GoDataFeed Webinar Sept 2016

Presenter:

Ryan Garrow

Enterprise Strategist

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Ryan Garrow

Ryan, been in the digital marketing space for7 years focusing on ecommerce andenterprise level online marketing. Ryan andhis wife have 3 kids 3, 2, 9 mo and recentlymoved to a farm in Sherwood. He and hiswife Andrea own 6 businesses (his wife’s isthe most profitable)

EnterpriseStrategist

Confidential + Proprietary

Agenda

Google Shopping

Expectations: Spend/ROAS

Client Results

Holiday Dos/Don’ts

Who We AreLogical Position

Lake Oswego, OR

Las Vegas, NV

Chicago, IL

Austin, TX

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What we doGoogle Shopping-History

2002: Froogle

2007: Google Product Search

2012: Google Shopping

2014: Enhanced Campaigns

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New Shopping Results

Expectations

Spend:

Brand w/ wholesalers: 50%

Retailer: 200-400%

ROAS:

Brand: Higher than Search Non-TM

Retailer: Search Non-TM

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Amol’s-The Need

Past Agency

Shopping Structure:

ROAS: 1.58 before

3.25 first two months of launch

Benefits of Structure

• Impression Share by product

• Search Queries by product

• Click vs. Buy

• SERP Control

The Numbers

2014 to 2015:

Spend: up 88%

Revenue up 97%

ROAS up 5%

% of website rev: up 47% to 58%

Avg pos: up 20%

CPCs on search up 37%

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Do’s and Don’ts

Do’s

• Track Revenue

• Promotion Schedule

• Take advantage of Google

• Use an ‘expert’

• Test feed changes

Don’ts

• Ignore Mobile

• Force Google

• Setting Changes

• Set it and Forget it

• Give up

• Test Changes

Confidential + Proprietary