SearchLeeds 2018 - Chris Rowett - Supercharging google shopping

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Build, enhance and optimise. From building powerful feeds to advanced analysis techniques and the latest tech, Chris Rowett's SearchLeeds talk teaches you the three steps to supercharging your Google Shopping campaigns.

@JourneyFurther | #SuperchargingShopping
SHOPPING TAB

@JourneyFurther | #SuperchargingShopping
‘ALL’

@JourneyFurther | #SuperchargingShopping

@JourneyFurther | #SuperchargingShopping
IMAGES

@JourneyFurther | #SuperchargingShopping
USERS CAN FILTER

@JourneyFurther | #SuperchargingShopping
SUPPLEMENTAL FEED
Amend Titles
Add Keywords into Descriptions
Merge Attributes
Add Custom Dimensions

@JourneyFurther | #SuperchargingShopping
IMPROVE TITLES

@JourneyFurther | #SuperchargingShopping
START SHARING
Data held in your text ads campaigns and
shopping campaigns are invaluable to each
other
Keyword discovery for text ads
Use N-Grams to improve account
performance:
Improving CTR
Adding new negatives
Improving product titles
Adding new keywords for shopping

@JourneyFurther | #SuperchargingShopping
DIFFERENTIATE YOUR PRODUCT
Colour
Thread Count
Material
Fit Type
Pattern
…

@JourneyFurther | #SuperchargingShopping
GET RELEVANT
Capitalise on changing consumer
search behaviour
Add in seasonal search terms
Add in sale messaging
Play around with different terms

@JourneyFurther | #SuperchargingShopping
GET NERDY
Shopping is a numbers game
There should be a straight
correlation between the click
cost and its return
To get maximum efficiency bring
these together

@JourneyFurther | #SuperchargingShopping
GET NERDY
Remove or enhance underperforming products

@JourneyFurther | #SuperchargingShopping
GET THE FULL PICTURE

@JourneyFurther | #SuperchargingShopping
BREAKER

@JourneyFurther | #SuperchargingShopping
ADVANCED STRUCTURE
Keywords/Products Kettle 1 Kettle 2 Toaster 1 Toaster 2
Kitchen Appliances £0.30 £0.40 £0.20 £0.25
Kettles £0.90 £1.20 £0.00 £0.00
Toasters £0.00 £0.00 £0.80 £1.00
Delonghi Kettle £1.50 £2.00 £0.00 £0.00
Red Kettles £0.00 £1.50 £0.00 £0.00

@JourneyFurther | #SuperchargingShopping
ADVANCED TECH

@JourneyFurther | #SuperchargingShopping
THANK YOU!
Stand 6
slideshare.net/JourneyFurther

Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.

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SearchLeeds 2018 - Chris Rowett - Supercharging google shopping

3. @JourneyFurther | #SuperchargingShopping SHOPPING TAB

4. @JourneyFurther | #SuperchargingShopping ‘ALL’

5. @JourneyFurther | #SuperchargingShopping

6. @JourneyFurther | #SuperchargingShopping IMAGES

7. @JourneyFurther | #SuperchargingShopping

8. @JourneyFurther | #SuperchargingShopping

9. @JourneyFurther | #SuperchargingShopping

10. @JourneyFurther | #SuperchargingShopping USERS CAN FILTER

11. @JourneyFurther | #SuperchargingShopping

12. @JourneyFurther | #SuperchargingShopping

13. @JourneyFurther | #SuperchargingShopping BASIC STRUCTURE High Priority Medium Priority Low Priority Top Keywords Other Non-Brand Keywords Brand Keywords Automated Script to add Negatives Add Brand Negatives

14. @JourneyFurther | #SuperchargingShopping

15. @JourneyFurther | #SuperchargingShopping SUPPLEMENTAL FEED Amend Titles Add Keywords into Descriptions Merge Attributes Add Custom Dimensions

16. @JourneyFurther | #SuperchargingShopping IMPROVE TITLES

17. @JourneyFurther | #SuperchargingShopping START SHARING Data held in your text ads campaigns and shopping campaigns are invaluable to each other Keyword discovery for text ads Use N-Grams to improve account performance: Improving CTR Adding new negatives Improving product titles Adding new keywords for shopping

18. @JourneyFurther | #SuperchargingShopping

19. @JourneyFurther | #SuperchargingShopping DIFFERENTIATE YOUR PRODUCT Colour Thread Count Material Fit Type Pattern …

20. @JourneyFurther | #SuperchargingShopping GET RELEVANT Capitalise on changing consumer search behaviour Add in seasonal search terms Add in sale messaging Play around with different terms

21. @JourneyFurther | #SuperchargingShopping GET NERDY Shopping is a numbers game There should be a straight correlation between the click cost and its return To get maximum efficiency bring these together

22. @JourneyFurther | #SuperchargingShopping GET NERDY Remove or enhance underperforming products

23. @JourneyFurther | #SuperchargingShopping GET THE FULL PICTURE

24. @JourneyFurther | #SuperchargingShopping BREAKER

25. @JourneyFurther | #SuperchargingShopping ADVANCED STRUCTURE Keywords/Products Kettle 1 Kettle 2 Toaster 1 Toaster 2 Kitchen Appliances £0.30 £0.40 £0.20 £0.25 Kettles £0.90 £1.20 £0.00 £0.00 Toasters £0.00 £0.00 £0.80 £1.00 Delonghi Kettle £1.50 £2.00 £0.00 £0.00 Red Kettles £0.00 £1.50 £0.00 £0.00

26. @JourneyFurther | #SuperchargingShopping ADVANCED TECH

27. @JourneyFurther | #SuperchargingShopping THANK YOU! Stand 6 slideshare.net/JourneyFurther

SearchLeeds 2018 - Chris Rowett - Supercharging google shopping

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