3 Advanced Google Shopping Strategies to Maximize Holiday Conversions

From Acquisition to Retention:

Turning First Time Buyers Into Repeat Customers

3 A d v a n c e d G o o g l e S h o p p i n g S t r a t e g i e s t o M a x i m i z e H o l i d a y C o n v e r s i o n s

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Session Recording Will Be Sent out 10/21/16

More Resources In the Handouts Section to the Right

Today’s Resources

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

The CAPx Shopping Platform

Analyze Profitability by SKU Set & Schedule Customized Bidding Rules

Edit & Test Product Titles Track Performance with Custom Data Visualizations

Today’s Speaker

Jason BellSenior Retail Search Manager

Experience managing accounts for Riddell, Reebok & Sears

Over 6 years of SEM experience Also known as the “Google Shopping Guru”

Event Agenda

• Improving the Quality of Data Feed to Increase Product Relevancy

• Leveraging Custom Labels to Target Holiday Shopping Searches

• Live Google SERP Walk-Through

• Isolating Holiday Shopper’s Search Results Through ISO

• Live Q&A

Improving the Quality of Data Feed to Increase Product Relevancy

Basic Product Data Quality – The Easy StuffThe essentials for a good quality Google Shopping product feed

The Basics:• Item IDs - Are they unique?• Item IDs - Are they consistent?• MPNs - Are they modified? Do MPNs match what other retailers have?• SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics transactions? • Prices - Accurate? How often are you syncing price? Make sure no $0 values.• Links - Do they work? Check for 404 errors & 302 redirects that strip tracking parameters.• Stock Status - How are we handling out of stock items?• Images - Are we including any Watermarks or Promotional Text?• Product Variations - Are we missing/not sending these? Why or why not?• Product Variations - Are we loading the child variations on the landing page?• Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed.• GTINs - Are we in compliance based upon Google’s Diagnostic’s tab?• Custom Labels - Are we taking advantage of these 5 customizable fields?• Complete Data - Do we have fully populated columns? Any empty fields?

Product Feed “Speed Round”

Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

Title / Description Enhancements

BrandThese should almost always be added to the front of the titles however we can also test adding them to the end of the titles if we want to push more weight to other parts of the title. (e.g. If ‘Reebok’ is not searched often or included in most of our search terms history)

Example:

Attributes: Color / Size / GenderThe addition of attributes in the title is very important as attributes are often keywords used by customers who are looking for something specific.

Example: Reebok Weightlifting Shoes

Blue Mens Reebok Weightlifting Shoes – Size 10

Other Options:

• Reebok Mens Weightlifting Shoes Size 10 in Neon Pacific• Mens Blue Weightlifting Shoes Size 10 by Reebok• Mens Weightlifting Shoes (Size 10) by Reebok - Blue

vs.

Reebok Weightlifting Shoes

Weightlifting Shoes by Reebok

vs.

I mp ro v i ng Yo u r P ro du c t T i t l e s f o r Se a rc h I n t e n t




MPN / Style NumberTypically these are more useful for Electronics or Appliance merchants where customers are looking for a specific model or style number.

• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to search for products.

Feed:

Search Query Report: Google Results:

Product TypeDoes the title actually say what the product is?Example: “Reebok Mens Black Crossfit Trainer (Size 10)” works but it doesn’t have the keyword “shoe”. This still works, but isnt ideal



Excessive CapitalizationThis is something that can easily slip passed even the most cunning eyes.

Pro Tip: Excessive Capitalization•You can use the =PROPER() function to change the 1st letter in each word of a cell to uppercase, leaving the rest lower

case.•Be careful with this function if you are dealing with MPNs in the titles which look much better with full capitalization.

HTLM & Other Encoding ArtifactsThis is also very common and can easily be missed. I typically find these during my search for larger issues. The encoding artifacts are common when apostrophes, commas, ampersands, etc. are used in the text but not decoded properly.

Does The Title Make Sense?Does it read well? Does it look out of the ordinary? Make sure its not just keyword soup.



C a t e go r y S p e c i fi c E n h a n c e m e nt s

Google Merchant PromotionsTake Advantage Of Black Friday / Cyber Monday / Holiday Promotions

•Improve Visibility, CTR, and Conversion Rates•Created Within the Google Merchant Center

•If the ‘Promotions’ tab is unavailable, sign-up here (Link in chat box)•Use the form below to create your promotions or use a separate promotions feed

•Full guide can be found here (link in chat box)


https://services.google.com/fb/forms/merchantpromotionsform/

https://support.google.com/merchants/answer/4588748?hl=en

Leveraging Custom Labels to Target Holiday Shopping Searches

H o w t o M a n i p u l a t e C us t o m L a b e l s

Fill Your LabelsEven if you don’t plan to actually build out the campaign and pull these levers at launch, it is always a good idea to collect data along as many points as possible. What data would be useful for you to collect? Pro Tip:

•Product attributes work great to fill up empty custom label columns. •Collect data on “color”, “material”, “style”, “size”, etc. •1,000 unique value limit


Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency


Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency

Custom LabelsThe Custom Labels approach to product-level bidding allows you to:

• Create a customized approach to product-level bidding.• Make product-level decisions at scale.• Re-merchandise your products without changing the product group architecture.• Move high-performance products to campaigns with more budget. • Move low-performance products to campaigns with less budget.• Go beyond top-line cost & revenue, and bid according to a product's’ impact on your bottom-

line..• Adjust for seasonality at the product and category levels.

Build the strategy that works for your business.


Isolating Holiday Shopper’s Search Results Through ISO©

What is ISO and why is it so important?

ISO Strategy – [Exact] or “Phrase” Match Targeting

What is it? Ability to target an exact keyword or phrase within Google Shopping w/o the need of a

daily negative keyword addition (ie: SQO Strategy) Shifting focus away from only product-level performance to search query performance

How is it accomplished?Through the use of both the campaign priority settings and negative keyword

sculpting


The Green ISO Strategy


Best Performing Queries Go in Low Priority Campaign (Green)

Priority Must Always Be Lower Than Red Campaign

Quick ROAS Boost Control Poor Cost Analogous to Broad vs. Exact Text Ad

Campaigns


CAMPAIGN PRIORITY SETTING NEGATIVE KEYWORDS DEVICE BID LEVELSGREEN Low OR Med Red Negatives*, Universal Negatives N/A HighRED High Green Negatives, Universal Negatives N/A Medium to Low


Results From Green ISO Strategy TestBackground Info

Goal - Increase & Monitor Impression Share on Top Performing Queries Push For More Offline Engagement (Phone Calls) on These Terms Control Product Mix On Top Terms Tested In Waves To Monitor Overall Impact on Business & Lessen Risk Unable to See Impression Share on Terms Prior - Tough To Monitor Performance Increase

Learnings Increased Ability to Dominate a SERP Easily Monitor Competitor Performance & React Accordingly Recommended When Looking to Dominate SERP on High Relevant Terms Can Lead to Lower CTR if New Products are Introduced - Thus Leading to Higher CPCs


The Red ISO Strategy


Improve ROI on Poor Performing Queries Grouping of poor performing keywords into a single campaign

where the average bid will be lower


CAMPAIGN PRIORITY SETTING NEGATIVE KEYWORDS DEVICE BID LEVELSGREEN Low OR Med Red Negatives*, Universal Negatives N/A HighRED High Green Negatives, Universal Negatives N/A Medium to Low


Value Behind Red ISO

Test this out on some of your poorest performing search terms. Include some of the terms that you have previously added as negatives (unless they are totally irrelevant)

Idea is to re-introduce these search queries into a separate campaign with lower bids than the queries had previously. I recommend keeping bid levels around half of what your current average Max CPC bids are (not avg. cpc)



30 Days Before & After Results

I am only concerned with my main metrics of testing during this test due to the introduction of previous negative keywords which could skew click and overall order totals

One main difference is that I also allowed ALL products to be available for this campaigns where as in other campaigns I may have bid down or suppressed specific products.

- Here, I am focused on the query level and not necessarily the product level. These numbers can still be a bit misleading but performance improvement is clearly visible and we will

be continuing to add search queries which are not profitable but still relevant to this campaign to further testing.

Cost Down 66% Avg. CPC Down 73% ROAS Up 370%


DABS

The DABs ISO Strategy


Brand vs Non-Brand + Desktop vs Mobile

Clean Segmentation of Branded Searches from Non-Branded

Own more of the SERP on branded searches

Allow for better attribution Use Path Reports


* Large Apparel / Brand Manufacturer

4% ROAS improvement across all Shopping campaigns 65% Conversion Rate improvement 38% lift in branded impression share



* Large Athletic Apparel Vertical / Brand Reseller

113% ROAS improvement across all Shopping campaigns 26% Conversion Rate improvement 46% Decrease in Spend for Non-Branded searches


Poll For The Audience…Would you like to speak with one of our Google Shopping Experts about your current Q4 strategy?

A. Yes, please.

B. No, Thank You.

Questions for the Experts?Submit your questions in the chat box on the right

www.CPCStrategy.com | 619.501.6138 | [email protected]

cpcstrategy.com/retail-search-audit/

Schedule A Free 60 min. Retail Search Evaluation