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Jodi Birkett
Partner
1
Elizabeth Clark
The Google Shopping Specialists
#shoppinggurus @dreamagility
Dream Agility – Google Shopping Platform
SECURITY
Google Myths we see every day
 Keyword mentality
 Google arbitrary recommendations
 Day of Week, let alone hour of
week...
Google Myths Debunked – Keywords are DEAD!
 Big uplifts from location;
country, region, city,
postcodes and even airports...
Google Myths Debunked - Location
 At best, most advertisers merely
increase London bids +10% or nice
round numbers (guess...
Google Myths debunked – Why location matters:
Client has 40% Gross Margin and wants a 25% ROAS – Release the tech!
How bad...
Google Myths Debunked - Mobile
Mobile often performs differently
from desktop campaigns. Why?
Pareto of products, location...
Google Myths – Mobile Before vs. After
From £-750.95 loss with £0.49 CPC to £0.28 CPC and £37.16 profit.
Day of Week
 Day of Week, let alone hour of week still largely ignored.
 How to make 7% increase on even a small campaig...
Individual Product ID
Spreadsheets for Feeds don’t work – Product Titles
A spreadsheet cannot do this for
your Product Titles…..
Spreadsheets an...
Spreadsheets for Bidding – death by 1000 knives
• It takes far longer and more staff to run
spread sheets across all the n...
Return on solution mix
Free feed
plugins
Optimised
feed
solution
Bids Spread sheet
managed
Bidding tech applied
Google advice to take cautiously
• Black Friday / Mega Monday overtaken
Boxing Day on Volume
• However, both Deloitte and ...
New kids on the block……
Summary – tips for Christmas shopping success
• For optimal returns, ditch the market place
feed and get a ‘Google first’ ...
#shoppinggurus @dreamagility
Google Shopping
The shifting sands in paid search and how agencies need to adapt
• Brief history
• Operational challenges for advertisers
• Who’s joining these 2 functions together?
• Query optimisation
...
Brief history
December ‘02
• Launched as Froogle
• Free
April ‘07
• Rebrand to ‘Google
Product Search’
• No cost = great R...
• When Google Shopping was free everyone had a great ROI.
Then things changed…
• Disconnect between development & paid med...
Who’s joining these 2 functions together?
Feed Quality
AdWords
Implementation
Stock Status
Simple Colours
Taxonomy
Pricing...
• Title & description for each product
needs to be optimised for a specific
query
 Items are unisex
 Segmenting out iter...
Traditional agency roles
Client
Media
Creative
Web
D&B
• Media agencies handle all aspects of
media planning & buying
 So...
• Feed creation & management often the
remit of the web development agency
• Often very separate entity to the media
agenc...
• There is a disconnect between Development & Media teams
 Very different disciplines
• Multiple stakeholders can slow do...
Thank you
p.oconnor@amaze.com
@paoconnor
Andy Speake
Ecommerce Manager
Mozimo Shoes / Peter Kaiser UK
An In House Success
Story
Twice the sales for less than half ...
The Challenges for an Independent
Retailer…
• Competing with the ‘Big Boys’
– Not a recognised brand outright, key to succ...
Where we were…What we’ve done.
• Initial Focus
– Building the overall brand and identity – Organic, PCC & SEO.
– Increasin...
Google Shopping vs Amazon…
• Both have benefits
− Credibility and trust of Amazon.
− If small organically, little investme...
The Business in Numbers…
• Where is the business at YTD
- Overall +40% vs LY
- Mozimo +20% vs LY
- Peter Kaiser +65% vs LY...
How have PLAs helped us?
• Helps with the fundamental issues of an independent
business.
- Competing with the ‘big boys’
-...
Improving Google Shopping Performance…
• To trade and work efficiently on Google Shopping
issues needed fixing
- Capitalis...
Improving Google Shopping Performance…
Other issues highlighted – HTML code in Descriptions
Improving Google Shopping Performance…
Other elements we’ve looked at and addressed through
the DA system
- Optimising bid...
PLA impact & the future ahead..
• Stats don’t lie!
- Impact has been tremendous for our business.
- Creating new budget.
-...
(PPC+Retail)xManchester=
Win
by Richard Gregory
Whothehellisthisguy?
Co-Founder of SAScon
Former MD of Latitude
Manchester Digital Council
Member
18 years in Digital
http...
Doyouwanttoplay
game?
Whichofthefollowingcountrieshasthehighestdigital
searchspendpercapita?
a)USA
b)UK
c)SINGAPORE
Whichofthefollowingcountrieshasthehighestdigital
searchspendpercapita?
a)USA
b)UK
c)SINGAPORE
HowManyDigitalandCreativecompaniesintheNorth
West?
a)around 650
b)around 1,200
c)around 8,000
HowManyDigitalandCreativecompaniesintheNorth
West?
a)around 650
b)around 1,200
c)around 8,000
Employing circa 45,000 and g...
Great events
WhyisManchestergreatatdigital?
Great Ecosystem
DigitalPacesetters
TheEvolutionof
paidsearch
...or,whybeingaPPCerkeepsgetting
harder.
TheDemiseofKeywords
Social
theriseofidentitybasedtargeting
Remarketing Lists for Search
Advertising (RLSA)
Customer Match - a better name!
Gmail Spon...
Gettingpredictive
Export-Globaldominationin3steps
1. Advertise in
English speaking
countries first
2. Google Translate
as low cost option
3....
….andwhenwe’ve
fixedallthat...
Context
That’senoughfornow.
Anyquestions?
Tips for Improving Google Shopping Campaign results
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Tips for Improving Google Shopping Campaign results

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Presenter slides from the first Shopping Guru's group meeting at Deloitte in Manchester. Attended by retailers , digital agencies and ad tech companies. Presentations covered the Google Myths to be wary of, rapid growth retailer case study, the agency role in managing feeds, and Manchester's opportunity to play a key role in setting shopping best practice.

Published in: Data & Analytics
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Tips for Improving Google Shopping Campaign results

  1. 1. Jodi Birkett Partner 1
  2. 2. Elizabeth Clark The Google Shopping Specialists #shoppinggurus @dreamagility
  3. 3. Dream Agility – Google Shopping Platform SECURITY
  4. 4. Google Myths we see every day  Keyword mentality  Google arbitrary recommendations  Day of Week, let alone hour of week still largely ignored.  Spread sheets  Present periods of high search volume as an opportunity  Google Tools almost always exclude client targets or strategy.
  5. 5. Google Myths Debunked – Keywords are DEAD!  Big uplifts from location; country, region, city, postcodes and even airports  Good uplifts from day of week, hour of week, search terms.  Traditional Marketers have used locations for years.  Hugely useful data for your offline colleagues.
  6. 6. Google Myths Debunked - Location  At best, most advertisers merely increase London bids +10% or nice round numbers (guesses rather than calculations cost ££££)  On many campaigns, far higher uplift through location modifiers than any other lever available i.e. product IDs, negative search terms or even keyword bids on text ads.  With bid tech for locations, thousands of recommendations can be generated within minutes based on client goals.  Bid tech or not, huge £’00,000 left on the table without location.
  7. 7. Google Myths debunked – Why location matters: Client has 40% Gross Margin and wants a 25% ROAS – Release the tech! How bad would Google’s +10% uplift for London be for client goals? Even on ‘small campaigns’ 000s of bid adjustments can be made to max £ returns
  8. 8. Google Myths Debunked - Mobile Mobile often performs differently from desktop campaigns. Why? Pareto of products, locations, search terms, day of week, differs. How do we improve it?: 1. Mobile needs switching off in the main shopping campaigns 2. Set up a new mobile shopping campaign with separate ad groups. Can be done in minutes with shopping platforms (not spread sheets / Adwords which takes hours!). 3. Set product ID bids low, and increase mobile bid modifiers to 300%. Prevents desktop / tablet bids corrupting your split. 4. Advertisers need to then analyse mobile performance across the big levers - Location, Day of Week, Product ID, Keywords, Search terms.
  9. 9. Google Myths – Mobile Before vs. After From £-750.95 loss with £0.49 CPC to £0.28 CPC and £37.16 profit.
  10. 10. Day of Week  Day of Week, let alone hour of week still largely ignored.  How to make 7% increase on even a small campaign £2k gain from £27k spend…..
  11. 11. Individual Product ID
  12. 12. Spreadsheets for Feeds don’t work – Product Titles A spreadsheet cannot do this for your Product Titles….. Spreadsheets and automated feed generators are about just turning up. Dedicated Google and Bing Shopping Mappers put your product titles on steroids. You appear for ‘00s or even 000s more terms as even identical products in different sizes have different titles to target different search terms.
  13. 13. Spreadsheets for Bidding – death by 1000 knives • It takes far longer and more staff to run spread sheets across all the new Adwords levers – location, search terms, keywords, day of week, hour of week, keywords, etc. • You cannot portfolio bid in spread sheets! • You cannot throw bodies at portfolio bidding. • Google is throwing itself at retailers to offer it’s services for free – they’re eating the agencies lunch at the lower to mid levels.
  14. 14. Return on solution mix Free feed plugins Optimised feed solution Bids Spread sheet managed Bidding tech applied
  15. 15. Google advice to take cautiously • Black Friday / Mega Monday overtaken Boxing Day on Volume • However, both Deloitte and PWC Post Xmas Retail Reviews showed that the Black Friday / Mega Monday had been a disaster for many. • Mobile has been a nightmare for many retailers, especially on Shopping. • 50% increased bid recommendations on retargeting ads. • 10% increase on London bids.
  16. 16. New kids on the block……
  17. 17. Summary – tips for Christmas shopping success • For optimal returns, ditch the market place feed and get a ‘Google first’ feed for Shopping. • Use Mobile, Location, Day of Week, Hour of Day, Search Terms and Product ID level bids. • Split out Shopping Campaigns into mobile, along product lines, or specific search terms • Eradicate spreadsheets where possible – its 2016 in a few weeks! • RSLA’s for shopping. • Give Bing a punt. • Google local inventory ads…….
  18. 18. #shoppinggurus @dreamagility
  19. 19. Google Shopping The shifting sands in paid search and how agencies need to adapt
  20. 20. • Brief history • Operational challenges for advertisers • Who’s joining these 2 functions together? • Query optimisation • The media agency issue Agenda
  21. 21. Brief history December ‘02 • Launched as Froogle • Free April ‘07 • Rebrand to ‘Google Product Search’ • No cost = great ROI May ‘12 • Rebrand to ‘Google Shopping’ • Pay to play • Integrated into AdWords
  22. 22. • When Google Shopping was free everyone had a great ROI. Then things changed… • Disconnect between development & paid media practices  Developers seldom know about PPC  Focus on building a feed that’s “good enough” to be accepted by Merchant Centre  PPC people are seldom developers  Understand AdWords best-practices for structuring campaigns but not feed structure • Manually making the changes to the feed that are required to unlock the value of Google Shopping would be a costly exercise • Feed quality just as important to success as AdWords implementation  Titles & descriptions are 2 of the most important signals to Google  Availability  Accuracy of pricing  Categorisation/taxonomy  Iterations of same product to target larger query volumes Operational challenges for advertisers Technology delivers structural refinement & iteration of product feeds at scale
  23. 23. Who’s joining these 2 functions together? Feed Quality AdWords Implementation Stock Status Simple Colours Taxonomy Pricing Unique URL for each product configuration Data Freshness Dev Team Paid Media Team Promotional Copy Location & device bid modifiers Search Term Reports & Negative Keywords Campaign delivery settings Campaign & Ad Group structure SKU Segmentation Without tech filling the gap it’s difficult to make work in isolation
  24. 24. • Title & description for each product needs to be optimised for a specific query  Items are unisex  Segmenting out iterations of a product to target gender-specific queries  Age specific iterations  Size specific iterations • 1 line item in the feed segmented into multiple lines to target larger number of relevant queries & increase visibility Query optimisation Children’s green waterproof jacket Boy’s green waterproof jacket Girl’s green waterproof jacket Toddler’s green waterproof jacket 6-12 month boy’s green waterproof jacket Technology provides scale
  25. 25. Traditional agency roles Client Media Creative Web D&B • Media agencies handle all aspects of media planning & buying  Sometimes multiple media agencies for larger advertisers • Creative agencies handle aspects of  Branding  Creative strategy  Planning & execution • Web D&B agencies typically handle  Back-end  UX/UI  Deployment of analytics • Client can end up ‘stuck in the middle’
  26. 26. • Feed creation & management often the remit of the web development agency • Often very separate entity to the media agency & little incentive to support • Puts onus on clients to push any changes through but often with partial information or lack of clarity on key issues & priorities • Bureaucratic & costly exercise that can have significant cost impact The media agency issue Take control & own the process
  27. 27. • There is a disconnect between Development & Media teams  Very different disciplines • Multiple stakeholders can slow down or halt progress  Design by committee  Budgetary constraints • Google Shopping is still in its infancy in many ways  High on hype, low on support  Technology like Dream Agility is crucial  Integrating with technology will drastically improve campaign performance  The frequency & speed of change and structural feed refinement required cannot be easily replicated manually  Creation of smaller, more targeted feeds can be even more time-consuming & expensive without tech • Agencies need to drive the process In summary
  28. 28. Thank you p.oconnor@amaze.com @paoconnor
  29. 29. Andy Speake Ecommerce Manager Mozimo Shoes / Peter Kaiser UK An In House Success Story Twice the sales for less than half the extra cost
  30. 30. The Challenges for an Independent Retailer… • Competing with the ‘Big Boys’ – Not a recognised brand outright, key to success is the brands that we sell. – Can’t compete Organically or through generic PPC e.g. ‘Ladies Shoes’ – Text Ads difficult because of Budget constraints / Limited by characters and relevant information you can get across. - Resource & Time Management more difficult for smaller Independents. - The same issues are relevant to Google Shopping also.
  31. 31. Where we were…What we’ve done. • Initial Focus – Building the overall brand and identity – Organic, PCC & SEO. – Increasing awareness of our brand – Through the Brands we sell. – Growing Peter Kaiser Site and awareness. – Not essentially about increasing SKUs, but increasing depth and selling more of what we had. • Getting to grips with AdWords account – Completely overhauled account. – Became smarter surrounding management. – Google Shopping & PLAs weren’t utilised.
  32. 32. Google Shopping vs Amazon… • Both have benefits − Credibility and trust of Amazon. − If small organically, little investment can drive rankings on Google Shopping. − Large customer base on Amazon. • Future focus is on Google Shopping – More control on branding, creating own adds etc. Google Shopping. – Can’t capture details for marketing, or associated branding with Amazon. – Associated branding and quality results through keywords on Google.
  33. 33. The Business in Numbers… • Where is the business at YTD - Overall +40% vs LY - Mozimo +20% vs LY - Peter Kaiser +65% vs LY - Amazon Sales 30% of Overall Sales LY vs 25% TY • Google Spend - Average Spend per month Before £1K  £4K Revenue After £1.5  £7K Revenue Now £2.5K  £15K Revenue
  34. 34. How have PLAs helped us? • Helps with the fundamental issues of an independent business. - Competing with the ‘big boys’ - Almost a level playing field. • Far more efficient on spend and conversion. - Since focussing on PLAs, looking at a 3mth LFL sales period. - Total Revenue +101% - AdWords Cost +48% - Converted Clicks/Orders +140% - Cost / Conversion -38% - Conversion Rate +126%
  35. 35. Improving Google Shopping Performance… • To trade and work efficiently on Google Shopping issues needed fixing - Capitalisation in titles – 4% of Feed
  36. 36. Improving Google Shopping Performance… Other issues highlighted – HTML code in Descriptions
  37. 37. Improving Google Shopping Performance… Other elements we’ve looked at and addressed through the DA system - Optimising bids – day of the week/time of day etc. - Ease of creating new Shopping Campaigns.
  38. 38. PLA impact & the future ahead.. • Stats don’t lie! - Impact has been tremendous for our business. - Creating new budget. - Expanding and growing the team to cope with demand. - On RSLAs for Shopping for months now (beta trialists). • The Future is bright… - Looking to expand and almost double the budget. - Success means eager to roll out a similar program on Peterkaiser.co.uk - Introducing Product reviews/Local inventory ads/Trusted store
  39. 39. (PPC+Retail)xManchester= Win by Richard Gregory
  40. 40. Whothehellisthisguy? Co-Founder of SAScon Former MD of Latitude Manchester Digital Council Member 18 years in Digital https://about.me/richardgregory
  41. 41. Doyouwanttoplay game?
  42. 42. Whichofthefollowingcountrieshasthehighestdigital searchspendpercapita? a)USA b)UK c)SINGAPORE
  43. 43. Whichofthefollowingcountrieshasthehighestdigital searchspendpercapita? a)USA b)UK c)SINGAPORE
  44. 44. HowManyDigitalandCreativecompaniesintheNorth West? a)around 650 b)around 1,200 c)around 8,000
  45. 45. HowManyDigitalandCreativecompaniesintheNorth West? a)around 650 b)around 1,200 c)around 8,000 Employing circa 45,000 and generating £2bn in economic output
  46. 46. Great events WhyisManchestergreatatdigital? Great Ecosystem
  47. 47. DigitalPacesetters
  48. 48. TheEvolutionof paidsearch ...or,whybeingaPPCerkeepsgetting harder.
  49. 49. TheDemiseofKeywords
  50. 50. Social
  51. 51. theriseofidentitybasedtargeting Remarketing Lists for Search Advertising (RLSA) Customer Match - a better name! Gmail Sponsored Promotions (GSP)
  52. 52. Gettingpredictive
  53. 53. Export-Globaldominationin3steps 1. Advertise in English speaking countries first 2. Google Translate as low cost option 3. Develop specific site for most valuable country/region https://www.thinkwithgoogle.com/intl/en-gb/research-study/global-retail-empire-report/
  54. 54. ….andwhenwe’ve fixedallthat...
  55. 55. Context
  56. 56. That’senoughfornow. Anyquestions?

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