google shopping - clemmentijn treinen - efashion15
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Top Tips to make Shopping work for Fashion
Top Tips to make Google Shopping work for Fashion
Clemmentijn TreinenGoogle Shopping Lead, The Netherlands
Google Confidential and ProprietaryGoogle Confidential and Proprietary
Micro Moments...
Google Confidential and Proprietary
What consumers
are searching
for
How to help them find you and
your products
Checklist for success
Google Confidential and Proprietary
foot traffic from 2010 – 2013
55%
2Xthe value of each
store visitfrom 2010 – 2013
Shoppertrak 2014 and Mastercard SpendPulse 2010 and 2013.
Google Confidential and Proprietary
Local Shopping drives consumers to your store
Google Confidential and Proprietary
What consumers
are searching
for
How to help them find you and
your products
Checklist for success
The roots of retail ads come from your product catalog
Product Catalog
Product Listing Ads
Data quality is the key to success
Display Ads
Dynamic Remarketing
YouTube
Consumers are specific in what they want
What are possible search queries to try to find this specific boot?
It allows you to match values to consumers’ behavior
Consumers are specific in what they want
“Rain boots”
“Spotted yellow rain boots”
“Polka dot boots”
“Women’s rain boots”
There are many ways for consumers to discover your product
Figure out how the targeted audience is searching for products.
Example“Spotted boots” vs “polka dot boots”
Use Google Trends to determine shopper preference
Yellow Rain Boots$49.99Acme Boots
Women’s Polka Dot Rain Boot$49.99Acme Boots
Importance of data optimization
Highlight the attributes which make the products unique
Add sizes of items to the end of ‘title’
Indoor Running Shoes$49.99Acme Shoes
Indoor Running Shoes Size 9$49.99Acme Shoes
Also consider standard optimizations to ‘title’ for size
Add color to the end of beginning or end of ‘title’
Outdoor rain jacket
$129.99OutdoorStore
Outdoor rain jacket light grey$129.99OutdoorStore
Standard optimizations to ‘title’
The team crafted a hypothesis with an apparel client to add specific brands to the ‘title’ attribute
56%
increase in impressions per SKUTo
tal I
mpr
essi
ons
Time
ControlTest
Source: Channel Intelligence Internal Data
Test Optimizations: adding brand name to the title
Data Quality Best Practices
• Use human-friendly language throughout• Move important keywords shoppers are looking for to the front• Avoid all capitals, keyword-stuffing, promotional text• Mirror the product information on your website• Provide high quality images 800x800 pixels
Reflect your goals in your product feed
Custom label Definition Possible custom_label values
0 Season spring, summer, fall, winter
1 Promotion flash sale, clearance, merchant promo
2 Selling rate bestseller, low seller
3 Margin high margin, low margin
4 Holiday valentine’s day, mother’s day, father’s day, christmas
Create a retail calendar and plan ahead
Dates Occasion Promotion Products
02/07 - 02/20 Valentine’s Day Select products6 SKUs: 111, 222, 333, 444, 555, 666
05/01 - 05/10 Mother’s Day 15% off Brand X, Y, Z
07/10 - 07/21 Father’s Day Free Shipping Category: electronics
08/01 - 08/20 Back to School 20% off Product Type: backpacks
12-25 - 12/31After-Christmas
Reduced pricing on closeout inventory
1.5K products across multiple brands and product types
Google Confidential and Proprietary
What consumers
are searching
for
How to help them find you and
your products
Checklist for success