Adchemy 10ways product-catalog


Published on

Every retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Adchemy 10ways product-catalog

  1. 1. 10 Ways to Use Your ProductCatalog to Maximize RetailPPC CampaignsA Digital Marketing Depot Research Report
  2. 2. 10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns E very retailer has a database of products for sale, commonly referred to as a product catalog. Not every retailer, however, is using their product catalog to the fullest extent possible to maximize their retail PPC (pay-per-click) campaigns. Without employing a product catalog, retailers cannot truly leverage all that search advertising has to offer. Furthermore, they cannot gain a solid picture of how their products and advertising perform in the current e-commerce landscape. Unleashing the resources of the product catalog in a PPC advertising campaign offers opportunities for keyword expansion, data management, robust analytics and ad structure. This E-Book examines 10 tips to take advantage of these opportunities and outlines the value a product catalog has in amplifying a retailer’s existing PPC program.© 2012 Third Door Media, Inc. • 1 Email:
  3. 3. 10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns1 Feed product catalogs into Google Merchant Center and Bing Shopping, and get listed on Google Shopping and Bing Shopping. As the name implies, Google Shopping (previously known as Google Product Search) is a search engine dedicated to online shopping. Along with the name change, a change in inclusion rules was implemented.Whereas Google Product Search accepted free submissions, Google Shopping is built on paid inclusion.Bing Shopping remains free for product catalog submissions. However, Microsoft encourages retailers to pay for inclusion, which will help retailers gain better visibility in Bing Shopping, as the two maintain a partnership.Product catalog feeds should follow the specifications set out by the search engine it is being submitted to. Additionally, afeed should provide the types of information that consumers include in their search queries, as0this will make a difference inPPC ads.2 Turn on Google Product Listing Ads and Google Product Extensions. Google’s experiments with including rich media (such as maps, videos and images) into organic search results spurred similar experiments with paid search advertising. The result was Product Listing Ads, which offer retailersthe opportunity to advertise specific products in the sponsored ad listings section of Google’s search results. Product ListingAds include images, prices, titles, and store names. This information is pulled from product catalog feeds retailers send totheir Google Merchant Center accounts, which must be connected to the advertiser’s AdWords account. Example of Google’s Product Listing AdTypically, product listing ads are displayed for more specific searches. This enables Google to display an advertiser’sproducts when intent is more clear. Product listing ads are limited to retailers in the United States, France, Germany and theU.K.If an advertiser has existing text ads within AdWords, linking accounts will also make a retailer eligible for ProductExtensions. This feature allows specific product information to be displayed along with an AdWords ad. Product Extensionsdiffer from Product Listing ads in that they are available as an expansion from an advertiser’s text ad whereas Product ListingAds are displayed in a separate section from the text ads. Select advertisers will be eligible to bid on a cost-per-acquisition(CPA) basis, which is an AdWords payment system based on a commission of sales.Bing has begun experimenting with its own version of Product Listing Ads. Some searchers have begun to see imagesappearing next to paid ads. Microsoft has only commented that they are testing ad product initiatives, but it’s a space forsavvy search marketers to watch.© 2012 Third Door Media, Inc. • 3 Email:
  4. 4. 10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns3 Explore product catalogs for keyword expansion. A retailer’s product catalog offers a wealth of valuable insight for profitable keyword expansion. You should be marketing all the brands, products, and models that you carry. Incorporating a product catalog into search marketing can help automate the process of covering keywords foryour entire product inventory. Instead of manual entry or brainstorming, product catalog feeds insure that every productkeyword can be considered.The information provided in an inventory feed includes features and data that consumers are searching for, such as brandand model number. Every facet is an opportunity for an advertiser to reach consumers. These features can be targeted at amore fundamental level by combining possible keyword combinations. The result is a more agile keyword portfolio reachinga broader consumer base.4 Employ a long tail strategy to populate a keyword portfolio. Keyword expansion should not be limited to brand and model numbers. Utilizing just a few hundred keywords to promote a product catalog with thousands of items is an insufficient strategy. Instead, advertisers can use features that are commonly searched for like color, size, amount of memory, While someetc. to target audiences and build compelling campaigns. advertisers choose toThis has traditionally been referred to as a long tail strategy, meaning search queries with manually cull throughlow volume but a valuable source of conversions. Such a strategy allows advertisers to keyword and searchemploy a more targeted ad with better copy. As a result, ads often enjoy a higher clickthrough rate and Quality Score. query lists, others choose to employ anWhile some advertisers choose to manually cull through keyword and search query automated methodlists, others choose to employ an automated method using broad match and negativekeywords. Either way, integration with a product catalog feed will make the job easier. using broad match and negative keywords.When done successfully, a long tail strategy can be a resourceful propeller of keywordexpansion. Since there is usually less competition for these keyword phrases, thesecampaigns can offer a lower cost-per-action than more generic terms.5 Build structure into data management and ad campaigns. When a product catalog could provide millions of keyword combinations, manually editing every single ad is impossible. Thankfully, automated solutions exist to manage these large swaths of data. Such solutions rely on clean data feeds in order to maximize a keyword portfolio and optimize ad spend and budget.Product catalog feeds should be well-structured with the data sets originating from a reliable source. Have a check systemin place to avoid including data that could lead to ad rejection such as0special characters0or terms that break characterlimits. These pitfalls can also affect quality score, another reason why clean data is so important.When organizing ad campaigns, products should be arranged into ad groups according to category. Structure within adgroups allows for more targeted ad copy, aligned with an expanded keyword strategy. To make this task easier, technologyexists to generate traffic-producing combinations of almost every keyword related to long tail search phrases and thengroup them by similarity.© 2012 Third Door Media, Inc. • 4 Email:
  5. 5. 10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns6 Understand and target consumer intent. Whenever a search is conducted, a consumer is asking a question. That question reveals the consumer’s intent. Sometimes the intent is vague or could have While product several possible meanings. Other times, search queries are very specific. feeds do includeMeanwhile, a retailer’s product catalog only represents marketer intent, or what the keywords thatcompany want to sell. Combining marketer intent with consumer intent helps advertisers are attractive tobetter target what consumers often search for. Modifiers such as “cheap”, “on sale,” and consumers, not“online” are commonly searched, but are not generally found within a product catalog.Adding them manually can aid a search marketer in finding more relevant keyword bidding all intent can beopportunities. gleaned from aWhile product feeds do include keywords that are attractive to consumers, not all intent can retailer’s gleaned from a retailer’s catalog. To better understand consumer search sentiment, areview of the search logs in an e-commerce site’s analytics system is in order.If a retailer’s product pages are not yet optimized for long tail terms, search logs may yield nothing. Query reports fromAdWords and adCenter may offer up additional insight into consumer intent. Also, this brings back the importance of thepoint of delivering product catalog feeds to Google and Bing. The more robust a product catalog data feed is, the morerobust search logs will be for Google Shopping and Bing Shopping. From there, keyword portfolios can be expanded andmore targeted search marketing strategies can be employed.Consumer intent must also be understood in order to avoid advertising for poorly performing and irrelevant terms. Utilizingthe negative keywords feature in paid search campaigns enables retailers to prevent spending valuable advertising dollarson keywords that will not convert.7 Engage in competitor keyword bidding. While a product catalog represents all the products a retailer sells, there are inevitably specific brand items within a niche or industry that a retailer simply does not carry. Pursuing a long tail strategy may leave an advertiser inadvertently ignoring consumers with strong purchasing intent. In this case, e-commerce advertisers can employ a competitor keyword bidding strategy to extend their long tail.For example, if a retailer does not sell a specific brand of running shoe but sells very comparable brands, they could buyads on the brand they don’t sell and advertise their alternative. Retailers should test offers such as lower prices and freeshipping to see if this will customers to consider an option other than the one they originally searched for. Testing is alsocrucial to determine which products will convert with a competitor keyword bidding strategy.8 Updated product catalog feeds with new products. Retailers should implement a process to update catalog feeds with new products and add relevant keywords to promote the additions. This process keeps long tail keyword strategies current and provides an accurate picture of overall product performance. Careful consideration should be given to maintaining feed and ad group structure to keep established operations in order.Seasonality and promotional calendars must also be taken into consideration when managing PPC campaigns for productcatalogs. Knowing when to increase bids and budgets for certain products during certain times of the year can maximizethe potential of the ad campaign while managing the realities of an ad budget. Automation tools exist to assist searchmarketers in engaging holiday and promotional paid search strategies.© 2012 Third Door Media, Inc. • 5 Email:
  6. 6. 10 Ways to Use Your Product Catalog to Maximize Retail PPC Campaigns9 Manage retired and out of stock products. From time to time, products are retired from a product catalog or they sell out an inventory. Map out which keywords drove traffic to products that are no longer carried, and redirect landing pages to a legitimate alternative. Monitor the redirects to determine if conversions are occurring for keywords of the retired product. If not, they keyword may also need to be retired.Examine options for automatically pausing or bidding down on keywords when necessary. Out of stock products may needa temporary pause while seasonality may warrant bidding down during an off-season.10 Evaluate costs and manage budgets efficiently and creatively. Every search marketer’s challenge is maximize the budget to get the most conversions from as little spend as possible. With PPC, the goal is to bid high enough to bring in quality traffic but low enough to remain profitable.Keywords which drive positive margins should be leveraged as much as possible. Reviewing top performing campaigns ona regular basis is a good practice in order to make sure that volume is not being impeded by budget-limiting impressions.Unexpected earned and social media and other unplanned-for traffic can send costs soaring. However, this traffic is notoften sustained and does not necessarily convert well. In this scenario, budget settings can keep ad campaigns within apredetermined spend are a welcome solution.Budget considerations go beyond ad spend and paid inclusion. Software and data management also must be factored intothe overall cost of running paid search advertising. Understanding the true cost of PPC advertising is crucial to knowing thetrue profit margins of a product catalog.ConclusionWith the constant changes occurring in an ever-changing search landscape, retailers must maximize every opportunity thatexists for promotion. Taking advantage of the opportunities that exist with shopping search and product catalog feeds are amust for any advertisers wishing to create an effective presence on the web.While the tasks these opportunities generate may seem monumental, tools and strategies exist to assist search marketers inkeyword expansion, data management, campaign administration and budgeting. n© 2012 Third Door Media, Inc. • 6 Email:
  7. 7. 10 Ways to Use Your Product Catalog to Maximize Retail PPC CampaignsFoster City, California1001 E. Hillsdale Blvd,7th FloorFoster City, CA 94404Phone: 1-877-232-4369Fax: 1-650-581-4611Adchemy is an advertising technology company that helps advertisers leverage consumer intent to create more effectivedigital advertising experiences. Adchemy IntentMap™ technology radically simplifies advertisers’ paid search campaignsand makes them more scalable, relevant, and profitable. Listed by The Wall Street Journal as one of the top 50 venture-backed companies in the U.S. in 2010, Adchemy is a rapidly growing Silicon Valley company backed by Accenture, AugustCapital, Mayfield Fund, and Microsoft. Visit us at Digital Marketing Depot provides authoritative and actionable education about digital marketing issues. Register today for one of our free webcasts or download a whitepaper or research report about paid search advertising, analytics, e-mail marketing and other and digital marketing topics. Digital Marketing Depot is a division of Third Door Media, which publishes web sites, and produces in-person events and webcasts. Each of the four brands - Search Engine Land, Search Marketing Expo, Digital Marketing Depot, and Marketing Land - fosters continuing education, evolution and engagement for the community we serve.© 2012 Third Door Media, Inc. • 7 Email: