Presentation on Google Product Search and Product Feeds

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 Feed
Guy 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 Bias
YOU

11. CPC Strategy Quarterly Rankings
Q1 2011 Revenue

12. 5 Things You Can Do
RIGHT NOW!
1. Add Relevant Keywords
2. Add UPCs
3. Add Seller Reviews
4. Add Rich Snippets
5. 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 Results
Merchant 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 Reviews
www.google.com/products/seller?zmi=yoursite.com
* If you have over 30 seller reviews with an avg. over 4.0
Google 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 Traffic
Minimal 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 Keywords
2. Add UPCs
3. Add Seller Reviews
4. Add Rich Snippets
5. 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)