eTail West 2016: What Really Works in Google Shopping
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Product and growth is quickly outpacing text ads in Google. Take advantage of this shift and stay ahead of your competitors by creating smarter Google Shopping campaigns. Discover how Hydro Flask saw significant growth by applying a few simple but powerful strategies to their Google Shopping campaigns. Hydro Flask will share their experience on profitably integrating Google Shopping into their larger marketing plan, while paid search expert Denis Coombes shares specific strategies you can use to see great results in your own campaigns.
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eTail West 2016: What Really Works in Google Shopping
- 3. Agenda Structure your feed for success. Structure your campaigns for success. Leverage the data.
- 4. Shopping success starts at the feed level.
- 5. Data Quality – Does It Matter? VS
- 6. Keyword Research Run Search Query Reports How are customers finding you? Run Site Search Reports How are customers finding the products they want? Keyword Research How are customers searching?
- 7. Titles ©2015 ROI Revolution, Inc. #1 - Titles
- 8. Titles ©2015 ROI Revolution, Inc. #2 - Descriptions
- 9. #3 - Recommended Attributes It’s worth it to go the extra mile! Many shoppers filter results with these “optional” attributes. Google uses these “recommended” values to match to search queries like long-tail keywords.
- 10. What Should You Include? Size Age & Gender Material Color
- 11. Custom Labels are Your Friends Common uses: • Seasonality • Profits or Margins • Stocked or Drop Shipped • Clearance / Closeout Status • Best Sellers / Trending • Price • Loss leaders / Promotional Items
- 12. Custom Labels are Your Friends
- 13. Avoid “All Products” Only Never let this be your only target. Don’t forget to monitor very carefully. Where there’s product overlap, never let your “all products” target have higher bids or priority.
- 14. All Products 1st Product Type 2nd Product Type 2nd Product Type SKU 1st Product Type 2nd Product Type 2nd Product Type SKU 1st Product Type 2nd Product Type 2nd Product Type SKU Brand Brand Break Out Your Structure
- 15. Auction Insights Industry-specific benchmarks for CTR & CPC Insights into your competitive performance Estimates on traffic potential
- 16. Auction Insights
- 17. Remarketing Remarketing Lists for Search Ads Boost conversion rate by remarketing to primed audiences. Google Analytics Remarketing Lists
- 18. The Results
- 19. The Results
- 20. The Next Steps Google Shopping is an investment, so invest in what works. Start the feed conversation with your webmaster. BOOTH 518
Editor's Notes
- Robbie introduces Hydroflask and the role Google Shopping plays for their bigger strategy.
- Robbie talks about Hydroflask and the role Google Shopping plays for their bigger strategy.
- The Cheerio box is just a visual example we can all understand – if products in brick and mortar stores looked like this, shoppers would revolt! Yet too many retailers have product feeds and Shopping listings that look like the box on the right. There are three main tenets of data quality that will improve your Google Shopping results significantly…
- First, keyword research. This is where the Feed Team started when fixing Hydro Flask’s feed – they did extensive KW research and search query analysis to find what types of terminology would convert best for Hydro Flask. They used their findings to determine the best keywords for titles and descriptions and inserted the KW that were driving the most traffic.
- One of the first things the Feed Team did with Hydro Flask once they got ahold of the feed was to insert the brand name into the product titles. Optimize your titles around keywords Include your most impactful keywords in your product title Descriptive words at the front, general words at the end Avoid filler words Only include your company name if your company is the manufacturing brand (like in Hydro Flask’s case – then you really WANT it in there) Optimize Your Descriptions Recommended 500 – 1,000 characters (Max = 5,000) Avoid unnecessary repetition, rephrasing, keyword stuffing Write descriptions conversationally, as if you’re explaining it to someone else (hint: that’s exactly what you’re doing) Blend important features (size, weight, materials, gender) with benefits and explanations
- Can be used to segment beyond your standard data feed fields (brand, item ID, product type, category) Custom label 0-4 (5 total fields) Can use up to 1,000 unique values for each of 5 custom labels (endless possibilities)
- Example of how the feed team created custom labels to help the team market Hydro Flask’s new colors. From Maddie: “We’re showing in the top two slots and we’re showing two new colors – while REI, CampSaver, and BackcountryGear are all showing the older colors.”
- “All Products” targets should: Be used as a “catch all” target after an ideal structure is in place Generally have lower bids and priority than more detailed targets Be very carefully monitored Add negative keywords regularly Give high traffic products or categories their own ad groups Never be your only target
- The ideal structure: Allows you to control your specific products or categories (bids, scheduling, settings, targeting, etc) Avoids getting too granular (unless there’s a reason to) “Not enough data” at each product level makes it impossible to manage campaigns intelligently – provides no competitive information Overly complex structures can lead to “death by a thousand cuts” “incidental success”
- Use remarketing lists for search ads to target non-branded keywords… target people familiar with your brand who are making a non-branded search. The new Google Analytics remarketing lists – main benefit (vs standard lists) is that you can use all the robust data of Analytics in creating your list. Page depth, time on site, etc. Use that data to target your best conversion rates – “3 minutes on site converts better” “viewing six pages converts better” etc… lots of ways to test and target. Robbie talk a little more about their overall remarketing program? More info - https://www.thinkwithgoogle.com/products/remarketing-lists-for-search-ads.html Here are some ways advertisers have successfully used remarketing lists for search ads: Optimize bids. A tire reseller created one remarketing list for users who had been to their homepage and another for people who had searched for a particular tire model. Keywords and ads stayed the same, but they raised their bids a bit for previous homepage visitors, and they increased bids a lot for people who had searched on the site. Results: total sales up 22%, conversions up 163%. Broaden keywords. A specialty tour company wanted to capture additional gift revenue around the holidays. While broad keywords like present and gift ordinarily would not be profitable, remarketing lists for search ads let them target those keywords only to people who had purchased gifts from the company the year before. Results: conversion rate +300%, comparable to brand terms, and a 30% increase in ROI. Customize ad text. A telecom that provided TV, voice and internet services set up three remarketing lists to segment site visitors who expressed interest in each service category. The telecom then used remarketing lists for search ads to deliver messages to each segment that reflected users’ previous interests. Results: cost per order down 66%, large increase in overall search campaign ROI.
- (for this bullet point I was thinking something like, “Invest in what works – be it restructuring your campaigns, taking the time to develop your feed for maximum profitability, or testing new remarketing campaigns… it pays to invest that time in Google Shopping best practices”) Start the conversation with your developer/webmaster – we developed a resource to help you start that conversation – a developer’s checklist - that gives a quick look at some of the different attributes you may want to add to your feed. We also have LIMITED AVAILABILITY on our special report “Dramatically Improve Your Google Shopping Results with Better Attributes”, which goes into more detail on many of the topics discussed today.