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Let's Talk About Google Shopping Success

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Sidecar is the only technology built specifically to manage Google and Bing Shopping campaigns for retailers. Fueled by a proprietary blend of data, Sidecar’s powerful machine learning engine continuously analyzes trends and performance to supercharge shopping campaigns.

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Let's Talk About Google Shopping Success

  1. 1. LET’S TALK ABOUT GOOGLE SHOPPING SUCCESS
  2. 2. Sidecar for Google Shopping is the only always-on technology built specifically to help retailers tackle their most pressing Google Shopping challenges. BACKGROUND
  3. 3. Sidecar customers span many retail verticals: BACKGROUND
  4. 4. Some are purely online. BACKGROUND
  5. 5. Others operate both online and brick-and-mortar stores. BACKGROUND
  6. 6. CEOs, e-commerce execs, and digital marketers come to us with some common questions and challenges about Google Shopping. We hear things like ... CHALLENGES
  7. 7. What should our goals be for Google Shopping? " CHALLENGES
  8. 8. What strategies should we use to increase revenue and profitability in this competitive channel? " CHALLENGES
  9. 9. " How do we confidently build and maintain a campaign structure that prioritizes our goals? CHALLENGES
  10. 10. " How can we manage the channel with the granularity we know we need for success? CHALLENGES
  11. 11. How can we take a more sophisticated approach to managing keywords? " CHALLENGES
  12. 12. Mobile traffic keeps growing, but it still doesn't convert as well as desktop traffic. How does that impact my Google Shopping strategy? " CHALLENGES
  13. 13. SOUND FAMILIAR? CHALLENGES
  14. 14. COMPLEXITIES
  15. 15. Most marketers, understandably, group products by brand, category, or both. BID $2.02 BID $1.10 BID $0.36 BID $0.81 COMPLEXITIES
  16. 16. BUT... COMPLEXITIES
  17. 17. DO ALL PRODUCTS UNDER THE SAME CATEGORYOR BRAND ... Generate the same amount of revenue? Convert at the same rate? Share the same average order value? Produce the same margins? Warrant the same impression share? COMPLEXITIES
  18. 18. DO ALL PRODUCTS UNDER THE SAME CATEGORYOR BRAND ... Generate the same amount of revenue? Convert at the same rate? Share the same average order value? Produce the same margins? Warrant the same impression share? COMPLEXITIES
  19. 19. DO ALL PRODUCTS UNDER THE SAME CATEGORYOR BRAND ... Generate the same amount of revenue? Convert at the same rate? Share the same average order value? Produce the same margins? Warrant the same impression share? COMPLEXITIES
  20. 20. DO ALL PRODUCTS UNDER THE SAME CATEGORYOR BRAND ... Generate the same amount of revenue? Convert at the same rate? Share the same average order value? Produce the same margins? Warrant the same impression share? COMPLEXITIES
  21. 21. DO ALL PRODUCTS UNDER THE SAME CATEGORYOR BRAND ... Generate the same amount of revenue? Convert at the same rate? Share the same average order value? Produce the same margins? Warrant the same impression share? COMPLEXITIES
  22. 22. NO. COMPLEXITIES
  23. 23. NO. NO. COMPLEXITIES
  24. 24. NO. And you guessed it, NO. COMPLEXITIES
  25. 25. NO. NO. And you guessed it, NO. COMPLEXITIES
  26. 26. The only reason any two (or more) products should be grouped together is because they perform similarly and deserve the same bid. COMPLEXITIES
  27. 27. But even with an army of data scientists ... COMPLEXITIES
  28. 28. ... it's impossible to evaluate the data required and take the time to bid each product individually. CPA Cost / Convers Channel Spend?Number of Impressions?Multiple Goals AOV Revenue / Orders Imp. Share Impressions / Total Eli Weighted CPC(Clicks1 x Cost1) + (Clicks2 x + (ClicksN x CostN)/(Total C COS GOAL Bid $1.00Bid $0.25Bid $2.00Bid $0.10Bid $0.90 Bid$1.10 COMPLEXITIES
  29. 29. That's why adopting a DATA-DRIVEN APPROACH that addresses the complexity of the channel IS KEY. ity ost2) s) SOLUTION
  30. 30. As a result, many marketers turn to Sidecar. SOLUTION
  31. 31. Sidecar builds the technology marketers need to solve the pain points of Google Shopping. SOLUTION
  32. 32. HOW DOES IT WORK? SOLUTION
  33. 33. DATA SOLUTION
  34. 34. DATA MACHINE LEARNING SOLUTION
  35. 35. DATA MACHINE LEARNING PEOPLE SOLUTION
  36. 36. RETAIL INDEX Sidecar for Google Shopping starts with the Sidecar Retail Index, a proprietary blend of datasets exclusive to Sidecar. DATA SOLUTION
  37. 37. RETAIL INDEX It includes your shoppers’ search queries, your product feed, historical keywords, and return goals, as well as competitive metrics from Google. DATA SOLUTION
  38. 38. Our machine learning algorithms use these millions of data points to dynamically adjust individual product bids and overall campaign structure. MACHINE LEARNING SOLUTION
  39. 39. BID $0.50 CONVERSION POTENTIAL winter vest Sidecar also analyzes every search term driving traffic to your products. Based on the traffic's conversion potential, Sidecar’s Search Query Management capability adjusts bids. MACHINE LEARNING SOLUTION
  40. 40. BID $1.50 CONVERSION POTENTIAL kid’s north face winter vest Unlike negative keywords, Sidecar captures all traffic at a value appropriate to your business. MACHINE LEARNING SOLUTION
  41. 41. Sidecar applies its machine learning intelligence separately to desktop, tablet, and mobile campaigns, ensuring every product delivers optimal performance at the device level. winter vest winter vestwinter vest winter vest winter vest winter vest winter vest MACHINE LEARNING SOLUTION
  42. 42. MACHINE LEARNING Leather WingtipMensBrown In addition, Sidecar fully optimizes your product feed, adjusting titles and descriptions to better match the way consumers search for your items. SOLUTION
  43. 43. BID $1.50 Leather WingtipMensBrown For instance, Sidecar might determine to add "Men's" and "Brown" to the product title for "Leather Wingtip." MACHINE LEARNING SOLUTION
  44. 44. RETAIL INDEX Sidecar’s e-commerce pros partner with you to define how we can best apply our technology to your Google Shopping campaigns. PEOPLE SOLUTION
  45. 45. RETAIL INDEX BID $1.50 As an extension of your team, we actively ensure your campaigns perform at their best and most efficient potential. PEOPLE SOLUTION
  46. 46. SO WITH ALL THAT EVALUATING & ADJUSTING, WHERE ARE SIDECAR CUSTOMERS RESULTS
  47. 47. Here are the results retailers saw when they used Sidecar for Google Shopping ... RESULTS
  48. 48. I was impressed by Sidecar's technology approach of using real-time data and managing each product individually by its performance and device. The team was strategic, communicative, and honest right off the bat. Dan Pingree CMO 82% MOBILE REVENUE GROWTH in 30 days YoY 142% CLICK GROWTH in 30 days YoY 63% REVENUE GROWTH during holiday season YoY " RESULTS
  49. 49. Sidecar would occupy very little of our team's time. Its machine learning engine is highly sophisticated. We can input our main KPI—return on ad spend—and know the technology will work efficiently to meet our goals. Bumsoo Kim Director of Marketing " 40 HOURS SAVED per month 120% ROAS IMPROVEMENT in 6 months 212% YOY REVENUE GROWTH during first 6 months RESULTS
  50. 50. Sidecar knows our business, and does a fantastic job managing the balance of being aggressive and being conservative to attain our goals. Our account manager is confident, reliable, and communicative. I don't need to check in as often on Google Shopping performance because I trust that she is looking out for us. Donnie Ager Acquisition Marketing Manager " 94% REVENUE GROWTH YoY 22% MORE EFFICIENT than cost/sale goal 37% REDUCTION IN CPC for trademarked campaigns RESULTS
  51. 51. These are just a few of the many retailers that are seeing efficient, consistent, incremental growth in Google Shopping across devices, every day of the year. RESULTS
  52. 52. Ready to find out what Sidecar for Google Shopping can do for your campaigns?
  53. 53. sales@getsidecar.com BOOK A FREE PERFORMANCE ANALYSIS and let our team quantify your opportunity.

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