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SES San Francisco 2011 presentation slides

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Presentation on Google Product Search and Product Feeds

Presentation on Google Product Search and Product Feeds

Published in Technology , Business
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Transcript

  • 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. 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. Stop Sleeping on Your Data Feed!
  • 4. Who is Your Data Feed Guy?
  • 5. Stop Treating Your Data FeedGuy Like An Offensive Lineman!
  • 6. Not on Google Shopping? Sign up at www.Google.com/Merchants
  • 7. HOW TO: Find Your Products Site:yoursite.com > select Shopping tab
  • 8. Google Commerce Landscape
  • 9. Google Commerce Breakdown CPC Strategy Client Sales 6% 14% Google Shopping Google Product Listing Ads Google Product Extensions 80%
  • 10. Big Brand BiasYOU
  • 11. CPC Strategy Quarterly Rankings Q1 2011 Revenue
  • 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. 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. 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. 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. Add Seller Reviews
  • 17. HOW TO: Find Your Reviewswww.google.com/products/seller?zmi=yoursite.com* If you have over 30 seller reviews with an avg. over 4.0Google will automatically display your reviews on AdWords
  • 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. 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 (http://www.google.com/support/merchants/bin/answer.py?answer=160081)
  • 20. Recent Changes
  • 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. 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. Differentiate or Die…
  • 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. Thanks For Your Time! Rick@cpcstrategy.com @CPC_Rick http://www.linkedin.com/ in/RickBackus
  • 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)