Drive Sales withGoogle Shopping Campaigns

BiddingStrategies

TheImportance ofData Quality

WhyGoogle

ShoppingCampaigns?

The NewCampaignStructure

About the Presenters

Director of Business Development

An ecommerce veteran with a focus on ROI, Kieron has specialized in all things retail, digital and datafeed marketing for more than a decade.

Kieron Zabow

Greg Yevich Co-Founder & Technology Director

A marketing professional with more than 17 years experience and expertise in a multitude of areas of advertising and marketing strategies.

OperationROI leverages a variety of online marketing channels and

strategies to help e-commerce websites improve traffic, conversions

and return-on-investment.

GoDataFeed is a self service software (SaaS) focused on the

syndication, optimization and measurement of product feeds to over

100 shopping destinations including marketplaces, comparison

shopping engines and affiliate networks.

Webinar Agenda

BiddingStrategies

Shopping CampaignsOverview

CampaignStructure

Data FeedQuality

GoDataFeed & OperationROI Introduction

Google Shopping Campaigns Overview

Importance of Data Quality

Google Shopping Campaigns Structure

Top Bidding Strategies

Open Forum Q&A

The GoDataFeed Platform

Fast Stats 2000+ current clients served 10,000+ Product Feeds Delivered Daily 100+ Major Shopping Sites All Major Marketplaces

About GoDataFeed Founded 2007 in Fort Lauderdale, Florida Top Rated CSE Vendor in Internet Retailer’s

2nd 500 List Top-Notch Service & Easy Access Flat Monthly Fee, No Contracts/Rev-Share

Trusted Feed Management Partner

Fully Managed Services

Shopping Feed Management Search Engine Marketing Affiliate Program Management Ecommerce Consulting Email Marketing Analytics

About Operation ROI Founded in 2010 In ecommerce since 1995 Full service ecommerce marketing Surgical, ROI-focused strategies Based in Fort Lauderdale 80 + Retailers

Why Google Shopping Campaigns?

Retail-Centric Management Browse your inventory in Adwords Create product groups Promote sales by priority

Advanced Reporting Segment performance by product attributes Analyze item-level performance

Competitive Landscape Data Benchmark data CTR, CPC Impression share Bid simulator

Google Shopping Growth Statistics

1+ BillionProducts on Google

Shopping100

BillionSearches Every

Month

23 Countries Globally15%

New SearchesEach Day

200%Increase in Google

Shopping Clicks

Google Shopping Growth Statistics

PLA to Shopping Campaigns Initial Month Improvement

Clicks – 62% Increase Conversions – 28% Increase Revenue – 240% Increase ROI – 8.6 (goal is 4.5)

Clicks – 24% Increase Conversions – 29% Increase Revenue – 17% Increase ROI – 18.3 (goal is 14.0)

PLA to Shopping Campaigns Year-Over-Year Improvement

PLA to Shopping Campaigns6-month (Mar - Aug) Year-Over-Year

Clicks – 54% Increase Conversions – 26% Increase Revenue – 17% Increase ROI – 20.1

August 2013 compared to August 2014 Mar-Aug 2013 compared to Mar-Aug 2014 Clicks – 30% Increase Conversions – 10% Increase Revenue – 23% Increase ROI – 18.6

Data Feed Quality

Fresh Data Complete Data

Key Attributes

Unique ProductIdentifier

Google Product Category

Titles andDescriptions

Keep Your Data Feed FreshFeeds should reflect any new price and availability changes

Complete Data

Provide Complete High Quality Data

Fresh Data

• Submit often

• Use Google’s Product Category

• Comply with the new feed requirements

• Key Datafeed Attributes

• Readable Titles & Descriptions

• Image Requirements & Recommendations

Unique Product Identifiers (UPI) Media & Software - GTIN – UPC, EAN, JAN Books - GTIN, ISBN Apparel - (shoes, sunglasses, handbags, watches) – Brand + (GTIN or MPN) Apparel - (other) – Brand All others - at least 2 of GTIN, MPN and Brand Exceptions - for non-existing UPI products, submit a “false” identifier_exists” attribute

Key Data Feed Attributesto Improve Performance

Google Product Category Highly recommended to use for all products; the more granular/specific, the better

for search results (i.e.) Apparel & Accessories > Jewelry > Rings Required for Apparel & Accessories, Media and Software Product type - we recommend using this if you have your own categorization

structure. It can include more than one value; make sure to include full string (i.e.) Home & Garden > Kitchen & Dining > Kitchen Appliances > Refrigerators

Titles and Descriptions: The Ad Copy

Description: Description should concisely describe the physical item

5000 character limit (Google suggests 500-1000 )

Avoid promotional text, all caps or keyword-stuffing

Front Load important information

Title: Title should name the physical item

Use relevant, compelling and user-friendly titles

Use Brand, Gender, Product, Color, Size to differentiate

150 character limit (25 – 70 recommended)

Ensure your image matches title

Keywords and keyword phrases help Google match products to search (indexed)

Avoid: Promotional Text, Caps, keyword-stuffing

Key Data Feed Attributesto Improve Performance

Accurate Pricing Price & Sale Price – If on sale, populate the price field & differentiate it from ‘Sale Price’ Tax & Shipping are important for reflecting accurate costs; can be submitted via your

datafeed or through the Google Merchant Center settings Mobile Links

Recommended for mobile-optimized sites Check Google merchant center for page potential loading issues

Availability New values include preorder, in stock and out of stock Set availability to “out of stock” where quantity = 0

Product Variations Required for Apparel & Accessories, Media and Software For variations of same product, Google recommends submitting pre-selected URLs with

the clicked-on variant

Custom Labels

Custom Labels were designed mainly for abstract groupings such as:

Best Sellers High Margin Low Margin Price Level Not a physical item

characteristic Limit of 5 Custom Labels

Including performance metrics will allow you to assign custom labels based on a products performance

Use product attributes from your data feed to organize your product groups:

Google Product Category Product type Brand Condition Item ID Custom labels

Google defines Custom Labels as “a new, structured way to tag your products in your data feed with attributes that matter to you, such as ‘margin’ to separate your high- and low-margin products”

Image Requirements & Recommendations

Image Quality Matters Images are required Submit large, high-resolution, full-size images (up to 4 MB) 800 pixels in height & width Use solid white, gray or light-gray backgrounds No placeholders (‘no image,’ watermark or logos) Consider different product angles Apparel & Accessories products must present images that

correspond to their different variations (i.e. color)

Product Groups

Google Shopping Campaign StructureProduct Groups

Custom Labels

Product Groups are a way to organize your Google Merchant Center product inventory in a Shopping campaign within AdWords:

Google Category (Google provided) Brand Item ID Condition Product Type Custom Labels (0-4)

Product Groups Custom Labels

Custom Labels can be used to indicate: Seasonal Products Gender Clearance Items Best performers Bidding Groups

Google Shopping Campaign StructureCustom Labels

Managing Google Shopping Campaigns: 5 Bidding Strategies

Campaign / Brand Bidding Performance Bidding Price-Point Bidding Margin Bidding Seasonality Bidding

Campaign / Brand Bidding

PerformanceBidding

Price-PointBidding

MarginBidding

Seasonality

Bidding

Category / Brand Bidding

Since “brand” is an attribute in the Google feed and is available with the product groups selection, this may be a good place to start

Google also provides basic categories that are available for segmentation, so this also may be a good place to start breaking apart your campaigns.

Whichever you choose, you can always segment further within each Product Group

One of the most common practices when starting out working with Product Groups is segmenting by category or brand Campaign /

Brand Bidding

Performance Based Bidding

Bidding by performance is also a common strategy when working with Google Shopping Campaigns

Default the priority is set to “Low” for all campaigns

Give “Medium” or “High” priority certain campaigns to promote subdivided products

Performance Bidding

One of the nifty features of the new shopping campaigns is “Campaign Priority Setting” which allows you to have multiple campaigns advertising the same products

Price-Point Bidding

Bidding tactics on the $10 products should vary greatly from the $2000 products when trying to maintain performance goals

Google does not provide any way to segment by price

Take advantage of the custom labels and break your products into price buckets that make sense for your offerings via the data feed

Why bid the same amount for product offerings when product prices can vary greatly from $10 to $2000?Price-Point

Bidding

Margin Based Bidding

Margin Based Bidding

The strategy is almost identical to bidding by price, but the Ad Groups or Product Groups are based on margin percentage and not price

The challenge in setting up this method is you will need to know the margins for every product or product category you offer

How do you manage product groups when your products have a large spread in margins?

Seasonality Based Bidding

Commonly overlooked, bidding by seasonality can actually make a big difference to ROI goals

Seasonality Based Bidding

It’s very important to understand the seasonality of products — what products sell best and when during the year. The setup of these campaigns is similar to category bidding, but segments the products by season.

Open Forum: Question and Answer

Contact Information

1.866.340.6619contact@godatafeed.com150 Pine Island Rd.Suite 530Plantation, FL 33324

1.888.277.5429accountservices@operationroi.com2787 E. Oakland Park BlvdSuite 201Ft. Lauderdale, FL 33306

We will do our best to get to your questions.

If we happen to miss yours or you think of a question after the webinar, please jot down our contact information below and we will be happy to answer.