This document summarizes a webinar about Google Shopping campaigns. It introduces the presenters from GoDataFeed and OperationROI and covers topics like the importance of data quality, the new campaign structure in Google Shopping, and different bidding strategies for Shopping campaigns including category/brand bidding, performance bidding, price-point bidding, margin bidding and seasonality bidding. Contact information is provided at the end for any additional questions.
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Google Shopping Campaigns - How to Drive Sales
1. Drive Sales with
Google Shopping Campaigns
Bidding
Strategies
The
Importance of
Data Quality
Why
Google
Shopping
Campaigns?
The New
Campaign
Structure
2. About the Presenters
Kieron Zabow
Director of Business Development
An ecommerce veteran with a
focus on ROI, Kieron has
specialized in all things retail,
digital and datafeed marketing
for more than a decade.
Greg Yevich
Co-Founder & Technology Director
A marketing professional with
more than 17 years experience
and expertise in a multitude of
areas of advertising and
marketing strategies.
GoDataFeed is a self service software (SaaS) focused on the
syndication, optimization and measurement of product feeds
to over 100 shopping destinations including marketplaces,
comparison shopping engines and affiliate networks.
OperationROI leverages a variety of online marketing
channels and strategies to help e-commerce websites
improve traffic, conversions and return-on-investment.
3. Webinar Agenda
Bidding
Strategies
Shopping Campaigns
Overview
Campaign
Structure
Data Feed
Quality
GoDataFeed & OperationROI Introduction
Google Shopping Campaigns Overview
Importance of Data Quality
Google Shopping Campaigns Structure
Top Bidding Strategies
Open Forum Q&A
4. The GoDataFeed Platform
Fast Stats
2000+ current clients served
10,000+ Product Feeds Delivered Daily
100+ Major Shopping Sites
All Major Marketplaces
About GoDataFeed
Founded 2007 in Fort Lauderdale, Florida
Top Rated CSE Vendor in Internet Retailer’s
2nd 500 List
Top-Notch Service & Easy Access
Flat Monthly Fee, No Contracts/Rev-Share
5. Trusted Feed Management Partner
Fully Managed Services
Shopping Feed Management
Search Engine Marketing
Affiliate Program Management
Ecommerce Consulting
Email Marketing
Analytics
About Operation ROI
Founded in 2010
In ecommerce since 1995
Full service ecommerce marketing
Surgical, ROI-focused strategies
Based in Fort Lauderdale
80 + Retailers
6. Why Google Shopping Campaigns?
Retail-Centric Management
Browse your inventory in Adwords
Create product groups
Promote sales by priority
Advanced Reporting
Segment performance by product attributes
Analyze item-level performance
Competitive Landscape Data
Benchmark data CTR, CPC
Impression share
Bid simulator
7. Google Shopping Growth Statistics
1+ Billion
Products on Google
Shopping 100
Billion
Searches Every
Month
23 Countries
15% Globally
New Searches
Each Day
200%
Increase in Google
Shopping Clicks
8. Google Shopping Growth Statistics
PLA to Shopping Campaigns Initial Month Improvement
Clicks – 62% Increase
Conversions – 28% Increase
Revenue – 240% Increase
ROI – 8.6 (goal is 4.5)
Clicks – 24% Increase
Conversions – 29% Increase
Revenue – 17% Increase
ROI – 18.3 (goal is 14.0)
PLA to Shopping Campaigns
Year-Over-Year Improvement
PLA to Shopping Campaigns
6-month (Mar - Aug) Year-Over-Year
August 2013 compared to August 2014 Mar-Aug 2013 compared to Mar-Aug 2014
Clicks – 54% Increase
Conversions – 26% Increase
Revenue – 17% Increase
ROI – 20.1
Clicks – 30% Increase
Conversions – 10% Increase
Revenue – 23% Increase
ROI – 18.6
9. Data Feed Quality
Fresh Data Complete Data Key Attributes
Unique Product
Identifier
Google Product
Category
Titles and
Descriptions
10. Keep Your Data Feed Fresh
Feeds should reflect any new price and availability changes
Provide Complete High Quality Data
Complete Data
Fresh Data
• Submit often
• Use Google’s Product Category
• Comply with the new feed requirements
• Key Datafeed Attributes
• Readable Titles & Descriptions
• Image Requirements & Recommendations
11. Key Data Feed Attributes
to Improve Performance
Unique Product Identifiers (UPI)
Media & Software - GTIN – UPC, EAN, JAN
Books - GTIN, ISBN
Apparel - (shoes, sunglasses, handbags, watches) – Brand + (GTIN or MPN)
Apparel - (other) – Brand
All others - at least 2 of GTIN, MPN and Brand
Exceptions - for non-existing UPI products, submit a “false” identifier_exists” attribute
Google Product Category
Highly recommended to use for all products; the more granular/specific, the better
for search results (i.e.) Apparel & Accessories > Jewelry > Rings
Required for Apparel & Accessories, Media and Software
Product type - we recommend using this if you have your own categorization
structure. It can include more than one value; make sure to include full string
(i.e.) Home & Garden > Kitchen & Dining > Kitchen Appliances > Refrigerators
12. Titles and Descriptions:
The Ad Copy
Title:
Title should name the physical item
Use relevant, compelling and user-friendly titles
Use Brand, Gender, Product, Color, Size to differentiate
150 character limit (25 – 70 recommended)
Ensure your image matches title
Keywords and keyword phrases help Google match products to
search (indexed)
Avoid: Promotional Text, Caps, keyword-stuffing
Description:
Description should concisely describe the physical item
5000 character limit (Google suggests 500-1000 )
Avoid promotional text, all caps or keyword-stuffing
Front Load important information
13. Key Data Feed Attributes
to Improve Performance
Accurate Pricing
Price & Sale Price – If on sale, populate the price field & differentiate it from ‘Sale Price’
Tax & Shipping are important for reflecting accurate costs; can be submitted via your
datafeed or through the Google Merchant Center settings
Mobile Links
Recommended for mobile-optimized sites
Check Google merchant center for page potential loading issues
Availability
New values include preorder, in stock and out of stock
Set availability to “out of stock” where quantity = 0
Product Variations
Required for Apparel & Accessories, Media and Software
For variations of same product, Google recommends submitting pre-selected URLs with
the clicked-on variant
14. Custom Labels
Google defines Custom Labels as “a new, structured way to tag your products in your data feed with attributes that
matter to you, such as ‘margin’ to separate your high- and low-margin products”
Custom Labels were designed mainly for
abstract groupings such as:
Best Sellers
High Margin
Low Margin
Price Level
Not a physical item
characteristic
Limit of 5 Custom Labels
Including performance metrics will
allow you to assign custom labels based
on a products performance
Use product attributes from your data
feed to organize your product groups:
Google Product Category
Product type
Brand
Condition
Item ID
Custom labels
15. Image Requirements & Recommendations
Image Quality Matters
Images are required
Submit large, high-resolution, full-size images (up to 4 MB)
800 pixels in height & width
Use solid white, gray or light-gray backgrounds
No placeholders (‘no image,’ watermark or logos)
Consider different product angles
Apparel & Accessories products must present images that
correspond to their different variations (i.e. color)
16. Google Shopping Campaign Structure
Product Groups
Product Groups
Custom Labels
Product Groups are a way to organize
your Google Merchant Center product
inventory in a Shopping campaign
within AdWords:
Google Category (Google provided)
Brand
Item ID
Condition
Product Type
Custom Labels (0-4)
17. Google Shopping Campaign Structure
Product Groups Custom Labels
Custom Labels can be used to indicate:
Seasonal Products
Gender
Clearance Items
Best performers
Bidding Groups
Custom Labels
19. Category / Brand Bidding
One of the most common practices when
starting out working with Product Groups
Campaign / Brand is segmenting by category or brand
Bidding
Since “brand” is an attribute in the Google
feed and is available with the product
groups selection, this may be a good place
to start
Google also provides basic categories that
are available for segmentation, so this also
may be a good place to start breaking apart
your campaigns.
Whichever you choose, you can always
segment further within each Product Group
20. Performance Based Bidding
Performance
Bidding
One of the nifty features of the new
shopping campaigns is “Campaign Priority
Setting” which allows you to have multiple
campaigns advertising the same products
Bidding by performance is also a common strategy
when working with Google Shopping Campaigns
Default the priority is set to “Low” for all
campaigns
Give “Medium” or “High” priority certain
campaigns to promote subdivided products
21. Price-Point Bidding
Why bid the same amount for product
offerings when product prices can vary
Price-Point greatly from $10 to $2000?
Bidding
Bidding tactics on the $10 products should vary
greatly from the $2000 products when trying to
maintain performance goals
Google does not provide any way to segment by
price
Take advantage of the custom labels and break your
products into price buckets that make sense for your
offerings via the data feed
22. Margin Based Bidding
Margin Based
Bidding
How do you manage product groups when your
products have a large spread in margins?
The strategy is almost identical to
bidding by price, but the Ad
Groups or Product Groups are
based on margin percentage and
not price
The challenge in setting up this
method is you will need to know
the margins for every product or
product category you offer
23. Seasonality Based Bidding
Commonly overlooked, bidding by seasonality
can actually make a big difference to ROI goals
Seasonality
Based Bidding
It’s very important to understand
the seasonality of products —
what products sell best and when
during the year. The setup of these
campaigns is similar to category
bidding, but segments the
products by season.
24. Open Forum: Question and Answer
We will do our best to get to your
questions.
If we happen to miss yours or you think
of a question after the webinar, please
jot down our contact information
below and we will be happy to answer.
Contact Information
1.866.340.6619
contact@godatafeed.com
150 Pine Island Rd.
Suite 530
Plantation, FL 33324
1.888.277.5429
accountservices@operationroi.com
2787 E. Oakland Park Blvd
Suite 201
Ft. Lauderdale, FL 33306
Notas do Editor
These are the benefits of Google Shopping Campaigns; it’s more retail-centric and allows merchants to split out categories as they would their digital storefront.
Merchants can also take advantage of segmenting performance by product attributes
GSC also lets you see Benchmark data such as CTR (Click Through Rates) and CPC (Cost-per-click) and recommends bids through their bid simulator
Relevant and accurate product information is important to shoppers
Data feeds provide product information to Google for a PLAs
The more information you provide, the better your ads will perform
Your data feed should be as up-to-date and comprehensive as possible
The more data you provide the better Google can index your products
Dup page with extra content
A common and very practical way to setup your initial campaigns, is to mirror the category structure of your online store. It’s best to spend time planning out the structure prior to building out the campaigns.
Custom Labels allow you to further target and subdivide your Product Groups by using additional values of your choosing from your feed.
And remember, GoDataFeed makes it easy to setup Custom Labels based on price point within your data feed.
Before you launch, it’s best to review your products and think about how best to categorize for bidding purposes. Review historical analytics to help determine appropriate bids based on the structure of your shopping campaigns. Don’t forget to take advantage of the Custom Labels, which will give you the ability to add your own segmentation choices to your feed.
EXAMPLE: For an apparel merchant, we chose Apparel as the top-level category, then we broke it down by brand, then down to the product level. Product groups were implemented so the brands that typically sold better, had higher bids than some of the less popular brands.
EXAMPLE: The example to the right, the main categories are all set to “Medium” priority. The “Top Performers” group, which is set to “High” priority, focuses on products that have continually sold well and had a solid ROI.
EXAMPLE: For a jewelry website we chose to segment into price buckets and then bid accordingly. The $30- $99 bucket has a max. CPC of $0.90, while the $5000 & Up group’s max. CPC is set to $8.00. This bidding strategy allows us to maintain the necessary ROI goals set forth by the client.
EXAMPLE: A client had margins from 10% to 70%. We used the clients various margins, and setup Ad Groups based on the potential revenue made when the individual products sold. As you will see, the lowest margin group was not performing, so it was paused.
A sporting goods store will want to focus on ski gear and winter apparel in the fall and winter months, and when the spring and summer months roll around, focus on the wet suits and water skis.
One important reason to segment in this manner, is we can still show the products during their off-seasons, however by decreasing the bids significantly, you can keep the overall ROI in check
EXAMPLE: A skiing merchant loves this as he gets a handful of ski sales every summer for his clients who travel to the southern hemisphere for skiing in the Summer months, as well as seasonal clearance and the ROI is huge!