The document outlines growth hacks for optimizing product feeds in Google Shopping, focusing on five key strategies: increasing feed density, effective product categorization, expanding the search universe, forming the best titles, and image optimizations. Sokrati, as Google's first e-commerce-focused channel partner in the UK, emphasizes the importance of real-time, automated feed management to enhance product visibility and conversion rates. Additionally, a free feed audit tool is available on the Sokrati website for merchants to assess their product feeds.

1. Growth Hacks for an effective, optimized Product Feed
Google Shopping Superchargers
Sokrati Inc. | www.sokrati.com
For limited distribution only.

2. ■ UK is the 3rd largest eCommerce market in the world
(after the US and China)
■ 77% of UK population purchases online at least once a
month
■ +50% of total UK digital ad spend invested in paid
search
■ Sokrati, founded by ex-Amazonians, is Google’s first
eCommerce focused channel partner in the UK
1. A.T. Kearney and PSWeb 2015 eCommerce Survey
2. Data from IMF, Consumer barometer, CIA, Euromonitor and Statcounter are based on assumptions. Figures/estimates are based on historical information and do not guarantee future performance
3. IAB-PWC UK Digital Ad Spend Report 2015

3. Confidential & Proprietary
Google Shopping

4. Confidential & Proprietary
Cost per saleLow High
VolumeHighLow
Search Non-Branded
Keywords
“Running shoes”
Google
Shopping
Search Branded
Keywords
“Nike zoom pegasus shoes”
Overview

5. Confidential & Proprietary
Now up to ten
products in a
carousel
Across Different Screens

6. The Product Feed

7. Product Feed Attributes
product_type Home / Home & Furniture / Ready Made Curtains
M&S Collectionbrand
title
sku_id
price
description
colour
size
availability
additional_image_links
image_link

8. Types of Feed
Static
Inventory doesn’t change
Push (by Merchant) or Pull (by Google)
Beginners
Slow

9. Types of Feed
Hybrid
Price & Availability Changes
Push (by Merchant) or Pull (by Google)
Intermediate
Fast

10. Types of Feed
Dynamic
Fully Dynamic Feed
Push (by Merchant)
Advanced
Medium

11. Sokrati’s Feed Management
Real time. Automated. Intelligent.
Sokrati Creates & Curates the Product Catalog - fully automatically!

12. 5 Hacks to Supercharge your Product Feed
1.Increasing Feed Density
2.Effective Product Categorisation
3.Expanding the Search Universe
4.Forming the Best Titles
5.Image Optimisations

13. Increasing Feed Density

14. 12 SKUs
1 item_group_id
Increasing Feed Density
S
M
L
XL

15. Increasing Feed Density
60%
Impressions
40%
Transactions

16. Effective Product Categorisation
X
X

17. Effective Product Categorisation

18. Expanding the Search Universe
Buy, Shopping, Online
Category/Brand
Product
Conversion

19. Expanding the Search Universe
Conversion
Rate

20. Expanding the Search Universe
Transaction
Volumes

21. Forming the Best Titles
Title
User Search Queries
Relevant attributes
User Experience

22. Hint: Play with Product Attritbutes in your Title like Material, Style, Product Type,
Brand, Gender and Other Attributes like Color, Size
Jewellery
Forming the Best Titles
Product Title: Grey Regular Top
Optimized Product Title: Zara Woman's Grey Regular Top in Knit
Fashion
Product Title: Diamond Ring
Optimized Product Title: Cartier 2 Carat Diamond Ring

23. Forming the best titles
35%
Impressions
30%
Click-throughs

24. Image Optimisations
Background
Removal

25. Image Optimisations
Product
Focus

26. Image Optimisations
A/B Test

27. Image Optimisations
30%
Click-throughs
12%
Cost per click

28. 5 Hacks to Supercharge your Product Feed
45%
Product Reach
30%
Click-throughs
18%
Conversion Rate
1.Increasing Feed Density
2.Effective Product Categorisation
3.Expanding the Search Universe
4.Forming the Best Titles
5.Image Optimisations

29. Sokrati’s FREE Feed Audit Tool
Know how your Product Feed stacks up...
Detailed Audit Report in 2 Easy Steps!
Simply go to: sokrati.com/audit

30. What’s Next?
Questions?
Your FREE Audit:
sokrati.com/audit
Google Goodies:
conversations@sokrati.com