November 3, 2015 L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M 1 Winning the Google Shopping Battle
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November 3, 2015
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M 1
W i n n i n g t h e G o o g l e S h o p p i n g B a t t l e
Executive Summary
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Google ShoppingQuick HistorySERP OptionsInside Shopping
Expectations For What Shopping Should Be Doing
What Goes Into A Good Feed
Bad Campaign
Good Campaign
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
Quick History
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Froogle (2002) Free, had AdWords text ads
Google Product Search (2007) Still Free
Google Shopping (2012) Change to paid, late 2012
Enhanced Campaigns (late 2014) Took control -1 campaign for all products
Our goal is take back control
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
Google Shopping
4L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
8 pack on the side
Google Shopping
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5 pack on the top
Google Shopping
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1 pack on the right
Google Shopping
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Inside Shopping
High Level Expectations
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% of Ad-Spend• 20-30% of text ads (brand)• 150% of text ads (pure play ecomm)
ROI• Usually lower-(follows Non-TM)• Assister of other channels (not the closer)• CPC higher many times (Tatcha)
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
What is a feed?
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Simple Answer: Export of all products and features in excel type doc
Longer Answer: Database of all products and attributes aligned by column to ‘plug into’ a system to show pictures with descriptions
used in Amazon, shopping engines (shopping.com, buy.com), Bing
Feed Manipulation: Garbage in, garbage out
No Keywords to shoot for…Google crawls feed Important to be able to move fields, add fields, add keywords etc Recommend GoDataFeed for almost every company
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
Bad Shopping
10L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
Truck Products 9k products 4 shopping campaigns
• 219 MBRP SQ in main campaign (9 conversions)
No Ecomm Rev tracking
Good Shopping
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Cable Wholesale (since July) 3k products 57 shopping campaigns, 9k ad groups Negatives KW: 1237 ad group, 3375 campaign
Peeper Specs (5 years) 900 products 15 Shopping campaigns, 1944 ad groups Negative KW: 4610 ad group, 18181 campaign
Broken out by Product ID-AD GROUPS Ease of seeing conversion data Negative KW sculpting
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
Good Shopping
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Feed Optimization Tips Requirements: https://
support.google.com/merchants/answer/1344057 Pictures-no watermarks, background Title-KW rich, less 70 char, automatically shortened 2 of 3: Brand, MPN, GTIN (review stars)
https://support.google.com/merchants/answer/188494
Management Tips Regular Search Query Review Optimize off of ROI, not CPA Shared budget with priorities BiddingL O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
Specific Products for Specific Searches
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Quick Recap
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Feed-Quality (GoDataFeed) Take Back Control
Granular build Negative KW
Search Query Sculpt traffic
Optimize off ROI
L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M
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