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iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
iStrategy London 12 - Products Up - How data boosts your Google revenue
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iStrategy London 12 - Products Up - How data boosts your Google revenue

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Google will merge the Google Product Search and the Google PLA to the new Google Shopping by 2013. This will not only impact you as merchant, but also the search and buying behaviour will shift …

Google will merge the Google Product Search and the Google PLA to the new Google Shopping by 2013. This will not only impact you as merchant, but also the search and buying behaviour will shift significantly and shake-up the e-commerce industry. How do you get prepared? How is the new system working and what is the strategy behind the changes?

In this workshop session, Volker Schmidt, CEO at Products Up – the market leader for Google Shopping optimisation – will answer those questions and more, giving you hands-on material and advice to help shape your future e-commerce success.

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  • 1. iStrategy Conference 2012Volker Schmidt – Co-Founder & CEO How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham Stadium Disruptive Lead ProductsUp is now a DLT company Technologies www.disruptive-lead-technologies.com
  • 2. AgendaWorkshop Agenda!   Introduction to Products-Up!   Google Shopping statistics!   How data boosts your revenue in Google Shopping!   Your key learnings 2  
  • 3. AgendaWorkshop Agenda!   Introduction to Products-Up!   Google Shopping statistics!   How data boosts your revenue in Google Shopping!   Your key learnings 3  
  • 4. Introduction of Products-UpProducts-Up GmbHOur mission is to analyse and optimize the world’s product data and inso doing, maximise your revenue! Headquarter: Products-Up GmbH The Products-Up Story Bahnhofstr. 5 91245 Simmelsdorf Germany Products-Up serves up to 18 million products a day to Google Shopping and Product Listing Ads (PLA) for more than 150 clients Facts: around the world turning over more than $100 million in revenue. Founded: 2010 With offices in Sunnyvale (CA), Sao Paulo, Berlin and Munich we Staff: > 13 provide global insights on data management potential, product Office Locations: > 3 data optimisation and maximising the revenue that comes from Clients: > 150 served countries: > 9 that data regardless of the channel 4  
  • 5. Business Case300% initial traffic increase and up to 900% in totalin the first 3 months 5  
  • 6. AgendaWorkshop Agenda!   Introduction to Products-Up!   Google Shopping statistics!   How data boosts your revenue in Google Shopping!   Your key learnings 6  
  • 7. (Maybe) The Google Strategy Product-related searches each month in Google.com !   eBay >900 million !   Amazon >335 million !   Google Shopping < 100 million !   2009: Google Shopping >25% Amazon <18% !   c. $1,800,000,000Source: comScore, WSJ, Mercent Corp. & NYT 7  
  • 8. Visibility Google Shopping in US Visibility of Google Shopping ‚One-Box‘ in SERPS’s !   90,000 product-related keywords were monitored !   94% less visibility in one month !   Announcement of paid-model was on June 1stSource: searchengineland.com 8  
  • 9. Visibility Google Shopping in US How traffic splits up between Shopping & PLA from April to August?Source: RKG 9  
  • 10. Visibility Google Shopping in US Is PLA taking over Google Shopping traffic?Source: RKG 10  
  • 11. Kill Google Shopping – long live Google Shopping Did Google really end free Google Shopping traffic?Source: Channel Intelligence 11  
  • 12. AgendaWorkshop Agenda!   Introduction to Products-Up!   Google Shopping statistics!   How data boosts your revenue in Google Shopping!   Your key learnings 12  
  • 13. How data boosts your revenue in GSHow merchants use their product data 13  
  • 14. How data will boost your revenue in GS Providing the right data at the right time is the key to success! Merchant (buying team) Google Requirement Client searches!   Title: !   Title: !   Client Search: T-shirt Sweater with a grey bus Small child sweater from 3-6 month!   Description: Grey Bus, Green Dinosaur !   Description: and Orange Bear Face Lovely Sweatshirt for 100% cotton. Yellow Taxi infants in the age of 3-6 95% cotton 5% viscose. months!   Size: 3-6 month !   Size: 3 month, 4 month, 5 6-9 month month, 6 month What does Google want? What is the client actually !   Washing instructions searching for? !   Age Group: Infant You need to match these requirements! 14  
  • 15. How data boosts your revenue in GSMinimum requirements to be listed in Shopping!   Title!   Description!   Price!   Image!   Condition!   Google Product Category!   Shipping Costs!   Availability!   Unique Identifier (Brand, MPN, GTIN) / Computer Electronics, Books & DVD’s!   Variants / Fashion 15  
  • 16. How data boosts your revenue in GSGoogle provides 50 fields for your data enrichment!   Title (should contain Brand, Size, Colour, Material – depending on the product category)!   Image resolution and additional images!   Shipping information (Country:County:Company:Price)!   Weight and Size!   Payment methods, payment notes!   Country of origin (UK)!   Last Update (Timestamp – products updated, not feed upload)!   Sizes (32,33,34 – not 32-34)!   Keywords, keywords, keywords! 16  
  • 17. How data will boost your revenue in GSClient Searches Should Influence Data Optimization Keywords entered: Keywords entered: „Christmas gift idea“ „Trans Alpine 30L Deuter“ Search Result Search Result 17  
  • 18. How data boosts your revenue in GSContent enrichment driven by external solutions OnSite  Search   Crawling   Mechanical  Turk  Solu=ons   Content-­‐Provider   Top  Products   18  
  • 19. What merchants should know! Product data = Relevancy = Quality ScoreReturn on Ad Spend Cost-per-Click Quality Score Cost-per-Click Quality Score Google: The higher the quality score, the lower the CPC to be paid and the greater the range for your products 19  
  • 20. AgendaWorkshop Agenda!   Introduction to Products-Up!   Google Shopping statistics!   How data boosts your revenue in Google Shopping!   Your key learnings 20  
  • 21. Key LearningsYour key learnings!   Content management is critical!!   Use CMS or intelligent export tools to deliver the right content at the right time!!   Better content = more relevancy = better quality score = lower CPC!!   Use all 50 attributes given by Google Shopping!!   Know your clients search behavior!!   Use Product Listing Ads NOW!!   Your content is better than you might think! 21  
  • 22. Merchant‘s should know...Content is KING KONG! 22  
  • 23. To wake you up!!!!Here is a donkey for your amusement! 23  
  • 24. People...Contact Volker Schmidt Mark Peatey Co-Founder & CEO Country Manager UK vs@products-up.de mark.peatey@products-up.co.uk Mobile: +49 151 52 800 420 Mobile: +44 7932 656523 24  

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