Supercharging Google Shopping

•

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Google Shopping is the biggest opportunity in digital retail right now. Learn how to build, enhance and optimise your campaigns to supercharge performance. As presented by Chris Rowett at eCommerce Show North 2018 on 7th November 2018.

Supercharging
Google Shopping
eCommerce Show North 2018
by Chris Rowett

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Hello
2Introduction
PPC, SEO, Programmatic, PR & Paid Social.
Journey Further
Performance marketing agency delivering clarity at speed.
12 years’ experience managing seven-figure media
budgets for the world’s leading brands.
Chris Rowett
Performance Director at Journey Further

-eCommerce Show North
@JourneyFurther | #JourneyFurther
What we’ll cover
3
• Google Shopping in 2018
• Building your Shopping feed
• Campaign structure
• Optimisation
• Advanced technology
Introduction
Build, enhance & optimise

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Shopping Tab
4Context

-eCommerce Show North
@JourneyFurther | #JourneyFurther
‘All’
5Context
c

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Images
6Context

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Beyond search
7Context
Sponsored
Shopping Unit
Display Network YouTube Gmail

-eCommerce Show North
@JourneyFurther | #JourneyFurther
The opportunity for retailers
8Context
https://searchenginewatch.com/2018/03/26/why-google-shopping-is-dominating-retail-search-marketing/
Google Shopping ads are driving 82% of retail
search ad spend in the UK [2018]
Google Shopping impressions +75% YoY [2018]

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Comparison Shopping Services (CSS)
9CSS

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Comparison Shopping Services (CSS)
10CSS
Spend Match (cashback)
Bid Discount
20% bid decrease
€500 - €2,500 20%
€2,500 - €10,000 25%
€10,000+ 30%
Spend between Credit
5%

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Users can filter
13Build

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Don’t fear the feed
14Build
- Granular structure tailored towards
search behavior
- Product titles
- Product type
- Custom labels

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Employ a third-party
15Build

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Make changes on the fly
Supplemental feeds
18Enhance
• Amend Titles
• Add Keywords into Descriptions
• Merge Attributes
• Add Custom Dimensions

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Improve titles
19Enhance
Matching to high performing keywords

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Improve titles
20Enhance
Matching to high performing keywords

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Start sharing data
21Enhance
• 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

-eCommerce Show North
@JourneyFurther | #JourneyFurther
What sets you apart?
Differentiate your product
23Optimise
Colour
Thread Count
Material
Fit Type
Pattern
…

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Get relevant
24
• Capitalise on changing consumer search behaviour
• Add in seasonal search terms
• Add in sale messaging
• Play around with different terms
Optimise

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Conversion rate vs. click cost
Get nerdy
25Optimise
• Google Shopping is still significantly
data-driven
• Try to match what you’re paying to
the value of the click
• Don’t overlook the value of data
analysis
0%
5%
10%
15%
20%
25%
£0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 £7.00

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Looking at the product level
SKU analysis
26Optimise

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Google Shopping is a virtual shop window
The bigger picture
27Optimise

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Crunching big data
Advanced tech
29Advanced

-eCommerce Show North
@JourneyFurther | #JourneyFurther
Bidding at SKU level
Advanced structure
30Advanced
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

Thank you!
Get in touch
will@journeyfurther.com
+44 7970 381940

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The Forgotten Secret Weapon of Digital Marketing: Email Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email. Key Takeaways: Email has the best ROI of any digital tactic It can be used at any stage of the customer journey It is increasingly important as the cookie-less future gets closer and closer

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

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Supercharging Google Shopping

1. Supercharging Google Shopping eCommerce Show North 2018 by Chris Rowett

2. -eCommerce Show North @JourneyFurther | #JourneyFurther Hello 2Introduction PPC, SEO, Programmatic, PR & Paid Social. Journey Further Performance marketing agency delivering clarity at speed. 12 years’ experience managing seven-figure media budgets for the world’s leading brands. Chris Rowett Performance Director at Journey Further

3. -eCommerce Show North @JourneyFurther | #JourneyFurther What we’ll cover 3 • Google Shopping in 2018 • Building your Shopping feed • Campaign structure • Optimisation • Advanced technology Introduction Build, enhance & optimise

4. -eCommerce Show North @JourneyFurther | #JourneyFurther Shopping Tab 4Context

5. -eCommerce Show North @JourneyFurther | #JourneyFurther ‘All’ 5Context c

6. -eCommerce Show North @JourneyFurther | #JourneyFurther Images 6Context

7. -eCommerce Show North @JourneyFurther | #JourneyFurther Beyond search 7Context Sponsored Shopping Unit Display Network YouTube Gmail

8. -eCommerce Show North @JourneyFurther | #JourneyFurther The opportunity for retailers 8Context https://searchenginewatch.com/2018/03/26/why-google-shopping-is-dominating-retail-search-marketing/ Google Shopping ads are driving 82% of retail search ad spend in the UK [2018] Google Shopping impressions +75% YoY [2018]

9. -eCommerce Show North @JourneyFurther | #JourneyFurther Comparison Shopping Services (CSS) 9CSS

10. -eCommerce Show North @JourneyFurther | #JourneyFurther Comparison Shopping Services (CSS) 10CSS Spend Match (cashback) Bid Discount 20% bid decrease €500 - €2,500 20% €2,500 - €10,000 25% €10,000+ 30% Spend between Credit 5%

11. Build, Enhance & Optimise

12. Build

13. -eCommerce Show North @JourneyFurther | #JourneyFurther Users can filter 13Build

14. -eCommerce Show North @JourneyFurther | #JourneyFurther Don’t fear the feed 14Build - Granular structure tailored towards search behavior - Product titles - Product type - Custom labels

15. -eCommerce Show North @JourneyFurther | #JourneyFurther Employ a third-party 15Build

16. -eCommerce Show North @JourneyFurther | #JourneyFurther Gaining control of your Shopping campaigns Basic structure 16Build Other Non-Brand Keywords Top Keywords Brand Keywords Automated Script to add Negatives Add Brand Negatives High Priority Medium Priority Low Priority

17. Enhance

18. -eCommerce Show North @JourneyFurther | #JourneyFurther Make changes on the fly Supplemental feeds 18Enhance • Amend Titles • Add Keywords into Descriptions • Merge Attributes • Add Custom Dimensions

19. -eCommerce Show North @JourneyFurther | #JourneyFurther Improve titles 19Enhance Matching to high performing keywords

20. -eCommerce Show North @JourneyFurther | #JourneyFurther Improve titles 20Enhance Matching to high performing keywords

21. -eCommerce Show North @JourneyFurther | #JourneyFurther Start sharing data 21Enhance • 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

22. Optimise

23. -eCommerce Show North @JourneyFurther | #JourneyFurther What sets you apart? Differentiate your product 23Optimise Colour Thread Count Material Fit Type Pattern …

24. -eCommerce Show North @JourneyFurther | #JourneyFurther Get relevant 24 • Capitalise on changing consumer search behaviour • Add in seasonal search terms • Add in sale messaging • Play around with different terms Optimise

25. -eCommerce Show North @JourneyFurther | #JourneyFurther Conversion rate vs. click cost Get nerdy 25Optimise • Google Shopping is still significantly data-driven • Try to match what you’re paying to the value of the click • Don’t overlook the value of data analysis 0% 5% 10% 15% 20% 25% £0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 £7.00

26. -eCommerce Show North @JourneyFurther | #JourneyFurther Looking at the product level SKU analysis 26Optimise

27. -eCommerce Show North @JourneyFurther | #JourneyFurther Google Shopping is a virtual shop window The bigger picture 27Optimise

28. Advanced

29. -eCommerce Show North @JourneyFurther | #JourneyFurther Crunching big data Advanced tech 29Advanced

30. -eCommerce Show North @JourneyFurther | #JourneyFurther Bidding at SKU level Advanced structure 30Advanced 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

31. Thank you! Get in touch will@journeyfurther.com +44 7970 381940

Supercharging Google Shopping

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