Welcome to the 11:00 a.m. Pacific showing of the last minute ecommerce
holiday prep. Today we're going to talk through what's new with Google some of
the ways that Google's looking at this holiday season some the things they're
seeing and then some of the new ad types and opportunities you will have this
holiday season through Google so I'll walk through some of those and I'm going
to touch on some last minute google strategies that you'll be able to take
out of this and hopefully execute within your brand and some of the things that
you'll want to also prepare for as you look into the next year in next holiday
season. Hopefully we'll finish with some questions. We do have I do have a lot of
content and I'll be going through quite a few things and so we have to make sure
that we have time hopefully they'll answer some questions and we do have
some people with issues with audio on this let me check on our end I'm without
my similar marketing because we're pulled in multiple different directions
today so I'm also monitoring monitoring the event as well as the moderator as
well as the presenter which is unique so let me see if I can stop and reshow and
get audio to work
okay
looks like not everybody has trouble with audio so it could be some so those
that can't hear audio can't see I can't hear what I'm saying
so I'll try to respond to make sure that everybody dialed in directly to the
phone portion of it and I will okay so we have a tremendous amount of
content and I will talk fast and but we will put a recording up and at the end
of this presentation you will also get an opportunity to have some time with me
one on one again a lot of these things are going to
be complex and I'm consuming on some of them to execute and so some of it are
going to be very specific questions and answers to for you and your business and
so take advantage of that hour that I've set aside for each one of the brand's
that's been invited by big commerce that's on the calls with me today I love
talking business when I love the opportunity to help businesses be more
responsible online and make more money so I am Ryan Darrell and the enterprise
strategist logical position a little about me I am father of a rapidly
growing family my wife and I she's obviously one that brings looks to the
family work spending our fourth kid at the end of December and so we are busy
we live on a farm outside of Portland Oregon and we have five businesses a
couple of them are ecommerce so as a family we have quite a lot going on so
but if business is just fun for me I was CEO of a company the logical position
purchased a couple years ago that focused mainly on e-commerce and so we
came together under the banner of logical position two years ago we had
about I think about 7075 ecommerce and large complex enterprise clients that
the team I brought over Tiki we handled and now we are up to thirteen hundred
just in two years and so we are we've been
rapidly and it's been a fun crazy process but hopefully a lot of that
experience that I've learned I can hopefully provide to some of you over
the over this webinar and then hopefully on a audit if it makes sense for your
company or just to have some time spent ask questions about e-commerce whatever
I can do to help logical position is one of the Google premier partners there's a
few there's probably five six hundred of those in the US so it's not as exclusive
what is a little bit different is that logical position is a was one of the
first thirty premier partners and we're actually a considered a channel partner
which is I think there's only five of those and it gives us a level of
resource that's pretty unique it's been fun to be able to see what we can bring
to our clients and those things that within Google's pool of resources we can
provide in fact our Google rep was one of the first 400 employees he was hired
directly by Sheryl Sandberg and so it does give us a lot of access to unique
things within Google that maybe not everybody can get so if you if you ever
have an opportunity to take advantage call me and figure out if I can help you
get into betas or some things within Google I love helping we have think 330
employees now we have seven offices around the country with Denver opening
in just I think two and a half weeks but their first group of employees so it's
been fun we're one of the best places to work in the country according to Inc and
Oregon live which is a local publication here the only thing that matters for you
or for our clients is that we don't lose employees so we get a lot of consistent
strategy consistent account managers that don't turnover change client so
it's just a benefit to our clients really Google has lots of holiday
insights and information and the way they're talking through holiday this
year is making sure that retailers of all size understand what large brands
have been executing for a while and that is if you have a retail storefront you
have less traffic this ship now than you did a few years ago but the visits that
do happen are much more engaged so if you are one of those big commerce
clients that has a storefront as well as online you've seen this and that
three times increased value of each store visit is largely because of the
research that people are doing and Google's message over the last six
months has really been foot traffic is changing to finger traffic and so that's
the verbage they're using and talking about traffic now it's online it's
basically on mobile devices and so you can see this is a person in San
Francisco as I move through the city during the day where was their foot
traffic and how was it it could have been a ride to work away at home they're
looking for bike rentals at 3:45 p.m. skate rentals at 4:32 they're comparing
frisbees at 5:15 this person is probably single doesn't have five kids so they
get to do all these outdoor things but again all this research happening on
their phone and it's it's a great thing for advertisers and online businesses
but it's also a very frustrating thing because the path to conversion looks
more like this and so a few years ago we had very
linear paths to purchase where we were able to see hey they started here and
they converted here and we saw all the touch points in between and it was
glorious as marketers and now we have all of these twists turns changes
storefronts tablets mobile desktop changing devices it's it's crazy and as
I look at analytics more and see all these complex paths and a lot of it we
can't see in analytics just because of the changing devices this means we have
to be aware and cognizant of these changes and understand that small
changes in how we're spending money on mobile or advertising on mobile can have
an impact in the conversion path dramatically without knowing and so I
see this a lot when I'm looking at brands accounts online or helping audit
their paid search will see that they're bidding down on mobile dramatically
because the return on adspend was not there and so they're not seeing the
conversions or the whether the revenue coming from these clicks but if this is
you as an advertiser and this is your path to conversion from this woman and
you have you can see on the bottom there are four touch points that were mobile
devices if you're bidding down on mobile because you're not saying in return if
you take out one two any four of those touch points on mobile
you might lose this conversion then while mobile doesn't actually have an
impact or show up in analytics maybe it's going to it's going to impact and
draw things down elsewhere and we've seen this a lot we've done a lot of
tests with very large brands that have the budgets to be able to test very
creative things and we've seen hey if we push harder in mobile we see a rise in
desktop conversions we see a rise in foot traffic to their stores and when we
pull back we've seen a direct correlation to that those channels going
down so it's going to be worth testing for you and making sure that you're
tracking data correctly to see that and I'm going to touch on how we can do some
of that and still do it even at this point in the holiday season so no single
path of purchase you're gonna have to understand that online offline is a big
play for a lot of brands some brands if retailers sell your product you
advertising as the brand will have an impact on foot traffic to your retailers
and how successful you are selling through your retailers I have a lot of
brands that compete with their retailers online but they also invest in branding
dollars online on paid search on what I would consider non brand terms knowing
that some of those conversions are going to happen at a retailer and not on the
brands website or in the brands stores if you have those so again all this from
Google is just high-level things most of us conceptually know it and understand
it the key is is believing it and then taking that belief and translating it
into how am I looking in analytics and what's the filter I'm processing a lot
of my data through how am I kind of create a source of truth around a lot of
those touch points that allow me to grow my business because I'm assuming that's
what most of you want to do this holiday season Google has been pushing out a
number of 2.29 trillion in e-commerce sales so this number comes from a lot of
studies that were done on how much money is being spent online and this is the
2017 number and 2018 Abele there will be two point four trillion dollars and so
continuing to grow obviously there's tons of money being spent not surprising
anyone but what is surprising is how much it's
growing and what we're doing with it it's growing at four times the rate of
store reach-in store retail and now it's still a small piece but 10% of all
retail spend happens online that number actually surprises me because I think
with my Amazon app on my phone probably 40% of my household sales are done on
are done online we actually order our groceries online through a local
retailer here and go pick them up and so I would somewhat consider our groceries
even being purchased 100% online people are spending lots of time online no news
to anyone of you but Google did some phenomenal studies to come up a lot of
these two thirds of the time that middle number there 65% of transactions start
on mobile and so if your company hasn't been spending on mobile or hasn't tested
it to see how it works or impacts your organic traffic impacts your email
success rate impacts your direct traffic you need to be doing some of those tests
I would put a national buy that and say I don't necessarily think holiday would
be the best time for you to be testing that but if you've already done some of
the tests you might you have the data already available to you that would show
that you could push harder on mobile during the holiday season there's also
some some things going on that Google is trying to address within their shopping
platform it's the expectations of consumers
online they've been changing and evolving constantly and I think Google
obviously helps us get a lot of our data and slides and helps us a lot of clients
but I actually believe Amazon is having a bigger impact and how people purchase
right now than Google is some people might debate that but I believe that
Amazon is having a direct impact on what people expect from ecommerce sites in
how they perform and what and how they can change devices so in my household my
wife and I each have Amazon app on our phone we all have I think we have five
tablets and we have multiple computers and just our family of
not on our little kids but I can go in and add something on my phone to the
cart I can pick it up on my computer and that's in my card my wife can add
something to the cart from all these devices and I'm coming to expect that
from e-commerce sites as well like can I put it on an account on my phone and
pick that up on on a desktop and do that so understand that's what people's
expectations are and so if your site is not up to that part or doing that yet
you want to find ways you can be doing that if for no other reason that people
come to expect that so some of the things that Google has this holiday
season that you may not have seen before always exciting to see what Google is
doing if you've not seen these yet they're called shoppable TrueView ads
and the video ads you can see on YouTube and so it's the ones you can skip before
you see the cat video that your mom sent to you or the same funny thing that your
college buddy sent over to you you can see the ad on the top right is from
Sephora so for has a very large advertising team very complex they do
some great work you'll see in that ad that ad below that has the products
they're talking about you can click on that ad and it actually goes right
through the website to convert this has been around for a while in a beta it's
now coming out to everybody though so anybody can put clickable ads on
TrueView if your brand has not looked at advertising on YouTube I highly
recommend it it is definitely something you can do right now before holiday
season it's not going to impact negatively some of the things in AdWords
you already have going you can use YouTube for remarketing you can use
YouTube for in market segments which we're going to touch on it's cheap I'm a
huge fan of it and if you don't have any content on YouTube yet there's a program
called the YouTube director's cut that is from Google allows you as a website
business owner brand to create a YouTube video very easily edited it up put text
overlays on it it's very very simple and the crazy thing is I was at the release
of this I think two months ago and Google's on stage talking about how
amazing their app is the YouTube director's cut and it's actually only
available on iPhones not on an Android device so you have somebody to come to
with an iPhone to do it but it's extremely easy how they recommend at
least looking at it YouTube if somebody skips the video
after five seconds you have the button he says you can skip if they skip the
video you as the advertiser pay nothing and so within the first five seconds you
want to make sure you have something calling out your brand is somebody that
knows who you are and then call to action throughout the video if they
watch 30 seconds you get charged and it's only a ten cent view charge on
average so it's fairly inexpensive but can do some great things so look at that
and then overlay because I draw big commerce I assume you're on e-commerce
you're selling things use the overlay for topical TrueView also this actually
came out in alpha last holiday season and now most retailers have the
opportunity to get it it's the showcase ads so what you're seeing now at the top
of search results primarily on I'm seeing it more often on desktop that I
am on mobile this example is obviously mobile but if you search a general term
like and summer dresses which is not probably a good holiday term for most of
you but you can see the brands Macy's noir from ASOS and you actually can
scroll through their inventory of summer dresses before clicking on one and as an
advertiser on this you actually don't pay until they click to your website and
so this piece and all this interaction that they're having with ASOS as you see
this example is actually free for ASOS until they actually click through to the
website so I love it it's the key and this is going to be clean feeds going
into Google Vic commerce does fairly well with feeds so that's why we're a
big fan of them I think we have about 300 250 or 300 clients on big commerce
but at the end of day this is why this is still not readily accessible on an
automatic thing that people can just push a button and add words and get it
to work is because Google is worried about the customer experience and making
sure that the right products are showing so if you have an agency talking about
that if you don't again we can bring this up on an audit where I can walk
through with you and how it might make sense for your brand the last cool
piece is in in-market audiences for search
so in market segments have been available for YouTube and display for a
while the one that's been most applicable to
me recently was in market segments for cars so my wife and I bought a Mercedes
last year and Google knew that we were going to buy a Mercedes before my wife
knew that we were going to buy a car just because the research I was doing so
I was in in market for Mercedes and none of the dealers important actually took
advantage of it so I actually reached out to a couple of the marketing
directors there and said hey this is something that you're not using you
might want to but there are over 500 in market segments you can choose from and
layer that over your search and shopping data and so there's segments for your
products specifically already in Google you can utilize that out of the box it's
phenomenally powerful or you can create custom acidity audiences so you can
build your customer online and bid on them different if they seem to be in
you're ready to buy your products or services very very great it's it gets a
little more complex but it's a layer you can add on to what you already have no
matter what state your AdWords account is you can add this bid layer on there
and you can even test it and see how they respond before you bid more
aggressively on it that's why I love how Google's set this up you can get some
pretty creepy insights from these people searching on Google and then see if
they're performing different and then only when you see in performing better
will you bid more aggressive on them or bid down on them and the last little
nugget Google is releasing this holiday season is view-through conversions for
search and shopping so if people just see your ad there is an impact but
previously we didn't have an opportunity to actually see what that impact was so
if somebody saw your product in shopping but didn't click on it did that have any
impact at all whatsoever we didn't know we had we had some ideas that maybe it
did so now you'll start being able to see that through view-through
conversions on a adding that column in Adwords
so just add that column you'll start seeing data differently you're going to
want enough data to decide if it's really having an impact or not so you
know you see one or two sales doesn't necessarily
you need to be bidding more aggressively in shopping or search in that campaign
or a group but it just says hey there's some likelihood here that your ads are
having an impact even if they're not clicking and those those views are free
for you so that's even better all right so now getting into the actual specific
things you can be doing this holiday season at this point what can you do in
shopping your holidays already started I'm going to show you a graph a little
later that shows that impressions in search volume starts increasing around
Halloween for holiday and so if you've already missed that piece right now
you're a week away from Thanksgiving which is where the real chaos starts so
I'm not going to advocate for any of you to make any major changes at this exact
moment if you're not holiday dependent and this is more of a slow season for
you holiday season doesn't matter you can make some big changes but
specifically talking to retailers on this call that hey you make a lot of
money during holiday it's a big time I'm going to tell you don't upset the
applecart at this point but there are some things you can do within it that
will go there I'll go through that can hopefully help I've done I don't know
hundreds of talks on e-commerce over the years and a question I get asked
regularly especially when it comes to shopping is what should I be spending
how much budget should I have out there and my answer always is it depends and
that always makes people mad because even though it's true they won't want a
number and so since we work with so many companies we have a large set of data
that most agencies don't have access to so I can tell you with some level of
confidence a range that you should be looking at and so how much should you be
spending if you're a brand with wholesalers so a great example this
would be fossil watches they manufacture so direct consumer they also have
retailers like Nordstrom Macy's JCPenney that they compete with online over there
same products if you're a brand like that you will spend about 50% of your
search budget on shopping so for every hundred dollars you spend on search or
text ads to spend about fifty dollars on shopping Jen
really speaking it's going to be different for every company but people
force me to give them numbers and that's a number I'm gonna put out there if you
were a retailer that wouldn't be considered a brand Nordstrom would be a
retailer considered a brand there's a lot of search mulling just around
Nordstrom but if you're Bob's bike shop until peak of Kansas and outside of a
15-mile radius there's not a lot of people searching for you you would be
considered a retailer you're selling bikes at a lot of other retailers sell
as well you're probably going to be spending two to four hundred percent of
your search budget in shopping so for every hundred dollars you spend in
search you can reasonably expect to spend between two and four hundred
dollars on shopping and then as you spend more same ratio should stay in
play what should you expect as far as return on adspend also a very dangerous
question but that there are some guidelines to put in place if you are a
brand the return on adspend and shopping as a whole should be higher than your
search non trademark or non brand if your account is not set up separated by
trademark and non trademark or brand non brand you have some pretty significant
issues within your account and definitely take the time to sit down
with me and we can organize how that should look and why it should look that
way but retailers brands I don't care who you are you should have a brand
campaign or a non brand and non brand campaigns label them what makes sense if
you use trademark or brand and you're internally within your company but the
return a spin is going to be higher in shopping than it is search 90m and as a
retailer it's going to basically fall in line so if you get a 2x on search non
trademark so if you're Bob if people are just looking for a pink bike that is
going to be the same in shopping as it is on text ads when they modify that and
say Bob's bike shop you know new bike seat that's going to have a higher
return on adspend and so you want to look at that
differently the simplest thing that almost every company misses in Google
that can be done right now regardless of where you're at in your holiday season
is connect your Google properties to each other Google Analytics Google
Adwords in Google's search console there's a big three of Google if you're
spending money in Adwords you've probably connected analytics to it and
there is some complications that need to come into play if you are a company that
has multiple analytics properties and you pull AdWords into all of them there
can be some complications there that you need to know how to move cost data in
Adwords around and I can I can give you some insights to that search console is
the one I would say almost 99% of companies don't do and it has the most
value to an advertiser a few years ago if you've been in digital long enough
you realize and you got frustrated at Google when they took away these search
queries in analytics for your organic traffic you have a lot of not provided
it's like almost all your traffic is not provided you don't know what they're
searching for when they come to your site in search console to AdWords
actually gives you those queries Google has them they just don't necessarily
provide them anymore but to connect in search console to AdWords is very simple
just go into settings within Adwords linked accounts you can send an email to
the email on your search console it says hey you want to cut to AdWords click yes
to do it it used to be called webmaster tools anybody with a website has one you
might not have access you'll have to dig that up possibly hugely valuable will
you'll be able to see is the click-through rate for each query on
both organic and paid search when there's no paid search and just organic
and the average position that your ad is in so phenomenal amounts of value we had
to spend a lot of time in this about five years ago and we started working at
the Dallas Cowboys because a certain owner Jerry Jones did not like paid
search his belief was firmly that it stole from
organic and he's the Dallas Cowboys one of the most colorful brands in the world
and a billionaire so it was difficult arguing with him so we had to poke we
have some good data so search console was hugely valuable in that and we were
actually able to show with the Dallas Cowboys ranked number one for most of
their terms organically when they didn't have paid search in the same on the same
search as their number one organic ranking they lost eight percent of their
traffic in revenue and so having them together actually boosted everything for
the organization and so that is the case for almost every brand not just the
Cowboys and church console is one of the biggest things to be able to show that
frustrating thing with console is it doesn't pull and when you connect it
with Adwords it doesn't pull historical data it only
moves forward so get it on there as soon as possible it's a in the dimensions tab
under paid versus organic it's a wonderful report that hidden in AdWords
that is not highlighted enough but it's hugely valuable highly recommend that
the other thing you can do very quickly before holidays really kick into high
gear is get your conversion tracking working this is again a huge problem I
see across so many organizations and it's not terribly difficult to fix it
just does require somebody that actually knows how to fix it if you're in Google
Analytics and you're on this call you're a probably a retailer and you need to be
tracking e-commerce if you don't have revenue tracking and analytics get that
done as quick as possible and ideally you've connected Adwords and
analytics you don't want to be bringing your analytics goals into Adwords and
I'm kind of talking about a perfect world scenario here for some companies
that's not possible they've got to use analytics goals and AdWords for various
reasons but most of your on big commerce or should be and it should be possible
and many of you get excited when somebody with a Google email address
reaches out and tells them they want tells you they want to help you manage
your AdWords account Google email addresses are a frustration to many in
the industry because they have a lot of credibility and who doesn't want to get
you know attention from Google the problem is Google
employees don't always have your interest at heart and they don't always
have the most experience in AdWords in fact most people if you're spending less
than 10,000 a month in AdWords the people within Google that you're
speaking to have probably been with Google less than a year and they don't
necessarily understand the platform as well as they could so they're advocating
for a lot of people to use smart goals don't do it most of you ready ecommerce
and it doesn't matter if somebody is spending a lot of time on your site or
viewing certain pages you want them to check out and send you money that's your
goal in e-commerce and come people that don't do that aren't as valuable and you
don't want those conversions to be ported into AdWords smart goals are
applicable in a very few circumstances and most of it is around lead generation
and remarketing finding people that are most engaged in your site and
remarketing to bring them back for a lead ecommerce is different and smart
goals aren't clickable almost all the time also AdWords you want to be
tracking AdWords separately with a separate pixel and it's separate on
purpose it's going to track differently and it's going to track quicker so part
of the frustration if you're in a Holiday Inn holiday and you're in a
segment of e-commerce that is tremendously competitive if you are
having to wait for the analytics pixel to update conversions you can take
between two and four hours you've lost all of that time to figure out that
people are liking your promotion so you can push harder and raise up your
position and capture more traffic AdWords is in real-time and so you want
that in holiday there are some industries in holiday where we will be
raising bids on the half an hour like there's if you're in a gift basket space
I'm sorry if you're thinking about going into the gift basket space and don't do
it horribly competitive everybody loses money on the first order there they're
very brutal to each other clicks go from $3 on average up to about
$25 on average through holiday season and conversion rates actually go up to
about 25% so it's brutal but if you don't have that AdWords pixel you're
going fall behind all of your competitors
regularly obviously make sure that's read in your tracking and eliminate
duplicate orders so if you look at your conversions tab in Adwords and the
repeat rate for the time period you're looking at usually look at a 30 day
window is over 1.1 you might have tracking problems it's it's a it doesn't
happen all the time in big commerce but we've seen it enough that I need to
mention it that if that number is over 1.1 you could have some duplicate
revenue tracking in there and you could think you're doing a lot better in
Adwords and you actually are so there's some manipulation of the code that can
fix that for sure and so that has been a problem with you and I can help you
address that on the audit or the hour we have together last thing on tracking
keep your adwords pixel on last-click google again it's calling a lot of
people lately in trying to convince them to use time decay model or position
based model for their business and on e-commerce you don't need that on your
adwords pixel keep it last click that's what it's been on for years it keeps
your year-over-year comparison data true and easy to compare and you can do all
of that attribution modeling within analytics so you can go into analytics
and see what does it look like on time decay what does it look like on first
click what does it look like on position-based
you don't need to have that be the adwords pixel so keep it separate and
keep it as is so you don't have messed up data you're over here and have to do
some estimating on how your compiled you're comparing adwords structure so
this is something that's probably not going to be done right now in the middle
of holiday but I wanted you to conceptually understand it because you
need to see what you're heading for after holiday or if this isn't a big
holiday period for you can be doing this now structuring the TM 90m we talked
about it briefly before but understanding where your brand terms go
and where your non brand terms go and making sure they stay in their
respective buckets on AdWords allows you to shoot for different return on adspend
goals and see if your brand is growing over time and if there are certain non
brand terms that are really good for driving conversions or
at least filling the top of the funnel for you without that there are problems
and what I see it happen a lot is companies that have tried to do it but
they didn't use priority settings or negative keyword sculpting in a way that
keeps it clean so there's a lot of dirty data and so you can see this by
downloading your search query report and seeing if you have brand terms showing
up inadvertently in non brand campaigns so I see a lot of scenarios like go back
to Bob and his bike shop where his non TM campaign will look really good and
say on pink bikes look like he's making a lot of money so he's getting ready to
invest in a big purchase of pink bikes because he's just doing so well and it's
profitable but if you get into a search query report
he's got a brand he's got a broad match keyword in there that actually says it's
capturing somebody looking Bob's bike shop the pink bike or bob's bike shop
bike tires and just some broad match keywords have allowed that brand term to
come into a non brand campaign and artificially inflate its return so it
looks it looks better than it should and so it's important to keep them
segregated avoid broad match generally speaking all together we use modified
broad only it just keeps Google from using a very loose thesaurus when you're
structuring things I also would love for every e-commerce company in shopping to
be separating their shopping campaigns on trademark and non trade month
shopping now can be that way a lot of companies will have one shopping
campaign all their products in there and they'll have brand terms going in there
so if you do test searches on Google and you see that Google is showing shopping
ads on your brand terms it opens you up to a lot of your competitors gaining
that position on your brand search and that's never a good thing image ads
drive a lot of clicks especially if Google has like 9 ads
showing on your brand search eyeballs are going to shopping clicks are going
to shopping and so setting your account up to make sure that you are
covering all of those shopping ads whenever somebody is using your brand
term is highly important the structure out and how you do it is right there
it's fairly complex and I don't know with all of you where you're standing in
your sophistication of AdWords so if that's something you're interested in
and seeing how its structured when we do an audit or walk through your account
with you I can show you some of the structuring we've done with some of our
accounts and what that would look like for you so you can actually do that or
at some point maybe have us do it but can be very valuable again something you
want shoot for unique you could probably do some small test this holiday season
on something like this to see some of the extra levers you would get and get
some experience running it single product ad groups doesn't that matter
how how many products you have how many SKUs you have you can have single
product ad groups and there's a lot of benefit to you we have clients with over
half a million SKUs we put them in single product ad groups gives you a lot
of control allows you to get a very clean search query report so this says
right now in shopping I would venture a guess that most of you have a big bucket
of products in one ad group or one product grouping and then you have a big
bucket of search queries and there's no way at this point to match them up if
you have single product ad groups you know exactly what is causing that
product to show and you're able to eliminate some searches that are just
bad for it or figured out some new opportunities you might have that you
had never thought of before because you can see how Google is choosing to show
your product to searchers with the right naming convention you can actually go in
to Google Analytics and see what people are clicking on and what they're
actually buying this is a fairly revolutionary I don't actually come
across a lot of agencies or accounts actually figured out how to do this but
I can show you how and we've done it and because it gets fairly complex but the
value is tremendous most people don't realize I guess that over 50% of the
time when people click on a shopping ad they actually buy something other than
what they click on if you have fashion it's even higher and the more SKUs you
have it's it's higher way higher than 50% and the only way to figure that out
is to name it in a way that you can filter it in transactions and analytics
and then see what's in the transaction details and see what they actually
purchased so the recent study I did on this the client of ours had about 4,500
SKUs they had in a period of time I looked at I think it was up to a month I
think we had 732 transactions in shopping for that period of time we had
over 1,900 products purchased in those transactions almost three products
purchase per purchase with from shopping and of those 732 transactions only 316
of them or 43% had the original product that was clicked on hugely surprising to
most of our team as we started pushing his data out only 16% of that final
group of products of 1900 where the original products clicked people are
using websites to shop and these platforms like BIC Thomas are very good
at letting people shop and move through to different products and product
suggestions so once you understand that it becomes very important to track your
data correctly because if you have different product
margins across product lines you need to know that if people are clicking on a
high margin product you're getting excited but if they're buying a low
margin product you could optimize your account inadvertently into losing lots
of money and so understanding what they're purchasing and their behavior
after a click is tremendously important if you want to really scale and grow
your online business when we're talking about this we have to at least touch on
return on adspend and at least so you understand how it works and also being
able to tell a story I have a lot of business owners that are stuck in an old
way of doing business that we've had to educate them beyond looking at CPA a lot
of business owners will come in and say hey we have to get a a you know $15 CPA
or we're in a terrible spot and with the challenge and saying you know what you
don't care about CPA it doesn't matter if your will are you willing to pay $100
to get an order if they're spending five dollars in that order in most businesses
that's a great deal and so CPA who cares if they're buying
more expensive products for higher margin products that's what's important
to figure out so to start that you have to be able to figure out what your
break-even return on adspend is since we have the revenue tracking available to
us in Adwords and analytics we can set some of these goals and so if you're
brought average margins 40% your break-even return on adspend is 2.5 so
over that you're probably making money under that you're probably investing in
new customers it can be a very positive strategy so after we figure out what
your breakeven adspend is we look at a graph like this saying okay revenue and
return on adspend as you spend more and get more revenue generally speaking to
return on adspend drops and a lot of business owners and marketing directors
I talk to you on a high roll as and they want to get they're usually stuck in
this area of the graph where revenue is low but they get a great return on
adspend you know maybe your average profit margin is 0.4 now but you need a
seven-night return on that spend because we need a lot of profit per order to
cover our overhead to cover our warehouse to cover all some extra things
in the business that may be down that could be great but this box here would
represent your total profit within this space so what may make more sense is
actually ending up at a spot similar to this where you have a lower return on
adspend but you have a higher volume of orders and so that's the conversation we
like to go through and try to figure out where do we actually rather than try to
maximize return on that and how do we maximize overall profit to the business
and in many cases it's increasing volume while decreasing some of the ROE ads to
capture a bigger piece of the pie and that can be beneficial to most
businesses not all there's circumstances that dictate changes through across
every prospect or client I speak with and in some cases this actually makes
more sense where you might have the same profit overall as you had with a much
lower spend in much lower revenue but higher return on adspend and in this
case you're shooting just for a larger piece of the overall pie you're buying a
lot of customers into your files that you can email them and bring them back
into your brand so if you have to replace your your products often renew a
lot of products you can cross so this is a phenomenal space to be but you have to
be able to set your campaigns up in a way to capture that so that's kind of
the future of what you're looking at after holiday
I wouldn't necessarily do a lot of that now but at least conceptually start
those conversations to prepare yourself in the new year to be ready to really
step on the gas in some of these areas at this point in time you're in holiday
if you haven't analyzed 2016 yet if you've got access to the new AdWords
it's really good for that so you can see this is one of our clients we brought on
and we helped to analyze their 2016 by looking at this general graph from the
first page of the new AdWords the blue line is clicks the red line is
conversions and so you'll see that search volume or quick mode really
peaked October 31st there's a ton of people buying there and his his business
it was a lot of research happening you have the Black Friday week where you had
actually less clicks but super jump conversions they have some great
promotions for Black Friday Cyber Monday did a lot of great stuff
December 5th was another peak so it's just kind of the holiday season people
did their research they're coming back to buy gifts now Black Friday week is
typically I'm buying for myself December 5th I'm buying for friends and
family then you see a December 12th week what happened there that was the week of
green Monday and free shipping Friday and so I asked I was like okay so what
did you do for green Monday last year and he's his response with what's green
Monday that's a problem and you can see it his online sales tumbled they should
have actually been higher than the December 5th once we had a huge missing
opportunity here so if you do have a big play in the holiday season make sure you
have something going on green Monday your competin going people are buying
and you need you're going to have to increase bids a few times that day for
sure and also free shipping Friday if you haven't registered for free shipping
Friday on the site that says everybody's doing free shipping do it
it's just expected now so I don't think registering is as important but if you
don't free shipping you might even consider
turning your ads off that day because it's just expected by analyzing this
week to figure out where you miss last year where you're looking this year to
up for opportunity this client we we definitely made sure he had some green
Monday things going on we actually had some Halloween things
going on for them as well to capture all of that search volume and try to get
some sales early on in the season and paying attention to all of the important
days so Halloween most people don't know that it's actually the fourth largest
e-commerce holiday you can do a lot of off-brand things that we think it really
creative and I think everybody dressed up this a random costume is more
inclined to be spending money and work and working at work so it's just people
buy we're past Veterans Day obviously there's a lot of promotional things
around that Thanksgiving Black Friday Cyber Monday next week the average
shopper spends $400 on Black Friday a huge amount of spend and most of it is
buying things for themselves so that's where TVs become big during Black Friday
everybody wants those people go buy movies for themselves at Target socks is
a big in one of our retailers locally here so it's really random things but a
lot of money it gets people really in the buying mode and then again don't
forget green Monday free shipping day and as you're comparing you over your
things make sure you're aligning your dates
that the big missing I have especially randomly Cyber Monday will fall in
December versus November and if you are a large enough brand that you're doing
you're doing fiscal months rather than calendar months these dates can move
around on you and you have to be careful when you're comparing month-over-month
year-over-year stuff because of we've had multiple companies that have Cyber
Monday fall in business in different fiscal months that it becomes
complicated for marketing budgets so just be aware of that so right now if
you don't have a plan for holiday you want to create a plan for holiday you've
got a couple days before the big chaos starts in conversions really increased
dramatically so if you haven't created a plan make
sure you go back and analyze use that stuff in the new AdWords you can still
get that same data and old AdWords if you don't have the new one yet just
sure your budgets are enough generally speaking if you're this far into it and
you stuck on static budgets that can be frustrating but maybe you can do some
budget trading with bran during this next period of time but also figure 10
to 15 percent increase in budget generally speaking is what you're going
to need on Google because of search volume increase especially if you're in
shopping and google showing more and more shopping ads across searches that
they didn't show it on last year you're going to need that have a promo calendar
know what it is have everybody in the organization tying in the same promos
email search social everybody said the same promo and then have backup promos
so if you're on Tuesday and sales are lagging I have some brands that will
have two or three promos in their back pocket that they can throw up when sales
are slow for the day and all of those promo things you need
your ads already created have your ads created and approved through Google
because if you wait until the day of the promo if you wait till Cyber Monday to
get your cyber monday text created in Adwords you're going to be stuck in ad
preview purgatory or AD approval purgatory it takes Google a few hours to
approve ad text if you did it the week before you've already got it to push
play and then push pause and enable your other ad text after the fact so have all
of the ad text for the holiday done and in the account just don't ready about
pause and unpause and then emergency contacts it sounds kind of Armageddon
like but what you want is everybody to know who to call or who to touch if
something goes wrong or something breaks so we use your web host who's your
because your email provider who's your paid search person who's your social
person if something goes wrong you need to be able to everybody need to be able
to know who to go to to fix that specific problem and having that so we
use SharePoint here for a lot of that we have a lot of other companies that we
use Dropbox that all my partners will be have access to that just to be able to
fix problems as they come up and hopefully they don't but I want to be
prepared if they do
so you don't need to change any structures or anything within Adwords to
be doing remarketing or RLSA which is remarketing lists for search ads so RLSA
create those audiences in the audiences tab or your shared library in Adwords
and you can apply them to all of your campaigns you don't have to change the
bid but you can get the insight when if it makes sense to change the bids and so
for example if you're selling products online and people come to your site and
don't buy does it make sense to bid on that structure again I don't know when I
won't know until we see the data because it's going to be different for all of
you and so we'll see the data and say okay this segment of people we saw came
back and we clicked they clicked on our ad again after they didn't buy the first
time does that group of people convert at a higher rate or a lower rate do I
need to adjust my bids based on that and so some companies there's a research
period that's very condensed and if they will come back within the same day I
want a bit hyper-aggressive on them and I don't want to lose them to a
competitor get that data in there a bit aggressive other cases its opposite
where I want to once you lose them on that first visit chances of them coming
back and buying again are very very small and so you bit down on them or
eliminate them altogether DSA the dynamic search ad you've got a lot of
products and you don't have an opportunity to build out an extensive
campaign right now you use Google's system dynamic search
ad to have Google build out the ads for you I usually use it for fishing and all
my accounts at a very very low bid usually ten percent of my normal search
bid just to see if there's opportunities that Google finds for me where my
competitors either a don't have coverage so I can get a very cheap click or B
have very poor quality scores and I can get that cheap click and so once you see
it gives you an opportunity like hey I got a conversion off of this search that
I had never thought of before I'm going to build that out and capture all over
the market ships my competitors aren't there yet can be a huge advantage in
holiday season if you're tracking inventory make sure you're just pausing
ads once they go in and out of stock and then this is a one that a lot of
companies forget but you got to pull back once your last shipping day passes
your bids are highly inflated for a hot the competitiveness of holiday you need
to pull them way back after you can't ship anymore many times just flip it off
but usually I pull ads bid down because I don't want to flip them back on after
holiday and have them be at the extremely high bids and just be wasting
a bunch of money so pull them back and turn them off during a period of time
where you may not be working or yous don't want to be selling where you can't
ship alright last thing the don'ts don't ignore mobile we know it has an impact
for all of you is going to be measured differently but you need to be aware of
it and just don't ignore it and turn it off and assume that we're only going to
be printing money on desktop and tablets on shopping don't try to force Google
you might have a wonderful product you think would be great for this specific
search term if you force Google to show it there which you can do it just gets
more expensive and there's a better ways of getting Google to do things by
following how their algorithm works rather than trying to blunt for school
into doing something setting changes don't go changing any settings within
your AdWords pixel or focus on a lot of those changes than how you're setting
ads or just anything that can make comparison very difficult once you do it
it difficult to undo and get clean data to compare and find out what's actually
working and don't set it or forget it you're going to need to be in your
account actively during the holiday season to make it work your competitors
will be and you're not you're going to fall behind and many times you need to
be in the account making big changes constantly using negative keywords to
make sure not wasting any money that your money you are spending on Google is
working for your business as hard as possible and don't give up there's I do
believe there's opportunity for most every business sometimes it's not on
Google and Google not like me saying that but sometimes it's on social
sometimes it's on other platforms Bing can be a great place to be playing we do
we are one of things top partners and we want growth partner of the year in North
America Bing has some phenomenal conversion rates and for certain people
it works a lot better than Google so be aware of it but it's there the idea is
we want to have one of these a money printing machine that's what we gotten
into e-commerce that's why we have e-commerce companies so we can have
money printing for us when we're not at the office or maybe while we're
sleeping ideally okay so now we have a few minutes for questions
there's no way I'm getting to all of these questions so if you have questions
I can't get to please go to that page that you were on to register get an
audit with me I just enjoy the business piece I enjoy helping companies set the
right strategies so take advantage of it if you can not everybody gets a chance
to get an hour with me to talk strategy in their business and look at what
they're doing on AdWords so let's see we do have again I am I am the moderator as
well as a presenter which is unique for me so bear with me okay you have over a
thousand products what's the best way to break them out in single product ad
groups so it's not easy AdWords editor is a valuable tool we use a lot of Excel
and it's we've had to build some tools in Excel at the end of the day that's if
you have a lot of products it can get very difficult what I would recommend at
this point there are some tools you can get inside like a more in or a Ken shoe
if you use those for automated bidding that can help break some things out but
the tools that they have available we're not actually designed for breaking out
single product ad groups and shopping it's just a byproduct that we found
accidentally one day and we actually duplicated it in Excel because we
actually don't pay for marine or tenchu on our automated bidding so just break
it out start with your most often sold products and get those in their own ad
groups and start seeing how that allows you to optimize differently and so
usually the hive online things can be where it's most valuable this question
if you don't have non branded branded what can you do quick well ideally I
would actually just create a brand campaign so the phrase match your brand
so in a very simple way I've got a small online business that sells some coffee
cups and we take the brand name we rated output in phrase match bid it high
because I want to capture anybody searching for that brand and as I see
queries into that brand I break them out into different ad groups is there's once
there's nothing ballgame to have its own ad group and I use that phrase match as
a negative in my other campaign so anybody searching for them for that
and I also add the exact match negative and that other campaign as well but by
searching generally for coffee cuts I'm not showing it's not hitting my brand
campaign so it's on a very small scale how I handle it for you will have if
you're doing it that way you'll have a very low volume of searches probably a
low volume of spend around your brand terms but you can ensure that you're
showing there and the goal is twofold keep your competitors from showing there
but also give your searchers a better options typically than Google will
provide from an organic perspective site links are tremendously important that's
something I didn't mention but came to mind on this question build out expanded
site links so I see a lot of sightings and accounts that are just the single
lines you could now have expanded it's your single line it's the headline of
the site link and then a bunch of text below it it can make a massive ad and
take up tremendous amounts of real estate you can search Hannah Anderson's
one of our clients with children's clothing
they'll have usually if you just do Hannah Anderson you'll have a giant page
search ad almost every time and that can be what every one of you can do for your
brand terms pretty easily I tried for all of our campaigns and labor Google is
going to show those expanded text ads I take it because again it's pushing
competitors down but those each one of those site links help searchers get to
the point in the site that they're trying to go anyway and the less clicks
between the searcher and the product are looking for the higher the likelihood it
will be that they actually convert the more clicks it takes the less valuable
it is on paid search and the lower your conversion rate is so if you're seeing
low conversion rates on your ad paid search you might want to consider
breaking out your campaigns more granularly
and help them go directly to the page that they're looking for so if they're
looking for a pink bike get them on the pink bike page not the homepage I see
that happen quite a bit see if we've got time for one more question here I'm
scrolling through
here's general a question on role as how to determine if you need to go higher or
lower on your return on adspend goal again it's a wonderful it depends
question but more often than not you're going to find that you need to lower
your return on adspend goal more often I'm because business owners by general
want more profit I'm one of them hey who's going to turn down more profit but
what's happening in Google AdWords if you have limited real estate and Google
got rid of 4ad positions last year so we're from 11 paid search positions to 7
there's top and bottom and so with more competition more people entering the
online space you have to compete for less real estate and so generally you're
going to have to be able to lower your ad spend requirement or lower your
return on adspend goals because you want to capture those customers in turn
you're going to have to have a very successful email campaign if you're
selling products that don't get replaced where you don't get repeat business you
might have to get a little more creative in the things you're doing to make sure
that you're actually profitable from order one and so that's some of the
things we can talk about if we want you know run on it with me but as a general
rule you're probably shooting for too high of an ad spend is from all my
conversations over the past year and a half specifically on this question
that's a shoot lower thank you again for all the questions all the opportunities
one more nugget I'll leave you with go into your account and use the segment
button in Adwords and segment top versus other will show
you where you have opportunities to improve quality score and capture more
volume of traffic without increasing the amount of searches available you might
have a great portion of your searches actually showing below search results in
an average position of say 2 point 5 which normally is good or above the fold
but it can be below the fold and that can be a huge opportunity for you where
you might think you're capped out on what you're spending it turns out you
can just improve your quality scores move above the fold and you can spend
two three four times as much again thank you for your time please reach out and
do an audit with me I'd love to help you out and give you some feedback on what
you can be doing all of you get an hour with me it doesn't cost you anything I
just enjoy it and thank you you
you
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