Ian Lockwood provides practical guidance and examples of how to ensure your products get maximum exposure in both organic and paid search, without breaking the bank!

1. Maximising Product
Search Performance

2. Make Sure
Everything Is
Indexed

3. Sometimes It’s The Simple Things
• Bingbot blocked in robots.txt
• c.£25k per month revenue

4. Be Wary!
• Infinite scroll on a new website
New site launched Infinite scroll removed

5. Pagination Pain
http://www.denby.co.uk/drinkware/mugs/icat/mugs?sort=sequence_mugs&sort=name
&order=asc&order=asc&categories=mugs&q=*&setpagenum=2&perpage=16

6. Pagination Pain
<link rel="canonical" href="http://www.denby.co.uk/drinkware/mugs/icat/mugs" />

7. Get The Basics Right

8. Get The Basics Right
• Optimised title tag
• Brand, product name, model number, MPN
• Optimised meta description
• What’s your reason to buy?
• Descriptive URL
• Key elements in H1
• As much text content as possible, without
being repetitive or low quality!

9. The Basics
http://m3csports.com/product-
m3c.html?id=3493&section=251
<meta http-equiv="description" content="
Precision - Santos Training Football
Machine Stitched TPU Material with 'behind
the glass' technology
Good Shape Retention and Durability
Low Rebound or Bounce for Accurate Passing
and Footskills
Soft feel, Possesses super glossy finish
32 Panel Machine Stitched
Reinforced nylon wound rubber bladder" />

10. The Basics
<meta name="description" content="brands_apple_macbook-air"
/>

11. Avoid Cannibalisation

12. Get Rich With Structured Data

13. Structured Data Mark Up

14. Structured Data Mark Up
<meta name="description" content="This fast mover won't stay
around long - not with hungry little ones around anyway! Did
you know we can add an iced personalised message to
make..."/>

15. Maximise The Juice

16. Canonicalise To A Linked Page

17. Canonicalise To A Linked Page
http://www.hockeyfactoryshop.co.uk/hockey-
sticks/composite-hockey-sticks/osaka-composite-hockey-
sticks/osaka-pro-tour-limited-silver-pro-groove-composite-
hockey-stick.html
<link rel="canonical"
href="http://www.hockeyfactoryshop.co.uk/osaka-pro-tour-
limited-silver-pro-groove-composite-hockey-stick.html" />
This URL is not linked from anywhere on the site!

18. Canonical Weirdness
http://www.jigsaw24.com/focal-spirit-professional-monitoring-
headphones/headphones/-/fcp-product/25080
<link rel="canonical" href="http://www.jigsaw24.com/focal
spirit professional monitoring headphones/headphones/-/fcp-
product/25080" />
http://www.jigsaw24.com/focal%20spirit%20professional%20
monitoring%20headphones/headphones/-/fcp-product/25080

19. Canonical Weirdness

20. Internal Linking
Link direct to products or sub-categories from:
• Homepage
• Top-level category pages
• Footer
• Blog posts
• Content pages that attract links

21. Flowing The Juice

22. Prioritise, Divide & Conquer

23. Shopping Campaign Priority
Priority changed from Low to Medium

24. Shopping Catch All Campaign
• All items in feed
• Single, low bid (usually <10p)
• Campaign Priority: Low
• Gets traffic when:
• Not all items are in other Shopping campaigns
• Other Shopping campaign budgets have less than
100% impression share

25. Remarketing Lists For Shopping

26. Remarketing Lists For Shopping
• CTR typically many times higher
• CPC increases, but:
• Conversion rate more than doubles on average
• You can also use Customer Match as well as
AdWords or Analytics remarketing lists
• Consider excluding recent purchasers

27. Feed Rules
Product title in feed

28. Feed Rules - Title Optimisation
Climpson Estate Espresso Blend Ground or Whole Bean Coffee

29. Check How Ads Display

30. Search Term Reports

31. Search Term Reports
• Add negatives
• Find opportunities for Search campaigns
• One keyword we found led to a campaign that has
generated over £7k revenue in three months at a
return on ad spend of 1353%
• Create High & Low Priority campaigns
• High: Exclude generic keywords & bid higher
• Low: Same products but lower bids, negatives on
high-converting & specific keywords

32. Search Ads For Products
• Use feed data to automate creating groups for:
• Product names
• Part numbers
• Product codes
• Alternative terms & variants:
• Adidas NMD…
• Trainers/shoes/pumps
• Black/grey/khaki
• Boys/girls/mens/womens
• R1/R1/XR1/CS2

33. • Now appear on mobile & desktop
• Great for category-level keywords
or products with options
Price Extensions

34. Thank You
ian@boom-online.co.uk