SlideShare a Scribd company logo
Marketing Festival 2014 
Martin Röttgerding, Bloofusion 
Taking Google Shopping to the Next Level
@bloomarty 
Case 
Study: 
Shopping 
Revenue 
Jan-­‐13 
Feb-­‐13 
Mar-­‐13 
Apr-­‐13 
May-­‐13 
Jun-­‐13 
Jul-­‐13 
Aug-­‐13 
Sep-­‐13 
Oct-­‐13 
Nov-­‐13 
Dec-­‐13 
Jan-­‐14 
Feb-­‐14 
Mar-­‐14 
Apr-­‐14 
May-­‐14 
Jun-­‐14 
Jul-­‐14 
Aug-­‐14 
Sep-­‐14 
Oct-­‐14
What are we talking about?
@bloomarty
@bloomarty
@bloomarty
@bloomarty 
Product 
Data 
Title 
Price 
Product 
type 
Brand 
Color 
Image 
Descrip8on 
Fender 
Standard 
Stratocaster 
499 
Guitars 
> 
Electric 
Guitars 
> 
Stratocaster 
Fender 
red 
hDp://... 
… 
Fender 
AM 
Special 
Strat 
white 
749 
Guitars 
> 
Electric 
Guitars 
> 
Stratocaster 
Fender 
sunburst 
hDp://... 
… 
Fender 
Stratocaster 
Signature 
Eric 
Clapton 
1599 
Guitars 
> 
Electric 
Guitars 
> 
Signature 
Guitars 
Fender 
black 
hDp://... 
… 
Gibson 
Flying 
V 
120 
HV 
1790 
Guitars 
> 
Electric 
Guitars 
> 
Heavy 
Guitars 
Gibson 
black 
hDp://... 
… 
Gibson 
Les 
Paul 
Standard 
2012 
GT 
LH 
1399 
Guitars 
> 
Electric 
Guitars 
> 
LeUhanded 
Guitars 
Gibson 
gold 
hDp://... 
… 
Fender 
Stratocaster 
Natural 
Swirl 
589 
Guitars 
> 
Electric 
Guitars 
> 
Stratocaster 
Fender 
natural 
hDp://... 
… 
Fender 
American 
Deluxe 
Strat 
1499 
Guitars 
> 
Electric 
Guitars 
> 
Stratocaster 
Fender 
red 
hDp://... 
… 
Fender 
American 
Dlx 
Strat 
HSS 
1569 
Guitars 
> 
Electric 
Guitars 
> 
Stratocaster 
Fender 
blue 
hDp://... 
… 
Takamine 
TC132S 
999 
Guitars 
> 
AcousZc 
Guitars 
Takamine 
natural 
hDp://... 
… 
Luna 
Guitars 
Lapsteel 
489 
Guitars 
> 
Steel 
Guitars 
Luna 
Guitars 
grey 
hDp://... 
… 
Duesenberg 
Fairytale 
Lapsteel 
Goldburst 
1429 
Guitars 
> 
Steel 
Guitars 
Duesenberg 
gold 
hDp://... 
… 
Yamaha 
B40 
249 
Guitars 
> 
AcousZc 
Guitars 
Yamaha 
wooden 
hDp://... 
… 
… 
… 
… 
… 
… 
… 
…
@bloomarty 
Providing 
Product 
Data 
for 
Google 
Shopping 
Shop 
database 
Product 
data 
feed 
link
bids 
on 
single 
products 
@bloomarty 
Shopping 
Campaigns: 
Product 
Group 
Structure 
all 
products 
brand 
1 
brand 
2 
everything 
else 
product 
1 
product 
2 
everything 
else 
€0.20 
€0.20 
€0.30 
€0.28 
€0.30 
bids 
on 
mulZple 
products
@bloomarty 
Negative 
Keywords
@bloomarty 
The 
Complete 
Picture 
Shop 
database 
Product 
data 
feed 
Feed 
opZmizaZon 
Bids 
Bid 
management 
NegaZve 
keywords
What‘s in the Box??
 Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014
 Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014
 Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014
@bloomarty 
Product 
Presentation 
> running 
shoes 
> asics 
running 
shoes 
> asics 
gel 
1170 
running 
shoes
@bloomarty 
Product 
Presentation 
> running 
shoes 
> asics 
€0,40 
running 
shoes 
> asics 
€0,40 
gel 
1170 
running 
shoes 
€0,40 
ID 
Title 
Brand 
Product 
type 
123 
Asics 
Gel 
1170 
Asics 
Running 
shoes 
€0,40
Case Study 
A Closer Look at Shopping Queries
@bloomarty 
Shopping 
Queries 
by 
Number 
of 
Words 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
1 
word 
2 
words 
3 
words 
4 
words 
5 
words 
6 
words 
Revenue 
per 
Click
@bloomarty 
Shopping 
Queries 
by 
Number 
of 
Words 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
1 
word 
2 
words 
3 
words 
4 
words 
5 
words 
6 
words 
Cost 
per 
Click
@bloomarty 
Shopping 
Queries 
by 
Number 
of 
Words 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
1 
word 
2 
words 
3 
words 
4 
words 
5 
words 
6 
words 
Revenue 
per 
Click 
Cost 
per 
Click
@bloomarty 
Product 
Presentation 
> 
running 
shoes 
> 
€0,40 
asics 
running 
shoes 
> 
€0,40 
asics 
gel 
1170 
running 
shoes 
€0,40 
ID 
Title 
Brand 
Product 
type 
123 
Asics 
Gel 
1170 
Asics 
Running 
shoes 
€0,40
@bloomarty 
Product 
Presentation 
> 
running 
shoes 
> 
€0,40 
asics 
running 
shoes 
> 
€0,40 
asics 
gel 
1170 
running 
shoes 
€0,40 
ID 
Title 
Brand 
Product 
type 
123 
Asics 
Gel 
1170 
Asics 
Running 
shoes 
€0,40
@bloomarty 
Revenue 
per 
Click: 
Brand 
Reference 
– 
Case 
Study 
€ 
5,75 
€ 
1,85 
9,00 
€ 
8,00 
€ 
7,00 
€ 
6,00 
€ 
5,00 
€ 
4,00 
€ 
3,00 
€ 
2,00 
€ 
1,00 
€ 
0,00 
€ 
contains 
brand 
reference 
rest 
average: 
4.08 
€
@bloomarty 
Product 
Presentation 
> 
running 
shoes 
> 
€0,40 
asics 
running 
shoes 
> 
€0,40 
asics 
gel 
1170 
running 
shoes 
€0,40 
ID 
Title 
Brand 
Product 
type 
123 
Asics 
Gel 
1170 
Asics 
Running 
shoes 
€0,40
@bloomarty 
Product 
Presentation 
> 
running 
shoes 
> 
€0,40 
asics 
running 
shoes 
> 
€0,40 
asics 
gel 
1170 
running 
shoes 
€0,40 
ID 
Title 
Brand 
Product 
type 
123 
Asics 
Gel 
1170 
Asics 
Running 
shoes 
€0,40
@bloomarty 
Revenue 
per 
Click: 
Product 
Reference 
– 
Case 
Study 
€ 
7,63 
€ 
3,94 
9,00 
€ 
8,00 
€ 
7,00 
€ 
6,00 
€ 
5,00 
€ 
4,00 
€ 
3,00 
€ 
2,00 
€ 
1,00 
€ 
0,00 
€ 
contains 
product 
reference 
rest 
average: 
4.08 
€
@bloomarty 
Revenue 
per 
Click: 
Product 
Reference 
– 
Case 
Study 
€ 
7,63 
€ 
5,75 
1,53 
9,00 
€ 
8,00 
€ 
7,00 
€ 
6,00 
€ 
5,00 
€ 
4,00 
€ 
3,00 
€ 
2,00 
€ 
1,00 
€ 
0,00 
€ 
contains 
product 
reference 
contains 
brand 
reference 
rest 
average: 
4.08 
€
How to Segment Shopping Queries 
Shopping Keywords
@bloomarty 
Segmenting 
Search 
Queries: 
The 
Goal 
One 
Campaign 
some 
bids 
Another 
Campaign 
other 
bids 
some 
queries 
other 
queries
@bloomarty 
Campaign 
Priorities 
Query 
Campaign 
1 
Priority: 
high 
0.25 
Campaign 
2 
Priority: 
low 
0.50 
Conflict 
Ad 
AucZon 
0.25
@bloomarty 
Segmenting 
Search 
Queries: 
Non-­‐brand 
Queries 
blue 
running 
shoes 
Conflict 
Ad 
AucZon 
0.25 
Campaign 
1 
Priority: 
high 
0.25 
Campaign 
2 
Priority: 
low 
0.50
@bloomarty 
Segmenting 
Search 
Queries: 
Brand 
Queries 
asics 
running 
shoes 
No 
conflict 
Ad 
AucZon 
0.50 
Campaign 
1 
Priority: 
high 
0.25 
NegaZves: 
asics 
Campaign 
2 
Priority: 
low 
0.50
Shopping Keywords 
The Complete Strategy
@bloomarty 
The 
Goal 
Products 
Campaign 
Brands 
Campaign 
Rest 
Campaign 
product 
specific 
search 
queries 
brand 
related 
search 
queries 
other 
search 
queries 
(opZonal)
@bloomarty 
Gather 
your 
brand 
keywords 
> From 
your 
product 
data 
> Clean 
them 
up 
> Tommy 
Hilfiger 
à 
hilfiger 
> Sammies 
by 
Samsonite 
à 
sammies, 
samsonite
@bloomarty 
Gather 
your 
product 
keywords 
> From 
your 
product 
data 
> MPN 
> Title 
patterns 
> … 
> Manually?
@bloomarty 
Campaign 
Structure 
Priority 
low 
medium 
Campaign 
Products 
Brands 
Rest 
high
@bloomarty 
Campaign 
Structure 
Priority 
low 
medium 
NegaZve 
Keywords 
product 
specific 
terms 
Bids 
very 
high 
high 
Campaign 
Products 
Brands 
high 
product 
specific 
terms 
brands 
Rest 
low 
Budget 
shared 
budget 
Use 
whatever 
internal 
structure 
you 
like
@bloomarty 
Campaign 
Structure 
Priority 
low 
medium 
NegaZve 
Keywords 
product 
specific 
terms 
Bids 
very 
high 
high 
Campaign 
Products 
Brands 
high 
product 
specific 
terms 
brands 
Rest 
low 
Budget 
shared 
budget 
Use 
whatever 
internal 
structure 
you 
like 
Alternative: 
start 
with 
the 
old 
bids 
and 
adapt
@bloomarty 
Segmented 
Campaigns: 
Outcome 
Rest 
vs. 
Brands 
vs. 
Products 
Ad 
AucZon 
0.75 
Pr 
oducts 
Campaign 
Priority: 
low 
0.75 
Rest 
Campaign 
NegaZves: 
gel 
1170 
gel 
1180 
asics 
nike 
… 
Priority: 
high 
0.25 
asics 
gel 
1170 
red 
running 
shoes 
No 
conflict 
Ad 
AucZon 
0.25 
Brands 
vs. 
Products 
B 
rands 
Campaign 
Priority: 
med. 
0.50 
asics 
running 
shoes 
Ad 
AucZon 
0.50 
NegaZves: 
gel1170 
gel 
1180 
…
@bloomarty 
Case 
Study: 
Shopping 
Revenue 
Jan-­‐13 
Feb-­‐13 
Mar-­‐13 
Apr-­‐13 
May-­‐13 
Jun-­‐13 
Jul-­‐13 
Aug-­‐13 
Sep-­‐13 
Oct-­‐13 
Nov-­‐13 
Dec-­‐13 
Jan-­‐14 
Feb-­‐14 
Mar-­‐14 
Apr-­‐14 
May-­‐14 
Jun-­‐14 
Jul-­‐14 
Aug-­‐14 
Sep-­‐14 
Oct-­‐14
@bloomarty 
Thank 
You! 
Martin 
Röttgerding 
Bloofusion 
Germany 
E-­‐Mail 
martin@bloofusion.de 
Twitter 
@bloomarty 
Web 
www.bloofusion.de 
Blogs 
www.internetkapitaene.de 
www.ppc-­‐epiphany.com 
Magazine 
www.suchradar.de 
Interview 
bloo.link/mkfest

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Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014

  • 1. Marketing Festival 2014 Martin Röttgerding, Bloofusion Taking Google Shopping to the Next Level
  • 2. @bloomarty Case Study: Shopping Revenue Jan-­‐13 Feb-­‐13 Mar-­‐13 Apr-­‐13 May-­‐13 Jun-­‐13 Jul-­‐13 Aug-­‐13 Sep-­‐13 Oct-­‐13 Nov-­‐13 Dec-­‐13 Jan-­‐14 Feb-­‐14 Mar-­‐14 Apr-­‐14 May-­‐14 Jun-­‐14 Jul-­‐14 Aug-­‐14 Sep-­‐14 Oct-­‐14
  • 3. What are we talking about?
  • 7. @bloomarty Product Data Title Price Product type Brand Color Image Descrip8on Fender Standard Stratocaster 499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... … Fender AM Special Strat white 749 Guitars > Electric Guitars > Stratocaster Fender sunburst hDp://... … Fender Stratocaster Signature Eric Clapton 1599 Guitars > Electric Guitars > Signature Guitars Fender black hDp://... … Gibson Flying V 120 HV 1790 Guitars > Electric Guitars > Heavy Guitars Gibson black hDp://... … Gibson Les Paul Standard 2012 GT LH 1399 Guitars > Electric Guitars > LeUhanded Guitars Gibson gold hDp://... … Fender Stratocaster Natural Swirl 589 Guitars > Electric Guitars > Stratocaster Fender natural hDp://... … Fender American Deluxe Strat 1499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... … Fender American Dlx Strat HSS 1569 Guitars > Electric Guitars > Stratocaster Fender blue hDp://... … Takamine TC132S 999 Guitars > AcousZc Guitars Takamine natural hDp://... … Luna Guitars Lapsteel 489 Guitars > Steel Guitars Luna Guitars grey hDp://... … Duesenberg Fairytale Lapsteel Goldburst 1429 Guitars > Steel Guitars Duesenberg gold hDp://... … Yamaha B40 249 Guitars > AcousZc Guitars Yamaha wooden hDp://... … … … … … … … …
  • 8. @bloomarty Providing Product Data for Google Shopping Shop database Product data feed link
  • 9. bids on single products @bloomarty Shopping Campaigns: Product Group Structure all products brand 1 brand 2 everything else product 1 product 2 everything else €0.20 €0.20 €0.30 €0.28 €0.30 bids on mulZple products
  • 11. @bloomarty The Complete Picture Shop database Product data feed Feed opZmizaZon Bids Bid management NegaZve keywords
  • 16. @bloomarty Product Presentation > running shoes > asics running shoes > asics gel 1170 running shoes
  • 17. @bloomarty Product Presentation > running shoes > asics €0,40 running shoes > asics €0,40 gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  • 18. Case Study A Closer Look at Shopping Queries
  • 19. @bloomarty Shopping Queries by Number of Words 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 word 2 words 3 words 4 words 5 words 6 words Revenue per Click
  • 20. @bloomarty Shopping Queries by Number of Words 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 word 2 words 3 words 4 words 5 words 6 words Cost per Click
  • 21. @bloomarty Shopping Queries by Number of Words 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 word 2 words 3 words 4 words 5 words 6 words Revenue per Click Cost per Click
  • 22. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  • 23. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  • 24. @bloomarty Revenue per Click: Brand Reference – Case Study € 5,75 € 1,85 9,00 € 8,00 € 7,00 € 6,00 € 5,00 € 4,00 € 3,00 € 2,00 € 1,00 € 0,00 € contains brand reference rest average: 4.08 €
  • 25. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  • 26. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  • 27. @bloomarty Revenue per Click: Product Reference – Case Study € 7,63 € 3,94 9,00 € 8,00 € 7,00 € 6,00 € 5,00 € 4,00 € 3,00 € 2,00 € 1,00 € 0,00 € contains product reference rest average: 4.08 €
  • 28. @bloomarty Revenue per Click: Product Reference – Case Study € 7,63 € 5,75 1,53 9,00 € 8,00 € 7,00 € 6,00 € 5,00 € 4,00 € 3,00 € 2,00 € 1,00 € 0,00 € contains product reference contains brand reference rest average: 4.08 €
  • 29. How to Segment Shopping Queries Shopping Keywords
  • 30. @bloomarty Segmenting Search Queries: The Goal One Campaign some bids Another Campaign other bids some queries other queries
  • 31. @bloomarty Campaign Priorities Query Campaign 1 Priority: high 0.25 Campaign 2 Priority: low 0.50 Conflict Ad AucZon 0.25
  • 32. @bloomarty Segmenting Search Queries: Non-­‐brand Queries blue running shoes Conflict Ad AucZon 0.25 Campaign 1 Priority: high 0.25 Campaign 2 Priority: low 0.50
  • 33. @bloomarty Segmenting Search Queries: Brand Queries asics running shoes No conflict Ad AucZon 0.50 Campaign 1 Priority: high 0.25 NegaZves: asics Campaign 2 Priority: low 0.50
  • 34. Shopping Keywords The Complete Strategy
  • 35. @bloomarty The Goal Products Campaign Brands Campaign Rest Campaign product specific search queries brand related search queries other search queries (opZonal)
  • 36. @bloomarty Gather your brand keywords > From your product data > Clean them up > Tommy Hilfiger à hilfiger > Sammies by Samsonite à sammies, samsonite
  • 37. @bloomarty Gather your product keywords > From your product data > MPN > Title patterns > … > Manually?
  • 38. @bloomarty Campaign Structure Priority low medium Campaign Products Brands Rest high
  • 39. @bloomarty Campaign Structure Priority low medium NegaZve Keywords product specific terms Bids very high high Campaign Products Brands high product specific terms brands Rest low Budget shared budget Use whatever internal structure you like
  • 40. @bloomarty Campaign Structure Priority low medium NegaZve Keywords product specific terms Bids very high high Campaign Products Brands high product specific terms brands Rest low Budget shared budget Use whatever internal structure you like Alternative: start with the old bids and adapt
  • 41. @bloomarty Segmented Campaigns: Outcome Rest vs. Brands vs. Products Ad AucZon 0.75 Pr oducts Campaign Priority: low 0.75 Rest Campaign NegaZves: gel 1170 gel 1180 asics nike … Priority: high 0.25 asics gel 1170 red running shoes No conflict Ad AucZon 0.25 Brands vs. Products B rands Campaign Priority: med. 0.50 asics running shoes Ad AucZon 0.50 NegaZves: gel1170 gel 1180 …
  • 42. @bloomarty Case Study: Shopping Revenue Jan-­‐13 Feb-­‐13 Mar-­‐13 Apr-­‐13 May-­‐13 Jun-­‐13 Jul-­‐13 Aug-­‐13 Sep-­‐13 Oct-­‐13 Nov-­‐13 Dec-­‐13 Jan-­‐14 Feb-­‐14 Mar-­‐14 Apr-­‐14 May-­‐14 Jun-­‐14 Jul-­‐14 Aug-­‐14 Sep-­‐14 Oct-­‐14
  • 43. @bloomarty Thank You! Martin Röttgerding Bloofusion Germany E-­‐Mail martin@bloofusion.de Twitter @bloomarty Web www.bloofusion.de Blogs www.internetkapitaene.de www.ppc-­‐epiphany.com Magazine www.suchradar.de Interview bloo.link/mkfest