Driving Sales with Google Technology - HKRMA...Adwords Academy - Fundamentals, Search, Display,...
Transcript of Driving Sales with Google Technology - HKRMA...Adwords Academy - Fundamentals, Search, Display,...
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Driving Sales with Google Technology
Bessy Tam Account Manager, Retail & E-commerce
I-WANT- TO-GO
I-WANT- TO-BUY
I-WANT- TO-DO
I-WANT- TO-KNOW
USA
57%
UK
71%
Norway
79%
Sweden
83%
Spain
80%
Saudi Arabia
86%
UAE
91%
Australia
77%
Singapore
88%
Taiwan
78%
South Korea
83%
?
Hong Kong
79%
Mexico
55%
How connected is Hong Kong?
Source: Consumer Barometer Survey, 2015, Hong Kong
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48% 47%
Use websites or apps to start shopping
25%
Use mobile to research products in-store
Buy online at least once per month, including
16% on mobile
Digital is a Fundamental Component of How Hong Kong Shops
Source: Consumer Barometer Survey, 2015, Hong Kong. (How exactly did you first come across this product? Which of these activities did you do while out shopping for your last purchase?) PwC Total Retail Report 2016.
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Online Shoppers in Hong Kong are...
Selection & Availability Sensitive
28% more likely than global average to buy online due
to lower price and selection/availability
Cross Border
55% said they buy online from outside Hong Kong
at least once per year
Cross Channel
95% of retail commerce
happens offline, but around half is digitally
influenced
Mobile Savvy
79% have a smartphone, 97% go online once per day - more than the US
Source: Consumer Barometer Survey, 2015, Hong Kong. (How exactly did you first come across this product? Which of these activities did you do while out shopping for your last purchase?) PwC Total Retail Report 2016.
Proprietary + Confidential Google Search is Your Digital Store Front
Proprietary + Confidential Do you want to be open?
...Or Closed?
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Ads
Keyword/Query
Organic Listing
Ad Rank is determined in an auction based on the ad’s relevance and the amount advertisers are willing to pay
CPC X Quality Score
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Marketing Team & Unique Selling Proposition
IT Team / UX & UI
Dedicated Digital Marketing Team + Analytics
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Display URL
1 Description Line 80 Char
Structured Snippet Extensions
Sitelink Extensions
Headline 30 Char Ad Creatives & Extensions
Sitelinks: +20-30% in CTR Call Extensions: +6-8% in CTR Callout Extensions: +8-12% in CTR Location Extensions +10% in CTR
Callout Extensions
Review Extensions
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Create Your Own
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Land to the Most Relevant Page for the Customer
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Tools & Resources
1. Google Ad Preview Tool google.com/adpreview
2. Google Keyword Planner (Your Always-on Account > Tools > Keyword Planner)
3. Google Help Center support.google.com
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Google Analytics is the #1 web analytics tool in the world: a free service that lets you understand
how users get to your site and apps, what they do while there, and take action through targeting
Audience Segments
Remarketing
Mobile App Tracking
Acquisition & Behavior Reports
Enhanced E-Commerce
Multi-Channel Funnels
Google Analytics
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How remarketing works:
Bring back unconverted visitors and improve ROI
Visitor added to list
Visitor leaves
Your ad across the Google Display
Network
Visitor comes to your app or
site
Visitor returns to your site more conversions!
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Customer Segmentation Assign custom values and messaging to different customers based on previous interactions
Dynamic Remarketing
Product viewers
Homepage visitors
Cart abandoners
Past
purchasers Visit site
View a product
Add to cart
Purchased
Search results viewers
Search for a product
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Conversion type or types
Online Purchases
In-Store Purchases
Leads Generated
Pages Visited
Newsletter Signups
Calls on Mobiles
App Downloads
Cross-Device Conversions
Call Centre Purchases
In-App Purchases Converted Leads
Post-Returns Conversions
$
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Search Beautiful Basics - Key actionable success drivers & Best Practices
● Beautiful Basics*
● Quality Score ● Conversion Tracking** ● Mobile Visibility
● Conversion Values ● Remarketing/RLSA ● eCPC
● Advanced Bidding ● Customer Match
● CRM + Attribution ● Doubleclick + Google
Analytics Premium ● Brand + E-Commerce
Essential Setting the basics up right
Intermediate Maximizing performance and ROAS
Cutting Edge Single Attributed Customer View
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Journey over Time * Beautiful Basics: Sitelinks, Callouts, Ad Rotation, AFS (Search Partner Network) ** Branding clients may not reach the intermediate stage due to missing Conversion Tracking
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For the Advanced Players
… If you have Always-on Search & Best Practices
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Ready Ad Lightbox
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Reach Over 1B Users on the World’s Largest Platforms
Search in the Play Store
Watch on YouTube
Engage with Apps
Surf the Web
Search on Google Search
Read their emails
3.26K
Online Dresses
Online Dresses
YesStyle Largest Asian fashion e-tailer
Features 100,000+ items. Shop Now!
Largest Asian fashion e-tailer
FREE
Features 100,000+ items. Shop Now!
Google Play: 4.3
Largest Asian fashion e-tailer
Features 100,000+ items. Shop Now!
YesStyle FREE
(3.26K)
YesStyle
Largest Asian fashion e-tailer
YesStyle
(3.26K)
YesStyle
Largest Asian fashion e-tailer
Features 100,000+ items. Shop Now!
YesStyle
(3.26K)
FREE
YesStyle FREE
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Hong Kong Neighborhood Targeting
Target 57 different neighborhoods in Hong Kong including:
Hong Kong Airport Ap Lei Chau Causeway Bay Central Deep Water Bay Fanling Kowloon Tong Lam Tin Mong Kok Quarry Bay Sham Tseng Sha Tau Kok … And More
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Location Extension
Interstitial within Apps
Banner on GDN (Desktop, Mobile web
and Apps)
Square on Desktop and Mobile web
Display (90%+ Reach HK) Search
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Introducing Google Shopping Ads
Scrollable carousel - 3x higher CTRs
Qualified users to your site - images, price, and unique selling points already visible Ranking based on CPC bid, relevancy and performance history
Near real time display of what you are selling (Data feed)
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Hong Kong examples This week
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In-store buyers With loyalty card numbers
95% of Sales Are Still In-Store
Website logged-in visitors With loyalty card numbers
Matching in Google Analytics User ID
Uses Analytics Measurement Protocol To send store data to Google Analytics
Result analysis Based Dec 2016 Data
Sephora O2O
70% +13%
of in-store buyers who went on sephora.sg
before buying in-store went online on the day of
purchase
x3.9
Is now primary traffic source that drives more offline transactions at
higher AoV
Mobile
Avg. basket value in-store when there is online
research & discovery
Increase in AdWords ROAS when in-store sales are considered
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Learning
Adwords Academy - Fundamentals, Search, Display, Video
Google Analytics Academy - IQ Exam
LearnwithGoogle Channel - YouTube Teaching Videos
Think with Google - Case studies and vertical trends
Keyword Planner in Adwords - Adwords > Tools > Keyword Planner
GA Demo Account - analytics.google.com/analytics/web/demoAccount
Tools
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We love your feedback!
goo.gl/26lbgz
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Thank you
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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10%
+4% Mobile-influenced purchases resulted in +4% Avg Order Value (@ $94 versus $90 for Desktop-influenced purchases)
Mobile’s Primary Source of Traffic with Performance Slightly Exceeding Desktop’s
Share of Mobile Web Traffic has grown strongly (+11% YoY) to hit 61%
Mobile influenced 59% of total purchases(54% online and 61% in-store purchases)
58%
Mobile & Desktop web visitors convert in-store at the same rate of 10%
59%
61%
Mobile influenced +6% more offline transactions than desktop +6%