Google Shopping Goes Pay-For-            Play:      Lessons & Learning So Far  David Weichel Director of Paid Search, CPC ...
Product Level Management Is                  Different  • Unique landing pages      – adwords_redirect defined in the prod...
Product Level Management Is                  Different  • Product target performance can be misleading      – Based on bun...
Product Level Tracking  • Not available in the Adwords UI      – Tracking only available for product targets  • Google Ana...
Product Level Tracking  @DavidWeichel@DavidWeichel
Product Level Tracking  Alternative: Product Target dimensions using regular  expressions  @DavidWeichel@DavidWeichel
Product Level Tracking       Filter: Keyword Matching RegExp [=*]  @DavidWeichel@DavidWeichel
Product Level Tracking  {adwords_producttargetid}      – Value Track parameter      – Unique numeric Id associated with ea...
Product Level Tracking  Google Analytics Multi-Channel Funnels      – Addresses attribution discrepancy between Google Ana...
Product Level Tracking  Google Analytics Multi-Channel Funnels      – Primary Dimension: Campaign (Or source medium path) ...
Product Level Tracking  Google Analytics Multi-Channel Funnels      – Merge with Ecommerce Landing Pages report      – Att...
Product Level Tracking  Google Analytics Multi-Channel Funnels      – Merge with Ecommerce Landing Pages report      – Att...
THANK YOU SMX!   David Weichel Director of Paid Search, CPC StrategyTwitter: @DavidWeichelBlog: www.cpcstrategy.com/blogEm...
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Weichel david google shopping goes pay for play

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Weichel david google shopping goes pay for play

  1. 1. Google Shopping Goes Pay-For- Play: Lessons & Learning So Far David Weichel Director of Paid Search, CPC Strategy @DavidWeichel
  2. 2. Product Level Management Is Different • Unique landing pages – adwords_redirect defined in the product feed • Product Images @DavidWeichel@DavidWeichel
  3. 3. Product Level Management Is Different • Product target performance can be misleading – Based on bundles, not individual products – Individual products can quickly behave as outliers within a given product target @DavidWeichel@DavidWeichel
  4. 4. Product Level Tracking • Not available in the Adwords UI – Tracking only available for product targets • Google Analytics – Content > Landing Pages Ecommerce report – Primary dimension: Landing Page – Secondary dimension: Campaign – Filter secondary dimension for your PLA campaign @DavidWeichel@DavidWeichel
  5. 5. Product Level Tracking @DavidWeichel@DavidWeichel
  6. 6. Product Level Tracking Alternative: Product Target dimensions using regular expressions @DavidWeichel@DavidWeichel
  7. 7. Product Level Tracking Filter: Keyword Matching RegExp [=*] @DavidWeichel@DavidWeichel
  8. 8. Product Level Tracking {adwords_producttargetid} – Value Track parameter – Unique numeric Id associated with each product target • How to implement – Append to adwords_redirect url in product feed Example: www.widgets.com/product1?plaid={adwords_producttarg etid} @DavidWeichel@DavidWeichel
  9. 9. Product Level Tracking Google Analytics Multi-Channel Funnels – Addresses attribution discrepancy between Google Analytics and Google Adwords – Path analysis can help us better assess ROI on campaigns, targets and individual products. @DavidWeichel@DavidWeichel
  10. 10. Product Level Tracking Google Analytics Multi-Channel Funnels – Primary Dimension: Campaign (Or source medium path) – Secondary Dimension: Landing Page Url Path – Filters • Landing Page URL Path: adwords_producttargetid (include)(contains) • Campaign (Or Source/Medium Path): your campaign (exclude)(ends with) @DavidWeichel@DavidWeichel
  11. 11. Product Level Tracking Google Analytics Multi-Channel Funnels – Merge with Ecommerce Landing Pages report – Attribution more similarly mirrors that of the Adwords model @DavidWeichel@DavidWeichel
  12. 12. Product Level Tracking Google Analytics Multi-Channel Funnels – Merge with Ecommerce Landing Pages report – Attribution more similarly mirrors that of the Adwords model @DavidWeichel@DavidWeichel
  13. 13. THANK YOU SMX! David Weichel Director of Paid Search, CPC StrategyTwitter: @DavidWeichelBlog: www.cpcstrategy.com/blogEmail: david@cpcstrategy.com

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