How To Profit From Google Shopping
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How To Profit From Google Shopping
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How To Profit From Google Shopping
- 1. Profiting from Google Shopping How to Leverage Google Shopping (PLAs) to Maximize ROI
- 2. MICHAEL DURWIN DIRECTOR OF MARKETING mdurwin@exclusiveconcepts.com
- 3. MATTHEW UMBRO DIRECTOR PAID SEARCH Founder PPCChat mumbro@exclusiveconcepts.com
- 4. LOGAN DURANT GOOGLE SHOPPING SPECIALIST ldurant@exclusiveconcepts.com
- 5. • Helping ecommerce businesses since 1997 • INC 5000 since 2008 • Helping online stores achieve IR 500 status • AdWords Certified Partner
- 6. Agenda The Mental Model of Marketing Why Use PLAs Success Stories Setting Up PLAs Best Practices EC Services Q&A
- 7. Traditionally, We Followed a 3-step Mental Model of Marketing Stimulus First Moment Second Moment of Truth of Truth purchase in-store post- motivator experience purchase
- 8. However, the Mental Model of Marketing has Shifted Stimulus First Moment Second Moment of Truth of Truth purchase pre-purchase in-store post- motivator research experience purchase
- 9. E-commerce is growing 13% growth is $262 bill ion will be spent by expected for e- US web shoppers commerce in the by Christmas 2013 US alone Source: Forrester Research Inc., March 2013
- 10. Consumers are Hyper-Informed 78% of U.S. Internet users go online to search for information about products and services Source: "Online Product Research," Pew Research Center, 9/2010, Google Shopper Sciences, Zero Moment of Truth Study, 4/2011
- 11. Google Drives Many of these Searches France Russia US UK 34M+ 20M+ (43.3% Reach) 32M+ (70.1% Reach) 185M+ (81% Reach) Italy Japan (83% Reach) 23M+ 32M+ (85% Reach) (50 % Reach) Spain 19M+ (87% Reach) Mexico Germany India 40M+ (90% Reach) 36M+ 63M+ (78% Reach) (90% Reach) Brazil 40M+ (89% Reach) Source: Nielsen, August 2011 except for Russia: ComScore April 2011 % Reach = Number of Country Uniques / Total Online Audience in Country.
- 12. Google Shopping Value Proposition Connect people to the products and brands they love at the moment that they’re searching
- 13. Why Use Google Shopping?
- 14. Product Listing Ads Display a Product Title, Price, Image, and Merchant Name Google.com & Google Shopping Desktop, mobile & tablet Right Ads (8) Top Ads (5)
- 15. Google Shopping Traffic Is Increasing 1. Increased Traffic Since launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth in annual traffic due to advertiser adoption and product improvements +600% PLA Traffic traffic growth YoY globally Nov 2010 to Dec 2011
- 16. Why Use PLAs? 1. Better Click Through Rates (CTRs) Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs
- 17. Why Use PLAs? 2. Better Lead Quality and Conversion Rates Product Ads give users information (merchant, price and picture) before they click through, so searchers are better informed and more likely to complete a sale when they arrive on your site
- 18. Why Use PLAs? 3. Better Return on Investment Product Listing Ads are currently lower than text ad rates.
- 19. Why Use PLAs? 4. Easy Targeting Google automatically selects the most relevant products to show from your Merchant Center account when a searcher enters a related query
- 20. Why Use PLAs? 5. Increased Exposure Because both Product Ads formats can show at the same time, your exposure on given query can increase 2x or more
- 24. How To Set Up Google Shopping
- 25. Products Come from the Google Merchant Center Attributes in the feed Products
- 26. Create Your Product Ads Campaign in AdWords Step 1: Create a new Campaign by selecting “Search Network Only” and then select “Product Listing Ads” as the Campaign type
- 27. Specify Your Campaign Bidding Strategy & Budget Step 2: Specify your bidding strategy and set a budget
- 28. Link Your Merchant Center Account with AdWords Step 3: Associate your Merchant Center account w/ the campaign Note: This option will only appear after you connect your Merchant Center Account to AdWords
- 29. Target Your Product Ad Campaigns in AdWords Step 4: Product Feed Attributes
- 30. Set Up Promotional Messaging Step 5: Indicate a Promotional Message for your PLAs (i.e. Free Shipping)
- 31. Set Up Promotional Messaging Step 5: Indicate a Promotional Message for your PLAs (i.e. Free Shipping)
- 32. Best Practices
- 33. Optimize Your Data Quality The better your data quality, the better you can match your products to shoppers’ search queries Better data quality Adhere Submit high Submit all Mind your Update your to Google's quality required descriptions feed daily editorial images attributes and titles guidelines
- 34. Optimize Your Data Quality Better data quality Adhere Update Submit Submit Submit all Mind your to Google's your high quality high-quality required descriptions and titles editorial feed daily images attributes guidelines Minimum: 250 x 250 pixels Recommended: 400 x 400 pixels Recommend: square format Recommended Formats: JPG, PNG Accepted: Gifs, BMP & TIF
- 35. Optimize Your Data Quality Better data quality Adhere Update Submit Submit all Mind your to Google's your high quality required descriptions and titles editorial feed daily images attributes guidelines No promo text such as "Free shipping” in descriptions Do not use BLOCK CAPITALS Do not include a description of your store Recommended: unique content
- 36. Optimize Your Data Quality Better data quality Adhere Update Submit Submit all Mind your to Google's your high quality required descriptions and titles editorial feed daily images attributes guidelines 63 character limit for titles and 140 limit for descriptions Include important information upfront Mirror product information on the website Don’t use up characters with your brand name
- 37. Create an Ideal Campaign Structure Create a separate separate Plan your ideal Set up an “All Products” campaigns for PLAs campaign for PLAs campaign structure products target This allows different settings, budgets and 1 performance tracking for your PLAs
- 38. Create an Ideal Campaign Structure Create a separate Plan your ideal Set up an “All Products” campaign(s) for PLAs campaign structure products target 1 Are there groups of products on which you'd like to bid different? Do you have different promos for different products? 2 An Ad Group per product target allows for a unique promotion per product target
- 39. Create an Ideal Campaign Structure Create a separate Plan your ideal Set up an “All Products” campaign(s) for PLAs campaign structure products target Set this bid lower than the other targets to create a catch-all for 1 your entire inventory
- 40. Create Product Targets for Groups of Products Map your product targets to items with exactly matching attributes Product targets Product data feed Product Adwords product_type = mountain bikes Title Brand type labels brand = mcquinn mountain Spokes Fast Pacer low margin bikes condition = refurbished Augustyn high Mcquinn cruisers Rider margin adwords_grouping = summer mountain Vodoun Zanzi XL low margin adwords_labels = high margin bikes high all products Velo Prime Zion hybrids margin
- 41. Create Product Targets for Groups of Products Map your product targets to items with exactly matching attributes Product targets Product data feed Product Adwords product_type = mountain bikes Title Brand type labels brand = mcquinn mountain Spokes Fast Pacer low margin bikes condition = refurbished Augustyn high Mcquinn cruisers adwords_grouping = summer Rider margin mountain adwords_labels = high margin Vodoun Zanzi XL low margin bikes all products high Velo Prime Zion hybrids margin
- 42. Create Product Targets for Groups of Products Add an “All Products” product target to ensure that all your products are covered. Bid with the lowest price you're willing to pay for a click on any product. If a product matches more than one product target, it will run in the one with the highest bid. Product targets Product data feed Product Adwords product_type = mountain bikes Title Brand type labels brand = mcquinn mountain Spokes Fast Pacer low margin bikes condition = refurbished Augustyn high Mcquinn cruisers adwords_grouping = summer Rider margin mountain adwords_labels = high margin Vodoun Zanzi XL low margin bikes all products high Velo Prime Zion hybrids margin
- 43. Assign a Bid to Each Product Target Sample ad groups Product targets Max CPC bids mountain bikes product_type = mountain bikes $1.00 Mcquinn brand brand = mcquinn $2.00 all products all products $0.50
- 44. Reduce Irrelevant Traffic Perform a search query report to identify queries triggering your 1 product targets at the campaign level Set negative keywords to avoid your products showing for non 2 performing queries, at the campaign or ad group level
- 45. Google Shopping from EC
- 47. Get Started Today Sales@ExclusiveConcepts.com James Arredondo 781-362-5307
- 48. Q&A
Notas do Editor
- Matthew to lead
- Michael to leadIt used to be that you saw a TV ad, ran out of toothpaste or otherwise had a need or want to purchase. Then you’d go to the store where you’d learn a lot about the product in the store, and that’s why the first moment of truth became this point of inflection, an important moment to win.
- Michael to leadThe Internet has changed how we decide what to buy. Today we're all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping.At Google, they call this online decision-making moment the Zero Moment of Truth -- or simply ZMOT.
- Michael to leadThe web has become an essential part of daily life for billions of people around the world with over 2B web users and another billion people coming online by the end of 2015 (more than 40% of the world’s population)People of all ages, incomes, countries, etc. are online (In the US,4 out of 5 adults use the web everyday)People use the web to do practically anything - learn, connect, discover, work, shop, create, entertain, communicate, entertain, invent. In the US:90% of Internet users search70% shop and watch videos (>4B views on YouTube per day)60% bankingThese are moments that matter to people - when they use the Internet to make their lives better, every day.
- Michael to leadAll of this online activity is transforming how people learn things and make decisions. They are better informed than ever before in history.Consumers are learning more, from more sources, throughout the entire purchase process:the average consumer today uses about 10 different sources of information before making purchase decisions AND 4 out of 5 people go online for their research (84%)ImpactZMOT - a major shift in consumer behaviorProcter and Gamble first coined the term the “first moment of truth” - about when a customer first sees a product on a store shelfnow, customers are getting to know products and brands online, long before they see them in the the real worldthey are researching not just information about price and where to buy, but also learning about product knowledge, word of mouth, and brandthere is a new purchase funnel, and it’s not a funnel, it’s a continuous cycle. Be there: engage with people at the Zero Moment of Truth. If you wait, it’s too late.web is not just a channel to distribute your products or to engage customers looking for your brand. You need to shape and own the conversation from the “zero moment”. if you wait until someone is performing a price check while in the store, it’s too late. That person probably already knows more about the product than most of your sales associates. Listen: search is essentially like having access to a focus group of the world every dayyou can engage your customers as they are shaping their views on the category and alternatives.you can learn how they are seeking information and what they care about. Find emerging trends earlierAction Own category conversation as well as those already looking for your brand. Set up Google insights data as part of your management dashboard so you are following what consumers are thinking as you set your strategies, plans, products.
- Michael to lead
- Matthew to leadProduct Listing Ads are search ads that include richer product information – including product image, price, and merchant name – without requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Center account, Google may automatically show the most relevant products alongwith the associated image, price, and product name. PLAs can show either to the right of the PPC text ads or on top/below the PPC text ads.
- Matthew to lead+600% increase in traffic to advertisers YoY
- Matthew to lead2X the CTR of text adsin the same location for these shopping queries
- Matthew to lead
- Matthew to lead
- Matthew to lead
- Matthew to lead
- Matthew to lead
- Matthew to leadSkeptical client, we implemented Google Shopping and saw a 153% increase in revenue and a 1,000% return on ad spend in 3 months
- Matthew to leadOverall PPC program (including Google Shopping)June through November
- Logan to lead
- Logan to lead Before we can setup PLAs we need access to the product feed and be able to upload to Google Merchant Center. This product feed can be exported into Excel format and contains all of the relevant product attributes, including titles, descriptions, prices and more. The feed also contains auto targets, which AdWords uses to showcase your PLAs. Auto targets are similar to keywords in that they help Google determine which products to show for various queries. In the coming slides, we’ll discuss why it is imperative to have access to the feed and be able to make edits.
- Logan to lead- Wefirst want to create a separate campaign strictly for PLAs. Just like splitting up Search and Display Network campaigns, PLAs need their own campaigns. When creating this new campaign we select the option for Product Listing Ads.
- Logan to lead- We’ll then choose the option to manually bid for clicks. It’s important to note that PLA campaigns don’t contain keywords. In other words, we aren’t bidding on keywords, but rather the auto targets we discussed previously. In essence, you set a bid for specific categories of your feed.
- Logan to lead- You then need to associate your Merchant Center account with your AdWords account via the product extension. You are linking your AdWords account to Merchant Center in order to run these ads.
- Logan to lead- You then need to choose a product target. AdWords let’s you target groups of products based on various attributes within your product feed.
- Logan to lead- Finally, every auto target can have promotional text. For example, if all necklaces on your site are 20% off, you can add this message to your PLA. The message will not show initially, but if the user hovers over your ad, the promotion will show.
- Logan to lead- Finally, every auto target can have promotional text. For example, if all necklaces on your site are 20% off, you can add this message to your PLA. The message will not show initially, but if the user hovers over your ad, the promotion will show.
- Logan to leadNow, we’ll go over some best practices when creating and managing your product feed.
- Logan to lead- I tend to compare product feed tactics to SEO tactics. Just like SEO, the better optimized your site, or feed is, the more relevant the traffic.
- Logan to leadMake sure the image the user sees is high quality and entices him/her to click.- [ask Michael to go into detail about image formats]
- Logan to lead
- Logan to lead Special characters such as ampersands and quotation marks do not always display properly 63 character limit for titles; 140 for descriptions
- Logan to lead- You should always create a separate campaign for your PLAa, but depending how granular you’d like to get, you can create several themed PLA campaigns. Each campaign allows you to set appropriate bids and set appropriate budgets.
- Logan to lead- For example, each product type should receive a different ad group with the appropriate bid. You can also utilize AdWords specific attributes in your feed and then target directly within AdWords. For example, by tagging high margin products in your feed with the label “High Margin” you can target just these products.
- Logan to lead- Finally, you’ll want to create an “All Products” campaign or ad group as a catch all. You’ll bid significantly lower here so your classified auto targets have the “first crack” at being seen.
- Logan to lead
- Logan to lead
- Logan to lead
- Logan to lead
- Logan to lead- Here’s the fun part of PLAs, the search query reports! You can see exactly which queries triggered your PLAs and exclude as negative keywords just like in a regular text ad campaign. Just like text ad campaigns, you’ll want to exclude queries that are costing a lot and not converting. Interestingly enough, generic terms such as “necklaces” or “shoes” sometimes perform OK. In a text ad campaign these queries would probably be deemed too generic, however, in a PLA campaign, they are more specific as the image, price and description also have the potential to show. Additionally, with our shopping service we elevate your top products so generic queries trigger these higher performing items.