The Shopping Transformation: How to Strengthen Your Digital Backbone Ari Kurtz Head of Industry, Retail Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Sales per square foot $4,568 $3,000 $2,953 Apple Warby Tiffany Parker & Co. Google Confidential and Proprietary
Traditional Brick & Mortar Retailers are Adapting Google Confidential and Proprietary
Google Confidential and Proprietary
Strengthen Your Digital Backbone 1) Redefine traffic 2) Be everything; Be relevant 3) Surprise and Delight Google Confidential and Proprietary
Strengthen Your Digital Backbone 1) Redefine traffic 2) Be everything; Be relevant 3) Surprise and Delight Google Confidential and Proprietary
Where are your sales happening? 93% 86% (% of sales in-store) (% of sales digitally influenced) Google Confidential and Proprietary
Then (1999)… KNOWLEDGE Consult a professional Consumer Reports Expert Reviews ...Ask store attendant Go to store... Ask a friend TIME Google Confidential and Proprietary
Now KNOWLEDGE Consult a professional Consumer Reports Expert Reviews ...Ask store attendant Ask a friend Go to store... TIME Google Confidential and Proprietary
Measure today’s meaning of traffic Google Confidential and Proprietary
It’s more than just ROAS for online spend $8 .Com Revenue = $16 $1 + Total $8 Investment in Google Revenue AdWords In-Store Revenue Google Confidential and Proprietary
It’s more than just ROAS for online spend $8 .Com Revenue = $12 $1 + Total $4 Investment in Google Revenue AdWords In-Store Revenue Google Confidential and Proprietary
Key Takeaways 1. Digital channels have a heavy influence on nearly all sales, not just sales that happen online. 2. Retailers must measure and understand the impact of online traffic not just online but also in store – and the impact of store traffic online. 3. KPIs should align with the new definition of traffic, and retailers must organize properly to avoid creating bad internal incentives. Google Confidential and Proprietary
Strengthen Your Digital Backbone 1) Redefine traffic 2) Be everything; be relevant 3) Surprise and Delight Google Confidential and Proprietary
Google Confidential and Proprietary
Micro Moment: Home Depot 27% Google Confidential and Proprietary
Google Confidential and Proprietary
Key Takeaways 1. Does your organizational structure support a channel agnostic customer experience allowing you to be everywhere your customer is? 2. Are you making it dramatically easier for your consumers to quickly and easily find what they are looking for? 3. Do you meet your customers where they are or do you wait for them to come to you? Google Confidential and Proprietary
Strengthen Your Digital Backbone 1) Redefine traffic 2) Be everything; be relevant 3) Surprise and Delight Google Confidential and Proprietary
Google Confidential and Proprietary
“ We don’t make money when we sell things. We make money when we help customers make purchase decisions.” - Jeff Bezos Google Confidential and Proprietary
Surprise and Delight pays off in the end Google Confidential and Proprietary
Key Takeaways 1. Are you providing customers with engaging digital brand experiences, strengthening relationships? 2. Does your content sit somewhere other than your brand site? And are you reaching new audiences with it? 3. Are you making connections with people? Or are you just selling stuff? Google Confidential and Proprietary
AdWords Performance Summit 2015 Google Confidential and Proprietary
AdWords Performance Summit Announcements Ad experiences that Automation for relevance Measure every moment win the moment in every moment that matters Full value of digital Automobile ads Dynamic Search Ads v2 Cross-device conversions in apps ETC integration with bidding Hotel ads Advancements in Auto Bidding Target CPA Landscapes Beyond the last click Compare: insurance, Target Opt-in recommendations Data-driven models mortgages, credit cards Performance reporting v2 Cross-device search funnels Attribution integration w/ bidding App promo in the Play Store Incrementality Marketing experiments Google Confidential and Proprietary
App Promo in the Play Store Google Play reaches more than 1 billion people on Android devices in more than 190 countries . App discovery plays a critical role in building a successful app business. Initial beta: Search ads on Google Play is a limited beta that brings sponsored results to Google Play. For this pilot test, existing search app install advertisers will begin to show for a subset of queries. Google Confidential and Proprietary
Dynamic Search Ads V2 An simplified set up process for Dynamic Search Ads DSA v2 is a new campaign creation flow for a more simplistic and transparent way to setup the new categories. These new categories offer more granular category suggestions logically grouped to maximize advertisers’ traffic & conversions relevant, tailored bid recommendations for each individual category Example queries , sample URLs and creatives for each individual category. Google Confidential and Proprietary
Measure Every Moment that Matters Automated bidding announcements within AdWords • AdWords attribution : You’ll be able to select an attribution model for each of your conversion types. The choice you make will be reflected in your AdWords reporting and integrated into your automated bidding. • Cross-device conversions integrated with automated bidding: Later this year, you’ll be able to take action on cross -device conversions are integrated into automated bidding. This is part of a broader update that will give you the option to include cross-device conversions as part of the Conversions column Google Confidential and Proprietary
Shopping Enhancements PLAs in Gmail Flexible bid strategies Google Confidential and Proprietary
Mobile Shopping Enhancements Hands free shopping Expandable shopping card Local inventory ads Google Confidential and Proprietary
Questions? #MRKGSummit15 Google Confidential and Proprietary
Thank you! #MRKGSummit15 Google Confidential and Proprietary
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