biddable world - online shopping - sarah conway

online shopping

Sarah Conwaysarah.conway@isabellaoliver

.com@dothesethings

the presenterSarah Conway

Marketing Manager | Isabella Oliver

the agenda

o 2013 in a nutshello What’s changing?

o Feedo Campaigns &

structureo Optimisation

o Cheap tricks

SHOPPING

PLAs

2013 in a nutshell

1 no more free clicks2PLAs =

35% clicks in Q3’13

3

Sources: RKG DMR Q3 20132013 Kenshoo Global Online Retail Seasonal Shopping Report

spend +196%

revenue +417%

what’s changing?

what’s changing?

bing product ads show potential in Q4

Need image for PLAs or a meme

what are PLAs?

why use them?

this is interesting

known retailer free shipping price image

Source: Search Engine Land

the holy trinity

FEED

DATA STRUCTURE

feed structure optimisation

feed dataATTRIBUT

ES

BA

SIC

S IDTitleDescriptionLinkImage linkConditionPriceAvailability

IDEN

TIF

IER

S BrandMPN *GTIN *

* = compulsory for some apparel categories

CA

TEG

OR

ISA

TIO NGoogle

Product Category *Product Type

* = compulsory for Clothing & Accessories, Media and Software

AP

PA

REL Gender

Age GroupColourSize

Required for:Clothing & AccessoriesMediaSoftware

feed dataGOOGLE_PRODUCT_CATEGOR

Y

o go granular

o follow the breadcrumbs

get it loaded

feed structure optimisation

ALL Auto Target: All £0.50

CAMPAIGN

PRODUCT TARGET BID

getting started

Dre

sses

Dresses – ID – DR111-BLK-0001

Dresses – ID – DR222-RED-0001

Dresses – ID – DR333-PUR-0001

ALL Auto Target: All £0.50

£1.00

CAMPAIGN

PRODUCT TARGET BID

break-out products

Dre

sses

Dresses – ID – DR111-BLK-0001

Dresses – ID – DR222-RED-0001

Dresses – ID – DR333-PUR-0001

ALL Auto Target: All £0.50

£1.00

CAMPAIGN

PRODUCT TARGET BID

break-out products

£1.00

£1.00

ALL

AUTUMN

PRODUCT TYPE

SPRING

BESTSELLER

feed structure optimisation

beware the ‘all products’ target

1 2 3

watch your devices

Identify product-

specific search volume trends,

match bids accordingly

& your shopper habits

other nuggets

oup your budget

ouse your labels

obreak out bestsellers

no more free traffichop on the train

zero fearaccelerate

quality & quantity

thanks! Sarah Conway

sarah.conway@isabellaoliver.com

@dothesethings