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Google Shopping: Migration Lessons & Best Practices

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ABOUT NETELIXIR UNIVERSITY

NetElixir University was launched in 2012 with a vision of “democratizing the

digital marketing industry through exceptional knowledge and expertise

sharing.”

Our goal is to share the best practices in retail + digital marketing with 10,000

businesses worldwide by 2015.

NetElixir University

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ABOUT DAVID NOAM

• Agency Development Manager for Google.

• David has been with Google for two years and

specializes in Digital Marketing.

• An avid sports fan that grew up in Cambridge, MA, he

traded the Atlantic for the Pacific, moving to San

Francisco.

• Graduate of Tufts University.

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ABOUT DON RODRIGUEZ

• Over 20 years experience as a Marketing

Executive with companies like Dell and Accenture.

• Don teaches marketing classes in Rutgers

University’s MBA program..

• His belief that marketing is all about the math

stems from his first professional career as an

electrical engineer.

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The American Frame Story - http://youtu.be/U0xekGqWpA4

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PLA/Google Shopping share of

AdWords Generated Revenue

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3 THINGS TO REMEMBER

Product feed

optimization

still applies

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3 THINGS TO REMEMBER

Shopping Campaigns

are new campaigns− Don’t just copy your current

CPCs for bids, start low.

− Migrate negative keywords

− Set mobile bid adjustment

− Add geo targets

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3 THINGS TO REMEMBER

Your feed process will have to change if you use

AdWords labels or Grouping attributes

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15Google Confidential and Proprietary

Shopping Best Practices

•1. Use data to segment products intelligently

Use data to inform bidding and product segmentation

● Segment products by historic performance (both on Analytics and within the old PLA campaign)

● Utilize Custom Labels to appropriately target attributes that are unique to business (seasonality,

margins, selling rate, sale price)

16Google Confidential and Proprietary

Shopping Best Practices

1. Use data to segment products intelligently

$200 budget / High priority / Active as needed

Targets rotating inventory - excludes everything else

$100 budget / Low priority / Always running

Targets 100% of inventory via product_type / category - no exclusions

$300 budget / Medium priority / Always running

Targets 25% of inventory w/ custom_label & ItemID - excludes everything else

17Google Confidential and Proprietary

Shopping Best Practices

•2. Use Benchmark Tool to find the perfect Bid

● In Product groups tab, compare your product group maximum cost-per-click bids (CPCs) to the

benchmark max. CPC bids of competitors bidding on similar products

● Use the flow chart on the next slide to analyze your bids using these benchmarks

Utilize the benchmarking tool to aid in finding the perfect, most competitive bid

18Google Confidential and Proprietary

Shopping Best Practices

•2. Use Benchmark Tool to find the perfect Bid

yes

no

Your bid is ______

than benchmark.

lower

Are you happy with the

group’s performance - e.g.

good impression share, solid

CTR?

higher

No action needed - optionally, increase

bid if highly valuable group to maximize

traffic

Increase bid using Bid

Simulator to estimate impact

You likely have a data quality issue so

optimize feed for products in group

Note: competitive performance data is aggregated / averaged, so all performance data is anonymous.

19Google Confidential and Proprietary

Shopping Best Practices

•3. Revisit key Attributes of your data feed

● Data feeds supply the info that Google uses to match your products to shoppers and

that you use to build a Shopping campaign

● So, ensure your attribute values help you subdivide and bid efficiently

● Review these bidding-related attributes in your feed

Google product category Brand Item ID

Product type Condition Custom labels*

20Google Confidential and Proprietary

Shopping Best Practices

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BASIC MIGRATION SERVICE

• $500 - 3 week duration

• Covers key migration strategy issues− Campaign setup

− Product segmentation

− Initial bid strategy

• Feed optimization assistance also available

separately. Email:

marinn@netelixir.com{

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