8 weird Google Shopping feed hacks that retailers will love!
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Transcript of 8 weird Google Shopping feed hacks that retailers will love!
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8 weird Google Shopping feed hacks
that retailers will love!
Rob WatsonHead of Digital Marketing | Supplyant | @robpwatson
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#1 - 150 Character Titles
@robpwatson #heroConf
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Original Title...
Mega Deal 6mm Laminate Flooring Oak Grey
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Original Title...
Mega Deal 6mm Laminate Flooring Oak Grey
New 150 character title...
Laminate Flooring - Grey Oak 6mm Laminated Wood Floor Boards, Light Wide Wooden Mid-Length Plank, Click Installation, Textured Surface, Square Edge
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The database alternative…
{Product Title} + {Website Category} + {MPN} + {Specific Attributes}
...truncate at 150 characters
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#2 - Alternative Landing Page
@robpwatson #heroConf
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make sure that the URL provided through 'adwords redirect' will redirect to the same website as given in the ‘link’
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Don’t forget…
AdWords Redirect is used in Dynamic Remarketing
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Get-around Google’s “no pop-up” rule
DSA & Remarketing
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#3 - Promote Best Sellers At Scale
@robpwatson #heroConf
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#4 - Upper Funnel Keywords
@robpwatson #heroConf
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Tactics Used...
● Best Seller product● Duplicate product
● 150 Character titles ○ “Ideas”○ “Living Room, Dining Room, Bathroom, Kitchen, etc”
● AdWords Redirect to category
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3 months after search term starts showing, Google announce roll out
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#5 - Structure Simulations
@robpwatson #heroConf
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Brand A
Brand B
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Brand A product type A
Brand A product type B
Brand A
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Brand A product type A
Brand A product type A
Brand A
product type A
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Brand A product type B
Brand A product type A
Brand A product type A
Brand A product type B
Before...
After...
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#6 - Breaking Through
@robpwatson #heroConf
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Original Title...
Baker's Secret Easy Store 5pc Set
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Original Title...
Baker's Secret Easy Store 5pc Set
New 150 character title...
Non Stick Baking Trays - Baker's Secret Bakeware Sets 5 piece - easy store including Oblong, Square and Loaf Baking Pans, weight of 0.6 kg
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150 character title live, bid set at £1.20
bid increased to £2
bid decreased to £0.70
bid decreased to £0.25
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Bid increased to £4
150 Character title live
Bid decreased to £3
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#7 - Hijack High Impression Product IDs
@robpwatson #heroConf
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Why bother?
High impressions on poor performersReplacement for end-of-line products
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Tested across 31 SKUs
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Caveat
Products must be like-for-likeCan make ongoing management difficult
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#8 - Duplicate to dominating the PLA Results
@robpwatson #heroConf
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Reason to get suspendedManipulating dataNot necessaryBad user experience
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Tweet me if you want the deck
Or email [email protected]
Rob WatsonHead of Digital Marketing | Supplyant | @robpwatson