GOOGLE SHOPPING 101. The Complete Guide Chapter 1 LOGAN DURANT GOOGLE SHOPPING SPECIALIST

Transcription

1 GOOGLE SHOPPING 101 The Complete Guide Chapter 1 LOGAN DURANT GOOGLE SHOPPING SPECIALIST

2 LOGAN DURANT GOOGLE SHOPPING SPECIALIST Logan Durant is the head of Exclusive Concepts Profitable Google Shopping Service. He has roots in paid search, consulting, and quantitative marketing research, including completion of projects for Wal-Mart, Home Depot, and PayPal. Logan combines his passion for marketing and technology to help Exclusive Concepts clients maximize their Google Shopping results.

3 Google Shopping 101 Ever since Google announced that its Shopping service was switching from a free to paid model, Google Shopping has been on the lips of every marketer and e-commerce merchant. It s an existing service from Google that has been completely transformed to a pay per click model, and it offers massive potential for expanding your advertising reach and growing your business. Early case studies from Google and Exclusive Concepts have not only shown that Google Shopping is a highly effective advertising medium, but it can lead to significant, incremental increases in sales and revenue for your business. At this point, it s not a matter of IF you should advertise your products in Google Shopping, but a matter of: 1 2 How you can quickly and effectively go from the starting line to running ad campaigns in Google Shopping How you can use best practices and advanced advertising techniques to make Google Shopping a wildly profitable piece of your marketing strategy

4 Contents In this e-book, you ll learn exactly what Google Shopping is, how you can get started, and how you can employ a multitude of techniques to significantly grow your online sales. We re breaking this ebook into 4 parts for easy consumption and will be publishing each over the coming weeks: > > > > Chapter 1: Google Shopping 101 An overview of what Google Shopping is, its impacts on shopping behavior, PPC management. Chapter 2: Getting Started with Google Shopping Building the foundation for your Google Shopping advertising. Chapter 3: Master Advanced Labeling & Feed Optimization Hints and tips on how to optimize your product feed to maximize your advertising results. Chapter 4: Advanced Campaign Targeting and Management How to build highly targeted campaigns and refine them even further through optimization.

5 } Google Shopping 101 So what is Google Shopping, anyway? The advertising channel actually has 2 vital components, each being a potential place for your ads to be shown. While traditional PPC ads are text, Google Shopping relies on Product Listing Ads, or PLAs. These are similar to text ads in the information they show (title, store and price), but are instead displayed along with an image of the product. girl holiday dress Web Images Maps Shopping More Search tools TEXT ADS Shop for girl holiday dress on Google Shop for holiday dress on Google } PLAs See more shopping results on Google } PLAs PLAs change the product search dynamic for users from ads you read to ads you see. What impact does that have on your marketing? They say a picture is worth 1,000 words. That s a lot more characters than Google AdWords allows! But seriously, we all know that images attract more attention than just text, whether we re talking about your Facebook feed, local news or a billboard. The same is true for the products you sell, and thats why you show images of your products on your website. Google Shopping now puts your product images right in search results, removing the disconnect caused by the click seperating your product page from a text ad or organic search result.

6 } Google Shopping Results The easiest way for you to see Google Shopping in action is to head over to Google.com and do a web search for something like Spalding Basketballs. You ll mostly likely see text ads at the top of the results page, and ads containing images of basketballs on the bottom or right. As you can see below, how and where results are displayed may vary for several reasons: Google is still experimenting the search term you entered you re logged in/logged out of Google }PLAs

7 Google Shopping Results As you can see, each Product Listing Ad contains an image of a product, its title, price, and the website where the product is featured. Clicking on the ad leads you directly to the page for that product on a merchant s website, thus removing the need for any further searching. Also, if you hover over an ad, you may see some promotional text appear that an advertiser has used to further entice the searcher to click.

8 Google.com/Shopping Clicking on the text that reads Shop for Spalding Basketballs on Google leads you to the second component of Google Shopping: results found on shopping.google.com. Google.com/Shopping is an expansion of 1st page Google Shopping results that acts as a store unto itself. It allows for a greater number of search results and additional information such as special offers, store location, reviews and ratings.

9 Google.com/Shopping While these results are similar to those found on the regular search results page, the interface and the way you interact with it are totally different than traditional Google search results. On Google. com/shopping, you re able to filter shopping results by brand, store, price, category, and many other options. This allows you to become very highly selective about the product you re looking for, and makes it much more likely that the product you end up clicking on the first time will be the most relevant to you.

10 The Advantages of Google Shopping PLAs/Google Shopping ads offer you a host of advantages over text ads. Because a searcher can see an image of your product and its price, you re able to set expectations about your product pre-click, thus weeding out a large amount of irrelevant traffic. PLAs vs. Text Ads

11 Relevant Pricing Searchers who are price sensitive can easily see which products are in their price range, and will most likely give their click to a product within that range. [Google numbers/graphs to back this up?] This benefits you as the advertiser regardless of whether you re premium priced or value priced. If you re the former, you won t be forced to pay for a click that most likely won t lead to a sale. If you re the latter, you ll enjoy the benefits of receiving a highly qualified click from someone interested in buying your product at the price you re advertising.

12 Relevant Style The same line of thinking goes for images displayed in the ads. If a searcher wants a little black dress, they ll instantly be able to see that your little black dress is the one that fits their style, and therefore click on your ad.

13 Relevant Traffic Because of the pre-qualifying elements of PLAs/Google Shopping ads (images, price, website name), you as an advertiser can expect higher click through rates and higher conversion rates on average than traditional text ads typically produce. Relevant Pricing Searchers who click on PLAs/Google Shopping results have also shown they have a much higher intent to purchase than those who click on organic results or even traditional text ads. Because many merchants are late to the Google Shopping game, far less competition exists for you in this medium than traditional text ads, which leads to lower costs per click and a lower cost per acquisition. Therefore, by running Google Shopping campaigns you re able to attract a highly qualified and motivated potential buyer at a low cost per click. This is an absolute dream scenario for you and your online advertising efforts. As more and more advertisers are flocking to Google Shopping, it s clear that if you haven t started advertising in this lucrative medium yet, it s time to get going!

14 Additional Resources Thank you for downloading this 1st of our 4-chapter guide to Google Shopping. In the coming weeks we will be publishing the remaining chapters as listed below. The following pages contain additional resources such as case studies and information on Exclusive Concepts Profitable Google Shopping service. COMING SOON... GOOGLE SHOPPING 101 The Complete Guide Chapter 2 Getting Started with Google Shopping The Complete Guide Chapter 3 How to Master Advanced Labeling & Feed Optimization The Complete Guide Chapter 4 Advanced Campaign Targeting & Management

15 Exclusive Concepts Google Shopping Case Studies Our ROI has grown year-over-year through their PPC ads; Exclusive Concepts knows their stuff. Industry: Technical Solution Products & Services 79.20% Platform: Yahoo! Store Revenue: Multi-million annually CPC % July 10- Dec % 22.43% Jan 11- June % 32.61% July 11- Dec % -2.36% Jan 12- June 12 July 12- Dec 12 Revenue Ad Spend July 10- Dec 10 Jan 11- June 11 July 11-Dec 11 Jan 12-June 12 July 12-Dec 12 Average ROI increase each July 6-month 10- period: Dec 10 Jan 11- June 11 July 11- Dec 11 Jan 12- June 12 July 12- Dec % 228% Revenue increase: 462% Conversions 233% 6-mos. 664% 195%

16 Exclusive Concepts Google Shopping Case Studies Our (cost per conversion) (CPC) has been cut in half and our revenue has doubled Industry: Consumer guitar strings and accessories e-tailer 0 June July August Sept Oct Nov Revenue June July August Sept Oct Nov ROAS Platform: Yahoo! Store Revenue: ~$3 million annually ROAS grows 77.69% Conversions grow % Revenue grows % Sales grow % June Nov

17 Exclusive Concepts Google Shopping Case Studies Everyone I have dealt with at Exclusive Concepts really cares about our success. Klohn Industry: leader in consumer automotive part supplier Platform: Yahoo! Store Revenue: < $1 million annually ROAS: 1,000% Increase in revenue: 153% 153% 153% increase in revenue 1,000% 1,000% return on ad spend

18 Ready Google to get started shopping with GOOGLE SHOPPING? I ve seen a healthy return on my investment and I couldn t be happier about the time they have saved me to focus on other important aspects of my business. If you are looking to simplify the management of your ecommerce store and increase your profits, give this service a try! TaTyana, BaByGirlBouTique.com MANAge YOUR INveSTMeNT The charts below outline your investment for Google Shopping management. The campaign optimization is a required, project based service. Your monthly management investment is either a fixed rate, or a percentage of spend (whichever is higher), depending on your total monthly Google Shopping spend. SeRvICe SERVICE FIXed PRICe* FIXED PRICE* SPeNd SPEND PRICe* PRICE Profitable google Shopping Profitable Google Shopping Setup Profitable Google Shopping $595 Campaign Profitable Optimization Google Shopping Campaign Setup and $495 Optimization (one time) Monthly Management** $595 *includes up to 1 hour of consulting time * based ($150 on per a minimum additional hour) spend of $1,500/mo and maximum spend ** Clients of $4,000/mo who concurrently use Exclusive Concepts for Profitable Google Shopping and Profitable PPC only pay a fixed **includes discounted 4 hours cost of of management $495 for Profitable time Google Shopping Spending Tiers Google Shopping Pricing Tiers $595-4,000 Monthly PLA Ad Spend 15% Mgmt Fee $4,000-7,000 Up to $5, % $595** $7,000-10,000 $5,001-10,000 12% 12% $10,000-13,000 $10, % 10% $13,000+ 9% CONTACT US TODAYConversions TM Tick. Tock. Sale. On Demand * based on percent of spend exclusiveconcepts.com Tel: sales@exclusiveconcepts.com TM Tick. Tock. Sale.