tap into local markets to lift demand for your site. You've had past experience with
traditional media. Consider trying Google's traditional media using our robust tracking
to compare the reach of other offered offline channels. You may ask, "How does advertising
through offline channels generate traffic online?" To illustrate this, let's visit a
day in the life of a mom holiday shopper like Liz. Liz is interested in buying a present
for her mother-in-law for Christmas but hasn't set her mind on a specific present yet. She's
been scouring the newspapers for deals and ideas. She takes a break from work to do some
research on her favorite mommy blogs and deal sites. Then, on the way to the grocery store,
she hears a great gift idea through a radio ad for customized jewelry. Later, when she
gets home, she starts searching for customized jewelry online and late--later that night
talks over the purchase with her husband, Alex. As you can see, throughout the day,
you can plant multiple seeds through different channels, driving shoppers like Liz online
to make their final purchase. For example, for TV, you can target every type of customer
on your list and get your message in front of millions during the 2008 season. Here are
some networks to target for your different types of audiences; moms, dads, and teens.
You can use our program targeting feature to choose specific programs you want to run
on and even block programs you don't want to. For example, let's take Liz's favorite
TV show, Top Chef. Liz sees a commercial for cooking supplies she thinks will be great
for her sister. Later, she goes online to other food-related websites, even visiting
the Top Chef page on bravo.com. Here, she sees another ad for the same cooking supplies
and decides to click through to check out this site. Now, Emily will review our best
practices for this holiday season. >> Thanks, Hannah. So before we launch into
Q&A, let's quickly review the best practices. First, be mindful of the fact that this year
search marketing competition will be more serious than ever. TO achieve that exact level
as you see during other times of the year, it's likely that you'll have to raise your
daily budget in bids. Next, take the time to clean up your campaign. Streamlining your
keyword list early in the season can really pay off, as in creating sharp, up-to-date
ad text. Now, let's take a sneak peek at some of the tips that will be covered next week.
[PAUSE] >> In our final webinar, you'll learn to improve
customers' experience on your site by smoothing out your purchase process and track the effectiveness
of your holiday campaign. So, don't forget to join us on Wednesday, September 10, for
Analyze and Simplify, Measure Success and Streamline the Buying Process.
[PAUSE] >> It's now time for questions and answers.
Hannah and I are ready to take your toughest questions about advertising online this holiday
season. Please chat in your questions now. [PAUSE]
>> So it looks like we've gotten a few questions on where to view this webinar as well the
previous webinar. If you remember the site that you've registered on, that's the same
site where you'll be able to find the YouTube videos posted of--not only the past webinar,
but this webinar as well as the future webinar just a few days after the actual webinar airs.
[PAUSE] >> So it looks like we have a conversation--a
question, I apologize, about Green Monday. So Green Monday is actually a term that was
coined by eBay last year. It's still a term very much used with retailers. So we wouldn't
recommend using that in your Ad Text. I would recommend focusing more on talking about your
products and what you're offering to the shopper. [PAUSE]
>> So here's another question, which are the best Google ad methods to reach customers
for this holiday season? So my answer to that would be that it really depends on your product.
But I would certainly recommend trying a combination of many different ad methods. You could try
text ads, image ads, also gadget ads, click-to-play ads. I would try--and you try all these different
ad types and just see what works well. It really depends, you know, on your product
and the different consumers that you're going after. Let's take a look at another question
here. Here's one. "How do I know that currently underperforming keywords will not perform
well in the future?" This is a really good question. The reason that we take a look at
the past three months in terms of that view range is so that we can determine, you know,
how the past three months these keywords had been performing. Representatives of these
keywords will perform well in the future. So it's always a good idea to continue testing
which of these keywords back on, reactivate and then see if they continue to perform well
at some point in the future. We'll take a look at some more of your questions and we'll
be right back in a few minutes. [PAUSE]
>> One advertiser wants to know, "How frequently should I do ad testing?" So you don't want
to experiment too much with your ads. You want to make sure that you have a high enough
volume of impressions to make sure that you have accurate data about how these ads are
performing. I would certainly recommend starting this early before the holidays hit. You know,
kind of a good rule of thumb is to take about two weeks with any ad and let it ramp up and
see how it's performing. But certainly, there's no hard-and-fast rule. It's really a matter
of getting enough impressions to really gauge how well that ad is performing for you.
[PAUSE] >> So we have another question from an advertiser
asking, "Do I need to make sure I have fresh, unique content site-wide or do I concentrate
on the individual landing pages?" Specifically for your AdWords ads, you may want to focus
specifically on the landing pages. However for, you know, just user capability with the
site and overall net organic search, you'll want to focus on having unique content site-wide.
[PAUSE] >> It looks like we have a question about
video ads. Would video ads be helpful this season? So, video ads are likely to be more
successful with the younger demographic. In case in point, you'll find lots of video ads
embedded on social media sites and things of that sort. If you want to be sure that
if you are going to use video ads that you're targeting the right demographic as well as
it is an upcoming trend and an upcoming--up and coming medium, so it's definitely worth
it to go ahead and experiment with video ads this season. Again, it's revolving around
the entire idea of if you want users to feel connected with your products and what better
way than showing them a video ad of the products that you're offering this season along with
the deal that goes with it. [PAUSE]
>> So we continue to get quite a few questions about more information on where this will
be posted and if this PowerPoint presentation will be available for use. We will be posting
a PDF file on the Unwrapped site shown just here at the URL provided in which you can
go ahead and review in your own time, as well as videos of past--the past webinar, this
webinar, as well as the future webinar will be posted on the site as well all under the
resources section. So, keep on typing those questions in and we'll be answering them for
you. [PAUSE]
>> We have a question now about the difference between the new placement targeting features
and enhanced online campaign. In fact, they are the same thing. This new campaign will
allow you to add keywords to your placement targeting ad groups to make them even more
relevant. [PAUSE]
>> We got another question for the top dates in 2007. What dollar amounts are those figures
in, hundreds, thousands? And what does the 733 and Cyber Monday refer to? So the answer
to that is the dollar amounts are in millions and that's also what the 733 refers to. And
if you push to the sides, you can see there's a little bit more detail.
[PAUSE] >> So, it looks like we got another question
about negative keywords. Specifically, what are negative keywords? Negative keywords allow
you to basically block out traffic and filter out the traffic that you don't want your ad
to be shown for. So, for example, if you do not want your ad to be showing for the word
"free rockets" and you are selling rocket, you could add "free" as a negative keyword
and then any search query using the word free would not show your ad for that user.
[PAUSE] >> Next question, what dates are you expecting
to be 2008's Cyber Monday and Green Monday? So, if you take a look at this slide, we can
see that we're expecting that Cyber Monday will December 1st and it looks like Green
Monday will be December 8th. [PAUSE]
>> Here's another question. Are there certain protocols in the Ecommerce retail world or
are they having larger increases in online purchases? So for this question, let's take
a look back at our previous webinar. We can see that in 2007 some of the fastest growing
retail Ecommerce categories were video games, consoles and accessories, furniture, appliances
and equipment and events ticket. And if you'd like to get more information, please feel
free to go ahead and check on YouTube for the previous webinar.
[PAUSE] >> Next question, what marketing strategies
can be used during this season and what in particular might you recommend for a mobile
accessory store? So overall, we really recommend kind of an integrated approach where you post
search and content and all kinds of ad formats, you know, from text, image ads to gadget ads.
Really try to pinpoint what might work well for you. It's also important to figure out
who your target demographics are. So, once you've determined this, this can help you
target even more--even more carefully. And in terms of a mobile accessory store, you
know, this may be a younger audience so you feel that that's early adoption and then in
this phase. It's also extremely highly competitive. And so, you may have to focus on your ad rank
and also, you know, CPC bids and some of those other factors that we went over in the optimization
section. And if you have--if you have more questions regarding this, definitely feel
free to visit the help center for additional information.
[PAUSE] >> So, we've gotten one final question asking
more information about what we mean by five fewer shopping days this year. So, in terms
of where Thanksgiving and Christmas fall this year in comparison to last year, the window
between Thanksgiving and Christmas is five days shorter this year. So, it's actually
five days left that you can advertise or promote your products for consumers this holiday season.
>> Okay. So, that brings this webinar to a close. Thanks again for attending and we hope
that you found it to be useful. We'll be posting the slides and the recording of the webinar
on our Unwrapped Retail Holiday Guide at the URL shown. If you have any additional questions
regarding the Unwrapped Retail Holiday Guide, please contact us at webinar-questions@google.com.
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