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Owning the Google Shopping Search Results

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CPC Strategy & Zentail Presents:
Competition on the Google Shopping SERP is increasing. It’s vital to get strategic about the way you run your Google Shopping campaigns before you are left in the dust by your competitors. Tune in for a breakdown of the Google Shopping ecosystem, techniques to maximize your return, strategies to boost your impression share and increase conversions.

Published in: Retail
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Owning the Google Shopping Search Results

  1. 1. Owning the Google Shopping Search Results
  2. 2. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in on the Poll Questions! Analicia Santaella Webinar Coordinator
  3. 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  4. 4. Today’s Speakers La Broi Walton Sr. Retail Search Manager Michael Meck Operations Manager, Google Lead
  5. 5. About Zentail Overview Google Partner on WebRetailer Fastest-growing ecommerce automation solution Solutions Central Ecommerce Platform SMART Types: the industry’s fastest listing tool Inventory, orders, analytics, and more Multiple Sales Channels as simple as One Google - Amazon - Walmart - eBay - and more
  6. 6. ● Q4 2017 Google Shopping Competition ● Google Shopping Ad Rank ● ISO™ Strategy ● Branded vs. Non-Branded Campaigns ● Google Express ● Google Shopping Actions ● Case Study Today’s Agenda
  7. 7. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Reviewing Q4 2017
  8. 8. Cost Per Click (CPC) Competition on the SERP Is Increasing Click-through-Rate (CTR) Return on Ad Spend (ROAS) Impression Share Cost Revenue $.81 1.8% 836% 29% 17% 30.98% 2017 2017 2017 2017 2017 2017 31.10% $.77 1.7% 776% 2016 2016 2016 2016
  9. 9. Breaking Down Google Shopping Ad Rank
  10. 10. What Is Ad Rank? What is Ad Rank? ● Determines ad position What is factored into your Ad Rank? ● Bid amount ● Relevancy ● Ad Rank thresholds ○ Context of person’s search ■ Location, device, time ○ Auction-time ad quality ■ Expected CTR, ad relevance, landing page experience ○ Expected impact of extensions and other ad formats
  11. 11. How to Rank Higher on Google Shopping 1 2 1. Boost Product Information (provide Google with detailed product titles and descriptions) 2. Don’t Take Products Out of Feed (solution: adjust bids, lower clicks, use negative keywords) 3. Customize Ad Schedules (Google day parting & location bidding) 4. Use Google Special Offers 5. Generate Store/Product Reviews
  12. 12. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Optimize Your Google Shopping Campaigns Further with an ISO™ Strategy
  13. 13. What Are ISO™ Campaigns? ● Brings keyword targeting functionality to Shopping ● Leverage negative keyword lists ● Leverage priority settings ● More control over which search queries your products show up for ● Isolate & allocate more aggressive bids & budget to searches that historically convert well ● Can be used in every part of the funnel, within Google Shopping & omnichannel Awareness Demand Capture Reactivate Nurturing
  14. 14. Next Steps for Buildout 3. Build Keyword Terms List ○ Review search term data for strong converters from past 6-12 months ○ If you are aiming for a 4:1 return ■ Identify terms performing at or better than 4:1 ■ Choose terms that see good conversion volume 4. Insert Negative Keywords ○ Apply top-performing search terms as negative keywords in your Broader Catch All Campaign
  15. 15. Buildout & Campaign Structure 1. Create ISO™ Campaign & Broader Catch All Campaign ○ Make a duplicate of a Google Shopping campaign ○ Turn your existing campaign into your ISO since it has most sales history ○ Turn duplicate campaign into a Broader Catch All Campaign 2. Assign your Priority Settings ○ Google will serve the campaign with higher priority first ○ Broader Catch All Campaign = high priority setting ■ Lower bids (or keep as is) - sees more general searches ■ Exclude terms you want shown in ISO ○ ISO Campaign = low priority setting ■ Higher bids - higher value and/or longer tail searches that historically convert well
  16. 16. Why Add Successful Keywords as Negatives to Your Broader Catch All Campaign? Shopper searches for: Taft Troy Camo Men’s Boot Is listed as a negative in your Broader Catch All campaign, shopper is funneled to your ISO Campaign Scenario 1 Scenario 2 Shopper searches for: Men’s Boots Since this general term is part of your Broader Catch All Campaign, your product still shows on the SERP
  17. 17. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Additional Full-Funnel Strategies to Own the SERP
  18. 18. Branded Vs. Non-Branded Campaigns Non-Branded Campaigns Branded Campaigns Awareness Demand Capture Reactivate Nurturing
  19. 19. Branded Vs. Non-Branded Campaigns Non-Branded Campaigns ● Top of the Funnel ● Example: Prospecting with campaigns with generic terms and lower bids ● Example: Showcase Shopping Ads on mobile Reactivate Branded Campaigns ● Bottom of funnel ● Example: Google Ads as Social Back-Up 1) Consumer sees your ad on Facebook 2) Consumer goes to search on Google (demand capture) 3) Consumer converts on your branded demand capture campaign ● Example: Retargeting with RLSAs, very low BOFU
  20. 20. Upper Funnel Campaign ● high priority setting ● key brand / manufacturer / product category terms added as negatives ● universal negatives Chelsea Boots Taft Chelsea Boots Mid Funnel Campaign ● medium priority setting ● key product identifiers like product name type or other lower/mid funnel indicators ● universal negatives Low Funnel Campaign ● low priority setting ● universal negatives ● most aggressive bids Taft Outback Boots negative keyword “Taft” negative keyword “Taft” negative keyword “Outback” ISO Strategy - Intent Tiers in Action
  21. 21. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Intro to Google Express + Shopping Actions
  22. 22. What is Google Express + Shopping Actions
  23. 23. What is Google Shopping Actions + Express Google Shopping Actions works across the entire Google platform, like Express, Voice Assistant or partnered platforms like YouTube. Express is Google’s new marketplace that provides a secure, seamless checkout experience. 1B+ users each 500M devices500+ merchants
  24. 24. Explore Google Express
  25. 25. Explore Google Express Search Filters Brand Placement Basket Building
  26. 26. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Google Express & Shopping Ads
  27. 27. Express and Shopping Ads
  28. 28. Express and Shopping Ads
  29. 29. Express and Shopping Ads Express Result Ads Results
  30. 30. Express and Shopping Ads So which should you be on, Google Shopping or Google Shopping Actions? BOTH!
  31. 31. Express and Shopping Ads ● Complementary programs ● Increase product exposure ● Maximize sales + =
  32. 32. Express and Shopping Ads Monthly Visitors (millions) 162 K Total Daily Visits to Google Express > 1,000 K
  33. 33. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Case Study
  34. 34. Google Shopping Actions Case Study Google Express: Apr - Oct: $1.2 Million Google Shopping: YoY sales are up 25% ‘18 Revenue: +$2 Million
  35. 35. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Getting onto Google Express
  36. 36. Google Express Eligibility A Merchant Center Account An active webstore claimed in the Merchant Center Fill out an application at https://www.google.com/retail/shoppingactions/ Note: some category restrictions ● New products, no categories with strict regulations 1. 2. 3.
  37. 37. Accelerating the Path to Purchase 2 Partner with Zentail to Manager Orders 4 Complete your Merchant Center 53 Upload Products to Google (categorized and formatted) 1 Apply to Shopping Actions Launch!
  38. 38. Zentail Accelerates the Path to Purchase
  39. 39. Zentail Accelerates the Path to Purchase
  40. 40. Accelerating the Path to Purchase 1. Easy - no need to do any integrations or maintenance yourself 2. Fast - category and attributes are mapped automatically (SMART Types) 3. Profitable - maximize SEO and operational efficiency
  41. 41. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Paid Search Strategy Evaluation
  42. 42. Questions for Today’s Speakers? La Broi Walton Sr. Retail Search Manager Michael Meck Operations Manager, Google Lead

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