Drive Profit with Google Shopping Campaigns

Drive Profit With Google Shopping CampaignsProven Methods from Google & CPC Strategy

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Mary WeinsteinDirector of Content @MerryWhy

#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]

Speakers

Nicole PremoGoogle Partner Education Manager

Jeff ColemanDirector of Retail Search

About CPC Strategy

We Drive Conversions by Matching Retail Inventory with Consumer Intent.

Services Include

Retail-focused Paid Search (PPC)

Product Listing Ads Management

Dynamic Remarketing

Product Feed Management

Founded in 2007

More than $35 million a year in managed ad spend

Over +250 active clients

Top 50 fastest growing companies in San Diego

Google Shopping Partner

Visit CPCStrategy.com/packages


Nicole PremoGoogle Partner Education Managerhttps://plus.google.com/+NicolePremo/

Joined Google in 2011

Partner Education Manager for 15+ products in

the Shopping and Emerging Ads vertical

Google Speaker


Jeff ColemanDirector of Retail Search

@CPC_Jeff

CPC Speaker

7+ years of CPC program expertise

Manages over $50,000 monthly ad spend

Google Analytics certified

Google AdWords certified

Runs our Google Shopping & CSE training program

New Dad


Manages Over $50,000 inAd Spend

What We’ll Cover

How Product Listing Ads Improve ROI

How To Upgrade Your Campaign To The New Format

Increase Profit With Shopping Campaigns Features

Unlock Advanced Google Best Practices

Live Q&A


Shopping Campaigns Performance

Smoothly Upgrade To Shopping Campaigns

How to Unlock Google Shopping Campaigns New Features

Increase ROI On Google Using Advanced PLA Best Practices

Google Shopping Campaigns


Google Shopping Is Now PaidShopping Campaigns Performance

ROAS: +25%

Return on Ad Spend (ROAS) increased by 25% for advertisers on Google Shopping Campaigns

Orders: +4.20%

Google Shopping Campaigns on average increased advertiser campaign orders by 4.20%.

More Orders. More Revenue. Less Spend.

Ad Spend: -29.67%

Google Shopping Campaigns on average decreased advertiser campaign ad spend by 29.67%.


Google Shopping Is Now PaidOverall Performance Has Improved Easy campaign build out

Data Collection Overall more data within the new Shopping Campaign format

Reporting Product level reports are useful for modifying exposure

Competitive metrics

Historical indexing of product attribute performance (ID, category, brand, etc.)

makes for faster build outs and identification of good performers.

Why Shopping Campaigns


Google Shopping increased campaign Revenue by +33.78% (avg)

Upgrade Without Losing Profit

Create Your New Campaign & Pause It Immediately

Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns




Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.






Copy your AdWords_Labels over to Custom Label columns



Be sure to change AdWords labels to custom labels when transitioning to Shopping Campaigns





Build out your campaign








Copy your bids over








Copy your bids over

Ensure Processing – Monitor Product Count








Copy your bids over


Turn It On!








Copy your bids over


Turn It On!

Pause Your Old PLA Campaign



Shopping Campaigns Performance

Smoothly Upgrade To Shopping Campaigns

How to Unlock Google Shopping Campaigns New Features

Increase ROI On Google Using Advanced PLA Best Practices

Google Shopping Campaigns


Google Shopping Is Now PaidImpression Share (How Often You’re Showing Up For Relevant Searches)

You want your best converting products to have high impression share.

Shopping Campaigns New Features


Google Shopping Is Now PaidBid Simulator (Great For Managing Exposure For Your Products)

Increase bids to find the sweet spot between traffic and ROI

Consult this tool when making bid changes



Google Shopping Is Now PaidSKU Level Reporting You can find data all the way down to the SKU

level

Use these reports to identify Top Sellers or Poor Performers

Identify different brands or product types to construct product groups for

All reports from Dimensions Tab are downloadable



Google Shopping Is Now PaidMobile Bid Modifiers

Mobile is the fastest growing segment of ecommerce

Conversion rate on mobile traffic remains low

If you don't have a mobile optimized site start with a bid of

-25% to -50% on Mobile traffic.

Google Shopping Best Practices

33% of Google

search clicks come from

mobile


Google Shopping Is Now PaidMobile Bid Modifiers

Analyze your ad performance using the Dimensions tab in AdWords:



Google Shopping Is Now PaidGeo-TargetingStart tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start

Decide which regions to target based on your site, audience, and performance goals.

Consider segmenting for online and B&M locations.

Start with State-level bids

Adjust geo bids every 30 days based on performance



Google Shopping Is Now PaidGeo-Targeting



Google Shopping Is Now PaidWhat Time Do Your Visitors Shop The Most And Convert Highest?Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks:

i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.

Consider running ads during peak times on off-days to measure and test performance

Modify spend and budget based on high converting days and times

Remember to look at performance for individual campaigns, ads, and your campaign as a whole.



Google Shopping Is Now PaidAd Scheduling



Google Shopping Is Now PaidHighlight Google Merchant Promotions

Shoppers can now filter the comparison page by Special Offers: Shows merchants

running Special Offers first, then all other normal listings.

Easy way to boost your visibility on Google with relatively little work.



Google Shopping Is Now PaidGoogle Merchant Promotions

Apply to get whitelisted for the program.

Create a Promotions-specific data feed

Track Your Performance Within Google Adwords:

Track the Coupon code through the click-type “Product Listing Ad – Coupon”.

Compare overall results before and after the promotion. Don’t just analyze the number of coupon clicks.

Use a unique coupon code specific to Special Offers. This gives the merchant an advantage to track coupons.


There are over 1.2 million sites advertising on Google


CPCStrategy.com/Resources-Retail-Search

Shoot Us An [email protected]

@CPCStrategy

Questions? Comments?

Check Out Our Extensive Library Of Resources On Retail Search


What are Shopping campaigns?

Shopping campaigns

Upgrade basics

Promote your products to interested ShoppersGoogle Shopping

Retailers are finding success

Current experience

Retailers are finding success

Desire for operational improvements

Better insights for optimization

Current experience

Retailers organize, plan and price their inventory

What if you could manage your campaign like a store?

Retail-centric campaign management

• Browse your products in AdWords• Merchandise your products into product groups• Promote your sales with campaign priorities

Shopping campaigns benefits



Advanced reporting

• View performance data by product attribute• Analyze item-level performance regardless of structure




Advanced reporting

• View performance data by product attribute• Analyze item-level performance regardless of structure

Competitive landscape data

• Track against your competitors with benchmark CTR and max. CPC• Get insights into your competitive landscape with impression share• Estimate your impression and click opportunity with Bid Simulator


In late August 2014, all PLA campaigns

will be upgraded to a Shopping campaign

What are Shopping campaigns?

Shopping campaigns

Upgrade basics

1

2

3

Create a Shopping campaign

Pause your regular PLA campaign

Customize your Shopping campaign

How to upgrade your Shopping campaign

Crete a “Shopping” campaign in AdWordsFollow basic steps to set up a campaign

Switch to your new Shopping campaignTo avoid duplication, pause your regular Product Listing Ads campaign

Subdivide your inventoryBreak out your product groups and set different bids for different products

When Shopping campaign is created, automatically starts with “All products” group

Example: how to subdivide your products

Subdivide “All products” group into more specific sub-categories


Example: how to subdivide your productsUse the drop-down menu to choose which attribute you’ll use to start

subdividing

Choose 1 or more options from left menu that you want to break out and bid on


Your selections will turn into first-level subdivisions, or “product groups”


If you’d like to drill down further, you can repeat the process


Once you subdivide, you can easily assign bids to or exclude product groups


CPCStrategy.com/Resources-Retail-Search

Shoot Us An [email protected]

@CPCStrategy

Questions? Comments?

Check Out Our Extensive Library Of Resources On Retail Search


Drive Profit with Google Shopping Campaigns

Marketing

Transcript of Drive Profit with Google Shopping Campaigns