Thursday, November 10, 2016 1:00 EST (10:00 PST)
Speakers:Kirk Williams, Owner, ZATO MarketingAndreas Reiffen, CEO, Crealytics
It’s Not Too Late! Maximize Your Google Shopping in Time
for the Holidays
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Kirk WilliamsOwner (and minion), ZATO Marketing@PPCKirk
Andreas ReiffenCEO, Crealytics@AndreasReiffen
Today’s Presenters
Topics, we’ll cover today …
Google Shopping: Why you should care…
How to segment Google Shopping campaigns to capture high quality shoppers
Speak your customers’ language and write more compelling product titles
Why you can’t win in Google Shopping when you fail in pricing
What image testing could add to your Google Shopping campaigns
My entire screen on a 13” Macbook
Crealytics: Shopping = 56% Spend Share
Merkle: Shopping = 46% Click Share
hot snot, look at that
trend!https://www.merkleinc.com/thought-leadership/digital-marketing-report
A look at the future of Ecom SERPs
But how is Shopping growing like this?
For starters, people just like clicking them.
PriceImageInfo
Words!Reading!
Work!Abort,Abort,Abort!
Pictures!Prices!Data!Buy,Buy,Buy!
Andy Taylor
NOT HIM
http://searchengineland.com/google-shopping-ads-so-hot-right-now-the-meteoric-rise-of-plas-248055
Andy Taylor
NOT HIM
http://searchengineland.com/google-shopping-ads-so-hot-right-now-the-meteoric-rise-of-plas-248055
Andy Taylor
(him!)
http://searchengineland.com/google-shopping-ads-so-hot-right-now-the-meteoric-rise-of-plas-248055
July 2015 Micro-Moments in Shopping (i.e., mobile)
August-ish 2015 BIG retailers showing more PLAs
September 2015 YouTube Shopping Ads (Search Partners)
September 2015 YouTube Shopping Ads (Search Partners)
September 2015 Massively Large Shopping Ads on Mobile
December 2015 Shopping Ads in Image Search
“Heck, what else can we monetize?”
- Google Boardroom
Convo
March 2016 PLA Imp Up 174% YOY
http://searchengineland.com/google-shopping-ads-so-hot-right-now-the-meteoric-rise-of-plas-248055
But also, Google has invested heavily in Shopping changes
April 2016, New GMC Feed Rules
May 2016, GTINs Required
Keeping up with the Joneses Amazon.
July 2016, Showcase Shopping Ads
August 2016, YUUUGE GMC Overhaul
Finally... PLA placement matters!
Shopping in its infancy
circa 2013
PLA placement matters
Shopping as 2016 ends
and a variant...
PLA placement matters
So, whatever you may think about SERPs...
33
Google Shopping campaign segmentation
34
Different intents disrupt bidding by product
[designer + product name]
[designer + category]
2.5x
1.4x
base CR
[category]
Typical differentials:
[nike + mercurial]
[shoes] [nike + shoes]
Example:
$1.00
A
B
Nike Mercurial Superfly
Soccer Shoes
Different intents, but identical product bid Compare conversion rates by specificity
35
A
B
Nike Mercurial Superfly
Soccer Shoes
Designer queries
Genericqueries
$2.50
$0.45
Bid higher for the best performing queries
Segment your shopping campaigns by specificity of search queries.
Use campaign priorities and negatives to allocate traffic.
Bid higher for your best queries.
Segment traffic by designers vs generics How to game AdWords
36
Semantic segmentation drives performanceWe kept sales stable and decreased CPO by 27%
14.0
10.4
8.410.2
8.17.3
Week 1 Week 2 Week 3
-27%testcontrol Segmentation allows us to
set bids beyond product averages.
Queries with a high conversion probability get more exposure.
We save money on low quality queries.
CPO ($) on campaigns split up by specificity vs normal Explanation
37
Use negatives to segment your campaigns and to control where search queries are assigned to
Generics
Designers
Designer + Product name
high
medium
low
Designer namesProduct names
Product names
n/a
Campaigns NegativesPriorities
38
Campaign priority itself has no impactPriorities allow you to direct traffic to specific campaigns
We scheduled campaigns to run intermittently throughout the day.
Only a single campaign was running.
We set different priorities.
101.4%99.8%100.0%
Medium LowHigh
Clicks
Traffic per campaign setting Test method
39
Impressions (in k) before / after Key insights
CPCs are difficult to control and vary without segmentation
bid = 1.50
5.4
4.3
0.7
2.1
0.60.4
bid = 0.50
1.3
generic terms designer terms designer only term CPC
0.220.09
0.40
0.85
0.63
0.25
We tested a designer-only term which is stable in impressions.
CPC for the same queries increased by +186%.
Spike in generic queries affects traffic quality and ROI.
40
Outcome of raising bids depends on where bid is positioned on the Google Shopping S-curve
Budgetbidding
Designer-only term
Generics term
+17%CPC +286%Imps
+320%Imps+213%CPC
Shopping query elasticity CPC and imps change
41
Key take-aways
Segment your Shopping Campaigns by specificity of search queries to get much
better results.
For the most effective bid management try to identify the tipping point by starting with the highest bid you are
willing to afford and then decrease your bids
gradually.
Constantly monitor CPCs and search query
impressions to find out where the cliff is.
Segment by specificity Constant monitoringS-curve bidding
42
Product title optimization
43
Optimizing product titles by including top-performing search queries
Do search query impressions related toparty dresses increase?
Lipsy Lace Panel Body-Conscious Dress – Navy
Title after
Title before
Party Dresses Navy Blue Lipsy Lace Panel Body-
Conscious
44
Party dresses query volume increased
18,552
18,115
4,023
title changed
18,971
419
original
22,138
on other products on product
Party dresses query volume before and after title change Key insights
Title modification allows you to direct traffic to specific products.
Adding search queries to titles improves the overall traffic.
45
Specifics about the Google algorithm to keep in mind for title modification
The first words SynonymsThe word order
Words at the beginning of a title are considered more important
If people search for ‘green shoes,’ your title should ideally contain these two words in the same order (instead of ‘shoes green’)
If a dress could be called ‘party dress’ or ‘evening dress,’ make sure that you don’t use the same term across this product category.
46
Speak your customers‘ language and make your titles similar to what they search
ProductDynamic title
inspired by real search queriesRule-based title
<brand> <category> <color>
Columbia Down Jacket Black …
Columbia Down Jacket Dusty Purple …
Black Down Coat Columbia …
Columbia Jacket – Purple, Down, Feather Fill …
columbia jacket
47
We use thousands of data points from different sources to come up with the optimal title
Optimized product titles
Data source OutcomeUsed data
AdWords AccountsSearch query performance
Product performance
Merchant CenterProduct details(produdct ID, brand, title, taxonomy, color, size, gender, price, URLs, ...)
Semantic Database(or a human brain)
Similarity of attributes(brands, categories, colors, gender, material)
48
The result including performance uplift are displayed in the camato user interface
49
Identify important keywords which are missing completely in product titles
1-grams
women (1,618,221)
mens (1,415,367)
outerwear (68,645)
ugly (1,415,367)
gifts (34,851)
pregnancy (23,035)
hoodies (21,959)
onesies (21,876)
sale (19,899)
discount (16,458)
dressy (13,454)
3-grams2-grams
Manually add the n-grams to the right products
Shown data are impressions (last 30 days)
jewelry shoes (708,111)
women dresses (690,700)
athletic shoes (415,769)
women's sneakers (218,281)
maternity clothes (34,851)
timberland boots (171,002)
mens clothing (129,003)
women jeans (79,965)
camel coat (46,703)
party dresses (41,059)
second hand (684)
masquerade ball gowns (149,619)
plus size clothing (130,983)
thigh high boots (93,429)
wedding guest dresses (34,119)
overalls for men (32,109)
casual white dresses (28,235)
plus size lingerie (27,739)
white maternity dress (27,240)
lace up flats (24,606)
used evening gowns (458)
cheap shoes for (284)
50
Google Shopping & competitive pricing
51
Impressions and clicks in Google Shopping are often very sensitive to price changes
0
20
40
60
80
100
120
0510152025303540455055
+5%
Price in $ ClicksProduct price Clicks
Time in days
Clicks drop off after product price increase Chart Info
Google product category: Apparel & Accessories > Shoes > Sneakers
Brand:
5% price increase coincides with a 60% decrease in clicks
52
We compared cheap vs. expensive products and used a test setup to guarantee meaningful results
We compared:
• cheap products (below avg. price)
• with expensive products (above avg. price)
• At least six competitors
• Available at all times
• Similar products (all sneakers)
• Products were excluded from normal shopping activity
• Results were not influenced by regular bidding activities
Setup TestCriteria
53
For all products we often see S-shaped curves, but cheap products generate traffic much earlier
0
500
1,000
1,500
2,000
0.0
0.2
0.4
0.6
0.8
1.0
1.2
Max CPCImpressions per product
5/16/165/12/16 5/14/165/11/16 5/13/16 5/17/165/15/16
cheap products Max CPCexpensive products
Imps. of differently priced products while bidding up Key insights
Impression volume for expensive products significantly lower
Cheap products hit Impression limit after 5 days
54
Average CPC is higher for productswith prices above average market price
0.0
0.2
0.4
0.6
0.8
1.0
1.2
5/15/165/13/16
-13%
Max CPC
5/16/165/12/16 5/14/165/11/16 5/17/16
-4%
-6%
-12%-8%
-30%
expensive products Max CPCcheap products
Avg. CPCs of differently priced products while bidding up Key insights
Avg. CPC of expensive products is about 15% higher despite same bids
55
Cheap products generate the lion‘s share of total traffic
Imps
1.828.412
4.282.611
+134,2%
44.122
+135,3%
103.803
Clicks
2.047+9,1%1.876
# of products
expensive products cheap products
Traffic of similar products within one shop Key insights
Cheap products generated much more traffic despite similar number of products in both groups
56
Despite getting more traffic, the performance of the cheaper products is much more efficient
40
28-29,5%
CPO
+280%
Conversions
274
1,042
+61,3%
CR
0,6%
1,0%
expensive products cheap products
Traffic of similar products within one shop Key insights
Number of orders through cheap products almost 3 times higher
Higher CR resulting in CPO being ~30% lower
Cheap products generate 280% more conversion
57
There is not really a long tailA small number of products drive the majority of the sales
50
15
10
45
180
5
40
55
0
Top 10% products = 58% conversions
*Only products with conversions (448)
ExpensiveCheap
Conversions per product (UK multi brand retailer) Key insights
More significantly than in search, shopping conversions are driven by just a few products
Concentrate on those products for account optimization.
58
How to optimize pricing for Google Shopping
$.47$.47Expensive products Price vs Bid managementSelective discounts
Don’t overbid on expensive products, rather consider
price changes
Discounting only a few select products to bring
traffic to your site could be a killer strategy
Price and bid management will be merged one day
59
Product image testing
60
Ad copy split testing is one of the fundamentals of paid search optimization
1
3
Write additional ad copy
Gather data
+
Delete/pause the loser ad
2
61
Although everyone has several alternative images available, nobody is split testing images
There are always several images available in the shop
However, we just use one and let it run forever
Who guarantees us that this image is the best?
ASOS Christmas Sweater
62
Challenge 1: Google doesn‘t necessarily show your image
Search Engine Results Page Shopping tab
Products sold by multiple retailers can be aggregated in the Shopping tab.
Although you get a click, your product image may not have shown up.
There is currently no way to distinguish clicks from the SERP page and the Shopping tab.
63
Challenge 2: Google doesn‘t change the images immediately
Average result of several live tests with few changes at once.
Search Tab
Shopping Tab
up to 1 hour 1-3 hours 2-4 hours
Google needs time to index the new images• Up to 72 hours when URLs are changed• Up to 6 weeks if URLs remains the same (server-side image swap)
During the first hours after the image change, Google may not serve the product at all in the SERPs
64
Short-term solution: Test model shots vs. product shots across entire product categories
Product shot vs. model shot Bulk split testing
Testing images on a product level is difficult today• no tools on the market
yet to support image split testing
• technical challenges
We recommend that you pick a few product categories where you are using e.g. model shots and replace them all with product shots
vs.
65
In the future, the responsibilities of Paid Search managers will go beyond managing campaigns
$.47$.47How to name products? How to merchandize?What price?
Paid Search managers will influence what product information is provided, especially how products
are named.
Google Shopping can be used as tool to test price elasticities of individual
products.
Today, merchandizing is often driven by gut feeling. Google Shopping allows for
a more data-driven approach.
66
Thank You! Questions?
$.47$.47www.crealytics.com
http://digitalmarketingdepot.com [email protected]#DMD
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