The holidays will be here before you know it, but optimizing your Google Shopping program is a skill that you can use year-round. What does that entail? Between creating a highly relevant shopping feed, optimizing your product content, and emphasizing the right products for your company, it can seem a bit overwhelming. How can you get your most valuable products to show, and in the right place at the right time? In this presentation, Google Digital Consultant Liza Ansher and Hanapin Senior Account Manager Matt Umbro will dive deep into Shopping strategies to give you the best shopping results no matter what the time of year.

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&
Best Practices To
Optimize Your Holiday
Shopping Feed
In Real-Time
HOSTED BY:
&

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Presenters
• Liza Ansher
– Digital Consultant at Google
– @google
• Matt Umbro
– Senior Account Manager at Hanapin
Marketing
– PPC Hero Blogger
– @Matt_Umbro

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Who is Hanapin?
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
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Our Clients
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Join the conversation
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Or use the webinar question box to send
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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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12
Business Days
until Black Friday.

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88%
of retailers started
offering promotions
in the first week of
November in 2015.

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Expect higher purchase intent starting in late November
Nov 1 Dec 31
Thanksgiving
Day
Black Friday
Cyber Monday
Up to 60%
growth in conversion rates during
peak holiday season in 2015
Average conversion rate Nov-Dec 2015

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Shopping Ad Optimizations
1
2
3 Add Enhancements
Improve Product Content
Optimize Your Merchant Center Feed
Now - early Dec.
Holiday
Checklist:
4
5
Review Shopping Campaign Setup
Optimize Shopping Campaigns

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Improve Product Content
● Increase click through and engagement from Shoppers
● Get items to show up in relevant queries
● Grow total impressions to reach more shoppers

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First, standardize to match Google’s requirements
Not all clients label items as ‘new’. A value of ‘man’ is different than ‘male’.
Comb through these attributes and update their values to Google standards
OptimizationAttribute
Gender
Age
Condition
Availability
Before Optimization
Mens, Girls, Ladies
16+, Young Adult, Teen
OEM, Refurb, Reconditioned
OOS, Presale
Update all values to male, female or unisex
Newborn, infant, toddler, kids and adult
New, used, refurbished
Preorder, In Stock, Out of Stock

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Better match values to consumers’ behavior
Consumers are specific in what they want
What are possible search queries to try to
find this specific boot?

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Importance of data optimization
Consumers are specific in what they want
“Rain boots”
“Spotted yellow rain boots”
“Polka dot boots”
“Women’s rain boots”

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Using Google Trends to determine shopper preference
Figure out how the targeted
audience is searching for products.
Example
“Spotted boots” vs “polka dot boots”
potential impressions

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Importance of data optimization
Yellow Rain
Boots
$49.99
Acme Boots
Women’s Polka
Dot Rain Boot
$49.99
Acme Boots
Highlight the attributes which make the products unique

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Standard optimizations to ‘title’
Add sizes of items to the
end of ‘title’
Indoor Running
Shoes
$49.99
Acme Shoes
Indoor Running
Shoes Size 9
$49.99
Acme Shoes

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Standard optimizations to ‘title’
If a high-value or known
‘brand’ is in the merchant’s
feed, place the ‘brand’ at the
beginning or end of the ‘title’
attribute
Studio
headphones
$99.99
AcmeElectronics
Beats Studio
Headphones
$99.99
AcmeElectronics

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Using product titles that speak with users
Think of your titles as ad copy - they help a customer choose your product:
✓ Titles: Avoid ‘spam’ such as all capitals, keyword-stuffing, promo text
✓ Sizes, Color, High-value Brand
✓ Structure: include high value product brands at the beginning of the title followed by product variant info; move
important keywords to the front
✓ Length: scrutinize it well as truncation occurs at 35 and 70 characters
Review the titles for your most important products and ensure you’re appealing to what your customers want

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Optimize titles

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Optimize Your Merchant Center Feed
Enable automatic item
updates to help scale data
management
Easily coordinate
changes to products
and find missing
inventory for your
feed

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Automatic Item Updates to avoid disapprovals
Update price and/or availability values
served in Shopping Ads when the
information in a merchant’s feed
doesn’t match the information on
their website.
Enabling AIU, and having accurate
associated microdata, reduces the
risk of account suspension for
price and availability mismatches.
$5.99
$5.99
$7.99
$7.99
$7.50
$7.50

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Optimize Your Merchant Center Feed
There are 2 steps to turn AIU on for an account:
1. Make website price and availability information available to Google by implementing schema.org microdata on
product landing pages.
1. Enable automatic item updates in the Google Merchant Center account.

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Easily transform the data with Feed Rules
Update shipping labels
Create custom labels for campaign
management
Use to separate groups by price or margin
for better sales potential
Bucket categories or brands in a custom
label for easy product group
segmentation in AdWords
Why: IT Resourcing is hard to find, and advertising needs may
get deprioritized. Take feed changes into your own hands!

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Find missing inventory for your feed
Available in
Google
Merchant
Center
5 reference
prices from
sample
merchants as
competitive price
points in the
market for this
product
CSV download
of the top 100
products missing
from your feed

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Enhancements: Merchant Promotions
● % or $ off: “15% off all shoes”
● Free Gift: “Free lipstick with
purchase” or Free Gift Card
● Free Shipping: “Free shipping
on orders $49+” (VALID CODE
REQUIRED)

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Enhancements: Trusted Stores

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Campaign Structure
Determine Shopping structure according to your products.
Attributes may include:
● Highest profit margin products
● Highest profit margin brands
● Top sellers
● Product types
● Inventory

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Campaign Structure
Set campaign priority and inventory filter

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Campaign Structure
Consider:
● Adding negative keywords to individual campaigns to ensure
query shows in right campaign
● Running Shopping campaigns on the Search Partner Network
● Running an “All Products” campaign at a low bid to act as a
catch-all

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Filters

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Filters

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Filters
Use filters to find converting queries that can be
added into text ad campaigns, or, create new text
ad campaigns if the queries aren’t present

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Filters

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Shopping RLSA
Layer your Shopping campaigns with remarketing
audiences or create new, RLSA-only Shopping
campaigns

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Shopping RLSA

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Shopping RLSA
● Assign audiences at the ad group level - campaign level assignments coming
soon!
● Begin bid adjustment at roughly +50% - +75%
● Just like text ad RLSAs, continually monitor traffic and make adjustments as
necessary

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Customer Match

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TrueView For Shopping

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Key Takeaways: Part One
✓
Mirror product information on the website so that users know what they’ll find once
they click.
✓ Place important information first, as titles might be truncated on the results page.
✓ Take advantage of Auto Item Updates, Feed Rules, and Assortment Reporting
✓ Apply for Merchant Promotions and Trusted Stores
Checklist

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Key Takeaways: Part Two
✓ Determine a campaign structure that complies with your goals
✓ Utilize campaign priorities and custom inventory filters where applicable
✓ Constantly run product group and search query filters for optimization efforts
✓ Add RLSA audiences to your Shopping campaigns and consider Customer Match
Checklist

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Offers!
A. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
B. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact Us Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf