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Crafting Advanced Google Shopping Strategies to Rank Higher in 2017

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Join CPC Strategy’s very own Google Shopping Gurus as they dive into advanced strategies that’ll kick-start your 2017 shopping campaigns.

Published in: Retail
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Crafting Advanced Google Shopping Strategies to Rank Higher in 2017

  1. 1. ASK AN EXPERT: Crafting Advanced Google Shopping Strategies to Rank Higher in 2017 Proven Google Shopping Methodologies That’ll Get Your PLAs to Show up
  2. 2. Event Logistics Join the Conversation: Submit questions and thoughts Session is being recorded Today’s Resources
  3. 3. OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 350+ Active Retail Clients • Top 50 fastest growing company in San Diego 4 years • Recognized as one of the Top 10 best places to work in SD CLIENTS SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration • Facebook Advertising Management About CPC Strategy
  4. 4. CPC Strategy Google Shopping Experts Roman Fitch Lead Retail Search Manager Jason Bell Senior Paid Search Manager
  5. 5. Today’s Topics • How 2016 Google Shopping Growth Impacts Strategy • Manipulating the Product Feed to Improve Ad Relevancy • Targeting Consumer Searches Through PLAs • Advanced RLSA Audience Targeting Capabilities • Utilizing Google Special Offers to Drive Conversions • Your Product Mix & How to Leverage for Increased Performance
  6. 6. How 2016 Google Shopping Growth Impacts Strategy
  7. 7. How 2016 Google Shopping Growth Impacts Future Strategy Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Google Shopping 2015 Q4 vs. 2016 Q4 • Cost Per Click (CPC) In 2016, we saw an average drop in CPCs – $.71 across all verticals, in comparison to 2015, where we saw an average CPC of $.76. • Click-through-rate (CTR) In 2016, we an average drop in CTR – 1.34% across all verticals, in comparison to 2015, where we saw an average CTR of 1.62% • Return on Ad Spend (ROAS) In 2016, we an average rise in ROAS – 770.3% across all verticals, in comparison to 2015, where we saw an average ROAS of only 708.3%. • Impression Share In 2016, we an average drop in Impression Share – 27.2% across all verticals, in comparison to 2015, where we saw an average Impression Share of 29.6%. • Revenue In 2016, we an average increase in revenue by 24.77%, in comparison to 2015. • Cost In 2016, we an average increase in revenue by 24.10%, in comparison to 2015.
  8. 8. Manipulating the Product Feed to Improve Ad Relevancy
  9. 9. Basic Product Data Quality – The Easy Stuff The essentials for a good quality Google Shopping product feed The Basics: • Item IDs - Are they unique? • Item IDs - Are they consistent? • MPNs - Are they modified? Do MPNs match what other retailers have? • SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics transactions? • Prices - Accurate? How often are you syncing price? Make sure no $0 values. • Links - Do they work? Check for 404 errors & 302 redirects that strip tracking parameters. • Stock Status - How are we handling out of stock items? • Images - Are we including any Watermarks or Promotional Text? • Product Variations - Are we missing/not sending these? Why or why not? • Product Variations - Are we loading the child variations on the landing page? • Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed. • GTINs - Are we in compliance based upon Google’s Diagnostic’s tab? • Custom Labels - Are we taking advantage of these 5 customizable fields? • Complete Data - Do we have fully populated columns? Any empty fields? Manipulating the Product Feed to Improve Ad Relevancy Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
  10. 10. Targeting Consumer Searches Through PLAs
  11. 11. What is ISO and why is it so important? ISO Strategy – [Exact] or “Phrase” Match Targeting What is it?  Ability to target an exact keyword or phrase within Google Shopping w/o the need of a daily negative keyword addition (ie: SQO Strategy)  Shifting focus away from only product-level performance to search query performance How is it accomplished?  Through the use of both the campaign priority settings and negative keyword sculpting Customer Intent Example  Ability to bid based upon perceived customer intent  Ensuring higher placement on terms which show higher customer intent to purchase Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
  12. 12. The Green Vs. Red ISO Strategies Green ISO Strategy Red ISO Strategy Use Cases  Improve ROI on Poor Performing Queries – lower average CPC Use Cases  Drive Impression Share - Exact/Phrase Match Target High Value KWs - Quickly Monitor & React to Aggressive Competition – Control Product Mix – Stimulate Growth Through Aggressive Bidding Green & Red ISO Working Together?
  13. 13. The Red ISO Strategy 30 Days Before & After Results  Cost Down 66%  Avg. CPC Down 73%  ROAS Up 370% Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ G R E E N R E D  Imp. Share Up 21%  Conv. Up 14%  Competitive Awareness
  14. 14. Advanced RLSA Audience Targeting Capabilities
  15. 15. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ **Similar Audiences**  Automatically created Google audience based off users on your RLSA list. Users on RLSA lists are excluded from “similar lists”, and the user duration is only 24 hours. Google will identify users searching for similar queries as users on your RLSA list.
  16. 16. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Audience Structuring and Themes:
  17. 17. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Purchasers Abandoners • Cart abandoner • Checkout abandoner Micro- conversions •Email sign-up •Account creation •Quote Request •Form completion Engaged Visitors •Time on site •page depth •Live Chat •Did a site search BrowsersLeads Landing page Homepage viewers Category viewers Product viewers
  18. 18. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Setting audience bid modifiers  Save filters for high converting audiences above target ROI / below target CPA  Save filters for higher spending audiences below ROI / above target CPA Campaign/Adgroup View within AdWords ** Not enough data =(
  19. 19. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Setting audience bid modifiers  Download audience report at the account level  Pivot the data to see how an audience is doing across an entire account  This will give you more insight into audiences that are doing well holistically  This can empower you to take action and potentially bid up/down on audiences that don’t have enough data to act at the campaign/adgroup level. Pivoted Audience Level Report
  20. 20. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Success stories with shopping RLSAs  Halloween costume manufacturer sees YoY ROI gains in Google Shopping by retargeting last year’s customers  Personalized pet gear brand increases sales through Similar Audiences in Google Shopping  Local furniture store increases Store Visits by retargeting recent users completing a Finance Application
  21. 21. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/  Google Analytics RLSAs to remarket users who purchased Sept – Oct, 2015  Uploaded emails lists of purchasers Sept – Oct over the past 5 years  Use in conjunction with ISO™ to capture “top funnel” traffic for proven converters from last year. Halloween costume manufacturer sees YoY ROI gains through RLSA in Shopping
  22. 22. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/  Apply Similar Audience, one per theme: “Engaged Visitors”, “Micro-Conversions”, and “Purchasers”.  11% of shopping sales now coming from similar audiences. Personalized pet gear manufacturer sees increase in sales with Similar Audiences in Shopping
  23. 23. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/  Micro-conversions — Using back-end data, we were able to determine that 80% of approved finance applicants become a purchase, with the average application value over $750.  Engagements — Users who do a site search (+68%), engage with live chat (+50%), or play a product video (+9%) on the site are more likely to convert. Local furniture store increases conversions with RLSA for micro-conversions and engagements
  24. 24. Advanced RLSA Audience Targeting Capabilities Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Takeaways  RLSA is effective for incremental efficiency gains in shopping.  Similar audiences is looking like a strong growth opportunity for new customer acquisition  Customer match lists can be more limited in reach but unique in terms of audience definition and list duration.
  25. 25. Utilizing Google Special Offers to Drive Conversions
  26. 26. Utilizing Google Special Offers to Drive Conversions Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Google Merchant Promotions What is it?  Ability to highlight promotions within Google Shopping  Improve CTR & Conversion Rates with no extra charge to participate Implementation  Through the Google Merchant Center within the Promotions Tab 7- Day Sale Result  CTR up 19%  Conv. Up 34%  Conv. Rate up 14%  CPC down -8% PROMOTION TYPE ADDITIONAL INFO DISCOUNTS $ Off or % Off Discounts must be at least $5 or 5% off x% Off. Maximum Discount $y n/a $x Off $50+. $y Off $100. $z Off $150 Tiered discounts allowed x% to y% Off Floor discounts (ie. minimum amount or percent saved) must be stated Buy One Get One Free or Buy One Get 2nd x% Off n/a $x Cash Back or $x Cash Rebates Must be reflected at cart or checkout FREE GIFTS Free Item Must clearly describe the free gift and item cannot be samples or trials $x Gift Card on purchase xTitle must clearly state the gift card value and gift card must be from your own store SHIPPING Free or Discounted Shipping Must have valid redemption code Exception: No redemption code necessary when combined with another permissible promotion (E.g. Free shipping + 10% off)
  27. 27. Your Product Mix & How to Leverage for Increased Performance
  28. 28. Your Product Mix & How to Leverage for Increased Performance Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/ Understanding Your ‘Winning’ Products What is your competitive edge  Price? Exclusivity? Turn around time? Clout? Leverage where customers see your value  Spend your time & effort correctly marketing where you provide the best value Improving competitiveness  Research & understand why you may be losing out on conversions to competitors  Leverage your knowledge of your own products to provide more value where you can afford Execute  Implement merchant promotions, RLSAs, specialized shopping campaigns  Continue understanding the playing field and where you convert best  Find areas for opportunity that you can cultivate
  29. 29. Questions For The Experts? Roman Fitch Lead Retail Search Manager Jason Bell Senior Paid Search Manager

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