Failure to perform well in Q4 can often be detrimental to ecommerce retail brands. In order to get the most out of the inevitable holiday season rush, this time of year can be stressful for retailers looking to maximize resources. Therefore, CPC Strategy is co-hosting The Q4 Digital Commerce AdTalks with SEMRush & Miva to cover holiday-specific strategies in advertising, conversion rate optimization, and customer retention.

1. THE Q4
Digital Commerce
AdTalks

2. Q4 Digital Commerce AdTalks Details
Day 1 | Maximizing Your Google Shopping Campaign Profitability
in Q4
Day 2 | Hacks to Outpace Your PPC Rivals During the Holiday
Shopping Rush
Day 3 | Creating Breakthrough Shopping Experiences with Proven
Traffic and Revenue Drivers

3. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

4. Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

5. Today’s Speaker
Lewis Brannon
Sr. Retail Search Manager
Copyright 2017 - The Q4 Digital Commerce AdTalks

6. Day 1
Maximizing Your Google Shopping Campaign
Profitability in Q4

7. Today’s Agenda
❏ The Evolution of Google Shopping
❏ Data Feed Optimization Tips
❏ Advanced Google Shopping Strategy - ISO Strategy
❏ Next Level Audience Targeting
❏ Measuring Success of Q4 Campaigns
❏ Live Q&A
Copyright 2017 - The Q4 Digital Commerce AdTalks

8. The State of Google Shopping in 2017

9. Google Shopping: Old School Misconceptions
Only SKU or product level searches
Purely a comparison shopping engine
Limited to bottom funnel traffic
Can’t control keyword / search query targeting
Copyright 2017 - The Q4 Digital Commerce AdTalks

10. Google Shopping Today
Combine direct response + branding
Re-engage current customer and past buyers
Acquire new customers at scale
Copyright 2017 - The Q4 Digital Commerce AdTalks

11. Google Shopping: Evolution
Good for both DR & Branding
Upper-funnel traffic is biggest
growth segment
Query Targeting is Possible
(with the proper structure)
*Example of “Showcase
Shopping” - a new Google
Shopping Format
Copyright 2017 - The Q4 Digital Commerce AdTalks

12. Google Shopping Growth Trends We Saw in 2016
Q4 vs. Previous Q4
+82% impression growth YOY for CPCS client base
+121% impression growth YOY for OEM CPCS clients
+176% conversion growth for ‘upper funnel’ (generic) searches*
*Subset of OEM clients
Copyright 2017 - The Q4 Digital Commerce AdTalks

13. Shopping Data Feed Optimization

14. Foundation of CPC Strategy- The Data Feed
Copyright 2017 - The Q4 Digital Commerce AdTalks

15. Manipulating the Product Feed to Improve Ad Relevancy
REQUIRED
● id
● title
● description
● link
● image link (image must be at
least 250x250 pixels)
availability (in stock, out of stock,
preorder)
● price
● google_product_category
● brand
● GTIN (UPC in North America,
EAN in Europe)
MPN
● condition
● age group
● color
● gender
● size
● item_group_id
(if item is a
variant)
OPTIONAL
● custom labels (5)
● additional image link
● mobile link
● availability date
● product_type
● size_type
● size_system
● sale_price
● expiration_date
● shipping (can also be set in GMC)
tax (can also be set in GMC)
● material
● pattern
Copyright 2017 - The Q4 Digital Commerce AdTalks

16. Advanced
Google Shopping Strategy -
ISO Strategy

17. What is an ISO™ Strategy?
Copyright 2017 - The Q4 Digital Commerce AdTalks

18. How is ISO™ Accomplished?
Copyright 2017 - The Q4 Digital Commerce AdTalks

19. How do you Setup ISO™ in AdWords?
Copyright 2017 - The Q4 Digital Commerce AdTalks

20. Google Shopping Today
Copyright 2017 - Q4 Ecommerce Marketers Virtual Summit

21. Get Your PLAs to Show up for Most Profitable Keywords
Green ISO
Red ISO
GREEN &
RED ISO
Copyright 2017 - The Q4 Digital Commerce AdTalks

22. Results We’ve Seen From Using ISO Strategy
Green
ISO
Red
ISO
Imp. Share Up 21% Conv. Up 14% Competitive Awareness
Cost Down 66% Avg. CPC Down 73% ROAS Up 370%
Copyright 2017 - The Q4 Digital Commerce AdTalks

23. Next Level Audience Targeting

24. Next Level Audience Targeting
Copyright 2017 - The Q4 Digital Commerce AdTalks

25. Next Level Audience Targeting
CPA Bid Multiplier
Low + 900% (max)
Homepage Visitors
Product Page
Cart Abandoners
Category Pages
Previous
Buyers
High 0%
Copyright 2017 - The Q4 Digital Commerce AdTalks

26. Next Level Audience Targeting
All Visitors - 30d
+25%
Cart Abandon - 10d
+50%
All Visitors - 30d
+50%
Cart Abandon - 10d
+100%
All Visitors - 30d
+30%
Cart Abandon - 10d
+60%
All Visitors - 30d
+75%
Cart Abandon - 10d
+150%
Brand
Search
Non-Brand
Search
Brand
Shopping
Non-Brand
Shopping
SEARCHSHOPPING
Copyright 2017 - The Q4 Digital Commerce AdTalks

27. Next Level Audience Targeting
1) Optimize Budget to Most Likely Converters
1) Enhance Your Customer Acquisition Strategy
1) Clear Reporting Insights
Copyright 2017 - The Q4 Digital Commerce AdTalks

28. Next Level Audience Targeting
1) Optimize Budget
to Most Likely
Converters
1) Enhance Your
Customer
Acquisition
Strategy
1) Clear Reporting
Insights
Copyright 2017 - The Q4 Digital Commerce AdTalks

29. Next Level Audience Targeting
1) Optimize Budget
to Most Likely
Converters
1) Enhance Your
Customer
Acquisition
Strategy
1) Clear Reporting
Insights
Copyright 2017 - The Q4 Digital Commerce AdTalks

30. Clear Reporting Insights
Copyright 2017 - The Q4 Digital Commerce AdTalks

31. Measuring Success of Shopping
Campaigns

32. Measurement - Attribution - Path Reporting
● Requires setting up “custom channel grouping”
○ Conversions > Attribution > Model Comparison Tool > Channel Groupings
● Requires very clean campaign naming conventions
● Cumbersome to set up, but worth it in the long run
Copyright 2017 - The Q4 Digital Commerce AdTalks

33. Measurement - Attribution - Brand Uplift
Copyright 2017 - The Q4 Digital Commerce AdTalks

34. Attribution - Correlation Impact - Brand Uplift
Typically a direct
correlation between NB
Google Shopping
impressions and direct
site visits from New
Visitor Segment, AKA
“Brand Uplift”
● Orange line is direct visits from New Visitors segment - notice the correlation with Non-Brand Shopping impressions
Copyright 2017 - The Q4 Digital Commerce AdTalks

35. Recap
1) Google Shopping Has Evolved, Take Advantage of New Capabilities
1) Ensure Your Product Feed is in Order
1) Use Sophisticated Google Shopping Strategies, including ISO™
1) Be Customer-Centric with an Audience Strategy
1) Measure Your Efforts Holistically with Smart Attribution
Copyright 2017 - The Q4 Digital Commerce AdTalks

36. Questions?
Lewis Brannon
Sr. Retail Search Manager
Copyright 2017 - The Q4 Digital Commerce AdTalks