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Supercharging Google Shopping by Chris Rowett

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From building powerful feeds to advanced analysis and optimisation, Chris Rowett explains how to supercharge the performance of your Google Shopping campaigns.

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Supercharging Google Shopping by Chris Rowett

  1. 1. Chris Rowett JOURNEY FURTHER Supercharging Google Shopping @JourneyFurther www.slideshare.net/JourneyFurther
  2. 2. @JourneyFurther | #brightonSEO SHOPPING
  3. 3. @JourneyFurther | #brightonSEO ‘ALL’
  4. 4. @JourneyFurther | #brightonSEO IMAGES
  5. 5. @JourneyFurther | #brightonSEO
  6. 6. @JourneyFurther | #brightonSEO
  7. 7. @JourneyFurther | #brightonSEO
  8. 8. @JourneyFurther | #brightonSEO USERS CAN FILTER
  9. 9. @JourneyFurther | #brightonSEO DATA RICH ENVIRONMENT
  10. 10. @JourneyFurther | #brightonSEO BASIC STRUCTURE High Priority Medium Priority Low Priority Top Keywords Other Non-Brand Keywords Brand Keywords Automated Script to add Negatives Add Brand Negatives
  11. 11. @JourneyFurther | #brightonSEO 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
  12. 12. @JourneyFurther | #brightonSEO
  13. 13. @JourneyFurther | #brightonSEO SUPPLEMENTAL FEED Amend Titles Add Keywords into Descriptions Merge Attributes Add Custom Dimensions
  14. 14. @JourneyFurther | #brightonSEO IMPROVE TITLES
  15. 15. @JourneyFurther | #brightonSEO 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 | #brightonSEO
  17. 17. @JourneyFurther | #brightonSEO DIFFERENTIATE YOUR PRODUCT Colour Thread Count Material Fit Type Pattern …
  18. 18. @JourneyFurther | #brightonSEO 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
  19. 19. @JourneyFurther | #brightonSEO GET NERDY Remove or enhance underperforming products
  20. 20. @JourneyFurther | #brightonSEO GET THE FULL PICTURE
  21. 21. @JourneyFurther | #brightonSEO THANK YOU! @JourneyFurther #brightonSEO slideshare.net/JourneyFurther

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