SES San Francisco 2011 presentation slides


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Presentation on Google Product Search and Product Feeds

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SES San Francisco 2011 presentation slides

  1. 1. Audience Choice Session: How to Leverage Your Google Product Feeds Across All Major Channels Presented by CPC Strategy CEO Rick Backus @CPC_Rick
  2. 2. Presentation Overview Data Feed 101 5 Tips to Improve Traffic from Google Shopping Other Data Feed Sales Channels = Data Feed Guy (these suggestions may require additional technical resources)
  3. 3. Stop Sleeping on Your Data Feed!
  4. 4. Who is Your Data Feed Guy?
  5. 5. Stop Treating Your Data FeedGuy Like An Offensive Lineman!
  6. 6. Not on Google Shopping? Sign up at
  7. 7. HOW TO: Find Your Products > select Shopping tab
  8. 8. Google Commerce Landscape
  9. 9. Google Commerce Breakdown CPC Strategy Client Sales 6% 14% Google Shopping Google Product Listing Ads Google Product Extensions 80%
  10. 10. Big Brand BiasYOU
  11. 11. CPC Strategy Quarterly Rankings Q1 2011 Revenue
  12. 12. 5 Things You Can Do RIGHT NOW!1. Add Relevant Keywords2. Add UPCs3. Add Seller Reviews4. Add Rich Snippets5. Optimize Product_Type Column
  13. 13. HOW TO: Add Relevant KeywordsLeverage your existing keyword data from: Click on the Content tab > Top Content > Drill Down to the Keyword LevelAdd keywords to your titles (limited to 70 characters)and descriptionsStart with your most popular products
  14. 14. HOW TO: Add UPCsPerform a search for one of your products on Google ShoppingClick the Compare Prices button for the product that corresponds to your productScroll down to the Details section where you’ll find the UPC, Brand and Part # Add UPCs to the GTIN column in your Google Shopping feed and you’re all set
  15. 15. UPC Test ResultsMerchant A:UPCs added to 34.45% of products (their most popular products) Traffic up 125% Revenue up 176% Order volume up 190% Conversion rate up 28.5%Merchant B:UPCs added to 18.98% of products (their most popular products) Traffic up 145% Revenue up 265% Order volume up 342% Conversion rate up 35.7%
  16. 16. Add Seller Reviews
  17. 17. HOW TO: Find Your* If you have over 30 seller reviews with an avg. over 4.0Google will automatically display your reviews on AdWords
  18. 18. HOW TO: Add Rich Snippets Add the following columns to your Google Shopping data feed Product_Review_Average Product_Review_Count Add the rel=“canonical” link element to each product page
  19. 19. HOW TO: Optimize Product_Type• Use Google’s suggested Product Types• This is the column Google uses to determine the appropriate category for your products• Search for “Product Type” on Google GIVE EXAMPLE (
  20. 20. Recent Changes
  21. 21. Panda Impact On Google Shopping CPC Strategy clients 30 days after panda update Lost Traffic 54% Minimal Impact Gained Traffic 20% Gained Traffic Lost TrafficMinimal Impact 26%
  22. 22. HOW TO: Fight The Panda Make sure your data feed has unique content Frequently Google your content to see if anyone is stealing it
  23. 23. Differentiate or Die…
  24. 24. 5 Things You Can Do RIGHT NOW!1. Add Relevant Keywords2. Add UPCs3. Add Seller Reviews4. Add Rich Snippets5. Optimize Product_Type Column
  25. 25. Thanks For Your Time! @CPC_Rick in/RickBackus
  26. 26. Other Slides• Differentiate or Die• Data feeds = SEO• Have someone take ownership of the data feed – The Data Feed Guy (make sure they are accountable and has the control over the feed. DO NOT have multiple people working on the feed)