8 weird google shopping feed hacks that retailers will love!
TRANSCRIPT
8 weird Google Shopping feed hacks
that retailers will love!
Rob WatsonHead of Digital Marketing | Supplyant | @robpwatson
#1 - 150 Character Titles
@robpwatson #heroConf
Original Title...
Mega Deal 6mm Laminate Flooring Oak Grey
Original Title...
Mega Deal 6mm Laminate Flooring Oak Grey
New 150 character title...
Laminate Flooring - Grey Oak 6mm Laminated Wood Floor Boards, Light Wide Wooden Mid-Length Plank, Click Installation, Textured Surface, Square Edge
The database alternative…
{Product Title} + {Website Category} + {MPN} + {Specific Attributes}
...truncate at 150 characters
#2 - Alternative Landing Page
@robpwatson #heroConf
make sure that the URL provided through 'adwords redirect' will redirect to the same website as given in the ‘link’
Don’t forget…
AdWords Redirect is used in Dynamic Remarketing
Get-around Google’s “no pop-up” rule
DSA & Remarketing
#3 - Promote Best Sellers At Scale
@robpwatson #heroConf
#4 - Upper Funnel Keywords
@robpwatson #heroConf
Tactics Used...
● Best Seller product● Duplicate product
● 150 Character titles ○ “Ideas”○ “Living Room, Dining Room, Bathroom, Kitchen, etc”
● AdWords Redirect to category
3 months after search term starts showing, Google announce roll out
#5 - Structure Simulations
@robpwatson #heroConf
Brand A
Brand B
Brand A product type A
Brand A product type B
Brand A
Brand A product type A
Brand A product type A
Brand A
product type A
Brand A product type B
Brand A product type A
Brand A product type A
Brand A product type B
Before...
After...
#6 - Breaking Through
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Original Title...
Baker's Secret Easy Store 5pc Set
Original Title...
Baker's Secret Easy Store 5pc Set
New 150 character title...
Non Stick Baking Trays - Baker's Secret Bakeware Sets 5 piece - easy store including Oblong, Square and Loaf Baking Pans, weight of 0.6 kg
150 character title live, bid set at £1.20
bid increased to £2
bid decreased to £0.70
bid decreased to £0.25
Bid increased to £4
150 Character title live
Bid decreased to £3
#7 - Hijack High Impression Product IDs
@robpwatson #heroConf
Why bother?
High impressions on poor performersReplacement for end-of-line products
Tested across 31 SKUs
Caveat
Products must be like-for-likeCan make ongoing management difficult
#8 - Duplicate to dominating the PLA Results
@robpwatson #heroConf
Reason to get suspendedManipulating dataNot necessaryBad user experience
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Tweet me if you want the deck
Or email [email protected]
Rob WatsonHead of Digital Marketing | Supplyant | @robpwatson