Make the most of multichannel traffic in 2016. Learn how Rockler, a national retailer with a robust ecommerce presence, successfully engages and converts online customers for continuous year-over-year growth. Rockler Director of Marketing Ellen Manderfeld and ROI Revolution's Denis Coombes will share seven strategies to accelerate traffic and conversion through popular channels such as Google Shopping, AdWords, mobile shopping and Pinterest.

2. Improve AdWords & Shopping ROI
Ride the rising mobile wave
Additional ad types to maximize reach

4. First, Check Your Engine
Strategy
0

5. Set Your GPS to Profit
Strategy
1

6. LIMITED USE OF
GEOGRAPHIC,
DEMOGRAPHIC OR
LOCATION BASED
ADJUSTMENTS IN
TOP CAMPAIGNS
WITHIN THE
ACCOUNT
1 Geographic Settings
TOP 5 REGIONS COST CPA CONV
Wisconsin $388 $21 18
Vermont $745 $22 33
Alaska $1088 $22 48
Minnesota $409 $22 18
North Dakota $351 $23 15
BOTTOM 5
REGIONS
COST CPA CONV
Hawaii
$465 $155 3
New Mexico
$1032 $68 15
Florida
$263 $65 4
Arizona
$480 $53 9
Oklahoma
$381 $42 9

7. 1 Geographic Settings
Factor weather into your
seasonality.
Watch weather trends and
bid accordingly.

8. Is Your Feed Premium or Unleaded?
Strategy
2
VS

9. 2 Feed Quality
Keyword Research
Perform research & mine search queries –
how do customers find you?
Title & Description
Optimize around key, high-traffic
keywords.
Recommended Attributes
Go above and beyond – help shoppers
find your products!

10. 2 Titles

11. 2 Descriptions

12. 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.
2 Recommended Attributes

13. This Exit, Shopping Structure
Strategy
3

14. 3 Custom Labels
Common uses:
• Seasonality
• Profits or Margins
• Stocked or Drop Shipped
• Clearance / Closeout Status
• Best Sellers / Trending
• Price
• Loss leaders / Promotional
Items

15. 3 Custom Labels

16. 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
3 Break Out Your Structure

17. 3 Avoid All Products
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.

18. Industry-specific
benchmarks for CTR & CPC
Insights into your
competitive performance
Estimates on traffic
potential
3 Auction Insights

19. 3 Auction Insights

20. Go Mobile or Go Home
Strategy
4

21. 4 Google Shopping Click Volume By Device
69%
36%
11% 10%
20%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Google Shopping Click Share By Device
Computers Tablets Mobile
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Google Shopping Click Volume By Device
Computers Tablets Mobile

22. Source: SearchEngineLand: “Google’s Efforts To Monetize Mobile Pay Off, But Sites See A Hit To Organic Visits”
4 Mobile Shopping
More ads show on
mobile devices.
Ad units are larger in
second half of 2015.
Larger screen sizes
make for easier
shopping.

23. 4 The Mobile Experience on Product Pages

24. OR
4 The Mobile Experience on Product Pages

25. Device Targeting
Strategy
5

26. 5 Device Targeting
Use Device Bid Modifiers.
Use Mobile Preferred Ad
Copy & Extensions.
Monitor Impact with
Cross Device Conversions.

27. Keep It Local
Strategy
6

28. 6 Local Inventory Ads
Show individual stock
for local stores.
Test additional bid
modifiers based on
radius.
Use Google My
Business for locations.

29. Promoted Pins
Strategy
7

30. 7 Promoted Pins
Group themed keywords
together for every promoted
pin.
Use the same pin with different
groupings of keywords.
Monitor performance using
multiple conversion points.

31. Come See Us at Loft 145