5 MISTAKES TO AVOID FOR

YOUR GOOGLE SHOPPING

CAMPAIGNS THIS HOLIDAY

SEASON

+

PRO TIPS FROM GOOGLE

WHO WE ARE

2

• Mission: To Help Digital Marketers Succeed Online.

• Incorporated: 2005.

• Global Offices: Princeton (HQ). London. Hyderabad.

• Team: 85+ fanatically analytical search marketers with over 5.5 MM

hours of hands-on retail search marketing experience.

CLIENT LIST

3

“ ”

Within 12 months

of implementing our

strategy, organic traffic

more than doubled &

transactions went up

significantly.

Ken Bausch,

VP Interactive Marketing,

World Kitchen

DEMOCRATIZE DIGITAL MARKETING

4

5

Bridging the Gap Between Academics & Industry

Sep. 17-18,2015

SCHEDULE YOUR FREE PPC + PLA + SEO ANALAYSIS

6

Email Kelly Rafalski: kelly@netelixir.com

or visit: netelixir.com/free-competitor-analysis

ABOUT DON RODRIGUEZ

• Director, Analytics & Account Strategy

• Marketing is all about the math

• Former electrical engineer

• Teaches MBA classes at Rutgers

www.linkedin.com/in/donrodriguez

7

DOWNLOAD OUR PDF FOR POLL

QUESTIONVISUALS

8

{ } NETELIXIR PLA

QUIZ ANSWERS

{ } MICROMOMENT

POLL

GOOGLE’S LATEST MOBILE THEME IS MICRO-MOMENTS – WANT

TO KNOW, WANT TO GO, WANT TO BUY, WANT TO DO, HELP ME

CHOOSE

Thinkwithgoogle.com/micromoments

15

{ } 5 SHOPPING

CAMPAIGN

MISTAKES TO

AVOID THIS

HOLIDAY SEASON

POLL – WHAT % OF SMARTPHONE SCREEN

REAL ESTATE DO GOOGLE SHOPPING ADS

TAKE UP ABOVE THE FOLD?

A. <10%

B. 10 – 20%

C. 20 – 45%

D. >45%

17

NO MOBILE PLA ADS DURING THE HOLIDAYS

• Depending upon device, PLAs on smartphones can take up 25 – 45% of the “above the fold” real estate. – This device 25.4%

– Samsung S4 33.3%

– iPhone 5S* 45.2%

– Samsung S5 40.2%

• We expect PLAs to be >50% of paid search traffic this holiday season for 6 gift-oriented retail sectors.

* No organic listings were viewable above the fold for the query new balance running shoes.

18

FOR BRICK AND MORTAR STORES, THE OLD REALITY OF DRIVING

FOOT TRAFFIC IS DEAD, ITS NOW ALL ABOUT FINGER TRAFFIC

55%

$ 2X

19

REASONS FOR ALL RETAILERS TO USE MOBILE PLAS FOR

HOLIDAY SEASON

NX PLA TIPS:

1. Turn on mobile PLAs during the

holidays.

2. Bid conservatively at first.

3. Use Estimated Total Conversions to

assess cross-device conversions.

20

NO HOLIDAY SPECIFIC CAMPAIGNS WITH MERCHANT

PROMOTION FEEDS – MISSED COMPETITIVE ADVANTAGE

-3% 8%

-5% 39%

101%

116%

-10%

10%

30%

50%

70%

90%

110%

Other Search Campaigns PLAsSource: NetElixir Research

Impact of Merchant Promos During Holiday

CTR

ROAS

Conv Rate

NX PLA TIPS:

1. Add separate campaign aimed at

top historical holiday sellers and

set priority to high.

2. Use merchant promo feed even if

don’t have a promo.

POLL WHAT’S WRONG WITH THIS CAMPAIGN?

A. Nothing

B. No competition exists for

the items in the

electronics product group

C. Product Group

definitions are flawed

D. Bids for items in

electronics product group

are too low.

E. Everything

22

POLL WHAT’S WRONG WITH THIS CAMPAIGN?

A. Nothing

B. No competition exists for

the items in the

electronics product group

C. Product Group

definitions are flawed

D. Bids for items in

electronics product group

are too low.

E. Everything

23

NOT STRUCTURING YOUR CAMPAIGNS WITH THEMES FOR

BUDGET & BIDDING PURPOSES

1 PLA Campaign with no custom

segmentation

1 PLA for each Line of Business

Hybrid Segmentation for Bidding based on category, brand, and

performance

Before After

conv rate 4.84 5.57

cpc 68.00 65.00

roas 4.06 6.27

cpa 14.11 11.69

CPC Inflation in these industries is 18 – 24% YOY on all device categories

NX PLA TIP:

Apply the Pareto principle to your

campaign structure. Use your 80/20

rule by category, by brand, by sku in

setting up your segmentation.

NOT STAYING ON TOPIC OF GOOGLE POLICY SHIFTS

NX PLA TIPS: 1. Review your merchant center error

reports regularly. 2. Enable all Merchant Center data

processing notifications. 3. Add Google Analytics alert for sudden

drops in PLA traffic.

25

NOT OPTIMIZING YOUR DATA FEED

26

POLL: WHAT IS THE MOST IMPORTANT ATTRIBUTE TO

OPTIMIZE IN YOUR GOOGLE PRODUCT FEED?

A.Title

B.Description

C.Unique Product Identifiers

D.Product Attributes

27

SHOPPING CAMPAIGN OPTIMIZATION PRIORITIES

1. Unique Product Identifiers

– GTIN (UPC, ISBN), MPN, Brand

– GTIN accuracy will become critical

as mfrs adopt the new

manufacturer center

2. Title

3. Description

4. Images

Searchengineland.com

NX UPI TIPS: 1. Include all UPI info for your Pareto skus 2. Have SKU-level GTINs or MPNs, not manufacturer 3. No product names or store names in brand field 4. Retailers – demand accurate GTINS from suppliers.

Fill in gaps using external tools like eandata.com 5. Mfrs – provide accurate GTINs. Consider joining

data networks like gs1.org/gdsn for syndicating sku info to your channel.

28

TITLE OPTIMIZATION FOR CLICKS AND QUERY MATCHING

Length Visible Name

22 New Balance W940V2 Wom

23 New Balance Women's W89

24 New Balance 680 V2 Runni

24 New Balance Running Shoe

22 Men's New Balance 810V

23 New Balance 10804 Men's

25 New Balance 574 Sweatshir

24 Women's New Balance 3190

Original Version New Balance W940V2 Women's Running Shoes

Improved Version

NB Women's Mesh Running Shoe Sz 9, Xtra Cushion Arch Support, Abzorb

Shock Absorber, White/Blue, Lightweight, New Balance W940V2

Improved First 25 Chars NB Women's Mesh Running S

Improved First 70 Chars NB Women's Mesh Running Shoe Sz 9, Xtra Cushion Arch Support, Abzorb S

NX TITLE TIPS: 1. Use converting keywords not just high traffic 2. Optimize the first 25 to70 characters for clicks 3. Optimize the “hidden” last 80 characters for

query matching

29

DOING YOUR SEO FOR PLA JUST MAKES SENSE

Searchengineland.com

Another Google client

Increased PLA Sales 266%

just by adding the brand &

product type keyword to Title

KEY TAKEAWAYS FROM HOLIDAY MISTAKES TO AVOID

1. Use seasonal specific Shopping campaigns to boost performance during peak selling

seasons

2. Use PLAs on mobile devices to optimize your share of mobile SERP pages and use ETC to

measure success

3. Structure your Shopping Campaigns with an eye to budgeting and bidding strategies

4. Stay on top of Google Merchant Center policy shifts

5. Optimize your data feed starting with UPIs, Title, Description

31

{ } SHOPPING

CAMPAIGN

“PRO TIPS”

FROM GOOGLE

ABOUT LAUREN MOBYED

• Current role is Agency Development Manager in Full Service Digital Agency Market.

• Collaborates with a select group of agencies to:

– develop new revenue streams

– drive client acquisition

– increase client retention and satisfaction

• Also educates her agency partners on all Google advertising

products.

• Fun Fact: Former Division I Athlete

33

{ } POLL : TRUE OR

FALSE - THE

PROPER TERM TO

USE FOR THE

GENDER

ATTRIBUTE FOR A

PRODUCT AIMED

AT LADIES IS

WOMEN.

{ } POLL : TRUE OR

FALSE - THE

PROPER TERM TO

USE FOR THE

GENDER

ATTRIBUTE FOR A

PRODUCT AIMED

AT LADIES IS

WOMEN.

FALSE

SCHEDULE YOUR FREE PPC + PLA + SEO ANALAYSIS

36

Email Kelly Rafalski: kelly@netelixir.com

or visit: netelixir.com/free-competitor-analysis

{ } QUESTIONS?

Don Rodriguez + Kelly Rafalski

NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540

{

{ } POLL VISUALS

POLL – WHAT % OF SMARTPHONE SCREEN

REAL ESTATE S DO GOOGLE SHOPPING ADS

TAKE UP ABOVE THE FOLD?

A. <10%

B. 10 – 20%

C. 20 – 45%

D. >45%

40

POLL WHAT’S WRONG WITH THIS CAMPAIGN?

A. Nothing

B. No competition exists for

the items in the

electronics product group

C. Product Group

definitions are flawed

D. Bids for items in

electronics product group

are too low.

E. Everything

41

POLL – WHAT IS THE BRAND

OF THIS ITEM?

A. Disney

B. PIXAR

C. Hasbro

D. Mr Potato Head

E. Playskool

MORE MOBILE FACTOIDS

• Mobile Searches have surpassed Desktop in 10 countries so far (last October for US)

• “near me” local searches have grown 2X

• 65MM Hours of watching “How to” YouTube videos on phones per month

• 82% of consumers have done a search inside a store

• Sessions are up 20% but duration is down 18%

43