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Google shopping webinar 31st january 2013
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Google shopping webinar 31st january 2013

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What you need to know about the 2013 changes to Google Shopping. …

What you need to know about the 2013 changes to Google Shopping.
PLUS what you need to do!

Published in Business
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  • 1. Google Shopping goes PPCWhat you Need to Know Chloë Thomas 31st January 2013
  • 2. Google Shopping goes PPC ● What is Google Shopping? ● Whats happening? ● The decisions you need to make ● What you need to do ● Introduction to PLAs (Product Listing Ads)
  • 3. Join the inner circle● Sign up for 4 months - get 2 Months extra Free!● Sign up for 7 months - get 5 Months extra Free! PLUS - A free copy of my not-yet-released video: "Seven Secrets of eCommerce Success" - worth £67
  • 4. Google Shopping goes PPC ● What is Google Shopping? ● Whats happening? ● The decisions you need to make ● What you need to do ● Introduction to PLAs (Product Listing Ads)
  • 5. Currently Google "Product Feed" Merchant Centre Your Website File of your product information in the an account to Google specified format manage the submission of your feed to Google
  • 6. Google Shopping goes PPC ● What is Google Shopping? ● Whats happening? ● The decisions you need to make ● What you need to do ● Introduction to PLAs (Product Listing Ads)
  • 7. The New WorldThe Old World
  • 8. Google Shopping goes PPC Who does it affect? Australia, Japan, Brazil, Italy, Spain, France, UK, Netherlands, Germany and Switzerland When will it happen? "whole process completed by the end of Q2 2013"
  • 9. Known timetable ● 31/5/12 – Google announces the upcoming changes for the US ● 17/10/12 – US changes complete ● 15/11/12 – Google announces the international roll-out ● 13/2/13 – The international search results pages will change to have paid Shopping results, not the free ones ● March 13 (no date yet given) – Merchants will have to conform to the new feed specification ● 12/4/13 – Merchants must be signed up if they want the promotional incentives ● Q2 2013 – completed
  • 10. The Headlines: ● No more free traffic from Google product feeds ● Big opportunities to optimise your Google PPC with Product Listing Ads (PLAs) ● You need to update your feed to keep playing
  • 11. Google Shopping goes PPC ● What is Google Shopping? ● Whats happening? ● The decisions you need to make ● What you need to do ● Introduction to PLAs (Product Listing Ads)
  • 12. New system Google Merchant Centre an account to "Product Feed" manage the submission of Your Website File of your product your feed to information in the Google Google specified format Google Adwords an account to manage the display of your product ads
  • 13. Quick Status Audit Yes No Yes No
  • 14. Google Shopping goes PPC ● What is Google Shopping? ● Whats happening? ● The decisions you need to make ● What you need to do ● Introduction to PLAs (Product Listing Ads)
  • 15. To do list: Yes No Yes ● check your feed ● Create an Adwords meets new account specification ● Integrate conversion ● link your Adwords tracking and Merchant ● Link adwords and Center Accounts analytics No ● create a feed ● create a Merchant Centre Account ● submit your feed Tip - use the same email address for all Google Accounts.
  • 16. This slidepack will be shared on Slideshare tonight:New Feed Specification: http://www.slideshare.● http://goo.gl/U0Zl9 net/Chloe_eCMPCreate Merchant Centre Account:● www.google.co.uk/merchantsCreate Google Adwords Account:● adwords.google.co.ukLink Adwords and Merchant Centre:● Login to Merchant Centre, and link via the Adwords section
  • 17. Google gives a little bit back... £75 Promotional Credit 10% Monthly Credit 1. Have an AdWords account with a 1. Have a Merchant Center feed billing address in one of these targeting one of these countries: countries: Australia, Brazil, France, Australia, Brazil, France, Germany, Germany, Italy, Japan, the Italy, Japan, the Netherlands, Spain, Netherlands, Spain, Switzerland, or Switzerland, or United Kingdom. United Kingdom. 2. Have an active product listing ad 2. Have a product listing ad (PLA) (PLA) campaign that promotes every campaign that promotes every product in your Merchant Center product in your Merchant Center feed. account. 3. Be an active Google Shopping merchant on or before 1 December 2012. http://goo.gl/dN99h - to check terms, and apply
  • 18. Google Shopping goes PPC ● What is Google Shopping? ● Whats happening? ● The decisions you need to make ● What you need to do ● Introduction to PLAs (Product Listing Ads)
  • 19. PLAs Opportunity ● C.S.1: ○ Site visits up 129% ○ Bounce Rate down 9.8% ● C.S.2: ○ AOV up 15% ○ Dormant products back to life ● Compared to rest of the PPC account: ○ CTR x2 ○ Revenue up 102% ○ Cost per click down 36%
  • 20. Very Brief Intro to PLAs 1. Create Campaign in Merchant Center 2. Enable Product Listings and Extensions in Google Adwords (in Campaign Settings) 3. Create Auto targets, Adgroups and Ads
  • 21. Very Brief Intro to PLAs Group Products Using "Auto Targets" ● Brand the manufacturer ● Product Type designation of product category ● Condition new, used etc ● Adwords Label custom grouping, 1 product multi labels ● Adwords Grouping custom grouping ● All productsEach Adgroup: One Auto Target Multiple Auto Targets
  • 22. Join the inner circle● Sign up for 4 months - get 2 Months extra Free!● Sign up for 7 months - get 5 Months extra Free! PLUS - A free copy of my not-yet-released video: "Seven Secrets of eCommerce Success" - worth £67
  • 23. Your To Do List: 1. Decide if you want to use PLAs 2. Sort out your feed 3. Create the relevant Google Accounts 4. Link up all your accounts 5. Build your PLAs 6. Start the Optimisation Process This slidepack will be shared on Slideshare Next week well be tonight: publishing a Guide to this transition - http://www.slideshare.net/Chloe_eCMP keep an eye out