Date post: | 28-Nov-2014 |
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Marketing |
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Drive Sales withGoogle Shopping Campaigns
BiddingStrategies
TheImportance ofData Quality
WhyGoogle
ShoppingCampaigns?
The NewCampaignStructure
About the Presenters
Director of Business Development
An ecommerce veteran with a focus on ROI, Kieron has specialized in all things retail, digital and datafeed marketing for more than a decade.
Kieron Zabow
Greg Yevich Co-Founder & Technology Director
A marketing professional with more than 17 years experience and expertise in a multitude of areas of advertising and marketing strategies.
OperationROI leverages a variety of online marketing channels and
strategies to help e-commerce websites improve traffic, conversions
and return-on-investment.
GoDataFeed is a self service software (SaaS) focused on the
syndication, optimization and measurement of product feeds to over
100 shopping destinations including marketplaces, comparison
shopping engines and affiliate networks.
Webinar Agenda
BiddingStrategies
Shopping CampaignsOverview
CampaignStructure
Data FeedQuality
GoDataFeed & OperationROI Introduction
Google Shopping Campaigns Overview
Importance of Data Quality
Google Shopping Campaigns Structure
Top Bidding Strategies
Open Forum Q&A
The GoDataFeed Platform
Fast Stats 2000+ current clients served 10,000+ Product Feeds Delivered Daily 100+ Major Shopping Sites All Major Marketplaces
About GoDataFeed Founded 2007 in Fort Lauderdale, Florida Top Rated CSE Vendor in Internet Retailer’s
2nd 500 List Top-Notch Service & Easy Access Flat Monthly Fee, No Contracts/Rev-Share
Trusted Feed Management Partner
Fully Managed Services
Shopping Feed Management Search Engine Marketing Affiliate Program Management Ecommerce Consulting Email Marketing Analytics
About Operation ROI Founded in 2010 In ecommerce since 1995 Full service ecommerce marketing Surgical, ROI-focused strategies Based in Fort Lauderdale 80 + Retailers
Why Google Shopping Campaigns?
Retail-Centric Management Browse your inventory in Adwords Create product groups Promote sales by priority
Advanced Reporting Segment performance by product attributes Analyze item-level performance
Competitive Landscape Data Benchmark data CTR, CPC Impression share Bid simulator
Google Shopping Growth Statistics
1+ BillionProducts on Google
Shopping100
BillionSearches Every
Month
23 Countries Globally15%
New SearchesEach Day
200%Increase in Google
Shopping Clicks
Google Shopping Growth Statistics
PLA to Shopping Campaigns Initial Month Improvement
Clicks – 62% Increase Conversions – 28% Increase Revenue – 240% Increase ROI – 8.6 (goal is 4.5)
Clicks – 24% Increase Conversions – 29% Increase Revenue – 17% Increase ROI – 18.3 (goal is 14.0)
PLA to Shopping Campaigns Year-Over-Year Improvement
PLA to Shopping Campaigns6-month (Mar - Aug) Year-Over-Year
Clicks – 54% Increase Conversions – 26% Increase Revenue – 17% Increase ROI – 20.1
August 2013 compared to August 2014 Mar-Aug 2013 compared to Mar-Aug 2014 Clicks – 30% Increase Conversions – 10% Increase Revenue – 23% Increase ROI – 18.6
Data Feed Quality
Fresh Data Complete Data
Key Attributes
Unique ProductIdentifier
Google Product Category
Titles andDescriptions
Keep Your Data Feed FreshFeeds should reflect any new price and availability changes
Complete Data
Provide Complete High Quality Data
Fresh Data
• Submit often
• Use Google’s Product Category
• Comply with the new feed requirements
• Key Datafeed Attributes
• Readable Titles & Descriptions
• Image Requirements & Recommendations
Unique Product Identifiers (UPI) Media & Software - GTIN – UPC, EAN, JAN Books - GTIN, ISBN Apparel - (shoes, sunglasses, handbags, watches) – Brand + (GTIN or MPN) Apparel - (other) – Brand All others - at least 2 of GTIN, MPN and Brand Exceptions - for non-existing UPI products, submit a “false” identifier_exists” attribute
Key Data Feed Attributesto Improve Performance
Google Product Category Highly recommended to use for all products; the more granular/specific, the better
for search results (i.e.) Apparel & Accessories > Jewelry > Rings Required for Apparel & Accessories, Media and Software Product type - we recommend using this if you have your own categorization
structure. It can include more than one value; make sure to include full string (i.e.) Home & Garden > Kitchen & Dining > Kitchen Appliances > Refrigerators
Titles and Descriptions: The Ad Copy
Description: Description should concisely describe the physical item
5000 character limit (Google suggests 500-1000 )
Avoid promotional text, all caps or keyword-stuffing
Front Load important information
Title: Title should name the physical item
Use relevant, compelling and user-friendly titles
Use Brand, Gender, Product, Color, Size to differentiate
150 character limit (25 – 70 recommended)
Ensure your image matches title
Keywords and keyword phrases help Google match products to search (indexed)
Avoid: Promotional Text, Caps, keyword-stuffing
Key Data Feed Attributesto Improve Performance
Accurate Pricing Price & Sale Price – If on sale, populate the price field & differentiate it from ‘Sale Price’ Tax & Shipping are important for reflecting accurate costs; can be submitted via your
datafeed or through the Google Merchant Center settings Mobile Links
Recommended for mobile-optimized sites Check Google merchant center for page potential loading issues
Availability New values include preorder, in stock and out of stock Set availability to “out of stock” where quantity = 0
Product Variations Required for Apparel & Accessories, Media and Software For variations of same product, Google recommends submitting pre-selected URLs with
the clicked-on variant
Custom Labels
Custom Labels were designed mainly for abstract groupings such as:
Best Sellers High Margin Low Margin Price Level Not a physical item
characteristic Limit of 5 Custom Labels
Including performance metrics will allow you to assign custom labels based on a products performance
Use product attributes from your data feed to organize your product groups:
Google Product Category Product type Brand Condition Item ID Custom labels
Google defines Custom Labels as “a new, structured way to tag your products in your data feed with attributes that matter to you, such as ‘margin’ to separate your high- and low-margin products”
Image Requirements & Recommendations
Image Quality Matters Images are required Submit large, high-resolution, full-size images (up to 4 MB) 800 pixels in height & width Use solid white, gray or light-gray backgrounds No placeholders (‘no image,’ watermark or logos) Consider different product angles Apparel & Accessories products must present images that
correspond to their different variations (i.e. color)
Product Groups
Google Shopping Campaign StructureProduct Groups
Custom Labels
Product Groups are a way to organize your Google Merchant Center product inventory in a Shopping campaign within AdWords:
Google Category (Google provided) Brand Item ID Condition Product Type Custom Labels (0-4)
Product Groups Custom Labels
Custom Labels can be used to indicate: Seasonal Products Gender Clearance Items Best performers Bidding Groups
Google Shopping Campaign StructureCustom Labels
Managing Google Shopping Campaigns: 5 Bidding Strategies
Campaign / Brand Bidding Performance Bidding Price-Point Bidding Margin Bidding Seasonality Bidding
Campaign / Brand Bidding
PerformanceBidding
Price-PointBidding
MarginBidding
Seasonality
Bidding
Category / Brand Bidding
Since “brand” is an attribute in the Google feed and is available with the product groups selection, this may be a good place to start
Google also provides basic categories that are available for segmentation, so this also may be a good place to start breaking apart your campaigns.
Whichever you choose, you can always segment further within each Product Group
One of the most common practices when starting out working with Product Groups is segmenting by category or brand Campaign /
Brand Bidding
Performance Based Bidding
Bidding by performance is also a common strategy when working with Google Shopping Campaigns
Default the priority is set to “Low” for all campaigns
Give “Medium” or “High” priority certain campaigns to promote subdivided products
Performance Bidding
One of the nifty features of the new shopping campaigns is “Campaign Priority Setting” which allows you to have multiple campaigns advertising the same products
Price-Point Bidding
Bidding tactics on the $10 products should vary greatly from the $2000 products when trying to maintain performance goals
Google does not provide any way to segment by price
Take advantage of the custom labels and break your products into price buckets that make sense for your offerings via the data feed
Why bid the same amount for product offerings when product prices can vary greatly from $10 to $2000?Price-Point
Bidding
Margin Based Bidding
Margin Based Bidding
The strategy is almost identical to bidding by price, but the Ad Groups or Product Groups are based on margin percentage and not price
The challenge in setting up this method is you will need to know the margins for every product or product category you offer
How do you manage product groups when your products have a large spread in margins?
Seasonality Based Bidding
Commonly overlooked, bidding by seasonality can actually make a big difference to ROI goals
Seasonality Based Bidding
It’s very important to understand the seasonality of products — what products sell best and when during the year. The setup of these campaigns is similar to category bidding, but segments the products by season.
Open Forum: Question and Answer
Contact Information
[email protected] Pine Island Rd.Suite 530Plantation, FL 33324
[email protected] E. Oakland Park BlvdSuite 201Ft. Lauderdale, FL 33306
We will do our best to get to your questions.
If we happen to miss yours or you think of a question after the webinar, please jot down our contact information below and we will be happy to answer.