Taking Control of Your Google Shopping Ads

1. Taking Control of Your Google
Shopping Ads
Dan Navarro
Director, Account Management
AdGooroo

2. GLOBAL LEADER IN PAID SEARCH INTELLIGENCE SINCE 2004
About AdGooroo
• Measuring text ad & product listing ads
on desktop & mobile search
• World’s largest database
of Search Marketing data
• 50 Countries
• 14 Search engines
• 2 Million+ advertisers
• 4,000+ users worldwide
• Part of Kantar Media, the largest advertising
intelligence company
in the world
2

3. Taking Control of Your Google Shopping Ads
► The Changing Face of Google Shopping Ads
► Optimizing Your Feed To Improve Coverage
► Optimizing Your Campaign Structure
► Keyword Research
Agenda
3

4. THE ANSWER IS EVOLVING
What Are Product Listing Ads (PLAs)?

5. NO DISCERNABLE CHANGES TO DATE
PLAs in the Post-Right Rail Era

6. Do You Really Have No
Control?

7. Sequence of Events
Site Feed
Merchant Center
AdWords
Results Page
MORE CONTROL THAN YOU THINK

8. Sequence of Events
Site Feed
Merchant Center
AdWords
Results Page
MORE CONTROL THAN YOU THINK

9. MANDATORY • OPTIONAL • RECOMMENDED ATTRIBUTES
Set Up Your Feed for Success

10. UTILIZE ATTRIBUTES THE RIGHT WAY
Set Up Your Feed for Success
• Required Attributes
• ID
• Title
• Description
• Product Category
• Product Type
• Link to item’s page
• Availability Status
• Price
• Sales Price
• Failure to show Required Attributes may cause product not to show at all
• Some are required for all items
• Some are required for specific types of products
• Failure to show Recommended Attributes may cause product to show less often

11. GOOGLE WILL SHOW POOR RATINGS FOR SHOPPING ADS
Google Ratings: Text Ads vs. PLAs
Ratings for Text Ads
• Reviews for Merchant Only
• Minimum of 30 seller reviews
• Monitored on a rolling
12 months
• Must average 3.5 stars out
of 5
Ratings for Google Shopping Ads
• Reviews for Merchant AND Product
• The merchant must have 50
reviews total across all products
• Minimum of 3 reviews per product
• Can have any number of stars
• Your ads WILL show up, despite
poor ratings

12. DEPENDS ON THE COUNTRY
FYI: PLAs Are Not Everywhere
Shopping Ads appear on Google
Shopping, Google Search &
some Search Partners
• Australia
• Brazil
• Czech Republic
• France
• Germany
• Italy
• Japan
• Netherlands
• Spain
• Switzerland
• UK
• US
Shopping Ads ONLY appear
on Google Search & some
Search Partners
• Austria
• Belgium
• Canada
• Denmark
• India
• Mexico
• Norway
• Poland
• Russia
• Sweden
• Turkey

13. You’ve Set Up Your Feed.
Now What?

14. Sequence of Events
Site Feed
Merchant Center
AdWords
Results Page
MORE CONTROL THAN YOU THINK

15. PRODUCT GROUPS
Set Up Your Campaigns for Success
• What is a Product Group?
• A way to combine specific products from your feed in a Shopping campaign
• You create product groups using the attributes you created/modified in the feed
• Use of Product Groups
• All Shopping Campaigns will have a default Product Group named “All Products”
• Think of this as your safety net
• Use Product Groups to organize your feed
• Prioritizing Google Shopping campaigns to run at an optimal level
• High
• Medium
• Low
• Useful when a specific product is in multiple campaigns
• i.e. Standard Group vs. Promotional Group
Tips
• You bid on Product Groups rather than keywords
• Your bid applies to all products in the Product Group

16. KNOW YOUR MOST IMPORTANT GROUPS AT ANY GIVEN TIME
Optimizing Product Groups
“All Products”
Product Group
(Low Priority)
Product
Group 1
(Medium
Priority)
Product
Group 2
Promotional
(High
Priority)
Product
Group 3
(Medium
Priority)

17. PUT IN THE TIME UP FRONT
Campaign Set-Up Options Vary
• Basic Set-Up
• The entire feed is tied to a single Product Group
• Least control with bidding
• Moderate Set-Up
• You have Product Groups built for each product type (i.e. Women’s
Accessories)
• Advanced Set-Up
• Every single product has it’s own Product Group
• Similar to having one keyword per ad group
• Most control with bidding
• Each Product Group in a Shopping Campaign can have up to 20,000 product
groups
• Negative Match is still available for all Google Shopping Campaigns
Recommended

18. Text vs. Shopping Campaign Set-Up
Traditional Text Campaign Shopping Campaign
Campaign 1 Campaign 2
Ad Group 1 Ad Group 2 Product Group 1 Product Group 2
Keyword 1.1
Keyword 1.2
Ad Copy 1.1
Keyword 2.1
Keyword 2.2
Keyword 2.3
Ad Copy 1.2
Keyword 1.3
Ad Copy 2.1
Ad Copy 2.2
Product 1.1
Product 1.2
Product 2.1
Product 2.2
Product 2.3
Where
Bidding
Takes Place
Product 1.3
AT WHAT POINT DOES BIDDING TAKE PLACE?

19. Keyword Is Still King

20. Key Questions To Answer
• What keywords do I need to be on?
• Which keywords are my competitors on?
• How do I show up for more keywords?

21. WHERE TO CONDUCT KEYWORD RESEARCH
Optimizing to the Keyword
• Optimize your feed to focus on specific key phrases
• Conduct keyword research against the entire category, using:
• Google’s Keyword Planner
• Your Text Campaigns
• Search Query Report
• Third Party Competitive Intelligence
• Only Add keywords with intent to purchase
• Search is pull marketing
• What do these have in common? Keywords

22. Google Keyword Planner
• Are there better keywords I can be targeting?
WHERE TO START

23. Google AdWords
• Identify your top performers
• Keywords with highest
search volume
• Top converters
• Attributed Keywords
USING TRADITIONAL PAID SEARCH DATA

24. AM I APPEARING ON KEYWORDS I’M NOT AWARE OF?
Google Search Query Report
• Add new keywords
• Optimize negative match keywords

25. UNDERSTANDING THE MARKETPLACE
Competitive Intelligence
• Who’s leading the market?
• Who’s falling off over time?
• Who’s been improving?

26. Competitive Intelligence – Another View
4/17–
4/30
2/21–
3/5
While Macy’s & Footlocker are sitting in the top two positions, Nordstrom
Rack and Zappos flipped rankings.
• What did Zappos do to improve?
• Where did Nordstrom Rack miss out?
PLA Text
Advertiser
2/21
– 3/5
4/17 –
4/30
2/21
– 3/5
4/17 –
4/30
Footlocker.com 1 2 9 10
Macys.com 2 1 5 5
Nike.com 3 5 2 2
NordstromRack.com 4 6 11 15
Zappos.com 5 3 1 1
Finishline.com 6 4 10 14
6pm.com 7 12 7 9
Nordstrom.com 8 10 8 7
Villa.com 9 8 - -
Eastbay.com 10 10 14 16
Desktop
Text
Desktop
PLA

27. AM I SHOWING THE RIGHT PRODUCTS?
Who is Showing What?
Zappos Nordstrom Rack

28. POTENITAL LOST REVENUE
Understanding the Keyword Gaps
• Nordstrom Rack.com had a 13% decrease in keyword coverage
• The 63-keyword difference between Zappos & Nordstrom Rack accounts
for 7.3MM in total search volume and just under 1MM potential
impressions
• Nordstrom Rack had the opportunity to drive 34,500 incremental clicks
• Assuming Nordstrom Rack were to maintain their current 3.45%
CTR
2/17 – 3/5 4/17 – 4/30 2/17 – 3/5 4/17 – 4/30
Advertiser Keywords % Diff. Impressions % Diff.
Zappos 135 157 14.01% 1,457,569 1,976,901 35.63%
Nordstrom Rack 107 94 -13.83% 1,576,464 976,982 -38.03%
Identify Missed Keyword Opportunities
& Add the Keywords to Your Feed

29. Where to Focus Your Keyword Insights
• Required Attributes
• ID
• Title
• Description
• Product Category
• Product Type
• Link to item’s page
• Availability Status
• Price
• Sales Price

30. Summary
Optimize Implement
Assess/Repeat
OPTIMIZATION GOES FULL-CYCLE

31. Poll Question
Do you currently use competitive intelligence in
your Product Listing Ad or Text Ad Campaigns?
• Yes
• No

32. Questions
www.adgooroo.com
sales@adgooroo.com
866-263-9900
For More Information
312-205-4260

33. Thank You
Dan Navarro
dnavarro@adgooroo.com
www.adgooroo.com
sales@adgooroo.com
866-263-9900
For More Information
312-205-4260