This document summarizes a webinar about Google Shopping campaigns. It introduces the presenters from GoDataFeed and OperationROI and covers topics like the importance of data quality, the new campaign structure in Google Shopping, and different bidding strategies for Shopping campaigns including category/brand bidding, performance bidding, price-point bidding, margin bidding and seasonality bidding. Contact information is provided at the end for any additional questions.

1. Drive Sales with
Google Shopping Campaigns
Bidding
Strategies
The
Importance of
Data Quality
Why
Google
Shopping
Campaigns?
The New
Campaign
Structure

2. About the Presenters
Kieron Zabow
Director of Business Development
An ecommerce veteran with a
focus on ROI, Kieron has
specialized in all things retail,
digital and datafeed marketing
for more than a decade.
Greg Yevich
Co-Founder & Technology Director
A marketing professional with
more than 17 years experience
and expertise in a multitude of
areas of advertising and
marketing strategies.
GoDataFeed is a self service software (SaaS) focused on the
syndication, optimization and measurement of product feeds
to over 100 shopping destinations including marketplaces,
comparison shopping engines and affiliate networks.
OperationROI leverages a variety of online marketing
channels and strategies to help e-commerce websites
improve traffic, conversions and return-on-investment.

3. Webinar Agenda
Bidding
Strategies
Shopping Campaigns
Overview
Campaign
Structure
Data Feed
Quality
 GoDataFeed & OperationROI Introduction
 Google Shopping Campaigns Overview
 Importance of Data Quality
 Google Shopping Campaigns Structure
 Top Bidding Strategies
 Open Forum Q&A

4. The GoDataFeed Platform
Fast Stats
 2000+ current clients served
 10,000+ Product Feeds Delivered Daily
 100+ Major Shopping Sites
 All Major Marketplaces
About GoDataFeed
 Founded 2007 in Fort Lauderdale, Florida
 Top Rated CSE Vendor in Internet Retailer’s
2nd 500 List
 Top-Notch Service & Easy Access
 Flat Monthly Fee, No Contracts/Rev-Share

5. Trusted Feed Management Partner
Fully Managed Services
 Shopping Feed Management
 Search Engine Marketing
 Affiliate Program Management
 Ecommerce Consulting
 Email Marketing
 Analytics
About Operation ROI
 Founded in 2010
 In ecommerce since 1995
 Full service ecommerce marketing
 Surgical, ROI-focused strategies
 Based in Fort Lauderdale
 80 + Retailers

6. Why Google Shopping Campaigns?
Retail-Centric Management
 Browse your inventory in Adwords
 Create product groups
 Promote sales by priority
Advanced Reporting
 Segment performance by product attributes
 Analyze item-level performance
Competitive Landscape Data
 Benchmark data CTR, CPC
 Impression share
 Bid simulator

7. Google Shopping Growth Statistics
1+ Billion
Products on Google
Shopping 100
Billion
Searches Every
Month
23 Countries
15% Globally
New Searches
Each Day
200%
Increase in Google
Shopping Clicks

8. Google Shopping Growth Statistics
PLA to Shopping Campaigns Initial Month Improvement
 Clicks – 62% Increase
 Conversions – 28% Increase
 Revenue – 240% Increase
 ROI – 8.6 (goal is 4.5)
 Clicks – 24% Increase
 Conversions – 29% Increase
 Revenue – 17% Increase
 ROI – 18.3 (goal is 14.0)
PLA to Shopping Campaigns
Year-Over-Year Improvement
PLA to Shopping Campaigns
6-month (Mar - Aug) Year-Over-Year
August 2013 compared to August 2014 Mar-Aug 2013 compared to Mar-Aug 2014
 Clicks – 54% Increase
 Conversions – 26% Increase
 Revenue – 17% Increase
 ROI – 20.1
 Clicks – 30% Increase
 Conversions – 10% Increase
 Revenue – 23% Increase
 ROI – 18.6

9. Data Feed Quality
Fresh Data Complete Data Key Attributes
Unique Product
Identifier
Google Product
Category
Titles and
Descriptions

10. Keep Your Data Feed Fresh
Feeds should reflect any new price and availability changes
Provide Complete High Quality Data
Complete Data
Fresh Data
• Submit often
• Use Google’s Product Category
• Comply with the new feed requirements
• Key Datafeed Attributes
• Readable Titles & Descriptions
• Image Requirements & Recommendations

11. Key Data Feed Attributes
to Improve Performance
 Unique Product Identifiers (UPI)
 Media & Software - GTIN – UPC, EAN, JAN
 Books - GTIN, ISBN
 Apparel - (shoes, sunglasses, handbags, watches) – Brand + (GTIN or MPN)
 Apparel - (other) – Brand
 All others - at least 2 of GTIN, MPN and Brand
 Exceptions - for non-existing UPI products, submit a “false” identifier_exists” attribute
 Google Product Category
 Highly recommended to use for all products; the more granular/specific, the better
for search results (i.e.) Apparel & Accessories > Jewelry > Rings
 Required for Apparel & Accessories, Media and Software
 Product type - we recommend using this if you have your own categorization
structure. It can include more than one value; make sure to include full string
(i.e.) Home & Garden > Kitchen & Dining > Kitchen Appliances > Refrigerators

12. Titles and Descriptions:
The Ad Copy
Title:
 Title should name the physical item
 Use relevant, compelling and user-friendly titles
 Use Brand, Gender, Product, Color, Size to differentiate
 150 character limit (25 – 70 recommended)
 Ensure your image matches title
 Keywords and keyword phrases help Google match products to
search (indexed)
 Avoid: Promotional Text, Caps, keyword-stuffing
Description:
 Description should concisely describe the physical item
 5000 character limit (Google suggests 500-1000 )
 Avoid promotional text, all caps or keyword-stuffing
 Front Load important information

13. Key Data Feed Attributes
to Improve Performance
 Accurate Pricing
 Price & Sale Price – If on sale, populate the price field & differentiate it from ‘Sale Price’
 Tax & Shipping are important for reflecting accurate costs; can be submitted via your
datafeed or through the Google Merchant Center settings
 Mobile Links
 Recommended for mobile-optimized sites
 Check Google merchant center for page potential loading issues
 Availability
 New values include preorder, in stock and out of stock
 Set availability to “out of stock” where quantity = 0
 Product Variations
 Required for Apparel & Accessories, Media and Software
 For variations of same product, Google recommends submitting pre-selected URLs with
the clicked-on variant

14. Custom Labels
Google defines Custom Labels as “a new, structured way to tag your products in your data feed with attributes that
matter to you, such as ‘margin’ to separate your high- and low-margin products”
Custom Labels were designed mainly for
abstract groupings such as:
 Best Sellers
 High Margin
 Low Margin
 Price Level
 Not a physical item
characteristic
 Limit of 5 Custom Labels
Including performance metrics will
allow you to assign custom labels based
on a products performance
Use product attributes from your data
feed to organize your product groups:
 Google Product Category
 Product type
 Brand
 Condition
 Item ID
 Custom labels

15. Image Requirements & Recommendations
Image Quality Matters
 Images are required
 Submit large, high-resolution, full-size images (up to 4 MB)
 800 pixels in height & width
 Use solid white, gray or light-gray backgrounds
 No placeholders (‘no image,’ watermark or logos)
 Consider different product angles
 Apparel & Accessories products must present images that
correspond to their different variations (i.e. color)

16. Google Shopping Campaign Structure
Product Groups
Product Groups
Custom Labels
Product Groups are a way to organize
your Google Merchant Center product
inventory in a Shopping campaign
within AdWords:
 Google Category (Google provided)
 Brand
 Item ID
 Condition
 Product Type
 Custom Labels (0-4)

17. Google Shopping Campaign Structure
Product Groups Custom Labels
Custom Labels can be used to indicate:
 Seasonal Products
 Gender
 Clearance Items
 Best performers
 Bidding Groups
Custom Labels

18. Managing Google Shopping Campaigns: 5 Bidding Strategies
Campaign / Brand
Bidding
Performance
 Campaign / Brand Bidding
 Performance Bidding
 Price-Point Bidding
 Margin Bidding
 Seasonality Bidding
Bidding
Price-Point
Bidding
Margin
Bidding
Seasonality
Bidding

19. Category / Brand Bidding
One of the most common practices when
starting out working with Product Groups
Campaign / Brand is segmenting by category or brand
Bidding
 Since “brand” is an attribute in the Google
feed and is available with the product
groups selection, this may be a good place
to start
 Google also provides basic categories that
are available for segmentation, so this also
may be a good place to start breaking apart
your campaigns.
 Whichever you choose, you can always
segment further within each Product Group

20. Performance Based Bidding
Performance
Bidding
One of the nifty features of the new
shopping campaigns is “Campaign Priority
Setting” which allows you to have multiple
campaigns advertising the same products
 Bidding by performance is also a common strategy
when working with Google Shopping Campaigns
 Default the priority is set to “Low” for all
campaigns
 Give “Medium” or “High” priority certain
campaigns to promote subdivided products

21. Price-Point Bidding
Why bid the same amount for product
offerings when product prices can vary
Price-Point greatly from $10 to $2000?
Bidding
 Bidding tactics on the $10 products should vary
greatly from the $2000 products when trying to
maintain performance goals
 Google does not provide any way to segment by
price
 Take advantage of the custom labels and break your
products into price buckets that make sense for your
offerings via the data feed

22. Margin Based Bidding
Margin Based
Bidding
How do you manage product groups when your
products have a large spread in margins?
 The strategy is almost identical to
bidding by price, but the Ad
Groups or Product Groups are
based on margin percentage and
not price
 The challenge in setting up this
method is you will need to know
the margins for every product or
product category you offer

23. Seasonality Based Bidding
Commonly overlooked, bidding by seasonality
can actually make a big difference to ROI goals
Seasonality
Based Bidding
It’s very important to understand
the seasonality of products —
what products sell best and when
during the year. The setup of these
campaigns is similar to category
bidding, but segments the
products by season.

24. Open Forum: Question and Answer
We will do our best to get to your
questions.
If we happen to miss yours or you think
of a question after the webinar, please
jot down our contact information
below and we will be happy to answer.
Contact Information
1.866.340.6619
contact@godatafeed.com
150 Pine Island Rd.
Suite 530
Plantation, FL 33324
1.888.277.5429
accountservices@operationroi.com
2787 E. Oakland Park Blvd
Suite 201
Ft. Lauderdale, FL 33306