2025年Peak25技术做好准备

Get ready for Peak25 Welcome Our team for today Strategic PartnershipsDevelopment ManagerMiléva Asabiny Solutions Architect, ShoppingLouise Lobb Shopping Partner ManagerConor McGann Shopping Partner ManagerNat Clizia Shopping Product SpecialistVinand Basdew Solutions Architect, ShoppingJames Mugere Roadmap 2025 Upcoming Retail Tech Breakfast Events Join us to learn more about our upcoming top tech solutions AgendaWelcome 01Peak Shopping Trends 02Holiday Tips & Optimizations 03Product Activations 04Retail Tech Solution 05Troubleshooting and Support Paths 06Live Q&A 01 Peak Shopping Trends A look atQ4 2024 Retail is apowerhouse ofthe UK economy Of UK GDP and ittouches every singlelife in this country… What are weexpecting?Peak 2025 Consumerbehaviour is(predictably)unpredictable 1 | Peak Shopping Trends Consumers are searching with no brand in mindand they are also comparing more than ever🔍 on trainers vs. nike running 1 | Peak Shopping Trends Alate Thanksgiving again drivesa condensed shopping season,nearly identical to 2024. Acondensedholiday seasonreturns with early Q4 upside In 2024, we saw5 fewershopping dayspost-Cyber weekvs. 2023. This year we’ll see4 fewer. 2 year avg (‘23, ‘21)2024 October & early November willhold a significant upsideWe expect earlier demandfrom Shoppers as theystart looking for thebest deals possible. The Triple Peak 1 | Peak Shopping Trends The Retail Triple Peak was bigger than last year So what for 2025? 1 | Peak Shopping Trends October: How can we win the‘Triple Peak’ in 2025 & keep thelights on in December💡 Early and extended demandAmazon to kick off the shopping season early withPrime Big Deals Dayin October (last year Oct 8/9) November: ➔Sunday after Black Fridayforecasted to be thebiggest day of the year (107% of the Black Fridayintent)➔Triple Peak November:Black Friday marks thecenter of a triple-peaked week in November, withsignificant activity on the preceding and followingSunday➔Sunday before Black Friday:Most efficient (98% ofBlack Friday intent at 24% cheaper CPCs, last year) December Cyber Mondayis in December again this year (thirdbiggest day of the year)December ‘24 sustained 94% of the Novemberdemand at2% cheaper CPCs– we are expectingthe same for 2025 type of behaviour for Peak 2025Keep the lights onfor Christmas & New Year’s Day Holiday Tips &Optimisations 2 | Holiday Tips & Optimisations Feeds are the foundation of retail success – whateverShopping program and consumer experience offered Product feedsare the backbone to Shopping and consumer experiences, where the strength of your program is only as strong as the health of yourproduct data. 2 | Holiday Tips & Optimisations Start with theOverview pagein GMC to checkrecommendedactions to take Check theOverview pagefor guidance,prioritising the next most valuable action– right on the Merchant Center homepage. More recommended actions customizedfor you as a merchant, suggesting taskswith the most impact on your performance. What should I do next? Best practices for Product Titles per vertical - Feeds Feature holiday products in Campaigns with custom labels 03 02 01 Add custom labels in the feed to signalthat a product is high priority - forexample: “bestseller”, “high margin”,“trending”, “holiday product”. Use the labels to segment theseproducts then into a separateShopping campaign with aseparate budget for more control. Use adifferent ROAS target(or use Maxconv. value) to hit your holiday goals forthese products. *A lower ROAS goal willallow for increased visibility in auctions. Remember to setROASgoalsbased on what willyield the highest profit.Consider cost of goodssold and consider yourcustomer lifetime value. 2 | Holiday Tips & Optimisations For PMax - Highlight seasonal messaging & offerings🎁 Power of now ●20% off now●Order now for delivery by Dec 22 ●Only 5 remaining●Limited stock●Limited time only Scarcity bias Scarce resources aremore desirable ●New Customer Acquisition●Seasonal events related to Google Audiences Tap into Audience Value prop ●Free delivery & returns●2-day shipping Language ●Connect with your account team to learn more aboutGoogle tools available for translating campaigns and feed Testing localized assets to reach non-EN consumers 2 | Holiday Tips & Optimisations Schedule your PMax asset groups with Automated rules ●Automated rulesallow you to schedule assetgroups so that they are paused and enabled, asneeded. ●Use theserulesto run ads atspecific times ofday,or to create and schedule asset groupsahead of time. ●For example, you couldschedule a new set ofholiday-themed assets ahead of a specialsitewide sale or promotion. Or maybe you’rehosting an in-store special event and want toschedule some more assets to help promote it. PRO TIP:Check how to set up automated rules Get your StandardShopping campaignholiday ready Plan your seasonal budget aheadusing Performance Planner & CampaignSimulators (up to 18 mo