Date post: | 13-Apr-2017 |
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ASK AN EXPERT:
Crafting Advanced Google Shopping Strategies to Rank Higher in 2017
Proven Google Shopping Methodologies That’ll Get Your PLAs to Show up
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Today’s Resources
OVERVIEW
•Founded in 2007
•Recognized as an Official Google Shopping Partner
•350+ Active Retail Clients
•Top 50 fastest growing company in San Diego 4 years
•Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy
CPC Strategy Google Shopping Experts
Roman FitchLead Retail Search Manager
Jason BellSenior Paid Search Manager
Today’s Topics
• How 2016 Google Shopping Growth Impacts Strategy
• Manipulating the Product Feed to Improve Ad Relevancy
• Targeting Consumer Searches Through PLAs
• Advanced RLSA Audience Targeting Capabilities
• Utilizing Google Special Offers to Drive Conversions
• Your Product Mix & How to Leverage for Increased Performance
How 2016 Google Shopping Growth Impacts Strategy
How 2016 Google Shopping Growth Impacts Future Strategy
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Google Shopping 2015 Q4 vs. 2016 Q4• Cost Per Click (CPC)
In 2016, we saw an average drop in CPCs – $.71 across all verticals, in comparison to 2015, where we saw an average CPC of $.76.• Click-through-rate (CTR)
In 2016, we an average drop in CTR – 1.34% across all verticals, in comparison to 2015, where we saw an average CTR of 1.62%• Return on Ad Spend (ROAS)
In 2016, we an average rise in ROAS – 770.3% across all verticals, in comparison to 2015, where we saw an average ROAS of only 708.3%.• Impression Share
In 2016, we an average drop in Impression Share – 27.2% across all verticals, in comparison to 2015, where we saw an average Impression Share of 29.6%.• Revenue
In 2016, we an average increase in revenue by 24.77%, in comparison to 2015.• Cost
In 2016, we an average increase in revenue by 24.10%, in comparison to 2015.
Manipulating the Product Feed to Improve Ad Relevancy
Basic Product Data Quality – The Easy StuffThe essentials for a good quality Google Shopping product feed
The Basics:• Item IDs - Are they unique?• Item IDs - Are they consistent?• MPNs - Are they modified? Do MPNs match what other retailers have?• SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics transactions? • Prices - Accurate? How often are you syncing price? Make sure no $0 values.• Links - Do they work? Check for 404 errors & 302 redirects that strip tracking parameters.• Stock Status - How are we handling out of stock items?• Images - Are we including any Watermarks or Promotional Text?• Product Variations - Are we missing/not sending these? Why or why not?• Product Variations - Are we loading the child variations on the landing page?• Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed.• GTINs - Are we in compliance based upon Google’s Diagnostic’s tab?• Custom Labels - Are we taking advantage of these 5 customizable fields?• Complete Data - Do we have fully populated columns? Any empty fields?
Manipulating the Product Feed to Improve Ad Relevancy
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Targeting Consumer Searches Through PLAs
What is ISO and why is it so important?
ISO Strategy – [Exact] or “Phrase” Match Targeting
What is it? Ability to target an exact keyword or phrase within Google Shopping w/o the need of a
daily negative keyword addition (ie: SQO Strategy) Shifting focus away from only product-level performance to search query performance
How is it accomplished?Through the use of both the campaign priority settings and negative keyword
sculpting
Customer Intent Example
Ability to bid based upon perceived customer intent Ensuring higher placement on terms which show higher customer intent to purchase
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
The Green Vs. Red ISO Strategies
Green ISO Strategy
Red ISO Strategy
Use Cases Improve ROI on Poor Performing Queries – lower average CPC
Use Cases Drive Impression Share - Exact/Phrase Match Target High Value KWs - Quickly Monitor &
React to Aggressive Competition – Control Product Mix – Stimulate Growth Through Aggressive Bidding
Green & Red ISO Working Together?
The Red ISO Strategy
30 Days Before & After Results
Cost Down 66% Avg. CPC Down 73%
ROAS Up 370%
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
GREEN
RED
Imp. Share Up 21% Conv. Up 14% Competitive Awareness
Advanced RLSA Audience Targeting Capabilities
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
**Similar Audiences**Automatically created Google audience based off users on your RLSA
list. Users on RLSA lists are excluded from “similar lists”, and the user
duration is only 24 hours. Google will identify users searching for similar
queries as users on your RLSA list.
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Audience Structuring and Themes:
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Purchasers
Abandoners• Cart
abandoner• Checkout
abandoner
Micro-conversions•Email sign-up•Account creation•Quote Request•Form completion
Engaged Visitors•Time on site•page depth•Live Chat•Did a site search
BrowsersLeads
Landing pageHomepage viewersCategory viewersProduct viewers
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Setting audience bid modifiersSave filters for high converting audiences above target ROI / below
target CPASave filters for higher spending audiences below ROI / above target
CPACampaign/Adgroup View within AdWords
** Not enough data =(
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Setting audience bid modifiersDownload audience report at the account levelPivot the data to see how an audience is doing across an entire
accountThis will give you more insight into audiences that are doing well
holisticallyThis can empower you to take action and potentially bid up/down on
audiences that don’t have enough data to act at the
campaign/adgroup level.
Pivoted Audience Level Report
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Success stories with shopping RLSAsHalloween costume manufacturer sees YoY ROI gains in Google Shopping by
retargeting last year’s customersPersonalized pet gear brand increases sales through Similar Audiences in Google
ShoppingLocal furniture store increases Store Visits by retargeting recent users completing
a Finance Application
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Google Analytics RLSAs to remarket users who purchased Sept – Oct, 2015
Uploaded emails lists of purchasers Sept – Oct over the past 5 years
Use in conjunction with ISO™ to capture “top funnel” traffic for proven converters from last year.
Halloween costume manufacturer sees YoY ROI gains through RLSA in Shopping
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Apply Similar Audience, one per theme: “Engaged Visitors”, “Micro-Conversions”, and “Purchasers”.
11% of shopping sales now coming from similar audiences.
Personalized pet gear manufacturer sees increase in sales with Similar Audiences in Shopping
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Micro-conversions — Using back-end data, we were able to determine that 80% of
approved finance applicants become a purchase, with the average application value
over $750.Engagements — Users who do a site search (+68%), engage with live chat (+50%),
or play a product video (+9%) on the site are more likely to convert.
Local furniture store increases conversions with RLSA for micro-conversions and engagements
Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
TakeawaysRLSA is effective for incremental efficiency gains in shopping.Similar audiences is looking like a strong growth opportunity for new customer
acquisitionCustomer match lists can be more limited in reach but unique in terms of audience
definition and list duration.
Utilizing Google Special Offers to Drive Conversions
Utilizing Google Special Offers to Drive Conversions
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Google Merchant Promotions
What is it? Ability to highlight promotions within Google Shopping Improve CTR & Conversion Rates with no extra charge to participate
ImplementationThrough the Google Merchant Center within the Promotions Tab
7- Day Sale Result CTR up 19% Conv. Up 34% Conv. Rate up 14% CPC down -8%
PROMOTION TYPE ADDITIONAL INFO
DISCOUNTS
$ Off or % Off Discounts must be at least $5 or 5% off
x% Off. Maximum Discount $y n/a
$x Off $50+. $y Off $100. $z Off $150
Tiered discounts allowed
x% to y% Off Floor discounts (ie. minimum amount or percent saved) must be stated
Buy One Get One Free or Buy One Get 2nd x% Off
n/a
$x Cash Back or $x Cash Rebates
Must be reflected at cart or checkout
FREE GIFTS
Free Item Must clearly describe the free gift and item cannot be samples or trials
$x Gift Card on purchase xTitle must clearly state the gift card value and gift card must be from your own store
SHIPPING
Free or Discounted Shipping Must have valid redemption codeException: No redemption code necessary when combined with another permissible promotion (E.g. Free shipping + 10% off)
Your Product Mix & How to Leverage for Increased Performance
Your Product Mix & How to Leverage for Increased Performance
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Understanding Your ‘Winning’ Products
What is your competitive edge Price? Exclusivity? Turn around time? Clout?
Leverage where customers see your valueSpend your time & effort correctly marketing where you provide the best value
Improving competitivenessResearch & understand why you may be losing out on conversions to competitorsLeverage your knowledge of your own products to provide more value where you can
afford
Execute Implement merchant promotions, RLSAs, specialized shopping campaignsContinue understanding the playing field and where you convert bestFind areas for opportunity that you can cultivate
Questions For The Experts?
Roman FitchLead Retail Search Manager
Jason BellSenior Paid Search Manager