家居园艺类全渠道广告策略手册

2022.12目录1234Performance

Max:Search:Display&Discovery:Video:●

Campaign:●

Video

Creative:5gCareSupport:VARVACDisplay

&DiscoverySearchPMaxVARVACDisplay

&DiscoverySearchPMax●●Google

Image○○●Google

ShoppingFeed○○#1#2tROAStROAS800%600%400%300%NA(1)

ROAStROAS400%(1)tROAS(2)ROAS300%NAROI(2)(3)(4)NA200%tROAS●○○●○○●○○xxkgacmx

bcm302●Feed○○●

GoogleAdsGoogleAnalytics4●MerchantCenterFeed●○○○313090902■160●○○○○○○1111600x316300x300314x314128x1281200

×

6285,120

KB●Google○10Feed●Feed++=34%32%29%●Feed○○■■durablegoodvalue

forprice46%RemarketingCustomer

MatchSimilar

AudiencesAffinityIn-MarketCustom

IntentVARVACDisplay

&DiscoverySearchPMaxAppApp2523252325232416131513151213128%6%6%5%决策路径中的不同节点2+90%+73%+75%Visit

awebsiteAdd

to

CartSearchfor

Brand190%90%

21%10%72%28%Garden

ideas,outdoor

decorXX,XXreview,XXTVstandTVstand,outdoorarmchairs,livingroomsethomary,homarylabel

daysale,homaryTVstand2CAB80%+123$100$300$500Bid:

$10Bid:

$5Bid:

$10Bid:

$10Bid:

$10Bid:

$15GoogleCLV20%Source:

GoogleInternal

Data,Global,

March2021338%

33%57%Google/

Kantar,n=801,

20224n=8004Google/

Kantar,2022410％/intl/en-apac/consumer-insights/consumer-trends/search-behaviors-during-mega-sales/VARVACDisplay

&DiscoverySearchPMax96%，YouTubeGmail2485%ofonlineconsumers

will

takea

product-related

action

within

24hoursofdiscoveringaproduct

that

meetstheir

needs90%

67%

1.81倍

86%90%67%86%1.81/3035856/why-were-more-likely-to-remember-content-with-images-and-video-infogr/2013/06/impact-images-social-media-infographic/httpㄇs:///en/2015/04/20/seo-for-success-in-video-marketing.html?/documents/eyeview_brochure.pdf3012%1x26%2.7x7x1x1x10x0.2x1xSource:GoogleInternal

Data-Private&Confidential

(NDAOnly)‘Small’

Clientsarerelativeto

‘Big’Clients,referring

the

difference

intheir

investmentonAdproductsandperformanceNSGoogleCPA,

MaxConversionloginin95%10app100180+1.2.3.StopHoldCloseImage&text

assetsImageassetsTextassets●●●●●●●30-40%CTR<

30●个字符●●20-3040-60Google

PlayYouTubeYouTube$2$3$5$8$5ROI●●CPAnewsletter2-3tCPA10●

测试：20●●○Add-to-cartDuration30Pages/Screens

per

session5VTCCTC3View-Through

ConversionROI●GoogleROI●

Search

ROI

=2.5

:1●

Shopping

ROI

=3:

1●

Search

ROI

=3.5:1●

Shopping

ROI

=4:1●

DisplayROI

=1.8

:

1●

Total

Google

AdsROI

=2.7:

1Display=>

2xSearch

CPA●

Total

GoogleAdsROI

=

3:1●VARVACDisplay

&DiscoverySearchPMax70%ofYouTube

viewers

saytheybought

abrandas

aresult

of

seeingiton

YouTube……andare2x

as

likely

togo

online

tobuysomething

theysawonYouTube

vsthecompetitive

averageTrueView1520TrueViewTrueViewVideo

Action

CampaignDrive

conversions

withVideo

action+200%

-40%higherCTRlower

CPAvs.standard

TrueViewImproveperformance

ofSearch

Ads+8%

+3%conversionsconversion

rateMid

Funnel+FeedsSeeing

is

believing:add

compellingproduct

imagery

that

expands

in

a

panelbelowyourvideoPullinproduct

imagesand

informationdirectly

from

yourGMCOn

average,

advertisers

that

addproduct

feeds

totheir

Videoactioncampaigns

achieve

over

60%more

conversions

at

alower

costMid

Funnel+FeedsCustomer

watches

videoad

onYouTubeVisuallyrichproduct

imagespullin

fromGMCfeedClickingonanyproduct

leads

toproduct

landingpage‘Sticky’-Leads

toCTAdestination

defined

incampaignMid

FunnelVACOnaverage,

VideoActionCampaignsrunning4weeksorlongerare

15%moreefficientthancampaigns

running

less

than

4weeks.Mid

FunnelVACProduct

FeedsEnsure

feed

consistencyandqualityIdentify

priorityproducts●

Ensure

yourfeedandlandingpage

areconsistent

socustomersknowwhat

toexpectLeverage

insights

fromShoppingcampaignsidentifying

prioproductsbased

on:●

Customersbusinessgoals●

Product&

brand

popularity●

Pricecompetitiveness●

Provide

accurate,rich

productdatasowe

canshow

yourproductstocustomers●

Segmentproducts&campaignsbased

onbusinessgoalsMid

FunnelVACYouTube

ShortsAdding

avertical

video

assettoVACdelivers10-20%

moreconversionsperdollaronYTshorts

thanlandscape

aloneMid

FunnelVACStart

HereScaleLaterIn-MarketCustom

Audiences(Keywords)CustomerMatchSimilarSegmentsRemarketingReachaudiences

whohaverecentlysearchedfor

yourkeywordson

Google.Use

your

online

andoffline

datato

reachand

re-engagewithyour

existingReachaudiences

whohavealreadyengagedwith

your

company.Find

additionalcustomers

withSimilar

audiences

toyour

Remarketing

andCustomer

Match

lists.Reachpeoplewho

areactively

researchingand

intending

to

buyproducts

or

servicesyou

offercustomers.+EnableOptimized

Targeting

fornew

customer

acquisitionMid

FunnelYouTube

(Watch

Next

&Home)Discover

(Google

app)Gmail

(mobile+desktop)3BDiscovery

adscanreach

upto3billionusersmonthly

onYouTube,

Discover,

and

Gmail1Morethan80%ofadvertisers

whocomplementVideo

action

campaigns

withDiscovery

Adssee

incrementalconversionsator

below

their

original

CPA.2Mid

FunnelDiscovery+FeedsOpen

betain

Sep’22forall

advertisers

withGMC!Promotethe

rightproductstothe

rightpeopleatthe

righttimeCreatenew

intentwith

dynamicprospectingorcapture

existingintentwithdynamicremarketingandin-market

audiencesof

Google

feeduserstook

ashopping

or

product-relatedaction

immediately

afterdiscovering

new

products,services,

or

brandsontheirfeeds1UpperFunnelVideo

ReachCampaignEFFICIENTREACHOptimized

uniquereach&cost

peruniquereachPowered

bymachinelearningfor

bestbudgetsplitbetween

the

2formatsBumpersTrueview

forReachCampaignTellyourstory

within

6sAchieveattentivereachatscaleSimplifiedwork:

setit

andleaveitUpperFunnelMasthead13Home

&GardenCreative

Guidance

of

VideoAdsAwarenessupperfunnelConsiderationH&GActionSource

:Google/

Kantar,20224Proprietary&ConfidentialABCDABCDAttentionBrandingConnectionDirectionABCDHook

and

sustain

attentionwith

an

immersivestoryBrand

early,often

and

richlyHelppeople

think

or

feelsomethingAsk

them

to

take

actionProprietary&ConfidentialABCDs

validationABCDLINKTM

in-marketvalidationshowed‘BEST’adsyield+30%ROI3x

equity

liftper

100GRPKantarABCDSHORT

TERM570%65%LIKELIHOODTMABCDPoorAverageBestSource:

Google/Kantar

LINK

AI,TheShort

&

the

LongofABCDs

Effectiveness,Global,

Apr

2021.n=11,000

ads.Note:

Analysisisbased

onacomparisonofadsoptimized

fortheABCDs

(including

top5coredrivers)

to

average

ad

performance

in

the

Kantar

database

onSTSL

and

LTBCmetrics.InPartnershipWithAdvanced

Measurement

TeamAwareness+ConsiderationGet

noticed.Show

them

how

itfitsintotheir

lives.Proprietary&ConfidentialRETAIL

ABCDsAWARENESSDrive

AwarenessinRetail:H&GABCDAttentionBrandingABHook

andsustainattention

withanimmersive

storyBrandearly,

oftenandrichlyBCConnectionDirectionCDDAHelp

people

thinkor

feelsomethingAsk

themtotakeactionProprietary&ConfidentialRETAIL

ABCDsAWARENESSProprietary&ConfidentialRETAIL

ABCDsAWARENESSProprietary&Confidential5Proprietary&ConfidentialRETAIL

ABCDsAWARENESSCalltoAction:CTA84Proprietary&ConfidentialActionClose

thedealProprietary&ConfidentialRETAIL

ABCDsAWARENESSDrive

ActioninRetail:H&GABCDAttentionBrandingABHook

andsustainatten