Taking Control of Your Google Shopping AdsDan Navarro

Director, Account Management

AdGooroo

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GLOBAL LEADER IN PAID SEARCH INTELLIGENCE SINCE 2004

About AdGooroo

• Measuring text ad & product listing ads on desktop & mobile search

• World’s largest database of Search Marketing data• 50 Countries • 14 Search engines• 2 Million+ advertisers

• 4,000+ users worldwide

• Part of Kantar Media, the largest advertising intelligence company in the world

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Taking Control of Your Google Shopping Ads

► The Changing Face of Google Shopping Ads

► Optimizing Your Feed To Improve Coverage

► Optimizing Your Campaign Structure

► Keyword Research

Agenda

THE ANSWER IS EVOLVINGWhat Are Product Listing Ads (PLAs)?

NO DISCERNABLE CHANGES TO DATEPLAs in the Post-Right Rail Era

Do You Really Have No Control?

Sequence of Events

77

Site Feed

Merchant Center

AdWords

Results Page

MORE CONTROL THAN YOU THINK

Sequence of Events

88

Site Feed

Merchant Center

AdWords

Results Page

MORE CONTROL THAN YOU THINK

MANDATORY • OPTIONAL • RECOMMENDED ATTRIBUTES

Set Up Your Feed for Success

UTILIZE ATTRIBUTES THE RIGHT WAYSet Up Your Feed for Success

• Required Attributes• ID• Title• Description• Product Category• Product Type• Link to item’s page• Availability Status• Price• Sales Price

• Failure to show Required Attributes may cause product not to show at all• Some are required for all items• Some are required for specific types of products

• Failure to show Recommended Attributes may cause product to show less often

GOOGLE WILL SHOW POOR RATINGS FOR SHOPPING ADS

Google Ratings: Text Ads vs. PLAs

Ratings for Text Ads• Reviews for Merchant

Only • Minimum of 30 seller

reviews• Monitored on a rolling

12 months• Must average 3.5 stars

out of 5

Ratings for Google Shopping Ads• Reviews for Merchant AND

Product• The merchant must have 50

reviews total across all products

• Minimum of 3 reviews per product

• Can have any number of stars

• Your ads WILL show up, despite poor ratings

DEPENDS ON THE COUNTRY

FYI: PLAs Are Not Everywhere

Shopping Ads appear on Google Shopping, Google Search & some Search Partners

• Australia• Brazil• Czech Republic• France• Germany• Italy• Japan• Netherlands• Spain• Switzerland• UK• US

Shopping Ads ONLY appear on Google Search & some Search Partners

• Austria• Belgium• Canada• Denmark• India• Mexico• Norway• Poland• Russia• Sweden• Turkey

You’ve Set Up Your Feed. Now What?

Sequence of Events

1414

Site Feed

Merchant Center

AdWords

Results Page

MORE CONTROL THAN YOU THINK

PRODUCT GROUPS

Set Up Your Campaigns for Success

• What is a Product Group?• A way to combine specific products from your feed in a Shopping

campaign• You create product groups using the attributes you created/modified in

the feed

• Use of Product Groups• All Shopping Campaigns will have a default Product Group named “All

Products”• Think of this as your safety net• Use Product Groups to organize your feed

• Prioritizing Google Shopping campaigns to run at an optimal level• High• Medium• Low

• Useful when a specific product is in multiple campaigns• i.e. Standard Group vs. Promotional Group

Tips• You bid on Product Groups rather than keywords• Your bid applies to all products in the Product Group

KNOW YOUR MOST IMPORTANT GROUPS AT ANY GIVEN TIME

Optimizing Product Groups

“All Products” Product Group(Low

Priority)

Product Group 1(Mediu

m Priority)

Product Group 2Promotional (High Priority)

Product Group 3 (Mediu

m Priority)

PUT IN THE TIME UP FRONT

Campaign Set-Up Options Vary

• Basic Set-Up• The entire feed is tied to a single Product Group

• Least control with bidding

• Moderate Set-Up• You have Product Groups built for each product type (i.e. Women’s

Accessories)

• Advanced Set-Up• Every single product has it’s own Product Group

• Similar to having one keyword per ad group• Most control with bidding

• Each Product Group in a Shopping Campaign can have up to 20,000 product groups

• Negative Match is still available for all Google Shopping Campaigns

Recommended

Text vs. Shopping Campaign Set-Up

Traditional Text Campaign Shopping Campaign

Campaign 1 Campaign 2

Ad Group 1 Ad Group 2 Product Group 1 Product Group 2

Keyword 1.1

Keyword 1.2

Ad Copy 1.1

Keyword 2.1

Keyword 2.2

Keyword 2.3

Ad Copy 1.2

Keyword 1.3

Ad Copy 2.1

Ad Copy 2.2

Product 1.1

Product 1.2

Product 2.1

Product 2.2

Product 2.3

Where Bidding

Takes Place

Product 1.3

AT WHAT POINT DOES BIDDING TAKE PLACE?

Keyword Is Still King

Key Questions To Answer

• What keywords do I need to be on?• Which keywords are my competitors on?• How do I show up for more keywords?

WHERE TO CONDUCT KEYWORD RESEARCH

Optimizing to the Keyword

• Optimize your feed to focus on specific key phrases

• Conduct keyword research against the entire category, using:• Google’s Keyword Planner• Your Text Campaigns• Search Query Report• Third Party Competitive Intelligence

• Only Add keywords with intent to purchase• Search is pull marketing

• What do these have in common? Keywords

Google Keyword Planner

• Are there better keywords I can be targeting?

WHERE TO START

Google AdWords

• Identify your top performers• Keywords with highest

search volume• Top converters• Attributed Keywords

USING TRADITIONAL PAID SEARCH DATA

AM I APPEARING ON KEYWORDS I’M NOT AWARE OF?

Google Search Query Report

• Add new keywords• Optimize negative match keywords

UNDERSTANDING THE MARKETPLACECompetitive Intelligence

• Who’s leading the market?• Who’s falling off over time?• Who’s been improving?

Competitive Intelligence – Another View4/

17 –

4/30

2/21

– 3/

5

While Macy’s & Footlocker are sitting in the top two positions, Nordstrom Rack and Zappos flipped rankings.

• What did Zappos do to improve?• Where did Nordstrom Rack miss out?

PLA Text

Advertiser 2/21 – 3/5

4/17 – 4/30

2/21 – 3/5

4/17 – 4/30

Footlocker.com 1 2 9 10

Macys.com 2 1 5 5

Nike.com 3 5 2 2

NordstromRack.com 4 6 11 15

Zappos.com 5 3 1 1

Finishline.com 6 4 10 14

6pm.com 7 12 7 9

Nordstrom.com 8 10 8 7

Villa.com 9 8 - -

Eastbay.com 10 10 14 16

Desktop Text

Desktop PLA

AM I SHOWING THE RIGHT PRODUCTS?

Who is Showing What?

Zappos Nordstrom Rack

POTENITAL LOST REVENUEUnderstanding the Keyword Gaps

• Nordstrom Rack.com had a 13% decrease in keyword coverage• The 63-keyword difference between Zappos & Nordstrom Rack accounts

for 7.3MM in total search volume and just under 1MM potential impressions

• Nordstrom Rack had the opportunity to drive 34,500 incremental clicks• Assuming Nordstrom Rack were to maintain their current 3.45%

CTR

2/17 – 3/5 4/17 – 4/30 2/17 – 3/5 4/17 – 4/30

Advertiser Keywords % Diff. Impressions % Diff.

Zappos 135 157 14.01% 1,457,569 1,976,901 35.63%

Nordstrom Rack 107 94 -13.83% 1,576,464 976,982 -38.03%

Identify Missed Keyword Opportunities & Add the Keywords to Your Feed

Where to Focus Your Keyword Insights

• Required Attributes• ID• Title• Description• Product Category• Product Type• Link to item’s page• Availability Status• Price• Sales Price

Summary

Optimize Implement

Assess/Repeat

OPTIMIZATION GOES FULL-CYCLE

Poll Question

Do you currently use competitive intelligence in your Product Listing Ad or Text Ad Campaigns?

• Yes

• No

Questionswww.adgooroo.com

sales@adgooroo.com

866-263-9900

For More Information

312-205-4260

Thank You

Dan Navarrodnavarro@adgooroo.com

www.adgooroo.com

sales@adgooroo.com

866-263-9900

For More Information

312-205-4260