crafting advanced google shopping strategies to rank higher in 2017

ASK AN EXPERT:

Crafting Advanced Google Shopping Strategies to Rank Higher in 2017

Proven Google Shopping Methodologies That’ll Get Your PLAs to Show up

Event Logistics

Join the Conversation: Submit questions and

thoughts

Session is being recorded

Today’s Resources

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

•Recognized as one of the Top 10 best places to work in SD

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

CPC Strategy Google Shopping Experts

Roman FitchLead Retail Search Manager

Jason BellSenior Paid Search Manager

Today’s Topics

• How 2016 Google Shopping Growth Impacts Strategy

• Manipulating the Product Feed to Improve Ad Relevancy

• Targeting Consumer Searches Through PLAs

• Advanced RLSA Audience Targeting Capabilities

• Utilizing Google Special Offers to Drive Conversions

• Your Product Mix & How to Leverage for Increased Performance

How 2016 Google Shopping Growth Impacts Strategy

How 2016 Google Shopping Growth Impacts Future Strategy

Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

Google Shopping 2015 Q4 vs. 2016 Q4• Cost Per Click (CPC)

In 2016, we saw an average drop in CPCs – $.71 across all verticals, in comparison to 2015, where we saw an average CPC of $.76.• Click-through-rate (CTR)

In 2016, we an average drop in CTR – 1.34% across all verticals, in comparison to 2015, where we saw an average CTR of 1.62%• Return on Ad Spend (ROAS)

In 2016, we an average rise in ROAS – 770.3% across all verticals, in comparison to 2015, where we saw an average ROAS of only 708.3%.• Impression Share

In 2016, we an average drop in Impression Share – 27.2% across all verticals, in comparison to 2015, where we saw an average Impression Share of 29.6%.• Revenue

In 2016, we an average increase in revenue by 24.77%, in comparison to 2015.• Cost

In 2016, we an average increase in revenue by 24.10%, in comparison to 2015.

Manipulating the Product Feed to Improve Ad Relevancy

Basic Product Data Quality – The Easy StuffThe essentials for a good quality Google Shopping product feed

The Basics:• Item IDs - Are they unique?• Item IDs - Are they consistent?• MPNs - Are they modified? Do MPNs match what other retailers have?• SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics transactions? • Prices - Accurate? How often are you syncing price? Make sure no $0 values.• Links - Do they work? Check for 404 errors & 302 redirects that strip tracking parameters.• Stock Status - How are we handling out of stock items?• Images - Are we including any Watermarks or Promotional Text?• Product Variations - Are we missing/not sending these? Why or why not?• Product Variations - Are we loading the child variations on the landing page?• Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed.• GTINs - Are we in compliance based upon Google’s Diagnostic’s tab?• Custom Labels - Are we taking advantage of these 5 customizable fields?• Complete Data - Do we have fully populated columns? Any empty fields?

Manipulating the Product Feed to Improve Ad Relevancy


Targeting Consumer Searches Through PLAs

What is ISO and why is it so important?

ISO Strategy – [Exact] or “Phrase” Match Targeting

What is it? Ability to target an exact keyword or phrase within Google Shopping w/o the need of a

daily negative keyword addition (ie: SQO Strategy) Shifting focus away from only product-level performance to search query performance

How is it accomplished?Through the use of both the campaign priority settings and negative keyword

sculpting

Customer Intent Example

Ability to bid based upon perceived customer intent Ensuring higher placement on terms which show higher customer intent to purchase


The Green Vs. Red ISO Strategies

Green ISO Strategy

Red ISO Strategy

Use Cases Improve ROI on Poor Performing Queries – lower average CPC

Use Cases Drive Impression Share - Exact/Phrase Match Target High Value KWs - Quickly Monitor &

React to Aggressive Competition – Control Product Mix – Stimulate Growth Through Aggressive Bidding

Green & Red ISO Working Together?

The Red ISO Strategy

30 Days Before & After Results

Cost Down 66% Avg. CPC Down 73%

ROAS Up 370%


GREEN

RED

Imp. Share Up 21% Conv. Up 14% Competitive Awareness

Advanced RLSA Audience Targeting Capabilities



**Similar Audiences**Automatically created Google audience based off users on your RLSA

list. Users on RLSA lists are excluded from “similar lists”, and the user

duration is only 24 hours. Google will identify users searching for similar

queries as users on your RLSA list.



Audience Structuring and Themes:



Purchasers

Abandoners• Cart

abandoner• Checkout

abandoner

Micro-conversions•Email sign-up•Account creation•Quote Request•Form completion

Engaged Visitors•Time on site•page depth•Live Chat•Did a site search

BrowsersLeads

Landing pageHomepage viewersCategory viewersProduct viewers



Setting audience bid modifiersSave filters for high converting audiences above target ROI / below

target CPASave filters for higher spending audiences below ROI / above target

CPACampaign/Adgroup View within AdWords

** Not enough data =(



Setting audience bid modifiersDownload audience report at the account levelPivot the data to see how an audience is doing across an entire

accountThis will give you more insight into audiences that are doing well

holisticallyThis can empower you to take action and potentially bid up/down on

audiences that don’t have enough data to act at the

campaign/adgroup level.

Pivoted Audience Level Report



Success stories with shopping RLSAsHalloween costume manufacturer sees YoY ROI gains in Google Shopping by

retargeting last year’s customersPersonalized pet gear brand increases sales through Similar Audiences in Google

ShoppingLocal furniture store increases Store Visits by retargeting recent users completing

a Finance Application



Google Analytics RLSAs to remarket users who purchased Sept – Oct, 2015

Uploaded emails lists of purchasers Sept – Oct over the past 5 years

Use in conjunction with ISO™ to capture “top funnel” traffic for proven converters from last year.

Halloween costume manufacturer sees YoY ROI gains through RLSA in Shopping



Apply Similar Audience, one per theme: “Engaged Visitors”, “Micro-Conversions”, and “Purchasers”.

11% of shopping sales now coming from similar audiences.

Personalized pet gear manufacturer sees increase in sales with Similar Audiences in Shopping



Micro-conversions — Using back-end data, we were able to determine that 80% of

approved finance applicants become a purchase, with the average application value

over $750.Engagements — Users who do a site search (+68%), engage with live chat (+50%),

or play a product video (+9%) on the site are more likely to convert.

Local furniture store increases conversions with RLSA for micro-conversions and engagements



TakeawaysRLSA is effective for incremental efficiency gains in shopping.Similar audiences is looking like a strong growth opportunity for new customer

acquisitionCustomer match lists can be more limited in reach but unique in terms of audience

definition and list duration.

Utilizing Google Special Offers to Drive Conversions

Utilizing Google Special Offers to Drive Conversions


Google Merchant Promotions

What is it? Ability to highlight promotions within Google Shopping Improve CTR & Conversion Rates with no extra charge to participate

ImplementationThrough the Google Merchant Center within the Promotions Tab

7- Day Sale Result CTR up 19% Conv. Up 34% Conv. Rate up 14% CPC down -8%

PROMOTION TYPE ADDITIONAL INFO

DISCOUNTS

$ Off or % Off Discounts must be at least $5 or 5% off

x% Off. Maximum Discount $y n/a

$x Off $50+. $y Off $100. $z Off $150

Tiered discounts allowed

x% to y% Off Floor discounts (ie. minimum amount or percent saved) must be stated

Buy One Get One Free or Buy One Get 2nd x% Off

n/a

$x Cash Back or $x Cash Rebates

Must be reflected at cart or checkout

FREE GIFTS

Free Item Must clearly describe the free gift and item cannot be samples or trials

$x Gift Card on purchase xTitle must clearly state the gift card value and gift card must be from your own store

SHIPPING

Free or Discounted Shipping Must have valid redemption codeException: No redemption code necessary when combined with another permissible promotion (E.g. Free shipping + 10% off)

Your Product Mix & How to Leverage for Increased Performance

Your Product Mix & How to Leverage for Increased Performance


Understanding Your ‘Winning’ Products

What is your competitive edge Price? Exclusivity? Turn around time? Clout?

Leverage where customers see your valueSpend your time & effort correctly marketing where you provide the best value

Improving competitivenessResearch & understand why you may be losing out on conversions to competitorsLeverage your knowledge of your own products to provide more value where you can

afford

Execute Implement merchant promotions, RLSAs, specialized shopping campaignsContinue understanding the playing field and where you convert bestFind areas for opportunity that you can cultivate

Questions For The Experts?

Roman FitchLead Retail Search Manager

Jason BellSenior Paid Search Manager