Innovative Strategies to Thrive. Landscape

Transcription

1 Innovative Strategies to Thrive in a Competitive Google Shopping Landscape T h e G o o g l e S h o p p i n g V i r t u a l S u m m i t : D a y 1

2 Is a Google Shopping Marketplace Inevitable? contact@cpcstrategy.com

3 The Stars Are Aligning

4 Google Shopping Category Linking

5 Google Trusted Stores

6 Google Trusted Stores Requirement Changed In January Google Trusted Stores no longer need to submit shipment and cancellation feeds Retailers need to have a minimum of 200 orders per month and respond to all business inquires within 24 hours Instead Google will try to use seller ratings + consumer ratings to vet advertisers

7 Google Shopping Express

8 Google Shopping Express Delivery Areas

9 Local Inventory Ad Integration

10 Google Shopping Buy Now Button

11 Google Shopping + PayPal? contact@cpcstrategy.com

12 Remaining Questions How will Google receive real time inventory updates? Will Google share customer data with retailers? How will Google enforce fast shipping and quality customer service? Will retailers willingly participate in a Google Shopping Marketplace?

13 Solutions Retail-focused Paid Search (PPC) Google Shopping Management Shopping Channel Management Amazon Sales Acceleration Founded in 2007 Over +300 active retail clients Top 50 fastest growing companies in San Diego Recognized as an Official Google Shopping Partner Exclusive focus on retail DELIVERING LASTING RESULTS FOR OUR CLIENTS VISIT CPCSTRATEGY.COM CPC STRATEGY HAS BEEN FEATURED ON

14 Before We Get Started Logistics Speakers Session Recordings Will Be Sent Next Week Q&A Following the Presentation Rick Backus CEO CPC Strategy Submit Questions In the Chat Box to the Right Jeff Coleman Director of Retail Search CPC Strategy

15 The 2015 Google Shopping Virtual Summit Tomorrow (5/13, 11-12pm PST): Creating a Scalable and Complementary Approach to Text Ads and Shopping Campaigns Presented by Kenshoo Thursday (5/14, 11-12pm PST): Using Your Competitors Data to Drive Performance on Google Shopping Presented by SEMrush

16 Featured Google Shopping Expert Jeff Coleman Director of Retail Search Head of Account Management at CPC Strategy Oversees structured data channel strategy and innovation Featured speaker at Fashion Digital 2015 Over 8 years of experience managing product advertising programs

17 Course Overview Building a Foundation with Data Quality Analysis & Optimization Implementing Automation for Shopping Campaigns Advanced Ad Group & Campaign Structuring Best Practices Mobile Segmentation for Shopping Leveraging RLSA for Shopping Location Targeting by Category Q&A

18 Building a Foundation with Data Quality & Optimization Assessing Your Product Data Quality Fully Populated Required Columns Biggest missed field is Availability Unavailable products might be given a generic value in the feed of in stock Sometimes no value exists at all and they re still pushed to Google Don t overlook things like Shipping Cost or UPC Image Links Spot-Check Them Ensure you re sending highest quality image (if you have multiple) Make sure they load sometimes they don t

19 Building a Foundation with Data Quality & Optimization Assessing Your Product Data Quality Product Variations All color variants should have their own image Ideally, landing pages come pre-loaded with variant selected Poor-performing SKUs? Check for data inaccuracies maybe product is out of stock, maybe it has a poor image, maybe shipping isn t specified, maybe it has the wrong UPC (or different UPC from what Google has on their page)

20 Building a Foundation with Data Quality & Optimization Product Feed Optimization Title Enhancements Rule of thumb: A customer should know enough about your product to purchase it just by looking at the title. Build a title for a robot (the Google search algorithm) so it can be found by as many searches as possible, and for a human so they know what they re getting & the title is clear / not spammy.

21 Building a Foundation with Data Quality & Optimization Product Feed Optimization Title Enhancements Attributes That Should Always Be Included: Brand Color / Material Size Gender MPN / Style Number Product Type Example: Nike Air Max Brand Style Nike Air Max Men s Running Shoes Red & White Size 10 Brand, Style, Gender, Product Type, Color(s), Size

22 Building a Foundation with Data Quality & Optimization Product Feed Optimization 101 Those data points discussed on previous slide should exist elsewhere in the feed Custom Labels Add product attributes to custom labels to track performance across them Google already tracks performance on Brand & Product Type, so don t include those Gender, Style, Color / Material

23 Implementing Automation for Shopping Campaigns Where Automation Fits into PLA Management What Can A Robot Do? Predict the future? No. Humans can t either, but we can forecast E.g. Seasonality, location-specific seasonality, flash sales, etc. Understand How To Structure A Campaign? No If your campaign structure is too granular, robots will miss larger trends E.g. a brand with 1,000 products that all get 2 clicks & 0 sales. Each individual product might not have a statistically significant data set. But a human can take a step back and look a level higher Understand Temporary Market Fluctuations? No Sales / promos that cause sales spikes should not influence your long-term bidding strategy Market fluctuations that cause temporary sales dips might not be indicative of long-term performance for a brand / product Both can cause positive or negative feedback loops that can spiral bids out of control or far too low.

24 Implementing Automation for Shopping Campaigns Practical Applications for Shopping Campaign Automation What Are Humans Terrible At? Repetitive tasks when you have the right structure & bid levels and all you re doing is making tweaks to bids on an ongoing basis, then a robot can take over That s when our analysts implement automated components of our CAPx platform All Campaigns Require Check-ins If your campaign is structured on the product level take a step back to look at larger trends Take a look at your campaign structure in general and see if there are different ways you can break out your product groups to isolate groups of top performers or poor performers in a meaningful way that allows to still identify trends E.g. brand > product type > style / color If you re running sales, adjust your bids

25 Advanced Ad Group & Campaign Structuring Best Practices Example of a Traditional Shopping Campaign Architecture 1 Shopping Campaign 1 Primary Ad Group Product Group 1 Product Group 2 Product Group 3 Etc. The Traditional 1 Campaign : 1 Ad Group Structure Pros Full catalog management in 1 place Easy-to-manage Full product feed reporting in 1 campaign Bigger Isn t Always Better: Maintain 1 campaign, 1 ad group, unless you have specific reasons to break up your feed into multiple campaigns Cons Less flexibility with advanced features some only apply at the Ad Group or Campaign level Less flexible budget management Bigger Isn t Always Better: Maintain 1 campaign, 1 ad group, unless you have specific reasons to break up your feed into multiple campaigns

26 Mobile Segmentation for Shopping Mobile-Only Campaigns / Ad Groups Google says you can t differentiate bids between Mobile and Desktop/Tablet traffic, I ll tell you how 1. Set Up Mobile Ad Group 2. Set Mobile Modifier In Desktop Ad Group to -100% Make sure to set this on the Ad Group level for the Desktop ad group, NOT at the Campaign level

27 Mobile Segmentation for Shopping 3. Copy product group structure and bids use the AdWords Editor to speed up the process 4. Cut all bids in the Mobile Ad Group by 50% 5. Set the Mobile Modifier for the Mobile Ad Group to +100% Note: This means a $0.01 change in Max CPC will result in a $0.02 change in effective bid

28 Mobile Segmentation for Shopping Mobile Traffic Sculpting -100% Mobile modifier in Desktop ad group forces Mobile traffic away from Desktop ad group Lower bids in Mobile campaign push Computer / Tablet traffic to Desktop ad group Note: Keep Mobile ad group Max CPCs lower to keep Mobile traffic separate. Use Mobile modifier to increase effective bid on Mobile traffic

29 Leveraging RLSA for Shopping What are RLSAs? Remarketing Lists for Search Ads Recently opened up to Google Shopping All AdWords support reps can enroll you in the program Remarketing tag (or GDR tag) required New Audiences tab will appear once you re enrolled Default Audiences Google Will Create For You All Visitors Anyone who comes to your site Product Viewers Anyone who goes to a product detail page Cart Abandoners Anyone who abandons their shopping cart Past Buyers Anyone who has completed a purchase on your site

30 Leveraging RLSA for Shopping How Can RLSAs Be Applied to Shopping Campaigns? Allow you to set bid modifiers on customers that have been to your site Bid modifiers are set at the ad group level Segment product groups Sample starting bid modifiers

31 Location Targeting by Category Category-Specific Geo-Targeting Segment Campaigns By Common Seasonality Patio furniture & wakeboards go in a Summer campaign Space heaters & snowboards go in a Winter campaign Bid Separately On Different Geos Depending On Season Summer Campaign: Southern California & Texas might get strong bids year round for the Summer campaign Northeast & Midwest get down-bid aggressively in Winter Winter Campaign: Northeast & Midwest get strong bids in Winter months Aggressive increases when storms hit

32 Closing Thoughts What to implement now to set up a smooth transition into Q4 Mobile traffic will continue to increase start a Mobile bid strategy now Competition on Shopping increases every year which makes you vulnerable to losing your customers RLSAs can help you retain them Product Data Requirements Recommended attributes & larger, higher quality images will become requirements

33 Questions for Jeff or Rick? Submit your questions in the chat box on the right Refine Your Approach to Google Shopping CPCStrategy.com

34 The 2015 Google Shopping Virtual Summit Tomorrow (5/13, 11-12pm PST): Creating a Scalable and Complementary Approach to Text Ads and Shopping Campaigns Presented by Kenshoo Thursday (5/14, 11-12pm PST): Using Your Competitors Data to Drive Performance on Google Shopping Presented by SEMrush