Navigating Google Shopping Changes by SingleFeed -  Sept. 13, 2012
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Navigating Google Shopping Changes by SingleFeed - Sept. 13, 2012

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Navigating Google Shopping Changes by SingleFeed -  Sept. 13, 2012 Navigating Google Shopping Changes by SingleFeed - Sept. 13, 2012 Presentation Transcript

  • Navigating Google Shopping Changes Presented by: Ryan Douglas – Product Manager, SingleFeed Jason Chow – Platforms Partnerships Google Shopping BDSeptember 13, 2012 1
  • Overview• What are Comparison Shopping Engines• Navigating Google Product Listing Ads• Setting up Your Accounts• Policies and Data Quality• Campaign Structure and Bidding Strategy• Managing & Tracking your Google campaigns• Why you should use CSEs• Q&A 2
  • What are Comparison Shopping Engines? Comparison Shopping Engine? Shopping ComparisonEngine? Price Comparison Engine? Whats the difference? 3
  • What are Comparison Shopping Engines?• Traditional shopping engine lists one picture, one title, one description and all of the merchants that sell that particular product and compares them by price from sellers• Product listings help consumers quickly and easily make apples-to-apples comparisons to make smart buying decisions 4
  • List of Comparison Shopping Engines And many more! 5
  • Google ShoppingBuilding a better experienceSeptember 13, 2012Jason Chow, Platform PartnershipsGoogle Shopping BD
  • Feedback we’ve receivedFrom users From merchants• Sometimes cluttered • Traffic is hard to and duplicative predict• Some inaccurate data, • Too few opportunities to some unreliable differentiate merchants
  • Before: Potential for duplication, clutter Product Listing Ads Products Universal
  • Now going to a single set of products
  • Google Search Results Standard AdWords Ad Format 10Product Listing Ad Format
  • Google Shopping Product Listing Ad Format Organic Results (SEO)www.singlefeed.com 11 (800) 705 8852
  • Within the Shopping Property, the retailer only pays whenshopper clicks
  • Within the Shopping Property, the retailer only pays whenshopper clicks
  • New simplified sign up Leverages existing product knowledge No need to learn AdWords 3 easy steps Allows you to monitor your performance and edit basic settings in Merchant Center
  • Connecting Google AdWordswww.singlefeed.com 15 (800) 705 8852
  • Connecting Google AdWordswww.singlefeed.com 16 (800) 705 8852
  • Connecting Google AdWordswww.singlefeed.com 17 (800) 705 8852
  • Connecting Google AdWords Setting Budgets and Bids Selecting Ad Extension Typewww.singlefeed.com 18 (800) 705 8852
  • Connecting Google AdWords Ad Format and Adding Promotion Detailswww.singlefeed.com 19 (800) 705 8852
  • Policies & Data QualityStart at Merchant Center View active and disapproved products. Submit all your inventory. Check unprocessed items. Review individual products. See inactive products. Correct errors, ensure all your items are eligible. View click data. Link your AdWords account(s), add Users.
  • Policies & Data QualityOptimize your data qualityThe better your data quality, the better we can match yourproducts to shoppers’ search queries. Submit high Mind your quality descriptions images and titles Use the Update your rel=canonical feed daily tag Adhere to Better Mind your our editorial data robots.txt guidelines quality files
  • Policies & Data QualityPolicies & Feed Spec Continuity from Defines Product Search to the new Google Shopping Permissible All products are Policies products and business subject to models AdWords policies What information must Former Product Feed be provided for each Search feed spec Spec product persists
  • PLA Campaign StructureAdWords lingo Account Campaign Ad Groups PLAs Creatives PLA Creative Criteria Product Targets Bid Bid
  • PLA Campaign Structure3 Steps to happiness! This allows different Create a separate settings, budgets and campaign for PLAs performance tracking for your PLAs. Plan your ideal campaign structure Set up an “All Products” products target
  • PLA Campaign Structure3 Steps to happiness! Create a separate 1. Are there groups of campaign for PLAs products on which youd like to bid differently? Plan your ideal 2. Do you have different campaign promos for different products? An Ad Group structure per product target allows for a unique promotion per Set up an product target. “All Products” products target
  • PLA Campaign Structure3 Steps to happiness! Create a separate campaign for PLAs Plan your ideal campaign structure Set this bid lower than the other targets to Set up an create a catch-all for “All Products” products target your entire inventory.
  • PLA Campaign StructureLets walk through an example• Coates submits a feed through their Merchant Center account.• They want to set up a high-performing PLA campaign.• Profit margins vary by product.• Some models are more expensive. Some of their bikes are refurbished.
  • PLA Campaign StructureAssign a bid to each product target Sample Ad Groups Product Targets Max CPC Bids Mountain Bikes product_type = mountain bikes $1.00 Specialized Brand brand = Specialized $2.00 Refurbished Bikes condition = refurbished $0.75 High Margin adwords_labels = high margin $2.50 All Products All Products $0.50
  • PLA Campaign StructureProduct Targets• Bid differently on groups of products• Map your product targets to items with exactly matching attributes Product Targets Product Data Feed Product Adwords Title Brandproduct_type = mountain bikes type Labels brand = Specialized Road mountain low Spokes Runner bikes margin condition = refurbished Stump Speciali mountain highadwords_labels = high margin jumper zed bikes margin All Products Canzo mountain low Voodoo AL bikes margin Velo high Orion hybrids Cipede margin
  • PLA Campaign StructureProduct Targets• Bid differently on groups of products• Map your product targets to items with exactly matching attributes Product Targets Product Data Feed Product Adwords Title Brandproduct_type = mountain bikes type Labels brand = Specialized Road mountain low Spokes Runner bikes margin condition = refurbished Stump Speciali mountain highadwords_labels = high margin jumper zed bikes margin All Products Canzo mountain low Voodoo AL bikes margin Velo high Orion hybrids Cipede margin
  • PLA Campaign StructureProduct Targets• Bid differently on groups of products• Map your product targets to items with exactly matching attributes Product Targets Product Data Feed Product Adwords Title Brandproduct_type = mountain bikes type Labels brand = Specialized Road mountain low Spokes Runner bikes margin condition = refurbished Stump Speciali mountain highadwords_labels = high margin jumper zed bikes margin All Products Canzo mountain low Voodoo AL bikes margin Velo high Orion hybrids Cipede margin
  • PLA Campaign StructureProduct Targets• BidBest differently on groups of products Practice• Map your product targets to items with exactly matching attributesAdd an All Productsproduct target to ensurethat all Product Targets are your products Product Data Feedcovered. Bid with the Product Adwordslowest price youre willing Title Brand product_type = mountain bikes type Labelsto pay for a click on anyproduct. If a = schwinn brand product Road mountain low Spokes Runner bikes marginmatches morerefurbished condition = than oneproduct target, it will run in Stump Speciali mountain high adwords_grouping = summerthe one with the highest jumper zed bikes margin adwords_labels = high marginbid. Canzo mountain low Voodoo All Products AL bikes margin Velo high Orion hybrids Cipede margin
  • PLA Bidding StrategyManaging Bids Across Product Targets• The query "mountain bikes" is relevant to several products• With this PLA campaign structure, these products fall in multiple product targets Bidding Product Data Feed Max Product Adwords Product Targets Title Brand CPC type Labels product_type = mountain bikes $1.00 Road mountain low All Products $0.50 Spokes Runner bikes margin product_type = mountain bikes $1.00 brand = Specialized $2.00 Stump Speciali mountain high adwords_labels = high_margin $2.50 jumper zed bikes margin All Products $0.50 Canzo mountain low product_type = mountain bikes $1.00 Voodoo All Products $0.50 AL bikes margin Velo high Orion hybrids Cipede margin
  • PLA Bidding StrategyManaging Bids Across Product TargetsSince adwords_labels=high margin has the highest bid,this product & bid will run in the auction Bidding Product Data Feed Max Product Adwords Product Targets Title Brand CPC type Labels product_type = mountain bikes $1.00 Road mountain low All Products $0.50 Spokes Runner bikes margin product_type = mountain bikes $1.00 brand = Specialized $2.00 Stump Speciali mountain high adwords_labels = high_margin $2.50 jumper zed bikes margin All Products $0.50 Canzo mountain low product_type = mountain bikes $1.00 Voodoo All Products $0.50 AL bikes margin Velo high Orion hybrids Cipede margin
  • Tracking & ToolsImproving query relevance• Perform a search query report to identify queries triggering your product targets at the campaign or ad group level• Set negative keywords to avoid your products showing for non performing queries, at the campaign or ad group level
  • Tracking & ToolsPromotional text• Free field shows up on hover or in ads• Designate for products or product categories• Defined at the Ad Group level• Use specific promotional offers (”20% off RoadRunner bikes”) rather than generic messages ("Best bike shop around!") Free shipping. Buy now!
  • Summary: Top 5 Optimization Tips Full coverage: Set up an All Products target (with a low bid) to 1 ensure your entire inventory is eligible for PLAs. Strategic bidding: Use product targets to bid differently on 2 different groups of products. Data quality: Maintain a high-quality feed by addressing 3 errors and optimization suggestions in the Merchant Center Data Quality tab. Query relevance: Run search query reports and set up 4 negative keywords to prevent your products from showing on irrelevant queries. Tracking: Several options available for multi-provider 5 situations.
  • Why Use Comparison Shopping Engines? What’s in it for me? 38
  • Why use CSE’s• Each CSE spends $$$ on marketing and SEO to drive traffic, adding to your “reach” • They have more experience and deeper pockets than you do. Let them help you.• Unique visitors per month (comscore April 2012) • Google Shopping >20M • Shopzilla >18M • Nextag >17M • Pricegrabber >7M 39
  • Why use CSE’s• Part of a complete online marketing presence • CSEs contribute 5-20% of total sales/traffic• A way to increase traffic and sales on your site • Controlled and profitable approach • Own the customer, not like eBay/Amazon • Relies on your own site conversion experience• Enable Shoppers to find your niche/long tail products from Google searches 40
  • Who uses CSE’s• The Merchants • Already listing on other channels – Amazon/Ebay • Actively using online marketing such as SEM (AdWords), SEO, and email. • Selling well established brands or nicheof products – no obscure generic/house brand items • Price competitive to a degree – won’t work well if you’re selling at the highest price • Have bandwidth/people to handle Marketing duties 41
  • About SingleFeed• Leading data feed management tool for small and medium sized retailers• Founded in 2006 True Ventures, Acquired in 2011 by Vendio• Trusted Partner – To Google and many of the leading shopping engines• Core Customer - Retailers doing $250K to $20M+• Pricing – Flat Rate Service plans from $99/mo 42
  • Question and Answer 43
  • Contact Info SingleFeed info@singlefeed.com 800-705-8852 Google AdWords 866-2-46645344
  • Thank you.Jason Chow, Platforms PartnershipsGoogle Shopping BD