Shopping @ GoogleGoogle Marketing Conference 2019 - Athens

Yorgos Monokandylos - Head of Retail, Google Athens

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Internet retailing is growing very fast in Greece

+14.7%YoY in 2018

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+363%growth in searches for ‘best pillow’ on mobile

Consumer expectations are evolving...They are looking for inspiration, want personalized experience, fast delivery and more...

1 in 3expect personalized recommendations

2.5xgrowth in searches for

“same day delivery”

Sources: Google Data, GR, Jan - June 2015 vs. Jan - June 2017; Kelton study, US 2016; Wildcat data, GR Jan - June 2017 vs. Jan - Jun 2015

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...And, technological shifts are transforming shopping

Shopping queries on desktop declining mCommerce growing 1.5X faster than

overall eCommerce

75% want to complete a task, 41% want to manage shopping lists by speaking to a

digital assistant

Sources: Emarketer; Querynav; Google/Kelton: How digital innovations influence consumer expectations, U.S., December 2016, (n of 3,119 U.S. adults 18+)

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I-need-some-ideas Moments

Inspiration

Which-one is-best Moments

Research

I-want-to-buy-it Moments

Purchase

Retail’s biggest opportunity is in the smallest moments

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Micro-moments are the new battleground for brands

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Search remains the No.1 gateway for purchase decisions in GR

56%

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Source: The Consumer Barometer Survey 2014/15Question asked: Which of these online sources informed your recent purchase, at any stage from getting initial ideas to reaching a final decision?Total Respondents: 6512

Help undecided shoppers with guided discovery

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● Currently serves in 30+ countries

● 500M+ products

● Thousands advertisers globally

● Launched in GR Jun’19

Source: Google Internal Data

Shopping AdsConnecting consumers with brands & retailers since 2012

NEW!

Από CSS

Από CSS Από CSS

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From text & keyword based to image & feed based ads

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Shoppers’ path to purchase has grown more complex

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Smart Shopping campaigns

Simplicity Reach Achieve your goals

Manage campaigns easily Optimize automaticallyFind customers across Google

SSC uses machine learning to drive simplicity and reach, while helping you achieve your goals.

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Your business goals Across GoogleMachine learning

Campaigns based on your objectives: Maximize

conversion value

Automated optimization Combine Shopping ads and Remarketing ads to reach customers

on Search, Display, YouTube and Gmail

How Smart Shopping campaigns work

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Optimized across Google

Reach across Google Search, Search Partners, GDN, YouTube & Gmail

One feed and campaign across all networks

Budget automatically allocated across networks and formats

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Find the right user on the right channel at scale

In Europe, Smart Shopping Campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search result pages and on any other surfaces the CSS has opted in to.

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+73%

+75%

+90% Visit a Website

+83% Make a Purchase

+77% Visit a Product Page

Add to Cart

Search for Brand

Source: Google Think Insights - November 2013 looking at the Milward-Brown study measuring shoppers and natural search behaviors

When a consumer is faced with both Shopping & Text Ads...

Shopping works better with text ads!

Από CSS

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KANTAR: YouTube profiling study 2018

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68% of GR shoppers say they use YouTube to get information about products to buy

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Trueview for Shopping on YouTube

Show your products, drive demand

& convert

straight from your video!

Data is the backbone of retail.

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High Quality Product Content

Product Feed

Shopping Campaigns

Ads

Google Shopping Marketing Flow

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There are several ways to participate in Shopping ads

Open to participation by Comparison Shopping Services

Following the European Commission’s June 27, 2017 Decision, Google has made Shopping ads on Google general search results pages in the EEA and Switzerland equally available to all qualifying Comparison Shopping Services (“CSSs”).

16countries

Austria, Belgium, Czech Republic, Denmark, France, Findland, Germany, Greece,

Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland,

United Kingdom.

Get the most out of Shopping Ads

Invest in high quality product data with your product feed

Reach shoppers across the full funnel

Upload your product data in Merchant center and we’ll show it at the right time

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Thank You