45
Navigating Google Shopping Changes 1 September 13, 2012 Presented by: Ryan Douglas – Product Manager, SingleFeed Jason Chow – Platforms Partnerships Google Shopping BD
| Date post: | 14-Jan-2015 |
| Category: |
Business |
| Upload: | ryandouglas |
| View: | 378 times |
| Download: | 0 times |
Navigating Google Shopping Changes
1September 13, 2012
Presented by:Ryan Douglas – Product Manager, SingleFeedJason Chow – Platforms Partnerships Google
Shopping BD
2
Overview
• What are Comparison Shopping Engines• Navigating Google Product Listing Ads• Setting up Your Accounts• Policies and Data Quality• Campaign Structure and Bidding Strategy• Managing & Tracking
your Google campaigns• Why you should use CSEs• Q&A
What are Comparison Shopping Engines?
Comparison Shopping Engine? Shopping Comparison Engine? Price Comparison Engine? What's the difference?
3
4
What are Comparison Shopping Engines?
• Traditional shopping engine lists one picture, one title, one description and all of the merchants that sell that particular product and compares them by price from sellers
• Product listings help consumers quickly and easily make apples-to-apples comparisons to make smart buying decisions
5
List of Comparison Shopping Engines
And many more!
Google ShoppingBuilding a better experience
September 13, 2012
Jason Chow, Platform PartnershipsGoogle Shopping BD
From merchants
• Traffic is hard to predict
• Too few opportunities to differentiate
Feedback we’ve received
From users
• Sometimes cluttered and duplicative
• Some inaccurate data, some unreliable merchants
Before: Potential for duplication, clutter
Product
ListingAds
Products Universal
Now going to a single set of products
10
Google Search Results
Standard AdWordsAd Format
Product Listing Ad Format
11
Google Shopping
www.singlefeed.com (800) 705 8852
Product Listing Ad Format
Organic Results (SEO)
Within the Shopping Property, the retailer only pays when shopper clicks
Within the Shopping Property, the retailer only pays when shopper clicks
New simplified sign up Leverages existing
product knowledge
No need to learn AdWords
3 easy steps
Allows you to monitor your performance and edit basic settings in Merchant Center
15
Connecting Google AdWords
www.singlefeed.com (800) 705 8852
16
Connecting Google AdWords
www.singlefeed.com (800) 705 8852
17
Connecting Google AdWords
www.singlefeed.com (800) 705 8852
18
Connecting Google AdWords
www.singlefeed.com (800) 705 8852
Setting Budgets and Bids
Selecting Ad Extension Type
19
Connecting Google AdWords
www.singlefeed.com (800) 705 8852
Ad Format and Adding Promotion Details
Start at Merchant Center
View active and disapproved products.
Submit all your inventory. Check unprocessed items.
Review individual products. See inactive products.
Correct errors, ensure all your items are eligible.
View click data.
Link your AdWords account(s), add Users.
Policies & Data Quality
Better data
quality
Adhere to our editorial
guidelines
Update your feed daily
Submit high quality images
Mind your descriptions
and titles
Use the rel=canonical
tag
Mind your robots.txt files
Optimize your data qualityThe better your data quality, the better we can match your products to shoppers’ search queries.
Policies & Data Quality
Policies & Feed Spec
DefinesContinuity from
Product Search to the new Google Shopping
PoliciesPermissible products and
business models
All products are subject to
AdWords policies
Feed Spec
What information must be provided for each product
Former Product Search feed spec
persists
Policies & Data Quality
AdWords lingo
PLA Campaign Structure
Account
Campaign
Ad Groups
Creatives PLA Creative
Criteria Product Targets
Bid Bid
PLAs
Create a separate
campaign for PLAs
Plan your ideal campaign structure
Set up an “All Products”
products target
This allows different settings, budgets and performance tracking for your PLAs.
3 Steps to happiness!
PLA Campaign Structure
3 Steps to happiness!
1. Are there groups of products on which you'd like to bid differently?
2. Do you have different promos for different products? An Ad Group per product target allows for a unique promotion per product target.
Create a separate
campaign for PLAs
Plan your ideal campaign structure
Set up an “All Products”
products target
PLA Campaign Structure
Set this bid lower than the other targets to create a catch-all for your entire inventory.
3 Steps to happiness!
Create a separate
campaign for PLAs
Plan your ideal campaign structure
Set up an “All Products”
products target
PLA Campaign Structure
Let's walk through an example
• Coates submits a feed through their Merchant Center account.
• They want to set up a high-performing PLA campaign.
• Profit margins vary by product.
• Some models are more expensive. Some of their bikes are refurbished.
PLA Campaign Structure
Assign a bid to each product target
Product Targets
product_type = mountain bikes
brand = Specialized
condition = refurbished
adwords_labels = high margin
All Products
Max CPC Bids
$1.00
$2.00
$0.75
$2.50
$0.50
Sample Ad Groups
Mountain Bikes
Specialized Brand
Refurbished Bikes
High Margin
All Products
PLA Campaign Structure
• Bid differently on groups of products• Map your product targets to items with exactly matching
attributes
Product Targets
Product Targets
product_type = mountain bikes
brand = Specialized
condition = refurbished
adwords_labels = high margin
All Products
Product Data Feed
Title Brand Producttype
AdwordsLabels
SpokesRoad
Runnermountain
bikeslow
margin
Stumpjumper
Specialized
mountain bikes
high margin
VoodooCanzo
ALmountain
bikeslow
margin
VeloCipede
Orion hybridshigh
margin
PLA Campaign Structure
• Bid differently on groups of products• Map your product targets to items with exactly matching
attributes
Product Targets
product_type = mountain bikes
brand = Specialized
condition = refurbished
adwords_labels = high margin
All Products
Product Targets
Product Data Feed
Title Brand Producttype
AdwordsLabels
SpokesRoad
Runnermountain
bikeslow
margin
Stumpjumper
Specialized
mountain bikes
high margin
VoodooCanzo
ALmountain
bikeslow
margin
VeloCipede
Orion hybridshigh
margin
PLA Campaign Structure
• Bid differently on groups of products• Map your product targets to items with exactly matching
attributes
Product Targets
product_type = mountain bikes
brand = Specialized
condition = refurbished
adwords_labels = high margin
All Products
Product Targets
Product Data Feed
Title Brand Producttype
AdwordsLabels
SpokesRoad
Runnermountain
bikeslow
margin
Stumpjumper
Specialized
mountain bikes
high margin
VoodooCanzo
ALmountain
bikeslow
margin
VeloCipede
Orion hybridshigh
margin
PLA Campaign Structure
Product Targets
product_type = mountain bikes
brand = schwinn
condition = refurbished
adwords_grouping = summer
adwords_labels = high margin
All Products
• Bid differently on groups of products• Map your product targets to items with exactly matching
attributes
Product TargetsBest PracticeAdd an All Products product target to ensure that all your products are covered. Bid with the lowest price you're willing to pay for a click on any product. If a product matches more than one product target, it will run in the one with the highest bid.
Product Data Feed
Title Brand Producttype
AdwordsLabels
SpokesRoad
Runnermountain
bikeslow
margin
Stumpjumper
Specialized
mountain bikes
high margin
VoodooCanzo
ALmountain
bikeslow
margin
VeloCipede
Orion hybridshigh
margin
PLA Campaign Structure
Product Data Feed
Title Brand Producttype
AdwordsLabels
SpokesRoad
Runnermountain
bikeslow
margin
Stumpjumper
Specialized
mountain bikes
high margin
VoodooCanzo
ALmountain
bikeslow
margin
VeloCipede
Orion hybridshigh
margin
Bidding
Product Targets Max CPC
product_type = mountain bikesAll Products
$1.00$0.50
product_type = mountain bikesbrand = Specialized
adwords_labels = high_marginAll Products
$1.00$2.00$2.50$0.50
product_type = mountain bikes All Products
$1.00$0.50
PLA Bidding Strategy
Managing Bids Across Product Targets• The query "mountain bikes" is relevant to several products• With this PLA campaign structure, these products fall in
multiple product targets
Managing Bids Across Product TargetsSince adwords_labels=high margin has the highest bid, this product & bid will run in the auction
Product Data Feed
Title Brand Producttype
AdwordsLabels
SpokesRoad
Runnermountain
bikeslow
margin
Stumpjumper
Specialized
mountain bikes
high margin
VoodooCanzo
ALmountain
bikeslow
margin
VeloCipede
Orion hybridshigh
margin
Bidding
Product Targets Max CPC
product_type = mountain bikesAll Products
$1.00$0.50
product_type = mountain bikesbrand = Specialized
adwords_labels = high_marginAll Products
$1.00$2.00$2.50$0.50
product_type = mountain bikes All Products
$1.00$0.50
PLA Bidding Strategy
• Perform a search query report to identify queries triggering your product targets at the campaign or ad group level
• Set negative keywords to avoid your products showing for non performing queries, at the campaign or ad group level
Improving query relevance
Tracking & Tools
• Free field shows up on hover or in ads• Designate for products or product categories • Defined at the Ad Group level• Use specific promotional offers (”20% off RoadRunner
bikes”) rather than generic messages ("Best bike shop around!")
Promotional text
Free shipping. Buy now!
Tracking & Tools
Summary: Top 5 Optimization Tips
1
2
3
4
5
Full coverage: Set up an All Products target (with a low bid) to ensure your entire inventory is eligible for PLAs.
Strategic bidding: Use product targets to bid differently on different groups of products.
Data quality: Maintain a high-quality feed by addressing errors and optimization suggestions in the Merchant Center Data Quality tab.
Query relevance: Run search query reports and set up negative keywords to prevent your products from showing on irrelevant queries.
Tracking: Several options available for multi-provider situations.
Why Use Comparison Shopping Engines?
What’s in it for me?
38
39
Why use CSE’s
• Each CSE spends $$$ on marketing and SEO to drive traffic, adding to your “reach”
• They have more experience and deeper pockets than you do. Let them help you.
• Unique visitors per month (comscore April 2012)
• Google Shopping >20M• Shopzilla >18M• Nextag >17M• Pricegrabber >7M
40
Why use CSE’s
• Part of a complete online marketing presence• CSEs contribute 5-20% of total sales/traffic
• A way to increase traffic and sales on your site• Controlled and profitable approach• Own the customer, not like eBay/Amazon• Relies on your own site conversion experience
• Enable Shoppers to find your niche/long tail products from Google searches
41
Who uses CSE’s
• The Merchants• Already listing on other channels – Amazon/Ebay• Actively using online marketing such as SEM
(AdWords), SEO, and email.• Selling well established brands or nicheof products
– no obscure generic/house brand items• Price competitive to a degree – won’t work well if
you’re selling at the highest price• Have bandwidth/people to handle Marketing duties
42
About SingleFeed
• Leading data feed management tool for small and medium sized retailers
• Founded in 2006 True Ventures, Acquired in 2011 by Vendio
• Trusted Partner – To Google and many of the leading shopping engines
• Core Customer - Retailers doing $250K to $20M+
• Pricing – Flat Rate Service plans from $99/mo
43
Question and Answer
Thank you.
Jason Chow, Platforms PartnershipsGoogle Shopping BD
