google local inventory ads - key to omnichannel success
DESCRIPTION
From Shop.org 2014, Mercent VP of Products & Services Frank Kochenash discusses Google Local Inventory Ads, an exciting new program that unifies online and offline shopping and gives retail marketers new opportunities to promote their inventory online. Frank touches on holiday best practices, and how Mercent provides unique technology and services to catalyze the program on behalf of enterprise retailers. For the video version: bit.ly/1xVGOmPTRANSCRIPT
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Google Local Inventory Ads:Key to Omni-Channel Success & Holiday Foot
Traffic
October , 2014
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Research Background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54 who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.
in-store shoppers look for information related to their purchase (such as availability, local store info, reviews) before they visit a store.
9 in 10
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Research Background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54 who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.
of shoppers are more likely to visit a store if they could check the availability of an item online before heading to the retailer.
83%
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Research Background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54 who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.
of in-store shoppers say they were prompted to visit a retailer after checking product availability online or locating a nearby retailer who carries the product -- information made available through LIAs.
32%
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250,000 impressions
10,000 clicks
600 in-store visits 360 orders $18,000 in
sales
1.8 direct mobile to in-store
ROI
$10,000 spend
Example:
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Google Confidential and Proprietary
Shopper’s experience
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Google Confidential and Proprietary
Shopper Joe needs a tent - so he does a Google search to help him find the right one
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Google Confidential and Proprietary
Joe sees a potential fit that is available at a store within driving distance of him
The ad is dynamically created using the data you submit
Clicking the “in store” link takes Joe to the advertised retailer’s Local Storefront where he can learn more about the product and the store.
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Google Confidential and Proprietary
Joe’s click takes him to retailer’s Local Storefront where he learns more about what’s in stock
Bargain Buys
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Google Confidential and Proprietary
Ideally, you want to show your products to all relevant shoppers across devices
5% higher average CTR
on multichannel PLA ads than on online only ads
94% of smartphone shoppers search for local
information on their phones1
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Google Confidential and Proprietary
On desktops, there are 3 possible ad types
Shows products sold... Click directs to...
Multichannel PLA Online & in-store 1) Online store or2) Local Storefront (via In store link)
Online PLA Online Online store
Local inventory ad In-store Local Storefront
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Google Confidential and Proprietary
Mobile devices use 2 of these ad types
Shows products sold... Click directs to...
Online PLA Online Online store
Local inventory ad In-store Local Storefront
Note: Multichannel ad units do not show in mobile devices.
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Enabling LIA’s with Mercent
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Local Shopping Feed Components
Online PLA Data Components
Online Product Feed (Current)
LIA Data Components
Local Price & Inventory
Local Product Feed (optional)
Store Listings(sync)
Online Price & Inventory (optional)
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Mercent Local Integration Architecture
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Mercent Retail’s New Local Shopping Dashboard
• Create content rules and product filters to manage Local Inventory Ads
• Sync with Google Places to manage local store data
• View product availability by store
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Best Practices for LIA’s this Holiday
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1. Leverage LIA to Improve Mobile Conversion
LIA Mobile Performance Model (example)
• 41% hypothetical increase in mobile PLA efficiency (ROAS)
• Offline AOV and Conversion Rate are commonly much higher than online
• Campaign Conversion Rate and ROAS increase from attributing direct offline actions
Multichannel - Online Multichannel - Local Local Only LIA Blended Total
Clicks 22,500 7,500 20,000 50,000 Average CPC 0.44$ 0.33$ 0.25$ 0.35$ Store Visit Rate 5.00% 5.00%Store Visits 375 1,000 1,375 Store CR% 20.00% 20.00% 20.00%Store AOV 145.00$ 145.00$ 145.00$ Online CR% 1.00%Online AOV 120.00$ Sales 27,000.00$ 10,875.00$ 29,000.00$ 66,875.00$ ROAS 274% 446% 580% 387%
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2. Extend Your Holiday Selling Window with LIAs
Qty = 4$129.00
Local Store 5 miles from
shopperOnline Store
22DECEMBER
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3. Target Peak Store Hours with LIA’s
10:00 pm
4:00 pm
Shopping Campaign Ad Schedule Modifiers
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Recap: Local Inventory Ad Benefits
Improve PLA performance on mobile
Drive traffic to your stores
Help shoppers discover related products
Let Mercent help you make it happen