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SearchLeeds 2018 - Chris Rowett - Supercharging google shopping

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Build, enhance and optimise. From building powerful feeds to
advanced analysis techniques and the latest tech, Chris Rowett's SearchLeeds talk teaches you the three steps to supercharging your Google Shopping campaigns.

Published in: Marketing
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SearchLeeds 2018 - Chris Rowett - Supercharging google shopping

  1. 1. @JourneyFurther | #SuperchargingShopping SHOPPING TAB
  2. 2. @JourneyFurther | #SuperchargingShopping ‘ALL’
  3. 3. @JourneyFurther | #SuperchargingShopping
  4. 4. @JourneyFurther | #SuperchargingShopping IMAGES
  5. 5. @JourneyFurther | #SuperchargingShopping
  6. 6. @JourneyFurther | #SuperchargingShopping
  7. 7. @JourneyFurther | #SuperchargingShopping
  8. 8. @JourneyFurther | #SuperchargingShopping USERS CAN FILTER
  9. 9. @JourneyFurther | #SuperchargingShopping
  10. 10. @JourneyFurther | #SuperchargingShopping
  11. 11. @JourneyFurther | #SuperchargingShopping BASIC STRUCTURE High Priority Medium Priority Low Priority Top Keywords Other Non-Brand Keywords Brand Keywords Automated Script to add Negatives Add Brand Negatives
  12. 12. @JourneyFurther | #SuperchargingShopping
  13. 13. @JourneyFurther | #SuperchargingShopping SUPPLEMENTAL FEED Amend Titles Add Keywords into Descriptions Merge Attributes Add Custom Dimensions
  14. 14. @JourneyFurther | #SuperchargingShopping IMPROVE TITLES
  15. 15. @JourneyFurther | #SuperchargingShopping START SHARING Data held in your text ads campaigns and shopping campaigns are invaluable to each other Keyword discovery for text ads Use N-Grams to improve account performance: Improving CTR Adding new negatives Improving product titles Adding new keywords for shopping
  16. 16. @JourneyFurther | #SuperchargingShopping
  17. 17. @JourneyFurther | #SuperchargingShopping DIFFERENTIATE YOUR PRODUCT Colour Thread Count Material Fit Type Pattern …
  18. 18. @JourneyFurther | #SuperchargingShopping GET RELEVANT Capitalise on changing consumer search behaviour Add in seasonal search terms Add in sale messaging Play around with different terms
  19. 19. @JourneyFurther | #SuperchargingShopping GET NERDY Shopping is a numbers game There should be a straight correlation between the click cost and its return To get maximum efficiency bring these together
  20. 20. @JourneyFurther | #SuperchargingShopping GET NERDY Remove or enhance underperforming products
  21. 21. @JourneyFurther | #SuperchargingShopping GET THE FULL PICTURE
  22. 22. @JourneyFurther | #SuperchargingShopping BREAKER
  23. 23. @JourneyFurther | #SuperchargingShopping ADVANCED STRUCTURE Keywords/Products Kettle 1 Kettle 2 Toaster 1 Toaster 2 Kitchen Appliances £0.30 £0.40 £0.20 £0.25 Kettles £0.90 £1.20 £0.00 £0.00 Toasters £0.00 £0.00 £0.80 £1.00 Delonghi Kettle £1.50 £2.00 £0.00 £0.00 Red Kettles £0.00 £1.50 £0.00 £0.00
  24. 24. @JourneyFurther | #SuperchargingShopping ADVANCED TECH
  25. 25. @JourneyFurther | #SuperchargingShopping THANK YOU! Stand 6 slideshare.net/JourneyFurther

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