Shopping Ads Masterclass UK - Feed Management

Growth Hacks for an effective, optimized Product Feed Google Shopping Superchargers

Sokrati Inc. | www.sokrati.comFor limited distribution only.

■ UK is the 3rd largest eCommerce market in the world (after the US and China)

■ 77% of UK population purchases online at least once a month

■ +50% of total UK digital ad spend invested in paid search

■ Sokrati, founded by ex-Amazonians, is Google’s first eCommerce focused channel partner in the UK

1. A.T. Kearney and PSWeb 2015 eCommerce Survey2. Data from IMF, Consumer barometer, CIA, Euromonitor and Statcounter are based on assumptions. Figures/estimates are based on historical information and do not guarantee future performance3. IAB-PWC UK Digital Ad Spend Report 2015

Confidential & Proprietary

Google Shopping

Confidential & Proprietary

Cost per saleLow High

Volu

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Hig

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Search Non-Branded Keywords“Running shoes”

Google Shopping

Search Branded Keywords

“Nike zoom pegasus shoes”

Overview

Confidential & Proprietary

Now up to ten products in a carousel

Across Different Screens

The Product Feed

Product Feed Attributesproduct_type Home / Home & Furniture / Ready Made Curtains

M&S Collectionbrandtitle

sku_idprice

description

colour

size

availability

additional_image_links

image_link

Types of Feed

StaticInventory doesn’t changePush (by Merchant) or Pull (by Google)BeginnersSlow

Types of Feed

HybridPrice & Availability ChangesPush (by Merchant) or Pull (by Google)IntermediateFast

Types of Feed

Dynamic

Fully Dynamic FeedPush (by Merchant)

AdvancedMedium

Sokrati’s Feed Management

Real time. Automated. Intelligent.

Sokrati Creates & Curates the Product Catalog - fully automatically!

5 Hacks to Supercharge your Product Feed

1.Increasing Feed Density

2.Effective Product Categorisation

3.Expanding the Search Universe

4.Forming the Best Titles

5.Image Optimisations

Increasing Feed Density

12 SKUs

1 item_group_id

Increasing Feed DensityS

M

L

XL

Increasing Feed Density

60%Impressions

40%Transactions

Effective Product Categorisation

X

X

Effective Product Categorisation

Expanding the Search Universe

Buy, Shopping, Online

Category/Brand

Product

Conversion

Expanding the Search Universe

Conversion Rate

Expanding the Search Universe

Transaction

Volumes

Forming the Best Titles

TitleUser Search Queries

Relevant attributes

User Experience

Hint: Play with Product Attritbutes in your Title like Material, Style, Product Type, Brand, Gender and Other Attributes like Color, Size

Jewellery

Forming the Best Titles

Product Title: Grey Regular Top

Optimized Product Title: Zara Woman's Grey Regular Top in Knit

Fashion

Product Title: Diamond Ring

Optimized Product Title: Cartier 2 Carat Diamond Ring

Forming the best titles

35%Impressions

30%Click-throughs

Image Optimisations

Background Removal

Image Optimisations

Product Focus

Image Optimisations

A/B Test

Image Optimisations

30%Click-throughs

12%Cost per click

5 Hacks to Supercharge your Product Feed

45%Product Reach

30%Click-throughs

18%Conversion Rate

1.Increasing Feed Density

2.Effective Product Categorisation

3.Expanding the Search Universe

4.Forming the Best Titles

5.Image Optimisations

Sokrati’s FREE Feed Audit ToolKnow how your Product Feed stacks up...

Detailed Audit Report in 2 Easy Steps!

Simply go to: sokrati.com/audit

What’s Next?Questions?

Your FREE Audit: sokrati.com/audit

Google Goodies: conversations@sokrati.co

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