The document discusses strategies for optimizing a product feed to improve performance on Google Shopping. It covers 5 key areas:
1. Improving product titles by adding attributes like color and size, and rearranging elements like brands.
2. Implementing keyword insertions by analyzing search query reports and leveraging top PPC keywords.
3. Improving and leveraging feed categorization by using specific product types and categories.
4. Manipulating custom labels to automate bidding based on attributes like margins to reduce costs and improve efficiency.
5. Applying automation using tools to reduce the time spent managing feeds by automating tasks like updating prices and bids.
How to up Optimize Your Google Product Feed in Time for Black FridayTinuiti
In this 60-minute feed management course, CPC Strategy’s Jason Bell will dive into the top enhancements you need to be making for Black Friday / Cyber Monday.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
How to Effectively Target Search Queries in Google Shopping CampaignsTinuiti
Google Shopping success has always been dependent on data feed quality and a smart product-level bidding approach, but Search Query/Keyword Targeting was never considered a real strategic possibility.
That has changed, where we’ve developed unique methods to explicitly target the queries that are most valuable to your business – allowing advertisers to amplify their profitability through the Google Shopping channel.
The Q4 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with strategies & insights to maximize profitability & growth for the upcoming Q4 shopping rush.
This year, we’ll focus on how to properly prepare your listings & ensure you display in search, Q4 strategies for your Sponsored Product campaigns & how to create a winning Q4 game plan.
Live Q&A Broadcast: Maximizing Your Vendor Relationship with AmazonTinuiti
For many brands, the relationship with Amazon is purely transactional – PO’s predictably come and go like clockwork. Yet few brands approach Amazon as the huge growth opportunity that it is by taking more control over sales performance and investing in the right marketing programs.
How to Optimize Your Sponsored Products Strategy for Amazon Prime Day RecordingTinuiti
Despite consumer complaints over last year’s Amazon’s ‘Prime Day’, Amazon sellers still saw a dramatic increase in incremental revenue on this day with millions of consumers flocking to Amazon.
With the increased traffic to Amazon on this day, Amazon sellers need to prepare their marketing arsenal – especially their sponsored products strategy – to take full advantage of Amazon Prime Day.
How to up Optimize Your Google Product Feed in Time for Black FridayTinuiti
In this 60-minute feed management course, CPC Strategy’s Jason Bell will dive into the top enhancements you need to be making for Black Friday / Cyber Monday.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
How to Effectively Target Search Queries in Google Shopping CampaignsTinuiti
Google Shopping success has always been dependent on data feed quality and a smart product-level bidding approach, but Search Query/Keyword Targeting was never considered a real strategic possibility.
That has changed, where we’ve developed unique methods to explicitly target the queries that are most valuable to your business – allowing advertisers to amplify their profitability through the Google Shopping channel.
The Q4 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with strategies & insights to maximize profitability & growth for the upcoming Q4 shopping rush.
This year, we’ll focus on how to properly prepare your listings & ensure you display in search, Q4 strategies for your Sponsored Product campaigns & how to create a winning Q4 game plan.
Live Q&A Broadcast: Maximizing Your Vendor Relationship with AmazonTinuiti
For many brands, the relationship with Amazon is purely transactional – PO’s predictably come and go like clockwork. Yet few brands approach Amazon as the huge growth opportunity that it is by taking more control over sales performance and investing in the right marketing programs.
How to Optimize Your Sponsored Products Strategy for Amazon Prime Day RecordingTinuiti
Despite consumer complaints over last year’s Amazon’s ‘Prime Day’, Amazon sellers still saw a dramatic increase in incremental revenue on this day with millions of consumers flocking to Amazon.
With the increased traffic to Amazon on this day, Amazon sellers need to prepare their marketing arsenal – especially their sponsored products strategy – to take full advantage of Amazon Prime Day.
Top 10 Google Shopping Mistakes Draining Your Budget & How To Fix Them TodayNick Cotter
Whether you’re just getting started or you’ve been using the program since its early days–no one is exempt from making mistakes on Google Shopping.
However, there are ways to reduce those mistakes that end with unapproved products, low impressions & especially a low return on investment.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
A Different Way of Thinking About Your Amazon Content
Understanding Amazon’s A9 Algorithm – What You Need to Know
Optimizing Your Amazon Product Descriptions & Product Titles
Feature Bullets – How to Optimize for Consumer Search Intent
How Content Directly Relates to Your Sponsored products
LIVE Amazon Product Listing Walk-Through and Q&A
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
Making Better Marketing Decisions Using Campaign Attribution ModelsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
Increasing Your Product Discoverability on the Amazon SERPTinuiti
In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
3 Advanced Google Shopping Strategies to Maximize Holiday ConversionsTinuiti
The Story: The time of the year we as advertisers have all been waiting for – The Q4 holiday shopping season – It’s finally here.
With Thanksgiving & Cyber Monday right around the corner- the first thing that should be on your mind is how you’re going to (1) capture the influx of traffic & drive conversions and (2) how you’re going to increase the customer lifetime value of these Q4 shoppers.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Ask an Expert: How to Police Your Brand on AmazonTinuiti
For years now, brands have continuously knocked on Amazon’s door to ask them to enforce punishment on unauthorized re-sellers for their violations, yet Amazon still remains locked behind closed doors, therefore causing these infringements & MAP pricing violations to go unnoticed.
How to Maximize the Performance of Amazon Marketing ServicesTinuiti
Don’t Miss Out – Former member of the Amazon Seller Services Team, Pat Petriello, and Manager of Marketplace Channels at CPC Strategy, David Cooley, will be diving into how vendors can leverage AMS to drive more sales through Amazon.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
FBA is considered one of the most influential levers third-party sellers use to improve marketplace performance, but without a proper FBA analysis, many sellers could see a decline in profits. While some sellers are seeing profitable returns through FBA, many are still looking for an edge on other sales channels to increase revenue/profitability.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
If asked to “grow brand awareness through digital marketing”, would you know where to start? Many brands & retailers fail to effectively measure the success in branding campaigns because they lack clear goals & structure. Therefore, they find themselves spending precious ad dollars with nothing to show for it.
Amazon Virtual Summit - Preparing for Q4Jeffrey Cohen
The Amazon Virtual Summit is a bi-annual summit which covers hot topics on Amazon. The 2016 Fall Summit covered topics around preparing your Amazon business for 4th Quarter sales. The Virtual Summit is hosted by Seller Labs, Feedvisor and CPC Strategies.
How to Optimize your Google Product Feed in Time for Black FridayTinuiti
In this 60-minute feed management course, CPC Strategy’s Jason Bell will dive into the top enhancements you need to be making for Black Friday / Cyber Monday.
Top 10 Google Shopping Mistakes Draining Your Budget & How To Fix Them TodayNick Cotter
Whether you’re just getting started or you’ve been using the program since its early days–no one is exempt from making mistakes on Google Shopping.
However, there are ways to reduce those mistakes that end with unapproved products, low impressions & especially a low return on investment.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
A Different Way of Thinking About Your Amazon Content
Understanding Amazon’s A9 Algorithm – What You Need to Know
Optimizing Your Amazon Product Descriptions & Product Titles
Feature Bullets – How to Optimize for Consumer Search Intent
How Content Directly Relates to Your Sponsored products
LIVE Amazon Product Listing Walk-Through and Q&A
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
Making Better Marketing Decisions Using Campaign Attribution ModelsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
Increasing Your Product Discoverability on the Amazon SERPTinuiti
In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
3 Advanced Google Shopping Strategies to Maximize Holiday ConversionsTinuiti
The Story: The time of the year we as advertisers have all been waiting for – The Q4 holiday shopping season – It’s finally here.
With Thanksgiving & Cyber Monday right around the corner- the first thing that should be on your mind is how you’re going to (1) capture the influx of traffic & drive conversions and (2) how you’re going to increase the customer lifetime value of these Q4 shoppers.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Ask an Expert: How to Police Your Brand on AmazonTinuiti
For years now, brands have continuously knocked on Amazon’s door to ask them to enforce punishment on unauthorized re-sellers for their violations, yet Amazon still remains locked behind closed doors, therefore causing these infringements & MAP pricing violations to go unnoticed.
How to Maximize the Performance of Amazon Marketing ServicesTinuiti
Don’t Miss Out – Former member of the Amazon Seller Services Team, Pat Petriello, and Manager of Marketplace Channels at CPC Strategy, David Cooley, will be diving into how vendors can leverage AMS to drive more sales through Amazon.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
FBA is considered one of the most influential levers third-party sellers use to improve marketplace performance, but without a proper FBA analysis, many sellers could see a decline in profits. While some sellers are seeing profitable returns through FBA, many are still looking for an edge on other sales channels to increase revenue/profitability.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
If asked to “grow brand awareness through digital marketing”, would you know where to start? Many brands & retailers fail to effectively measure the success in branding campaigns because they lack clear goals & structure. Therefore, they find themselves spending precious ad dollars with nothing to show for it.
Amazon Virtual Summit - Preparing for Q4Jeffrey Cohen
The Amazon Virtual Summit is a bi-annual summit which covers hot topics on Amazon. The 2016 Fall Summit covered topics around preparing your Amazon business for 4th Quarter sales. The Virtual Summit is hosted by Seller Labs, Feedvisor and CPC Strategies.
How to Optimize your Google Product Feed in Time for Black FridayTinuiti
In this 60-minute feed management course, CPC Strategy’s Jason Bell will dive into the top enhancements you need to be making for Black Friday / Cyber Monday.
Finding the right products and best practices - Autumn FairDaytodayebay
In this presentation, we discuss how to go about finding the right product to sell and listing best practices on Amazon. Below are the topics covered:
Understanding market size and the competition
Determining if it is a fad or a growing market
Who is your target market?
Setting a price and understanding the margin
Optimising your product listing for Amazon's search criteria and using Amazon's marketing services
Planning for the future – is your product scalable?
Maximizing Your Amazon Product Discoverability Via Content OptimizationTinuiti
Tune in as Pat Petriello, Former member of the Amazon Seller Services Team, dives into actionable steps you can take to improve your content & convert more consumers.
Amazon Growth workshop was presented at Linnacademy in Manchester. The workshop focused on three areas crucial for growing your business on Amazon - Organic Search Ranking, Winning the buy box and Paid Ads
Crushing Your Amazon Competition: Analysis, Opportunity Gaps, and BenchmarkingTinuiti
In this webinar, we team up with ecommerce insights platform Profitero to discuss how to use this underutilized data to make the kinds of decisions about your business that will actually improve performance.
Amazon SEO and Sponsored Ads Best PracticesDaytodayebay
Prabhat Shah from Online Seller UK talks about Amazon SEO best practices and Sponsored Ads Best Practices.
Reach out to Prabhat - www.onlineselleruk.com
Amazon Listing Optimizations that Drive Visibility & SalesTinuiti
Did you know, 70% of customers never click past the first page of Amazon’s search results when looking for a product? It’s a scary thought for many Amazon sellers & vendors trying to drive product discoverability & maximize sales velocity.
Therefore, CPC Strategy, Jungle Scout & Splitly have teamed up to discuss advanced product listing optimizations to rank higher, increase product visibility & drive revenue.
How third-party Amazon sellers can adjust o Amazon's recent terms of service (TOS) update and implement a process for consistently harvesting product feedback
CPC Strategy & Zentail Presents:
Competition on the Google Shopping SERP is increasing. It’s vital to get strategic about the way you run your Google Shopping campaigns before you are left in the dust by your competitors. Tune in for a breakdown of the Google Shopping ecosystem, techniques to maximize your return, strategies to boost your impression share and increase conversions.
SMX London 2015 Google Shopping ads - Tips and whats newAnn Stanley
Presented at SMX London in May 2015 - Ann Stanley provides the top tips on using Google Shopping ads.
The workshop also explains how to avoid your website or merchant feed from being disapproved, which could mean that your Shopping ads stop.
Finally Ann presents 2 of the latest announcements from Google:
1) Remarketing for Shopping ads
2) The anticipated Google Buy Button - and how Google will become a marketplace?
Automatic Sales Lead Generation MachineCraig Klein
How to build an email list of targeted sales leads, create an email campaign they'll be glad to receive and use the email marketing analytics to identify the most qualified prospects for sales calls.
How to Prioritize as a PM by Alexa Mobile Amazon Sr Tech PMProduct School
Main takeaways:
- The reason prioritization is the most important job Product Managers have
- How and to whom you should communicate your prioritization
- Useful prioritization tools and frameworks
Similar to Live Broadcast: How to Drive Google Shopping Results via Product Feed Optimization (20)
The 15 Minute Breakdown: The Answer to Signal LossTinuiti
Signal loss has been a challenge to navigate for marketers for quite some time now.
Signals have no where to go – but we found them a home. Let’s talk about it.
Join Tinuiti’s Data Privacy expert, Nirish Parsad, as he breaks down signal loss and shares insights on how to address one of marketing’s most pressing challenges – in just 15 minutes.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
How to Master Omnichannel Display and Video for AmazonTinuiti
Diversifying your media mix leads to higher conversions – but what is the best way to do it?
Tune in to this session to hear from Tinuiti’s marketplace expert on how you can go beyond harvesting existing demand by diversifying your media mix. We’ll dive into the opportunities of Online Video (OLV), Streaming TV, incrementality, and how they all interface with AMC.
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Tinuiti
For both advertisers and consumers, the economic uncertainty of 2023 looms large. Now is the time to be agile with your search and display strategy so you can get ahead.
Tinuiti’s marketplaces experts will share best practices for leveraging campaign coverage, keyword and product targeting, growth tactics, and more during this session. Join us to learn more about how to beat the competition by focusing on bottom of the funnel conversions.
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...Tinuiti
You may have great awareness and conversion tactics, but if you can’t convert potential customers in the middle of the funnel, your efforts will be for naught.
Learn how to make every moment shoppable and join Tinuiti’s Marketplaces expert and sustainable advertising platform, Teads, to understand the importance of driving middle of the funnel tactics, and the latest tips on how to do so.
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy.
Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.
Finding The New Top of Funnel: Riding The Third WaveTinuiti
The third wave of retail media is destined to be the biggest of digital advertising (after the first and second waves of search and social) – but still leaves the question: “will we close the loop?” Our marketplaces expert joins subscription-based market research company, Insider Intelligence, in this can’t miss- session.
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
If you’re looking to answer the most pressing question of 2023 – how can I more efficiently grow sales during Q1 with less budget? – then you won’t want to miss this session.
Join Tinuiti’s Commerce expert and Tinuiti client, organic food company, Nature’s Path, as they discuss effective ways to structure campaigns to drive conversions. The session will navigate the evolving channels in emerging marketplaces and how to stay on top.
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTTinuiti
Common perceptions are that buying streaming is too much for some ad budgets because of CPMs – however, our experts know that is not always the case.
Join our Tinuiti x Bliss Point Media expert, Rochell Rotenberg, as she walks through three ways to make media buying more efficient – in just 15 minutes.
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
There’s something scarier out there than Bigfoot and the Boogeyman combined – and that’s the myths many marketers believe about Streaming advertising. But much like a blurry snapshot of a mysterious creature, these misconceptions quickly fall apart upon closer investigation.
Join Tinuiti x Bliss Point Media’s Streaming expert, Elisa Westman, as she breaks down the five most common myths about Streaming advertising so your brand can make a more informed investment decision.
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTinuiti
The holiday shopping frenzy has come to an end and it’s finally time to take a step back from your marketing strategy and enjoy some downtime, right? Wrong! ‘Tis the season to capitalize on holiday shoppers and convert them into loyal customers.
Join Tinuiti’s panel discussion as we sit down with experts from Movable Ink, a content personalization platform, Yotpo, eCommerce marketing platform, and Justuno, conversion marketing and analytics platform, to weigh in on how you can leverage different channels – and make connections between them – to retain shoppers post-holiday.
The 15-Minute Breakdown - 5 Big Bets for 2023Tinuiti
The word of the year for 2020 was “Unprecedented.” In 2021, it was “Resilience.” For 2022, we’d go with “Chaotic.” And, if we had to guess how 2023 is going to shape up, we’d pick two very different words, depending on what type of marketer you are: “Survivor” or “Thriver.”
During tough times, it can be difficult to go bold with your marketing strategies. But, it’s exactly when competitors are treading water that courageous companies should wade into the deep end and push off the wall with all their might.
We’re placing our Big Bets for 2023—and unveiling them in this webinar. You won’t want to miss it.
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...Tinuiti
With economic uncertainty, it’s more critical than ever to ensure that each and every dollar of ad spend drives performance.
In this session, Tinuiti’s CRO experts will talk with our partners from conversion marketing and analytics platform, Justuno, and experience optimization platform, VWO, about how to efficiently convert customers, tools to leverage and how to get ahead. Enter 2023 with confidence by joining this informative session.
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...Tinuiti
In the challenging economic climate, brands are facing more pressure than ever to reach new customers – and to do so in a way that is budget-efficient.
In this session, join Tinuiti and our Streaming agency, Bliss Point Media, alongside our partners from custom algorithm platform, Chalice, and out-of-home advertising platform, Ad Quick. You’ll learn ways to maximize your ROI by filling the funnel. We’ll also cover solutions for overcoming common measurement challenges, audience targeting, and cookie deprecation.
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...Tinuiti
The playbook for the type of content that performs best on social channels has been upended. Our Paid Social experts are joined by our partners from Reddit, and plug-and-play machine-learning platform, Black Crow, in this panel discussion.
We’ll dive into how to overcome a lack of creative resources, how to incorporate macro- and micro- influencers, and how to develop a comprehensive social strategy that performs. Tune in to learn best practices for leveraging platforms, data, and more.
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...Tinuiti
Signal loss isn’t coming. It’s here. And understanding how to use data properly across your customer Lifecycle is more crucial than ever before.
During this session, hear from Tinuiti’s in-house experts alongside our partners from marketing automation platform, Klaviyo, and the world’s leading data activation platform, Hightouch. We’ll cover best practices for data strategy to adapt to the current privacy-by-default landscape. You don’t want to miss these valuable tips to help you navigate the landscape going into next year.
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...Tinuiti
Consumer consumption patterns are changing and meeting people where they are is more imperative than ever.
Tinuiti’s marketplaces experts will be joined by our partners from the Amazon seller tools company, eComEngine, and the leading all-in-one platform for selling on Amazon, Jungle Scout. We’ll share brand strategy and forecasting tips for how to nurture your customers and convert leads. We’ll also dive into supply chain restraints, how to optimize delivery systems, opportunities to take advantage of on Amazon, and more.
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?Tinuiti
How do you prepare for what’s next in 2023? Join us for an Honest discussion (pun intended) on consumer sentiment, the shifting consumer landscape, and how to win.
During this candid talk, we are joined in conversation by Tinuiti client and award-winning baby and beauty store, The Honest Company. Together, we will dive into how Honest has navigated retail challenges and pivoted through the ever-changing retail landscape to continue to reach its ideal customers.
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...Tinuiti
Here we are at the end of another crazy year navigating an ever-changing privacy landscape. And, we hate to break it to you…but 2023 is shaping up to bring even more changes. The question is – are you prepared?
In this webinar, our privacy experts recap everything that happened in 2022, and provide you with your survival guide for 2023 – you won’t want to miss this.
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
Live Broadcast: How to Drive Google Shopping Results via Product Feed Optimization
1. How to Drive Google Shopping Performance
Through Product Feed Optimization
5 Key Strategies to Ensure Your Product Feed Isn’t Hurting Your ROI on Shopping
2. Logistics
Session Recording Will Be Sent out Tomorrow Morning
Q&A Throughout the Presentation
Submit Questions In the Chat Box to the Right
Resources In the Handouts Section to the Right
Today’s Resources
3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
About CPC Strategy
4. The CAPx Shopping Platform
Programmatic Bidding & Management Software
for Google Shopping Advertisers
What is The CAPx Shopping Platform?
• A Programmatic Approach to Google Shopping Management
• Product Feed Optimizer
• Efficient Custom Label Management
• Granular Programmatic Bidding Rules
cpcstrategy.com/CAPx-Shopping-Platform/
5. Upcoming CPC Strategy Events
July 29th 10am-11am (PST)
Register: Link in Chat Box
✓ How Bing Advertising Will Lead you to Stronger Profitability
✓ Bing vs Google | When & Where to Invest Your Ad Dollars
✓ New Findings & Developments with Bing Product Ads
✓ How to Showcase Your Products Through Product Ads
✓ Proven Strategies That’ll Drive Highly Qualified Traffic to Your Site
Event Agenda
6. Jason Bell
Senior Retail Search Manager
✓ Experience managing accounts for Riddell, Deluxe, ABT, & Sears
✓ Over 6 years of SEM experience
✓ Flag football superstar
7. Event Agenda
• Improving Your Product Titles for Search Intent
• Implementing Keyword Insertions
• Improving & Leveraging Feed Categorization
•Manipulating Custom Labels to Strengthen Bidding
•How Automation can be Applied to Reduce Feed Management Time
•Live Q&A
8. Poll For The Audience…
How often are you making adjustments to your product feed?
A. 5-7 days a week
B. 3-5 days a week
C. 1-3 days a week
D. Not making any adjustments
10. Basic Product Data Quality – The Easy Stuff
The essentials for a good quality Google Shopping product feed
•(The full list of requirements can be found here.)
The Basics:
• Item IDs - Are they unique?
• Item IDs - Are they consistent?
• MPNs - Are they modified? Do MPNs match what other retailers have?
• SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics transactions?
• Prices - Accurate? How often are you syncing price? Make sure no $0 values.
• Links - Do they work? Check for 404 errors & 302 redirects that strip tracking parameters.
• Stock Status - How are we handling out of stock items?
• Images - Are we including any Watermarks or Promotional Text?
• Product Variations - Are we missing/not sending these? Why or why not?
• Product Variations - Are we loading the child variations on the landing page?
• Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed.
• GTINs - Are we in compliance for the required brands? Full list here.
• Custom Labels - Are we taking advantage of these 5 customizable fields?
• Complete Data - Do we have fully populated columns? Any empty fields?
Product Feed “Speed Round”
12. Title / Description Enhancements
Brand
These should almost always be added to the front of the titles however we can also test adding
them to the end of the titles if we want to push more weight to other parts of the title. (e.g. ‘J.W.
Hulme’ is not searched often or included in most of our search terms)
Example:
Attributes: Color / Size / Gender
The addition of attributes in the title is very important as attributes are often keywords used by
customers who are looking for something specific.
Example: J.W. Hulme Leather Brief Bag J.W. Hulme Mens Brown Leather Brief Bag
Other Options:
• J.W. Hulme Mens Heritage Leather Brief Bag in Brown
• J.W. Hulme Heritage Leather Brief Bag for Men - Brown
• Mens Leather Brief Bag by J.W. Hulme – Brown
vs.
J.W. Hulme Leather Brief Bag Leather Brief Bag by J.W. Hulmevs.
I m p r o v i n g Y o u r P r o d u c t T i t l e s f o r S e a r c h I n t e n t
13. I m p r o v i n g Y o u r P r o d u c t T i t l e s f o r S e a r c h I n t e n t
Title / Description Enhancements
MPN / Style Number
Typically these are more useful for Electronics or Appliance merchants where customers are looking for a
specific model or style number.
• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to
search for products.
Feed:
Search Query Report:
Google Results:
Product Type
Does the title actually say what the product is?
Example: “J.W. Hulme Mens Heritage Leather Brief In Brown” works but it doesn’t have the key
word “bag” or “case”
14. Title / Description Enhancements
Excessive Capitalization
This is something that can easily slip passed even the most cunning eyes.
Pro Tip: Excessive Capitalization
• SB can use the =PROPER() function to change the 1st letter in each word of a cell to uppercase, leaving the rest lower case.
• Be careful with this function if you are dealing with MPNs in the titles which look much better with full capitalization.
HTLM & Other Encoding Artifacts
This is also very common and can easily be missed. I typically find these during my search for larger issues. The
encoding artifacts are common when apostrophes, commas, ampersands, etc. are used in the text but not
decoded properly.
Pro Tip:
• Usually a quick FIND (CTRL + F) within Excel for the following characters will help me spot theses earlier. < , Â , € , { , %
Does The Title Make Sense?
Does it read well? Does it look out of the ordinary? Make sure its not just keyword soup.
I m p r o v i n g Y o u r P r o d u c t T i t l e s f o r S e a r c h I n t e n t
16. I m p l e m e n t i n g K e y w o r d I n s e r t i o n s
Questions to Explore
• Do PLAs show up for these keywords when running a manual search?
• Does at least one of your products show up when running this search?
• How much does your Shopping campaigns currently spend on these keywords?
• Do your product titles or descriptions include this keyword?
Leveraging Current PPC Campaigns/Keywords
Great place to start when trying to ensure you dominate the PLAs within your top performing SERPs
• Shopping typically has a higher conversion rate, having your text ads and PLA ads visible on the same
search result can help strengthen the credibility to potential customers.
17. Finding Search Term Reports
You can run this on all your campaigns as well if you want to know your account wide top performing search queries
*Note: These are typically not the keywords you are bidding on (PPC). Instead this shows you metrics on
the auctions you are winning based upon what the user is actually typing in the search bar.
I m p l e m e n t i n g K e y w o r d I n s e r t i o n s
Finding Your Site Search Data
This is where you pull the data through Google Analytics
19. I m p r o v i n g & L e v e r a g i n g C a t e g o r i z a t i o n
Product Types / GPCs
Product Types are index by Google for search
This was confirmed by Google and steps should be taken to improve the accuracy and granularity of your
product types.
• Should be more accurate and specific than the GPCs which can make them useful as part of your campaign
structure.
ProTip:
• Product Type is the in-house categorization
• GPCs / Google Product Categories are
the closest Google equivalent
20. I m p r o v i n g & L e v e r a g i n g C a t e g o r i z a t i o n
Does The Retailer Have Multiple Delimited Categories?
These could be separate by commas, dashes, backslashes, or carrots (ideal) for example.
ProTip:
• If you separate your Product Types using > then we can drill down into each within our Product Groupings
of our Shopping campaign
Do Product Types Match On-Site Categorization?
This isn’t necessary however it is recommended so you have a clear picture of which products will be
included when building or optimizing based on product types.
21. C a t e g o r y S p e c i f i c E n h a n c e m e n t s
Important Considerations
Important Features Or Data Points Of The Products You Sell
• These should be highlighted within the titles & descriptions
• Different depending on product types – e.g. Electronics vs Apparel
Audience & Typical Searches Done By Your Customers
• Are MPNs or Part Numbers used often? e.g. Electronics & Appliances
• Are there several sizes to distinguish? e.g. Apparel & Hardware
Your Current Data Quality
• Are you receiving this data from the manufacturers?
• Are you supplying this data to Google / on your site / within your feed?
What Your Data Points Tells You
• Running the reports previously outlined, where are your highest conversion rates or orders coming from?
22. Electronics & Appliances
Title / Description Additions or Manipulations
• MPNs
• Targets users who know the specific model #
• Specifications
• Size, Features, Additions, Color, etc..
• Brand Name (typically to the front)
• Let your data decide if brand should be closer to the front (recommended)
Product Type / Google Product Categories
• Down to most granular sub-category (ie: Samsung > Electronics > HDTVs > 50 Inch)
• Adding Parent Product MPN (Item Group ID) – Allows full product line bidding/manipulation
Custom Labels (1,000 unique value limit)
• Price Ranges
• ROI Margins
• Colors
• Measurements/Sizes
• Product Types
• Departments
C a t e g o r y S p e c i f i c E n h a n c e m e n t s
23. C a t e g o r y S p e c i f i c E n h a n c e m e n t s
Apparel
Title / Description Additions or Manipulations
• Brand Name (typically in front)
• Product Descriptors
• Gender, Size, Color, Material, etc..
• Including ‘Style Names’ in Title
• Product Types (e.g. Boots or Leather Briefcase)
Product Type / Google Product Categories
• Apparel Type (ie: Apparel > Womens > Born Shoes > Boots > McMillan Boots)
• Above allows for product type to be main subdivision within product group
Custom Labels
• Price Floor
• ‘Style Names’
• Product Types e.g. ‘boots’ or ‘briefcases’
• Colors
• Size
• Material
24. C a t e g o r y S p e c i f i c E n h a n c e m e n t s
Google Merchant Promotions
Take Advantage Of Black Friday / Cyber Monday / Holiday Promotions
• Improve Visibility, CTR, and Conversion Rates
• Created Within the Google Merchant Center
• If the ‘Promotions’ tab is unavailable, please sign-up here
• Use the form below to create your promotions or use a separate promotions feed
• Full guide can be found here
26. H o w t o M a n i p u l a t e C u s t o m L a b e l s
Custom Labels
Fill Your Labels
Even if you don’t plan to actually build out the campaign and pull these levers at launch, it is always a good
idea to collect data along as many points as possible. What data would be useful for you to collect?
Pro Tip:
• Product attributes work great to fill up empty custom label columns.
• Collect data on “color”, “material”, “style”, “size”, etc. May not have any immediate benefits but it does allow
you to run some interesting reports.
• 1,000 unique value limit
27. Custom Labels
How to Approach Adding Your Custom Labels
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
28. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
Imagine this is your product catalog in
your Google Shopping campaign.
29. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Partition your products based on like
attributes, such as product margin.
30. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item A - $100 margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
Each partition contains a subset of
products within it.
31. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item A - $100 margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
Each margin tier has it’s own default
bids that matching the potential margin
made from a sale.
32. Item A - $100 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.
33. Item A - $9 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.
34. We can re-merchandise our catalog so
that our items are inheriting the proper
bids from their root product grouping.
Item A - $9 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.
35. Item A - $9 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
We can re-merchandise our catalog so
that our items are inheriting the proper
bids from their root product grouping.
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.
36. Custom Labels
The role of technology...
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
37. Custom Labels
The role of technology...
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
38. Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
Custom Labels
The Custom Labels approach to product-level bidding allows you to:
• Create a customized approach to product-level bidding.
• Make product-level decisions at scale.
• Re-merchandise your products without changing the product group architecture.
• Move high-performance products to campaigns with more budget.
• Move low-performance products to campaigns with less budget.
• Go beyond top-line cost & revenue, and bid according to a product's’ impact on your bottom-line..
• Adjust for seasonality at the product and category levels.
Build the strategy that works for your business.
39. Poll For The Audience…
Would you like to demo how our CAPx shopping platform can help automate
your Google Shopping campaign management?
A. Yes, Please.
B. No, Thank you.
41. P r o d u c t T i t l e s , D e s c r i p t i o n s , P r o d u c t T y p e s
Titles, Descriptions, & Product Types
Systematic Rules To Improve Item Relevancy & Data Quality
• Creating rules which will adjust Titles to include a specific order of data.
Example
Title (equals) [brand] ‘[style name]‘ [gender] [product type] Size [size] in [color]
Using Available Data, This Becomes
Born ‘Lucee’ Womens Sandal Size 6 in Beige & Tan
(note: Titles are capped at 150 characters, typically 70 or fewer are visible)
• Product Types are an area that I also use automation set up. I follow similar ideas as I would in titles.
Example
Product Type (equals) [brand] > [department] > [category1] > [category2] > [product name]
Using Available Data, This Becomes
KitchenAid > Small Appliances > Mixers > Stand Mixers > 5 Quart Artisan Stand Mixer
• Descriptions should be adjusted to increase length by adding in fields or bullet points of important features/data.
(note: Descriptions are capped at 5,000 characters)
42. C u s t o m L a b e l C o l u m n s
Automation of Custom Label Columns
Manipulate Product Bids or Targeting Methods at Scale
• As explained earlier, the ability to automate custom labels or products based upon either internal data or
performance data saves time and effort. However it is not a ‘set it and forget it’ approach
44. Poll For The Audience…
Would you like an evaluation of your current Google Shopping strategy?
A. Yes, Please.
B. No, Thank you.
45. Questions for Jason?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Retail Search Audit