maximising product search performance

Maximising Product Search Performance

Make Sure Everything Is Indexed

Sometimes It’s The Simple Things

• Bingbot blocked in robots.txt

• c.£25k per month revenue

Be Wary!

• Infinite scroll on a new website

New site launched Infinite scroll removed

Pagination Pain

http://www.denby.co.uk/drinkware/mugs/icat/mugs?sort=sequence_mugs&sort=name&order=asc&order=asc&categories=mugs&q=*&setpagenum=2&perpage=16

Pagination Pain

<link rel="canonical" href="http://www.denby.co.uk/drinkware/mugs/icat/mugs" />

Get The Basics Right

Get The Basics Right

• Optimised title tag• Brand, product name, model number, MPN

• Optimised meta description• What’s your reason to buy?

• Descriptive URL

• Key elements in H1

• As much text content as possible, without being repetitive or low quality!

The Basics

http://m3csports.com/product-m3c.html?id=3493&section=251

<meta http-equiv="description" content="

Precision - Santos Training Football

Machine Stitched TPU Material with 'behind

the glass' technology

Good Shape Retention and Durability

Low Rebound or Bounce for Accurate Passing

and Footskills

Soft feel, Possesses super glossy finish

32 Panel Machine Stitched

Reinforced nylon wound rubber bladder" />

The Basics

<meta name="description" content="brands_apple_macbook-air"

/>

Avoid Cannibalisation

Get Rich With Structured Data

Structured Data Mark Up

Structured Data Mark Up

<meta name="description" content="This fast mover won't stay

around long - not with hungry little ones around anyway! Did

you know we can add an iced personalised message to

make..."/>

Maximise The Juice

Canonicalise To A Linked Page

Canonicalise To A Linked Page

http://www.hockeyfactoryshop.co.uk/hockey-sticks/composite-hockey-sticks/osaka-composite-hockey-sticks/osaka-pro-tour-limited-silver-pro-groove-composite-hockey-stick.html

<link rel="canonical"

href="http://www.hockeyfactoryshop.co.uk/osaka-pro-tour-

limited-silver-pro-groove-composite-hockey-stick.html" />

This URL is not linked from anywhere on the site!

Canonical Weirdness

http://www.jigsaw24.com/focal-spirit-professional-monitoring-headphones/headphones/-/fcp-product/25080

<link rel="canonical" href="http://www.jigsaw24.com/focal

spirit professional monitoring headphones/headphones/-/fcp-

product/25080" />

http://www.jigsaw24.com/focal%20spirit%20professional%20monitoring%20headphones/headphones/-/fcp-product/25080

Canonical Weirdness

Internal Linking

Link direct to products or sub-categories from:

• Homepage

• Top-level category pages

• Footer

• Blog posts

• Content pages that attract links

Flowing The Juice

Prioritise, Divide & Conquer

Shopping Campaign Priority

Priority changed from Low to Medium

Shopping Catch All Campaign

• All items in feed

• Single, low bid (usually <10p)

• Campaign Priority: Low

• Gets traffic when:• Not all items are in other Shopping campaigns• Other Shopping campaign budgets have less than

100% impression share

Remarketing Lists For Shopping

Remarketing Lists For Shopping

• CTR typically many times higher

• CPC increases, but:

• Conversion rate more than doubles on average

• You can also use Customer Match as well as AdWords or Analytics remarketing lists

• Consider excluding recent purchasers

Feed Rules

Product title in feed

Feed Rules - Title Optimisation

Climpson Estate Espresso Blend Ground or Whole Bean Coffee

Check How Ads Display

Search Term Reports

Search Term Reports

• Add negatives

• Find opportunities for Search campaigns• One keyword we found led to a campaign that has

generated over £7k revenue in three months at a return on ad spend of 1353%

• Create High & Low Priority campaigns• High: Exclude generic keywords & bid higher

• Low: Same products but lower bids, negatives on high-converting & specific keywords

Search Ads For Products

• Use feed data to automate creating groups for:• Product names

• Part numbers

• Product codes

• Alternative terms & variants:• Adidas NMD…

• Trainers/shoes/pumps

• Black/grey/khaki

• Boys/girls/mens/womens

• R1/R1/XR1/CS2

• Now appear on mobile & desktop

• Great for category-level keywords or products with options

Price Extensions

Thank Youian@boom-online.co.uk