Digital Marketing within the Retail Sector: Sam Noble, Koozai

Samantha Noble

Digital Marketing in the Retail Sector

@Koozai_Sam

On The Edge Retail – London

THE COMPETITIVE WORLD OF PLAs

Source: Delegator

85% OF GOOGLE’S REVENUE CAME FROM

ADWORDS IN 2013”

So where did it all

begin?

Google AdWords launched on October

22nd 2000

Google differentiated between organic listings

and sponsored ads.

Comparing ads from 2000 to 2015, they are

VERY different.

The lines are blurring and it is hard to see

where the ads end and organic starts.

Shall we take a look

at Google Shopping?

Google rolled out over 1,000 changes

to the AdWords ecosystem in 2013.

Lots of those changes were related to

Google Shopping campaigns.

Match users’

search query to

products in your data feed

Only available

for Ecommerce

websites

Must have a

Merchant

Center product feed

We love a statistic

(or two).

56%of non-brand clicks were from Google Shopping ads in 2014!(Source: Thought Shift)

141%is how much the Cost per Click (CPC) of PLAs increased in 2013.(Source: Marin Software)

PLA or Text? Which is better?

PLA Text Ads Variance

Clicks 121 167 -28%

CTR 5.30% 4.97% 7%

Avg. CPC £0.37 £0.67 -45%

eCommerce Rate 3.36% 1.13% 197%

(Source: Thought Shift)

197%Conversion Rate Increase

Get the build right,

right from the start.

It is best is to have one ‘catch all’ campaign

along with other more targeted campaigns.

You could split campaigns by brand and then

by product within that brand.

Use Custom Labels (more on that later) for

Seasonal, High Return, ROI & Top Converters.

You may choose to create campaigns by

Product Type or Product Category.

If Condition is important to use, break down

campaigns by New, Used or Refurbished.

Set campaigns up with high, medium or low

priorities to dictate importance.

What ever structure you aim for, take things

slow and let the data drive your decisions.

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Standard Settings. (Don’t forget).

Search Partners & Google Search

Ad Scheduling and Bid Adjustments

Budget and Bidding Settings

Geographic Targeting

Ad Delivery Method

Creation of the GMC

data feed.

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The Product Feed will

determine how well your

account will perform

Use a developer

Link it to the site

Update automatically

Making changes in GMC is where you will

gain a competitive advantage.

The feed must contain the required

field attributes for it to work.

http://kooz.ai/feed-attributes

Find out more here

Stock availability should be updated

frequently to avoid ad disapprovals.

Product titles should be keyword rich, descriptive and under 70 characters.

Aim for 500 characters for Product descriptions &

include important information at the start.

UPIs are the most important element of your

feed. Ads will be disapproved if not correct.

Make the MPU your Item Number so the

product name is pulled in.

The Product Image is what makes people

click. It needs to stand out from the crowd.

Be sure to add all possible shipping fees

available to your customers.

Changes made to an automatic feed will

impact both SEO & PPC.

Update your feed daily. The fresher the feed,

the higher Google seem to rank it.

Always monitor GMC

for potential issues.

Keep a close eye on the Diagnostics tab in

Google Merchant Center.

Act on core warnings immediately and then

move onto potential issues.

Check the Data Feeds tab to address & fix

individual errors with your feed.

Use the Feed Debugger tool to make changes

& test individual products before you go live.

Upload new data feeds in Test Mode to check

everything is in order first.

Implementing

Schema Mark-up.

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Used as a backup for availability and price

(ideal for quick changing stock).

If the feed is different to the schema on site,

Google will default to schema rather than

disapprove the ad.

This is not a replacement for the data feed

or for regular updates to the feed.

Schema Mark-up.

http://kooz.ai/schema-testing

Test your Schema here:

…In price related item disapprovals for the

merchants who participated in the Beta.

It’s all about the

custom labels

(all 5 of them).

Subdivide

products into unique groups

GMC allows up to

5 custom labelsStrategic bidding

means higher ROI

Some products maybe affected by

seasonality.

Think about which products generate the

highest profit margin.

Others might have a high complaint rate in

which case you may wish to bid lower.

Use Google Analytics to tell you which

products are your best selling items.

Group products into price buckets for

effective bidding strategies.

Optimisation of the

shopping

campaigns.

Use the Dimensions Tab to see performance

breakdown for the product group or campaign.

Reduce bids for products with a high cost and

low number of conversions.

Review Lost Impression Share & increase bids

for converting products.

Use the SQR to uncover negative keywords

that should be added to your campaign.

Use the Benchmark CTR & CPC against yours

to understand where you need to be.

Compare campaign performance alongside

competitors using Auction Insights.

Use Google Analytics to highlight top revenue

generators & increase shopping bids.

Bid a minimum of £0.01 and you will still

appear in the main Shopping section!

Encourage your customers to leave feedback

on review platforms.

Become a Google Certified Shop to enhance

your credibility & show a badge on ads.

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Standard Optimisation. (Don’t forget).

Review campaign segmentation (device,

search partners etc).

Bid according to performance based on

time of day, day of week and location.

Check CPCs vs Ad Position vs Conversions

and increase/decrease accordingly.

Upload different images to test Click

through Rates (CTR).

Split test different promotions and wording

to encourage more clicks.

Want to know about

a few new features?

‘Merchant Promotions’ can give you the edge

over your competitors!

7%Increase in

CTR

PLUS an 11% decrease in the

campaign CPC

http://kooz.ai/merchant-promo

Register interest here:

‘Local Inventory Ads’ show customers stock

availability in the search results.

83%of online shoppers

Would be more likely to visit a store

if they could check availability

beforehand.

http://kooz.ai/local-inventory-ad

Register interest here:

Google have some exciting updates in BETA

that are coming soon!

Sam’s Tip of the Talk.

Advertisers were expected

to allocate 33% of their entire

paid search budget towards

PLAs by the end of 2014.

Competition will become

more fierce; get involved

now!

Source: Marin Software

Thanksfor listening.

@Koozai

Facebook.com/koozaiE-mail: [email protected]

www.koozai.com

Tel: 0845 485 4794

Digital Marketing in the Retail Sector

Roundtable Question

If you are already running Google Shopping campaigns,

how effective do you feel they are and what do you

think you could do to improve what you are doing?