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

Confidential + Proprietary

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.


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?


“What is Adwords?” (3m video)

http://youtube.com/v/05we2g3Edgs


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


Marketing Team & Unique Selling Proposition

IT Team / UX & UI

Dedicated Digital Marketing Team + Analytics


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


Create Your Own


Land to the Most Relevant Page for the Customer


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

http://www.google.com/adpreview

http://www.google.com/adpreview


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


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


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

$


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

Cu

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oa

l:

tra

ns

ac

tio

ns

, sig

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ps

, pro

fit,

etc

.

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


For the Advanced Players

… If you have Always-on Search & Best Practices


Ready Ad Lightbox


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

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Features 100,000+ items. Shop Now!

Largest Asian fashion e-tailer

FREE


Google Play: 4.3



YesStyle FREE

(3.26K)

YesStyle


YesStyle

(3.26K)

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YesStyle

(3.26K)

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


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)


Hong Kong examples This week


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


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


We love your feedback!

goo.gl/26lbgz


Thank you

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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%

driving sales with google technology - hkrma...adwords academy - fundamentals, search, display,...

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