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Talking Shopping: The Ultimate Workshop For Growing Google Shopping Revenue

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If you're selling products online, you need to see this webinar.

Whether you're looking to create Google Shopping Ads from scratch, or maximize results with existing ones, this live webinar is for you.

Attendees will walk away knowing:

- How to set up top performing Google Shopping campaigns
- What do with all your product data
- Best Practices for Google Shopping based on industry benchmarks

This is one webinar you'll definitely want to 'check out'.

Published in: Marketing
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Talking Shopping: The Ultimate Workshop For Growing Google Shopping Revenue

  1. 1. LIVE WEBINAR © Copyright 2019 WordStream, Inc. All rights reserved. Talking Shopping: The Ultimate Workshop for Growing Your Google Shopping Revenue. Matthew Davidson April, 25th 2019
  2. 2. | Confidential 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. | Confidential 4 The webinar will be recorded. Check your inbox for the materials. Submit your questions for Q&A!
  5. 5. LIVE WEBINAR © Copyright 2019 WordStream, Inc. All rights reserved. Talking Shopping: The Ultimate Workshop for Growing Your Google Shopping Revenue. Matthew Davidson April, 25th 2019
  6. 6. | Confidential 6 About Your Presenter • Matthew Davidson • Shopping Services Lead • 4 years digital marketing experience • eComm expert • Charcuterie enthusiast
  7. 7. 7| Confidential How long have you been selling products online?
  8. 8. 8| Confidential Let’s talk eCommerce
  9. 9. | Confidential 9 “Consumers spent $517.36 billion online with U.S. merchants in 2018, up 15.0% .” -Digital Commerce 360
  10. 10. | Confidential 10 “Shopping ads account for roughly 75% of clicks from non-branded product searches.” -Search Engine Land
  11. 11. | Confidential 11 “Amazon alone accounts for 40.0% of U.S. online retail.” -Digital Commerce 360
  12. 12. | Confidential 12 “Google Shopping ad spend was up 43% YoY in Q4 of 2018.” -Merkle
  13. 13. | Confidential 13 “39% of all Google clicks are on shopping ads alone.” -Google
  14. 14. | Confidential 14 Workshop Agenda What are shopping ads How do shopping ads work Product Data best practices Shopping campaign best practices Key Takeaways1 2 3 4 5
  15. 15. 15| Confidential What are Google Shopping Ads?
  16. 16. | Confidential 16 Where they show… Desktop Mobile
  17. 17. | Confidential 17 What they look like… Product Title Website Price Promotion Image
  18. 18. 18| Confidential How do Google Shopping Ads work?
  19. 19. | Confidential 19 Shopping campaigns have no keywords?!?!
  20. 20. | Confidential 20 • Shopping campaigns rely on data feed content to provide the relevant keywords necessary to show when someone searches for a product. Product Data How does Google match ads to search terms?
  21. 21. | Confidential 21 What is product data? - Product data is a collection of various product attributes
  22. 22. | Confidential 22 Product Data comes from your website
  23. 23. | Confidential 23 Product Data lifecycle Google Merchant Center Website
  24. 24. | Confidential 24 How important is product data really? Feed optimization is a powerful tool for shopping
  25. 25. 25| Confidential Product Data Best Practices
  26. 26. | Confidential 26 Product Title Example: Lulus, Slate Blue Maxi Dress, Mythical Kind of Love, Womens, XL, 100% Polyester ✓Maximum of 90 characters as generally searchers only see the first 70 ✓Be detailed and put the most important product details first ✓Include brand, size, color, style, model, gender × Avoid using any characters with the exception of commas (- # $ @ > /) × Avoid 'keyword stuffing' Product Title is the most important field when optimizing your feed. Google uses your titles to match your product to searches
  27. 27. | Confidential 27 Product Title Formula
  28. 28. | Confidential 28 Product Description ✓List product attributes first ✓Ok to repeat call outs from the title ✓Include color, material, size, and any other attributes ✓Good place for keywords but again don’t keyword stuff × Don’t use any promotional content in descriptions “buy 1, get 1 50% off” “Best in class” “free shipping” Example: Blue, XL, 100% polyester maxi dress. The Lulu’s Mythical Kind of Love Dress is irresistible in every way. Lightweight with a fitted bodice and princess seams. Apron neckline supported with adjustable spaghetti straps.
  29. 29. | Confidential 29 Google Product Category ✓Pick the most specific category for each product Example: Apparel & Accessories > Clothing > Dresses Predefined categories from Google
  30. 30. | Confidential 30 Google Product Category Taxonomy Current # of categories: 5,427
  31. 31. | Confidential 31 Product Type ✓Build off of Google product category ✓Add more specific information about the product ✓Another great place for keywords Example: Apparel & Accessories > Clothing > Dresses > Womens Dress > Blue Dress > Maxi Dress Helps Google with product relevancy. Product Type is also useful in campaign management as you can subdivide by this attribute
  32. 32. | Confidential 32 Additional Attributes ✓Color ✓Gender ✓Size ✓Flavor ✓Age group ✓Multipack (Ex. if there are 3 packages of cookie that come in a basket, multipack = 3) ✓Etc. Example: Color Gender Size Age group Blue Womens XL Adult Add in additional column attributes where data is available
  33. 33. | Confidential 33 Product Images ×No watermarks ×No text ×No logos ✓Use high quality images ✓Good place for testing ✓You can use additional Image link column to upload multiple product angles that are viewed in Google Shopping Network Example:
  34. 34. | Confidential 34 Having difficulties with your product data?
  35. 35. | Confidential 35 Try WordStream Data Feeds WordStream Data FeedsWebsite Google Merchant Center
  36. 36. 36| Confidential Google Shopping Campaign Strategy
  37. 37. | Confidential 37 Key components of a high ROI Shopping Campaign Campaign Structure Search Term Optimization Bidding 1 2 3 4
  38. 38. 38| Confidential Structure
  39. 39. | Confidential 39 What is the best campaign structure? There isn’t one!
  40. 40. | Confidential 40 Why is structure so important then?
  41. 41. | Confidential 41 Because of bidding… Bidding is done at the product group level – This means depending on your campaign structure you could have one bid for all of your products or different bids for smaller product groups or even single products
  42. 42. | Confidential 42 Where to begin?
  43. 43. | Confidential 43 Begin with your products ✓Are you brand focused? ✓Are your products similar in price point or do they vary? ✓Do you have a small or large product inventory? ✓Is your inventory seasonal? ✓Do your products perform differently across devices? ✓Do you have best sellers?
  44. 44. | Confidential 44 Always remember the ‘golden’ rule The 80/20 rule – 20% of your products will generally drive 80% of your revenue 80/20
  45. 45. | Confidential 45 Brand focused
  46. 46. | Confidential 46 Product type focused
  47. 47. | Confidential 47 Bestseller focused
  48. 48. | Confidential 48 Price point focused
  49. 49. | Confidential 49 Since implementing this structure • Conversions – Up 36% • Conv. Rate – Up 23% • Conversion Value – Up 90% • ROAS – Up 157% *over 2 month period
  50. 50. | Confidential 50 Avg. Monthly Budget “Given that the average cost per click on Google Shopping is 66 cents, you can still expect to get some good traffic for as low as $10 a day.” -WordStream
  51. 51. 51| Confidential Managing Bids
  52. 52. | Confidential 52 Shopping campaigns are managed using Conv. Value • Conversion value per cost is the total value of your conversions divided by the total cost for all the ad clicks that can be tracked. • Most advertisers are typically in the 2.5-6 range for return.
  53. 53. | Confidential 53 Not all bids are equal
  54. 54. | Confidential 54 Avg. CPC by Industry “The most expensive industry on Google Shopping is Office & Business needs, where clicks average only $1.09.” -WordStream
  55. 55. | Confidential 55 Increasing impression share ROAS Goal: 4x 10-20% 10-20%
  56. 56. | Confidential 56 Try using devices to adjust bids
  57. 57. | Confidential 57 Device bid adjustment alert
  58. 58. | Confidential 58 Try using audiences to adjust bids
  59. 59. | Confidential 59 Avg. CTR by Industry • “Automotive supplies have the highest CTR in the group, averaging 1.2%.” -WordStream
  60. 60. 60| Confidential Managing intent based search terms
  61. 61. | Confidential 61 Example of search terms High Intent Low Intent Medium Intent
  62. 62. | Confidential 62 Structure your campaigns around your search terms
  63. 63. | Confidential 63 Use Negatives & Multiple campaigns
  64. 64. | Confidential 64 Add Negatives Weekly
  65. 65. | Confidential 65 WordStream’s Add Negatives Alert
  66. 66. | Confidential 66 Campaign Management Checklist
  67. 67. | Confidential 67 Avg. Conversion Rates “Additionally, shopping advertisers can convert more users by leveraging some unique features such as Google Merchant Promotions and Google’s “Buy on Google” feature.” -WordStream
  68. 68. 68| Confidential Key Takeaways
  69. 69. | Confidential 69 Product Data Product data is the baseline google uses to determine how and when to show your ads. Having product data that is consistently optimized and tested will ensure high functioning performance for your google shopping campaigns.
  70. 70. | Confidential 70 Campaign Structure Campaign structure will determine the ways you can optimize your campaigns from bidding to search term optimization. It can also make managing 1,000’s of products far easier in many cases.
  71. 71. | Confidential 71 Bidding Bidding is done at the product group level. This gives you the ability to bid on even single products based on performance. Adjust bids based on things like positive (or negative) return, margins, competitiveness, or impression share. You also have the opportunity to use bid adjustments based on audiences or devices.
  72. 72. | Confidential 72 Search Term Optimization Without the use of keyword match types, negative search term management is a core component of managing a high performing shopping campaign. Not only should you be adding obvious unrelated negatives, but consider things like high or low intent, brand focused, or top of funnel oriented in determining how to set your negatives.
  73. 73. © Copyright 2019 WordStream, Inc. All rights reserved. Thank you!
  74. 74. 74| Confidential Q & A

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