eTail West 2016: What Really Works in Google Shopping
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Transcript of eTail West 2016: What Really Works in Google Shopping
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Agenda
Structure your feed for success.
Structure your campaigns for success.
Leverage the data.
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Shopping success starts at the feed level.
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Data Quality – Does It Matter?
VS
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Keyword Research
Run Search Query ReportsHow are customers finding you?
Run Site Search ReportsHow are customers finding the products they want?
Keyword ResearchHow are customers searching?
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Titles
©2015 ROI Revolution, Inc.
#1 - Titles
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Titles
©2015 ROI Revolution, Inc.
#2 - Descriptions
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#3 - Recommended Attributes
It’s worth it to go the extra mile!
Many shoppers filter results with these “optional” attributes.
Google uses these “recommended” values to match to search queries like long-tail keywords.
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What Should You Include?Size Age & Gender Material Color
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Custom Labels are Your Friends
Common uses:• Seasonality• Profits or Margins• Stocked or Drop Shipped• Clearance / Closeout Status
• Best Sellers / Trending • Price• Loss leaders / Promotional
Items
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Custom Labels are Your Friends
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Avoid “All Products” Only
Never let this be your only target.
Don’t forget to monitor very carefully.
Where there’s product overlap, never let your “all products” target have higher bids or priority.
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All Products
1st Product Type
2nd Product Type
2nd Product Type
SKU
1st Product Type
2nd Product Type
2nd Product Type
SKU
1st Product Type
2nd Product Type
2nd Product Type
SKU
Brand Brand
Break Out Your Structure
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Auction Insights
Industry-specific benchmarks for CTR & CPC
Insights into your competitive performance
Estimates on traffic potential
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Auction Insights
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Remarketing
Remarketing Lists for Search Ads
Boost conversion rate by remarketing to primed audiences.
Google Analytics Remarketing Lists
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The Results
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The Results
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The Next Steps
Google Shopping is an investment, so invest in what works.
Start the feed conversation with your webmaster.
BOOTH 518