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Utilize Google Shopping to Grow Your BusinessJanuary 23, 2013
Matthew Umbro, Exclusive Concepts, Director of Paid SearchChris Morgan, Google, Strategic Partner ManagerPetra Weiss, Google, Account Manager
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Chris MorganStrategic Partner Manager,
Petra WeissAccount Manager,
Today’s Presenters
Matthew UmbroDirector of Paid Search,
Exclusive Concepts
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Exclusive Concepts
• Helping online businesses since 1997• INC 5000 since 2008• Helping online stores achieve IR 500 status• AdWords Certified Partner
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Our Partnership
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Google/Exclusive Concepts Partnership
We’ve come together today to help educate the online retail space about how they can best use Product Listing Ads to generate sales for their business!
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The Changing Advertising Landscape
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First Moment of Truth
Second Moment of Truth
Stimulus
purchase motivator
in-store experience
post-purchase
Traditionally, We Followed a 3-step Mental Model of Marketing
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First Moment of Truth
Second Moment of Truth
Stimulus
purchase motivator
in-store experience
post-purchase
However, the Mental Model of Marketing has Shifted
pre-purchase research
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Everyone and Everything is Online
There are over 2B web users worldwide, with another billion coming online by the end of 2015
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And, Consumers are Hyper-informed
78% of U.S. Internet
users go online to search for
information about products and
services
Source: "Online Product Research," Pew Research Center, 9/2010, Google Shopper Sciences, Zero Moment of Truth Study, 4/2011
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Google Drives Many of these Searches
US185M+
(83% Reach)
UK32M+
(81% Reach)
France34M+
(70.1% Reach)
Italy 23M+
(85% Reach)
Germany36M+
(78% Reach)
Spain19M+
(87% Reach)
Japan32M+
(50 % Reach)
Source: Nielsen, August 2011 except for Russia: ComScore April 2011 % Reach = Number of Country Uniques / Total Online Audience in Country.
Russia20M+
(43.3% Reach)
Brazil40M+
(89% Reach)
India63M+
(90% Reach)
Mexico40M+
(90% Reach)
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Connect people to the products and brands they love at the moment that they’re searching with Google Shopping
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Google Success Stories
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Zoro Tools launches large product website, efficiently reaches customers, and lowers cost-per-acquisition with Product Listing Ads
“Most of us have experience with traditional keyword campaigns and the expectations, and PLA has outperformed all of those”- Chase Twomey, Director of E-Commerce, Zoro Tools
• During the fourth quarter of 2011, PLAs were 14% more efficient than text ads
• During December alone, CPA was 29% lower than the monthly average for the year
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Diapers.com uses AdWords Product Ads to boost search clicks by 30%
“Product Ads make perfect sense for us. We wanted an easy, scalable way to show people that we had exactly what they were searching for at a price they can’t beat.”—Michael Manta, Marketing Manager, Diapers.com
• Product listings ads saw a 270% higher CTR than standard text ads, and a 30% increase in total clicks from AdWords ads to Diapers.com
• What’s more, those clicks converted at higher rate, leading to a 48% lower CPA (average cost per acquisition)
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Why Use PLAs?
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Product Listing Ads Display a Product Title, Price, Image, and Merchant Name
Top Ads (5)
Right Ads (8)
- Google.com & Google Shopping
- Desktop, mobile & tablet
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Product Listing Ads
Nov 2010 to Dec 2011
PLA
Tra
ffic
Since launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements
+600% traffic growth YoY globally
2X CTR vs. text ads
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Why Use PLAs?
1. Better Clickthrough Rates (CTRs)
Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs
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Why Use PLAs?
2. Better Lead Quality and Conversion Rates
Product Ads give users information (merchant, price and picture) before they click through, so they are better informed and more likely to complete a sale when they arrive on your site
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Why Use PLAs?
3. Easy Targeting
Google automatically selects the most relevant products to show from your Merchant Center account when a user enters a related query
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Why Use PLAs?
4. Increased Exposure
Because both Product Ads formats can show at the same time, your exposure on given query can increase 2x or more
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How Do You Set Them Up?
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Products Come from the Google Merchant Center
Attributes in the feed
Pro
du
cts
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Create Your Product Ads Campaign in AdWords
Step 1: Create a new Campaign by selecting “Search Network Only” and then select “Product Listing Ads” as the Campaign type
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Create Your Product Ads Campaign in AdWords
Step 2: Specify your bidding strategy and set a budget
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Create Your Product Ads Campaign in AdWords
Step 3: Associate your Merchant Center account w/ the campaign
Note: This option will only appear after you connect your Merchant Center Account to AdWords
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Create Your Product Ads Campaign in AdWords
Step 4: Indicate a Promotional Message for your PLAs (i.e. Free Shipping)
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Best Practices
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Optimize Your Data Quality
The better your data quality, the better you can match your products to shoppers’ search queries
Update your
feed daily
Submit high quality
images
Submit all required attributes
Mind your descriptions
and titles
Adhere to our
editorial guidelines
Better data quality
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Optimize Your Data Quality
Update your
feed daily
Submit high quality
images
Submit all required attributes
Mind your descriptions
and titles
Adhere to our
editorial guidelines
Better data quality
Minimum: 250 x 250 pixels
Recommended: 400 x 400 pixels
Accepted Formats: GIF, JPG, PNG, BMP & TIF
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Optimize Your Data Quality
Update your
feed daily
Submit high quality
images
Submit all required attributes
Mind your descriptions
and titles
Adhere to our
editorial guidelines
Better data quality
No promo text such as "Free shipping” in descriptions
Do not use BLOCK CAPITALS
Do not include a description of your store
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Optimize Your Data Quality
Update your
feed daily
Submit high quality
images
Submit all required attributes
Mind your descriptions
and titles
Adhere to our
editorial guidelines
Better data quality
63 character limit for titles and 140 limit for descriptions
Include important information upfront
Mirror product information on the website
Don’t use up characters with your brand name
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Create an Ideal Campaign Structure
Create a separate campaign for PLAs
Plan your ideal campaign structure
Set up an “All Products” products target
Create a separate campaign(s) for PLAs
This allows different settings, budgets and performance tracking for your PLAs1
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Create an Ideal Campaign Structure
Plan your ideal campaign structure
Create a separate campaign(s) for PLAs
Set up an “All Products” products target
Plan your ideal campaign structure
Are there groups of products on which you'd like to bid different? 1
Do you have different promos for different products? An Ad Group per product target allows for a unique promotion per product target
2
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Create an Ideal Campaign Structure
Plan your ideal campaign structure
Create a separate campaign(s) for PLAs
Set up an “All Products”
products target
Set this bid lower than the other targets to create a catch-all for your entire inventory1
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Create Product Targets for Groups of Products
Map your product targets to items with exactly matching attributes
Product data feed
Title Brand Producttype
Adwordslabels
Spokes Fast Pacer mountain bikes low margin
Augustyn Rider Mcquinn cruisers high
margin
Vodoun Zanzi XL mountain bikes low margin
Velo Prime Zion hybrids high margin
product_type = mountain bikes
brand = mcquinn
condition = refurbished
adwords_grouping = summer
adwords_labels = high margin
all products
Product targets
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Create Product Targets for Groups of Products
Map your product targets to items with exactly matching attributes
Product data feed
Title Brand Producttype
Adwordslabels
Spokes Fast Pacer mountain bikes low margin
Augustyn Rider Mcquinn cruisers high
margin
Vodoun Zanzi XL mountain bikes low margin
Velo Prime Zion hybrids high margin
product_type = mountain bikes
brand = mcquinn
condition = refurbished
adwords_grouping = summer
adwords_labels = high margin
all products
Product targets
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Create Product Targets for Groups of ProductsAdd an “All Products” product target to ensure that all your products are covered. Bid with the lowest price you're willing to pay for a click on any product. If a product matches more than one product target, it will run in the one with the highest bid.
Product data feed
Title Brand Producttype
Adwordslabels
Spokes Fast Pacer mountain bikes low margin
Augustyn Rider Mcquinn cruisers high
margin
Vodoun Zanzi XL mountain bikes low margin
Velo Prime Zion hybrids high margin
product_type = mountain bikes
brand = mcquinn
condition = refurbished
adwords_grouping = summer
adwords_labels = high margin
all products
Product targets
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Assign a Bid to Each Product Target
Sample ad groups Product targets Max CPC bids
mountain bikes product_type = mountain bikes $1.00
Mcquinn brand brand = mcquinn $2.00
all products all products $0.50
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Improve Query Relevance with Data
Perform a search query report to identify queries triggering your product targets at the campaign level1
Set negative keywords to avoid your products showing for non performing queries, at the campaign or ad group level2
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The Exclusive Concepts Difference
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The Exclusive Concepts Difference – Cut the Fat, Build the Muscle
• "AOV Balancer": efficiently suppress items based on proprietary methods (via AdWords_Publish attribute)
• Optimized Titles and Descriptions• Labels – Our Proprietary Technology
o Top Revenueo Top Visitso Top Revenue/Visit
• Labels – Working with Youo High Margino New Productso Promo Itemso Blacklist
• Use of grouping to combine your categories more effectively• Dominating what we know will make a positive impact
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Healthcare retailer launches optimized product feed, targeting specific segments, and greatly increases revenue and return on ad spend.
• PLA revenue saw a 995% return on ad spend during Q4 of 2012• PLA revenue accounted for 68% of total site revenue during Q4 of
2012
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Fashion apparel retailer shifts budget from traditional text ads to PLAs and sees 102% increase in revenue year over year.
• 74% of total revenue comes from PLAs while only accounting for 26% of total PPC budget
• Overall campaign cost per conversion decreased by 22% year over year
• Year over year cost per click decreased by 36% due to PLAs costing much less than text ads
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Profitable Google
Shopping
Cut The Fat
Build The MuscleStrategic Positioning
Methodology
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Pricing
Questions?
Email: [email protected] Call: 1-888-540-7698
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Questions?
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