Google shopping - Clemmentijn Treinen - eFashion15

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Top Tips to make Shopping work for Fashion

Top Tips to make Google Shopping work for Fashion

Clemmentijn TreinenGoogle Shopping Lead, The Netherlands


Micro Moments...

http://www.youtube.com/watch?v=_agOmV4uihk

Google Confidential and Proprietary

What consumers

are searching

for

How to help them find you and

your products

Checklist for success

Google Shopping is our solution to deliver the right content to customers anytime, anywhere


foot traffic from 2010 – 2013

55%

2Xthe value of each

store visitfrom 2010 – 2013

Shoppertrak 2014 and Mastercard SpendPulse 2010 and 2013.


Local Shopping drives consumers to your store

http://www.youtube.com/watch?v=L62N0XOsmgU



What consumers

are searching

for


your products


The roots of retail ads come from your product catalog

Product Catalog

Product Listing Ads

Data quality is the key to success

Display Ads

Dynamic Remarketing

YouTube

Consumers are specific in what they want

What are possible search queries to try to find this specific boot?

It allows you to match values to consumers’ behavior

Consumers are specific in what they want

“Rain boots”

“Spotted yellow rain boots”

“Polka dot boots”

“Women’s rain boots”

There are many ways for consumers to discover your product

Figure out how the targeted audience is searching for products.

Example“Spotted boots” vs “polka dot boots”

Use Google Trends to determine shopper preference

Yellow Rain Boots$49.99Acme Boots

Women’s Polka Dot Rain Boot$49.99Acme Boots

Importance of data optimization

Highlight the attributes which make the products unique

Add sizes of items to the end of ‘title’

Indoor Running Shoes$49.99Acme Shoes

Indoor Running Shoes Size 9$49.99Acme Shoes

Also consider standard optimizations to ‘title’ for size

Test optimizations: add color to title

Add color to the end of beginning or end of ‘title’

Outdoor rain jacket

$129.99OutdoorStore

Outdoor rain jacket light grey$129.99OutdoorStore

Standard optimizations to ‘title’

The team crafted a hypothesis with an apparel client to add specific brands to the ‘title’ attribute

56%

increase in impressions per SKUTo

tal I

mpr

essi

ons

Time

ControlTest

Source: Channel Intelligence Internal Data

Test Optimizations: adding brand name to the title

Data Quality Best Practices

• Use human-friendly language throughout• Move important keywords shoppers are looking for to the front• Avoid all capitals, keyword-stuffing, promotional text• Mirror the product information on your website• Provide high quality images 800x800 pixels

Think more broadly about your goals when designing your campaign setup

Reflect your goals in your product feed

Custom label Definition Possible custom_label values

0 Season spring, summer, fall, winter

1 Promotion flash sale, clearance, merchant promo

2 Selling rate bestseller, low seller

3 Margin high margin, low margin

4 Holiday valentine’s day, mother’s day, father’s day, christmas

Create a retail calendar and plan ahead

Dates Occasion Promotion Products

02/07 - 02/20 Valentine’s Day Select products6 SKUs: 111, 222, 333, 444, 555, 666

05/01 - 05/10 Mother’s Day 15% off Brand X, Y, Z

07/10 - 07/21 Father’s Day Free Shipping Category: electronics

08/01 - 08/20 Back to School 20% off Product Type: backpacks

12-25 - 12/31After-Christmas

Reduced pricing on closeout inventory

1.5K products across multiple brands and product types

Focus on a Mobile First strategy

65%OF DECISIONS START

ON MOBILE & END SOMEWHERE ELSE


What consumers

are searching

for


your products



Your Checklist for Success with Google Shopping

1. Research consumer trends

2. Create a product data feed with excellent data quality

3. Advertise in the moments that matter

4. Optimize your (mobile) website

5. Measure and analyze success metrics

Business

Google shopping - Clemmentijn Treinen - eFashion15