surviving the holiday season with plas - product listing ads by michael griffin

Confidential & Proprietary. © Adlucent 2013

SMX East 2013

0%

5%

10%

15%

20%

25%

30%

Week One Week Two Week Three Week Four Week Five Week Six Week Seven Week Eight Week Nine

Weekly % of Total Holiday Revenue

% Revenue - 2008 % Revenue - 2012

Holiday Shopping Trends

Increased focus on

shopping holidays

Quicker recovery of

revenue post-holiday

Tweet: @migriffin

Come Early, Stay Late

1 in 4 consumers start

their holiday shopping in

September or even earlier

2 in 4 consumers finish

their holiday shopping in the

last two weeks of December

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Come Early, Stay LateLocal Product Listing Ads drive last

minute shopping traffic to stores 77% of mobile

transactions are

completed in-store

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Come Early, Stay Late

Retailers are

improving shipping

options and shortening

cutoff times in 2013

3 out of 5 shoppers buy at least

one gift card during the holidays

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Give Them What They WantOnline holiday consumers most

want to receive free shipping

and $ or % off coupons

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Give Them What They WantGoogle’s Merchant Center Promotions keep coupons

front and center

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Start the Countdown

6 fewer selling days this year

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Prepare for Liftoff

October November December

2012 CVR Increases Month over Month

Text Ads PLAs

+35%

+13%

+19%

+4%

Conversion Rates

increase at a much

higher rate for PLAs

than text ads

Tweet: @migriffin

Predict shopping behavior fluctuations for every hour

of the holidays

Prepare for Liftoff

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Stock Your Online Store Window50% of orders do not include the product featured in the

clicked PLA

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Attract New Customers

1 in 3 holiday shoppers purchase from a retailer they have

never shopped with before

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Attract New CustomersProduct Listing Ads have higher new customer

acquisition rates than text ads

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Keep the Lights OnOnline spending on Christmas Day increased 36%in 2012 over 2011

Tweet: @migriffin

114% increase in revenue

Professional technical

equipment online retailer

94% increase in

return on ad spend

Lifestyle e-tailer

+56% increase in

orders/impression

Direct marketing goods retailer

Achieving

Exceptional Results• Leader in online retailing, premium paid search,

and pioneer in product level advertising

• Introduced relevance-based online advertising optimization & pay-for-performance model

• Solutions designed to meet every retailer situation, from pure technology and SaaS offerings to premium agency services

• Founded in 2001, privately held, based in Austin TX

Michael Griffinmigriffin@adlucent.com

@migriffin

info@adlucent.com

@adlucent