Google Shopping Campaign - Migration Lessons and Best Practices

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The deadline to transition from PLAs to Google Shopping Campaigns is Friday, Aug 25. Learn 3 mistakes you need to avoid to have a smooth transition. Migration Lessons and Best Practices.

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Google Shopping Campaign - Migration Lessons and Best Practices

  1. 1. 1 Google Shopping: Migration Lessons & Best Practices +
  2. 2. 2 ABOUT NETELIXIR UNIVERSITY NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” Our goal is to share the best practices in retail + digital marketing with 10,000 businesses worldwide by 2015. NetElixir University
  3. 3. 3 ABOUT DAVID NOAM • Agency Development Manager for Google. • David has been with Google for two years and specializes in Digital Marketing. • An avid sports fan that grew up in Cambridge, MA, he traded the Atlantic for the Pacific, moving to San Francisco. • Graduate of Tufts University.
  4. 4. 4 ABOUT DON RODRIGUEZ • Over 20 years experience as a Marketing Executive with companies like Dell and Accenture. • Don teaches marketing classes in Rutgers University’s MBA program.. • His belief that marketing is all about the math stems from his first professional career as an electrical engineer.
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  6. 6. 6 The American Frame Story - http://youtu.be/U0xekGqWpA4
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  8. 8. 8 1 1 1 1
  9. 9. 9 PLA/Google Shopping share of AdWords Generated Revenue
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  11. 11. 11 3 THINGS TO REMEMBER Product feed optimization still applies
  12. 12. 12 3 THINGS TO REMEMBER Shopping Campaigns are new campaigns − Don’t just copy your current CPCs for bids, start low. − Migrate negative keywords − Set mobile bid adjustment − Add geo targets
  13. 13. 13 3 THINGS TO REMEMBER Your feed process will have to change if you use AdWords labels or Grouping attributes
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  15. 15. 15Google Confidential and Proprietary Shopping Best Practices • 1. Use data to segment products intelligently Use data to inform bidding and product segmentation ● Segment products by historic performance (both on Analytics and within the old PLA campaign) ● Utilize Custom Labels to appropriately target attributes that are unique to business (seasonality, margins, selling rate, sale price)
  16. 16. 16Google Confidential and Proprietary Shopping Best Practices 1. Use data to segment products intelligently $200 budget / High priority / Active as needed Targets rotating inventory - excludes everything else $100 budget / Low priority / Always running Targets 100% of inventory via product_type / category - no exclusions $300 budget / Medium priority / Always running Targets 25% of inventory w/ custom_label & ItemID - excludes everything else
  17. 17. 17Google Confidential and Proprietary Shopping Best Practices • 2. Use Benchmark Tool to find the perfect Bid ● In Product groups tab, compare your product group maximum cost-per-click bids (CPCs) to the benchmark max. CPC bids of competitors bidding on similar products ● Use the flow chart on the next slide to analyze your bids using these benchmarks Utilize the benchmarking tool to aid in finding the perfect, most competitive bid
  18. 18. 18Google Confidential and Proprietary Shopping Best Practices • 2. Use Benchmark Tool to find the perfect Bid yes no Your bid is ______ than benchmark. lower Are you happy with the group’s performance - e.g. good impression share, solid CTR? higher No action needed - optionally, increase bid if highly valuable group to maximize traffic Increase bid using Bid Simulator to estimate impact You likely have a data quality issue so optimize feed for products in group Note: competitive performance data is aggregated / averaged, so all performance data is anonymous.
  19. 19. 19Google Confidential and Proprietary Shopping Best Practices • 3. Revisit key Attributes of your data feed ● Data feeds supply the info that Google uses to match your products to shoppers and that you use to build a Shopping campaign ● So, ensure your attribute values help you subdivide and bid efficiently ● Review these bidding-related attributes in your feed Google product category Brand Item ID Product type Condition Custom labels*
  20. 20. 20Google Confidential and Proprietary Shopping Best Practices
  21. 21. 21 BASIC MIGRATION SERVICE • $500 - 3 week duration • Covers key migration strategy issues − Campaign setup − Product segmentation − Initial bid strategy • Feed optimization assistance also available separately. Email: marinn@netelixir.com{
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