Date post: | 11-Apr-2017 |
Category: |
Marketing |
Upload: | search-marketing-expo-smx |
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#SMX #14C @ToddBowman68
Keep the Holiday Momentum Going with Shopping Campaigns
#SMX #14C @ToddBowman68
Keep the Holiday Momentum Going with Shopping Campaigns
#SMX #14C @ToddBowman68
About Me…Started the Feeds team at Merkle in 2011
Huge Star Wars fan
Officiate college football on the side
My wife and I are expecting our first baby in August
#SMX #14C @ToddBowman68
Merkle is a Shopping Preferred Partner and manages over 2X the spend in GSC/PLAs relative to other similar agencies.
#SMX #14C @ToddBowman68
It was another great year for Shopping Campaigns!
Q4 Recap
#SMX #14C @ToddBowman68Source: Merkle 2016 Q4 Digital Marketing Report
#SMX #14C @ToddBowman68
Where Did the Google Growth Come From?
Source: Merkle 2016 Q4 Digital Marketing Report
#SMX #14C @ToddBowman68
Shopping Continues to Account for More Clicks on Both Engines
Source: Merkle 2016 Q4 Digital Marketing Report
#SMX #14C @ToddBowman68
New Google Levers Allow Retailers to Bid Tablet More Effectively
Source: Merkle 2016 Q4 Digital Marketing Report
#SMX #14C @ToddBowman68
Amazon is Back on PLAs
Source: Merkle 2016 Q4 Digital Marketing Report
#SMX #14C @ToddBowman68
How Many of You Have Heard this Before?
LTV for PLAsis not very high.
We don’t haveUPCs.
PLAs aren’tworking because the AOV is low.
I want to bidevery product at thethe SKU level.
#SMX #14C @ToddBowman68
Build a strong foundation with your feed. If information is on your site, it should at least be in your raw feed.
Feed Optimization
#SMX #14C @ToddBowman68
What attributes does Google lean on in determining product relevancy?
1 • GTIN’s (Global Trade Identification Numbers)
2 • Titles
3 • Product Type Attributes
4 • Descriptions
5 • Brand / Manufacturer
#SMX #14C @ToddBowman68
What are GTINs?
How can you find them?
UPC (in North America / GTIN-12)EAN (in Europe / GTIN-13)JAN (in Japan / GTIN-13)ISBN (for books)ITF-14 (for multipacks / GTIN-14)
GTIN – Global Trade Identification Numbers
Talk to your manufacturers
UPC databases
Check out the competitor sites
Why are they important?
Required
Manufacturers can use this new tool from Google to establish
consistent product information.
#SMX #14C @ToddBowman68
Making a Strong Title
Add additional values to titles such as Brand, Size, Features, Color, Flavor, Sub-Category, etc.
Test the order of product attributes to best understand what title will drive the most relevant traffic.
Use the search query log to identify other key terms to test in titles.
Add all relevant product information in title and “match the title on your landing page”Don’t include promotional text like "free shipping," all capital letters, or gimmicky foreign characters
Max 150 characters
Required
#SMX #14C @ToddBowman68
Opportunity to Optimize Product Titles & Test to Improve Relevancy
Good Title for Google and Bing:
Titles to Test:Weber Summit Gas Grill S-670 6-Burner with Side and Rotisserie Burners and Integrated Smoker Box (60,000-BTU)
Weber Summit S-670 6-Burner (60,000-BTU) Gas Grill with Side and Rotisserie Burners and Integrated Smoker Box
Weber Summit 6-Burner Gas Grill with Side and Rotisserie Burners and Integrated Smoker Box S-670 (60,000-BTU)
Weber Gas Grill Summit S-670 6-Burner (60,000-BTU) with Side and Rotisserie Burners and Integrated Smoker Box
#SMX #14C @ToddBowman68
What is a Product Type?
Product category that you define for your product
Max 750 alphanumeric character
Include the full breadcrumb category. For example, include Home > Women > Dresses > Maxi Dresses
Not just Dresses
Optional
#SMX #14C @ToddBowman68
Why is it Important to Optimize Product Types?
Lost Valley Ankle Boot
Minimal Lace Up Heel
Peaks Point Wedge
Product Type:
Outdoor ShoesSERP Relevancy
Product Group Creation
Expand Targeting Capabilities
#SMX #14C @ToddBowman68
Get Granular with Your Product TypesOutdoor Shoes
Lost Valley Ankle Boot
Minimal Lace Up Heel
Peaks Point Wedge
Minimal Lace Up Heel
Vegan AtwoodHeel
Vegan Nights Heel
Peaks PointWedge
OliviaWedge
SerenaWedge
Spring Valley Ankle Boot
Vegan Addison Heel Boot
Lost Valley AnkleBoot
Apparel > Shoes > Heels > Block Heels
Apparel > Shoes > Heels > Wedges
Apparel > Shoes > Boots > Ankle Boots
#SMX #14C @ToddBowman68
Utilizing Product Types to Create Granular Product Groups All Products
Apparel
Shoes
Heels
Boots
Block Heels
Wedges
Ankle Boots
Max CPC
$.86$1.50
$.96
...ExcludedEverything else in “All Products”
#SMX #14C @ToddBowman68
Create dynamic custom labels based on performance data or strategic knowledge
PLA Revenue Grew by 24% at a Steady ROI by Specifically Targeting Best Sellers
0%
20%
40%
60%
80%
100%
120%
140%
Clicks Orders Revenue ROI
YoYIncreaseinPLAs
+30% +29%+24%
+0%On Sale/Not on Sale
Collection
Top Seller/Poor Performer
Deal of the Week
Seasonality High/ Low Margin
Control/Experiment
Price Drop
#SMX #14C @ToddBowman68
Campaign Structure
Building a structure that focuses on the TRUE value of your products
#SMX #14C @ToddBowman68
Shopping AOV’s are Lower Than Text Ads for Most Retailers
#SMX #14C @ToddBowman68
Build a Flexible Structure Based on Your Business
Low Priority Medium PriorityTrumps Bids in
Low Priority Campaignsfor any product that applies
High PriorityTrumps Bids in
Low & Medium Priority Campaignsfor any product that applies
Catch AllProduct Group
Full CatalogGranularly Targeted
Best SellersPoor Performers
Sale ItemsPrice Drop
*Use data to identify areas to break out more granular product
groups (ie ID level)
Query Targeted Product Groups
#SMX #14C @ToddBowman68
Optimize Shopping Performance by Advanced Query Targeting
Identify the value of search query types: Adjust bids based off of expected value:
Generic Search Traffic = Low ROI• car seat• infant car seat• baby seat car• convertible car seat
Targeted Search Traffic = High ROI
• Graco Extend2fit• Graco Extend2fit car seat• Graco car seat
ROI = low
broad
ROI = medium
ROI = high
granular
Search query volume Bid
$
$$
$$$
#SMX #14C @ToddBowman68
Use Negatives to Funnel Traffic Effectively
Graco
All Products
Baby Car Seats
Note: This campaign will have multiple ad groups and product groups based on your targeting strategy.
Price Drop
Phrase Negative=
Graco
#SMX #14C @ToddBowman68
Shopping Campaign RLSAs and Customer Match Drive Strong Performance
OnAverage,RLSAsSeeDoubletheCRatHalfoftheCost
OnAverage,CustomerMatchSeesDoubletheCRat⅓oftheCost
0%
50%
100%
150%
200%
250%
300%
CTR CR CPO
BaselineShoppingCampaigns IRTop100Retailer#1
IRTop100Retailer#2 OnlineMusicProductRetailer
0%
50%
100%
150%
200%
250%
300%
CTR CR CPO
Baseline Shopping Campaigns CM IR Top 100 Retailer #1 CM IR Top 100 Retailer #2
#SMX #14C @ToddBowman68
Incorporating eCPC can Help Drive Incremental Gains
Estimated ManualCPC Traffic
Real eCPC Traffic
Difference
Clicks 14,077 13,156 -6.54%
Spend (in USD) $15,923.55 $15,934.04 +0.07%
Conversions (opt.) 582.12 699.00 +20.08%
Conversion Rate 4.14% 5.31% +28.48%
Average CPA (in USD) $27.35 $22.79 -16.67%
Estimated ManualCPC Traffic
Real eCPC Traffic
Difference
Clicks 16,366 15,467 -5.49%
Spend (in USD) $16,712.88 $16,524.13 -1.13%
Conversions (opt.) 230.79 274.00 +18.72%
Conversion Rate 1.41% 1.77% +25.65%
Average CPA (in USD) $72.42 $60.31 -16.72%
Price Competitiveness and SeasonalitySignals for Shopping
https://support.google.com/adwords/answer/7065882
#SMX #14C @ToddBowman68
LIAs and Showcase Ads
Be where your customers are looking.
#SMX #14C @ToddBowman68
Clients Use Local Inventory Ads to Drive Performance Lifts
LIA Drive an Average 87% Lift in CTR
+68% +67%
+129%
0%
50%
100%
150%
200%
250%
IRTop500HighAOVRetailer
IRTop300HighAOVRetailer
IRTop100Retailer
Click-Through-Rate
of shoppers planned to webroom shop (shop online before buying in store)
of shoppers made an additional purchase in-person when using Ship to store
66%
61%
*Data from Google “Post Holiday Momentum with Google”
#SMX #14C @ToddBowman68
What is Needed to Run LIAs?
✓
✓✓
✓
#SMX #14C @ToddBowman68
• Store Sales• Store Visits• Dynamic Tracking URLs• Merchant Hosted Local
Storefront• E-Receipt Email Pixel
The Biggest LIA Challenge
Tracking Offline Orders
#SMX #14C @ToddBowman68
Showcase Ads are Finally Ramping Up
Comparing First 60 Days to the Past 30 Days
Impressions
Clicks
CPC
Orders
Sales
+66%
+134%
+33% ($0.06)
+141%
+194%
#SMX #14C @ToddBowman68
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
Todd BowmanDirector, SEM & Feeds, Merkle