google shopping webinar 31st january 2013
DESCRIPTION
What you need to know about the 2013 changes to Google Shopping. PLUS what you need to do!TRANSCRIPT
Google Shopping goes PPC
What you Need to KnowChloë Thomas
31st January 2013
Google Shopping goes PPC
● What is Google Shopping?● What's happening?● The decisions you need to make● What you need to do● Introduction to PLAs
(Product Listing Ads)
Join the inner circle
● Sign up for 4 months - get 2 Months extra Free!● Sign up for 7 months - get 5 Months extra Free!
PLUS - A free copy of my not-yet-released video:"Seven Secrets of eCommerce Success" - worth £67
Google Shopping goes PPC
● What is Google Shopping?● What's happening?● The decisions you need to make● What you need to do● Introduction to PLAs
(Product Listing Ads)
Your Website
"Product Feed"
File of your product information in the
Google specified format
Google Merchant
Centre
an account to manage the
submission of your feed to Google
Currently
Google Shopping goes PPC
● What is Google Shopping?● What's happening?● The decisions you need to make● What you need to do● Introduction to PLAs
(Product Listing Ads)
The Old World
The New World
Google Shopping goes PPC
Who does it affect?Australia, Japan, Brazil, Italy, Spain, France, UK, Netherlands, Germany and Switzerland
When will it happen?"whole process completed by the end of Q2 2013"
Known timetable
● 31/5/12 – Google announces the upcoming changes for the US
● 17/10/12 – US changes complete
● 15/11/12 – Google announces the international roll-out
● 13/2/13 – The international search results pages will change to have paid Shopping results, not the free ones
● March 13 (no date yet given) – Merchants will have to conform to the new feed specification
● 12/4/13 – Merchants must be signed up if they want the promotional incentives
● Q2 2013 – completed
The Headlines:
● No more free traffic from Google product feeds
● Big opportunities to optimise your Google PPC with Product Listing Ads (PLAs)
● You need to update your feed to keep playing
Google Shopping goes PPC
● What is Google Shopping?● What's happening?● The decisions you need to make● What you need to do● Introduction to PLAs
(Product Listing Ads)
Your Website
"Product Feed"
File of your product information in the
Google specified format
Google Merchant
Centre
an account to manage the
submission of your feed to
New system
Google Adwords
an account to manage the
display of your product ads
Quick Status Audit
Yes No
Yes
No
Google Shopping goes PPC
● What is Google Shopping?● What's happening?● The decisions you need to make● What you need to do● Introduction to PLAs
(Product Listing Ads)
To do list:
Yes No
Yes● check your feed
meets new specification
● link your Adwords and Merchant Center Accounts
● Create an Adwords account
● Integrate conversion tracking
● Link adwords and analytics
No ● create a feed● create a Merchant
Centre Account● submit your feed
Tip - use the same email address for all Google Accounts.
New Feed Specification:● http://goo.gl/U0Zl9
Create Merchant Centre Account:● www.google.co.uk/merchants
Create Google Adwords Account:● adwords.google.co.uk
Link Adwords and Merchant Centre:● Login to Merchant Centre, and link via the Adwords section
This slidepack will be shared on Slideshare tonight:
http://www.slideshare.net/Chloe_eCMP
http://goo.gl/dN99h - to check terms, and apply
Google gives a little bit back...
£75 Promotional Credit 10% Monthly Credit
1. Have an AdWords account with a billing address in one of these countries: Australia, Brazil, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, or United Kingdom.
2. Have a product listing ad (PLA) campaign that promotes every product in your Merchant Center account.
3. Be an active Google Shopping merchant on or before 1 December 2012.
1. Have a Merchant Center feed targeting one of these countries: Australia, Brazil, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, or United Kingdom.
2. Have an active product listing ad (PLA) campaign that promotes every product in your Merchant Center feed.
Google Shopping goes PPC
● What is Google Shopping?● What's happening?● The decisions you need to make● What you need to do● Introduction to PLAs
(Product Listing Ads)
● C.S.1:○ Site visits up 129%○ Bounce Rate down 9.8%
● C.S.2:○ AOV up 15%○ Dormant products back to life
● Compared to rest of the PPC account:○ CTR x2○ Revenue up 102%○ Cost per click down 36%
PLAs Opportunity
1. Create Campaign in Merchant Center
2. Enable Product Listings and Extensions in Google Adwords (in Campaign Settings)
3. Create Auto targets, Adgroups and Ads
Very Brief Intro to PLAs
Very Brief Intro to PLAs
Group Products Using "Auto Targets"
● Brand● Product Type● Condition● Adwords Label● Adwords Grouping● All products
the manufacturerdesignation of product categorynew, used etccustom grouping, 1 product multi labelscustom grouping
Each Adgroup:
One Auto Target Multiple Auto Targets
Join the inner circle
● Sign up for 4 months - get 2 Months extra Free!● Sign up for 7 months - get 5 Months extra Free!
PLUS - A free copy of my not-yet-released video:"Seven Secrets of eCommerce Success" - worth £67
This slidepack will be shared on Slideshare tonight:
http://www.slideshare.net/Chloe_eCMP
1. Decide if you want to use PLAs2. Sort out your feed3. Create the relevant Google Accounts4. Link up all your accounts5. Build your PLAs6. Start the Optimisation Process
Your To Do List:
Next week we'll be publishing a Guide to this transition - keep an eye out