Join Brian Smith and Ryan Douglas of SingleFeed along with John Thornton, Ryan Gibson and Matt Mierzejewski of Rimm-Kaufman Group to hear how to make the most of your Google Merchant Center and Google AdWords accounts. Learn about AdWords Extension/Plus Box ads, improving your data feed quality and customizing ads to improve click through and conversion rates. In this webinar we will cover: - Connecting your Merchant Center & AdWords accounts - Why you need a Google Merchant Center account - Creating AdWords Extension/Plus Box ads - Optimizing & tracking your Extension/Plus Box ads

1. Connecting Google Merchant Center with Google AdWords SingleFeed: Brian Smith & Ryan Douglas Rimm-Kaufman Group: Matthew Mierzejewski & John Thornton

3. Google eCommerce – Importance of the Data Feed

4. Google Merchant Center Basics

5. Google Product Ads – The Google Merchant Center perspective

6. Brief introduction to The Rimm-Kaufman Group

7. Google Product Ads – The Google AdWords perspective (RKG)

8. Q&A with SingleFeed & RKGWWW.SINGLEFEED.COM

9. Who is SingleFeed? We’re Shopping Engine Experts

11. LoveYourFeed.com Blog October 2006

12. SingleFeed launched February 2007

13. VC backed – True Ventures, KPG Ventures

14. Hundreds of merchants

15. Focus on SMBs ($500K+ in yearly online revenue)

16. www.GoogleCommerceGuide.com launched June 2010

17. Facebook App – see FacebookMerchant.com

18. Lots of experience

19. First account manager @ Become

20. Years of internet marketing work – SEO, PPC, Affiliate Programs, etc.

21. Analyst for the industry, frequent speaker at industry events

22. Google Merchant Center PartnerWWW.SINGLEFEED.COM

24. $100 - $600/mo.

25. For stores over $250K in total online revenue

26. Managed Services

27. $2000/mo minimum

28. For stores over $50K/mo in shopping engine revenue

29. SingleFeed acts as agency, handling bidding, SKU suppression, attribute optimizationWWW.SINGLEFEED.COM

30. Google Commerce BoA/ML Report Google Product Search is the #1 Shopping Engine Google uses Product Search data feeds to help funnel merchant data to higher value ad formats A structured data feed provides Google with a unified mechanism to syndicate eCommerce data (images, description, price) to a variety of Google products Product Ads (Listings, Extensions)  drive up CPC, CTR Google Checkout allows for insight into conversion data which can be used to optimize search results New Blog: www.GoogleCommerceGuide.com WWW.SINGLEFEED.COM

31. Google Merchant Center Data Feed WWW.SINGLEFEED.COM

32. How to Succeed on Google Shopping? SingleFeed - We’re Shopping Engine Experts

34. Include Big, high quality images

35. Rel=canonical

36. Go above and beyond the basicsWWW.SINGLEFEED.COM

37. Tax and Shipping WWW.SINGLEFEED.COM

39. No thumbnails

40. No logos/watermarks

41. Do not include ‘image not available’WWW.SINGLEFEED.COM

43. Best practices for Google Merchant Center

44. Future requirement?

45. Google Reviews

46. Maybe others…WWW.SINGLEFEED.COM

48. 7 recommended fields (Unique Identifiers!)

49. UPCs, MPNs, ISBNs, Model Numbers

50. 16 optional fields (Color, Size)

51. …and an infinite amount of custom fields

52. LoveYourFeed.com for more tips & advice!WWW.SINGLEFEED.COM

53. Hooking up Google Merchant Center with Google AdWords Product Ads – Listings & Extensions

54. Google Shopping/Google Product Search WWW.SINGLEFEED.COM

55. WWW.SINGLEFEED.COM

56. Product Ads #1 Product Listing Ads Currently CPA based Currently Run through Google Affiliate Network (GAN) This will change soon Current attributes: GoogleAffiliateNetworkProductURL GoogleAffiliateNetworkCategoryID GoogleAffiliateNetworkPublish WWW.SINGLEFEED.COM

57. Product Ads #2 Product Extension Ads Currently CPC based Run through AdWords Attributes – These will change adwords_queryparam adwords_prefer_for_query adwords_redirect adwords_publish adwords_grouping WWW.SINGLEFEED.COM

59. How to use the GMC Data Feed WWW.SINGLEFEED.COM Product Listing attributes act just like any other GMC attribute Check with AdWords rep if you have one adwords_queryparam can take multiple parameters adwords_publish and adwords_grouping give you more control over listings – Google is attempting to make Product Ads easier to manage.

60. About RKG Founded in 2003 Full Service Paid Search Management, New in 2010 -- Attribution Management and Display Advertising RKG listed in the Inc 500 in 2008  Just missed it in 2009, ranked 535 The RKG Blog is ranked in the Ad Age 150 Working with over 150 clients

61. Google Product Extensions Agenda Available AdWords Tracking Columns Linking AdWords & Merchant Center AdWords Reporting Options Industry & RKG Statistics Facts & Recommendations

62. Product Extensions – Ad Extensions  Before After

63. Many Ad Extensions Available Many New AdWords Ad Extensions Available http://www.google.com/ads/innovations/extensions.html

64. AdWords Tracking Columns for Merchant Center Feed adwords_queryparam: use kw={keyword} or aid=12345 ex- http://example.com/offer26?q=5&kw=digital+cameras&aid=12345 adwords_prefer_for_query: Gives the advertiser the ability to specify key, user queries, and designate particular items as preferred for that query. *Note that you can submit more than one keyword for each item adwords_publish: This is a boolean attribute (yes/no) that will allow Merchants to opt out specific products from Product Extensions. adwords_redirect: Gives the advertiser the ability to specify a unique URL for AdWords Plusbox use only

65. Linking Merchant Center Data to AdWords Merchant Center login needs access to AdWords account (listed in My Account > Account Access) Select Campaign Settings and look for Ad Extension settings > Products Select ‘Edit’ Option

66. Linking Merchant Center Data to AdWords Successful Linking! Repeat process for each Campaign you would like to include Takes roughly 24 hours to relay to Sponsored Listings

67. AdWords Product Extension Reporting Reporting available in AdWords Interface (Dedicated Tab)

68. AdWords Product Extension Reporting Reporting also available in AdWords Reporting Center

69. AdWords Product Extension Reporting Various metrics available for review Plusbox Show Rate will reveal keywords that should receive extra attention

70. Google Reported Statistics Overall interaction with this ad format is about 5% Headline CTR tends to be about 4.5% While, expansion rates are about 0.5% These ads tend to deliver an 8% lift in CTR vs. non-product extension enabled text ads running against the same queries

72. 61% for top 50 keywords

73. 44% for rest

74. Expansion Rates (click on Plusbox)

75. 0.1%

76. Offer Click Rate (click-through on product after expansion)

77. 10%

78. Changes in Overall ad CTR vs. Control (headline or offer click)

79. +11% Overall

80. +28% for top 50 keywords

81. - 10% for rest!

83. Facts & Recommendations Track Product Extensions separately from Google Shopping Utilize adwords_redirect column and create a unique destination url Clicks on Product Extension Offers will be charged to the AdWords keyword that delivered the ad Make sure you are assigning credit for Product Extensions orders to that same AdWords keyword Plusbox Expansions incur no costs Clicks on Offers incur normal CPC charge for AdWords keyword Clicks on more than one Offer incur only one-click charge Consider testing all relevant ad extensions Local, Sitelinks, Seller Ratings Owning more “real-estate” captures attention & increases CTR

84. Question & Answer WWW.SINGLEFEED.COM

85. Contact Us SingleFeed Brian Smith - brian@singlefeed.com Ryan Douglas - ryan@singlefeed.com Call us directly: 800-705-8852 x2 Rimm-Kaufman Group Matthew Mierzejewski - matthew@rimmkaufman.com John Thornton - johnt@rimmkaufman.com Ryan Gibson – ryan@rimmkaufman.com Call us directly: 434-978-4300 WWW.SINGLEFEED.COM

86. Conclusion Visit our blogs to view the webinar recording www.singlefeed.com/blog www.loveyourfeed.com www.comparisonengines.com www.rimmkaufman.com/rkgblog/ Twitter: @singlefeed WWW.SINGLEFEED.COM