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Optimize Google Shopping for Better Holiday ROI Webinar! This is a part II of our Google Shopping webinar we conducted back in May.
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Google Confidential and Proprietary Google Confidential and Proprietary
Today’s Webinar: Optimizing
Google Shopping
for
Better Holiday ROI
Google Confidential and Proprietary Google Confidential and Proprietary
Today’s Agenda
Holiday Highlights 2012
2013: Insights for Succeeding
Supercharge your Strategies
Preparing Your Mobile Strategy
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Today’s Presenters
Bickey Russell
Head of Agency Sales
Dice Nakamura
eCommerce Specialist
Vertical Nerve
Bobbie Englert
Agency Account Strategist
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About Vertical Nerve – Search Marketing
– Analytics Consulting
A few of our clients:
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The PLA Success Plan – Part I
Primary Reasons on Building Product Specific PLAs Bid Intelligently Based On Margin & Price Point
Negative Keyword Strategies Applied To Specific Products
Ability To Build Promotional Text On Various Price Points & Subset of Categories
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2012: Holiday Highlights A look back at key moments
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82% of consumers said
online influenced which
stores they chose to
visit
32% of consumers finished
holiday shopping
after Christmas
Sources: Google & Ipsos/OTX Post-Holiday Shopping Study
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+14% Total eCommerce
Sales: $42.3B
Total Retail Sales:
$579.8B (+3%)
$1.5B Cyber Monday:
Heaviest online
shopping day for 3rd
consecutive year
Source:
1. NRF: http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1500
2. comScore:
http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion
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2013: Insights for Succeeding What we expect this year
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Holiday 2013:
4 Insights to Succeed
Harder Fight for Dollars: Best practices in an increasingly competitive space
Mobile is Not Optional: Without a mobile strategy, you risk not being part of the consideration set.
More to Win:
Consumers are expected
to increase online and offline spending
Supercharge Your Strategies:
Maximize your holiday opportunity and increase ROI
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2013: More to Win
Google Confidential and Proprietary Google Confidential and Proprietary Source: 1: NRF Estimated 2013 Growth Rate: “NRF Forecasts 3.4% Increase in Retail Sales for 2013. Jan. 2013;
2: Expected eCommerce % of TTL Sales is derived from last 6 years of eCommerce spend/growth data from comScore’s spend
database; NRF forecasts between 9-12% online sales growth in 2013 as well.
Expected eCommerce
% of Total Sales
Total Expected
Holiday Sales
$599B
8%
+3.4%1 Y/Y
+11% Y/Y
Based on such trends, expect growth to continue during Holiday 2013
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Key dates are going to drive Holiday success
Key Online Shopping Days During Holiday
$1 Billion
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2013: Harder Fight for Dollars
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Why did these retailers win & what can you do to compete?
1 Localization
2 Language expansion
3 4
Shipping Solutions
Omnichannel
Presence
Scaleably geo-target your
audience to maximize ROI
Reach additional users through
additional languages
Determine how you will compete
on shipping & returns
Align your messaging for a
seamless user experience
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Estimated US Top Online & In-Store Spending Days - Holiday 2013 Mon Tue Wed Thu Fri Sat Sun
Nov 25 26 27 28 29 30 Dec 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
Christmas
T-Giving &
Hanukkah
Black
Friday
Green Mon
Free Ship.
Cyber Mon
4) Omni Channel Strategies Think about the timing of your omni-channel approach. Based on historical
trends, the following are estimated 2013 top spending days for online & retail:
Source: MasterCard SpendingPulse.
Top In-Store Spending Days
Top Online Spending Days
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Supercharge your Strategies
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PLA Usage continues to rise
Source: Google Internal Data (Industries Included = Winter Sports, BMX & Mtn Biking, Skateboarding , Camping,. July 2013;
Client X’s Account Data. July 2013.
PLAs were introduced in Holiday 2012; adoption has not slowed and is
expected to increase significantly for Holiday 2013
Apparel Industry PLA Clicks as % of
Total
Nov 2011 3%
Dec 2011 4%
Jan 2012 4%
Feb 2012 4%
Mar 2012 4%
Apr 2012 5%
May 2012 6%
Jun 2012 6%
Jul 2012 7%
Aug 2012 8%
Sep 2012 11%
Oct 2012 13%
Nov 2012 12%
Dec 2012 14%
Jan 2013 15%
Feb 2013 14%
Mar 2013 15%
Apr 2013 15%
May 2013 16%
Jun 2013 17%
Click Traffic Coming from Product Listing Ads – Apparel Industry
holiday
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A look at why
profitability is
important
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$50
$25
-$25
-$75
-$100
-$50
$0
Profit/Customer
Profit/Day
max CPC
Profit
What is a Profit Curve?
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$800
$600
$400
$200
$0
Profit Potential (with budget caps)
Total Profit Potential
(without budget caps)
Max
CPC
Profit
Budgets and Bids
Optimize your campaign budget by uncapping your profit potential
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Optimization best practices: Bidding
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Before you begin to optimize your campaign,
Check the basics
• PLAs are in their own campaign, not mixed in with other ad formats
• Your targeting includes all of your products, i.e. no filters used under
"product extensions”
• Only 1 All products target for every linked Merchant Center account
• Your All products target is enabled
• Your All products target has the lowest bid of all product targets
• Only 1 product target per ad group
• All product targets receive 1+ impression every 14 days
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Optimize your Bids
Test to Get to the Peak, Scale for Maximum Profit
$800
$600
$400
$200
Profit Curve (with budget)
Total Profit Potential
(without budget)
max CPC
Profit
$0
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• Identify your “best” products (e.g. best margins, best selling, best return on ad spend)
• Get granular in targeting and more aggressive in bidding for your “best” products
• Prioritize your product inventory through bids
• Think of your All products target as a "catch all" for low ROAS products
ID bidding
Top performers
High value segments
Category level bidding
All products - low ROAS catch all
Budgets and Bids
Bids
# of
products
Use the triangle model to create a bidding hierarchy with your targets
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Optimization best practices: Account structure
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Search Query Report
• Use Search Query Report to understand user demand
• Identify patterns in similar search queries:
o Good CTRs
o Strong conversion rates
o High total cost
• Create new product targets for top searched or converting produces
Past month top queries:
shimano 105s
shimano gears
105 gear system
mountain bike parts
womens bike shorts
product_type=Gears
and brand=Shimano
$2.50
Example: Acme Bikes
All products
$0.50
All products
$0.50
Account Structure
Analyze what users are searching for with your Search Query Report
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Account Structure
Segment the products that are most important to the business
Top Performers
• Best sellers
• Highest margins / return on investment (ROI)
• Top return on ad spend (ROAS)
Additional Segments
• Brands
• Seasonality
• Retail promotions
• Product launches
• Awareness
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Segment Example Products ROI Ad Group Product Target
Professional Bikes
Tour de France Pro Bike
BMC Road Racer $500 Pro Bikes
product_type=
Bicycles > Profession
Tour de France Pro Bike $450 Pro Bikes - BS ID=1234
Cruiser bikes
Schwinn
Acme
Fuji
$125 Cruiser Bikes product_type=
Bicycles > Cruisers
Schwinn $125 Cruiser Bikes - BS ID=5678
Account Structure
Break out your best sellers within each segment
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Account Structure
Break out your best sellers within each segment
Segment Example Products ROI Ad Group Product Target
Professional Bikes
Tour de France Pro Bike
BMC Road Racer $500 Pro Bikes
product_type=
Bicycles > Profession
Tour de France Pro Bike $450 Pro Bikes - BS ID=1234
Cruiser bikes
Schwinn
Acme
Fuji
$125 Cruiser Bikes product_type=
Bicycles > Cruisers
Schwinn $125 Cruiser Bikes - BS ID=5678
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Text Ads
• Product Specific Queries
• Brand Terms
• Category Level Terms
• Retail Interest Queries
• Events, Promotions
• Seasonal Queries
• Cross-selling
• Customer Engagement
PLA
• Product Specific Queries
• Tail terms
• Local markdown inventory
Develop a comprehensive search strategy for text ads and
Product Listing Ads together
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Data Feed Quality:
Reduce feed mishaps and disapprovals
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• Relevant and accurate product information is important to shoppers
• Information in feed should be up-to-date and comprehensive
• The more, the merrier
Keep data
feed fresh
Provide clean
product info
Optimize
attributes
Make images
glamour shots
Check Feed
Summary &
Data Quality
Submit high quality data feeds
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Plan ahead and be prepared
Feed Updates
• Minimize the time that your data is being processed.
• If prices, sales and availability frequently change, submit your feed 3x a day (early
in the morning, at noon, and late afternoon and in the evening).
• The maximum feed updates per day is 4. If your products change very frequently
(more than 4x per day), you need to use the Content API for Shopping.
Shipping Promotions
• For free shipping, set flat-rate shipping to $0 in Taxes and Shipping tab.
• Be specific about accurate delivery speeds as it gets closer to holiday.
Item Quotas
• Request an item limit quota increase if your inventory will increase significantly.
• Not all requests will be granted.
• It may take several weeks depending on the size of the increase.
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Avoid the common pitfalls
• Missing shipping information
• Missing tax information
• URLs do not belong to your website
• Unknown “google product category” value
Common Data Feed Errors
Common Data Quality Errors
• Invalid/missing unique product identifiers
• Mismatched prices and availability
• Broken image URLs
• Unable to crawl product page to verify product information
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Be thoughtful with your data feed Make your product information relevant and user-friendly so your customers
know exactly what they’re getting. Be accurate about availability and shipping.
Prepare your data feed for your promotions Identify what feed attributes to use for items on sale and where to input free
shipping.
Don’t drop the ball and miss the holidays Avoid common data feed and data quality errors and know how to fix the
disapprovals. Account a few hours for data feed processing and approvals.
Feed Preparation Takeaways
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Build a seamless
mobile and local shopping experience:
Mobile Best Practices
Google Confidential and Proprietary Google Confidential and Proprietary Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. “Why did you conduct this search”
51% more likely to make a
purchase
When people use mobile
search to make a decision,
they are
Use mobile PLAs to target
shoppers on the go
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Drive in-store traffic Use location bid adjustments and local availability for Product Listing Ads to
drive in-store shoppers.
Optimize for the constantly connected consumer Find the right mobile bid adjustments and use cross-device conversion tracking
to capture mobile users.
Include your mobile site in your data feed Ensure your feed accurately reflects your mobile site. Specify your mobile URL
with ‘adwords redirect’ attribute.
Mobile / Local Takeaways
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Top recommendations for retailers
OPTIMIZE bidding and account structure
BUILD a seamless mobile and local shopping experience
REDUCE your feed mishaps and disapprovals
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Product Field Before
Brand Guess
Description N/A
Keywords N/A
We optimize your catalog data
We properly categorize your products
We easily add, replace or remove information from any field in your catalog
Note: Categorization of your products
is important, since this should give
your products better placements
Data Manipulation Capabilities
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Global Category Feature
Convert original
category value
to Google’s
taxonomy
values!
Original Value
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Optimizing Product Titles
Aggregate dynamic
manufacturer, product
name, color and model
numbers to optimize the
product title values
Original value
Optimized value
that we send to
Google Shopping
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Removing All Caps
Mixed case
conversion
Original value
Optimized value
being sent to
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Product-Specific Control: PLA Account Structure
Use product selector to choose subset of SKUs by account structure
Business rules – When do you want product ads to show (e.g. in-stock, low
inventory, high inventory)?
Bid Management – Which product groups share performance based metrics?
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Client: IR1000 Outdoor Goods Company
Case Study Term: July 2012 – December 2012
Outdoor Goods
35,000 + Products
Before Product -
specific
Strategies
Initial Improvement
Month 1
Sustainable ROI:
Month 2 - 5
Revenue Increase - +431% +2,497%
Return on Ad Spend
(ROAS): For every dollar in
ad cost, how many are made
into revenue?
3.2 8.2 (+156%) 15.575 (+387%)
Revenue per Ad
Impression $0.103 $0.160 (+54%) $0.395 (+282%)
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Next Steps
• Call us for a free Google Shopping audit
• Schedule a product demo with sales
Contact: sales@verticalnerve.com
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Q&A
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