efashion2016 - netprofiler, jorne struiksma
TRANSCRIPT
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Succesvolle Google Shopping
strategieën
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Jorne StruiksmaOnline Marketing [email protected]
Full service online marketing bureau Webanalytics, Conversie Optimalisatie, UX & Traffic 30+ Consultants 6 jaar bij de beste Webanalytics bureaus van Nederland Winnaar Search Engine Strategies Award
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Enkele van onze klanten 3
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Improve online performance
Web analytics
Traffic User Experience
Wat is uw huidige online performance?
Welke veranderingen aan uw site zullen uw doelconversie / KPI’s verbeteren?
Hoe kunt u meer bezoekers aantrekken die uw doelen voltooien?
Doelen / KPI’s
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5Agenda
Beproefde strategieën
Introductie
De basis
Structuur & bid management
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Conversies vs. CPA
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 20160
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Ontwikkeling in Google Shopping
N=5
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8Van 11 naar 7 posities
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Google Shopping… Fundamentals
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• Item IDs - Are they unique?• Item IDs - Are they consistent?• MPNs - Are they modified? Do MPNs match what other retailers have?• SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics
transactions? • Prices - Accurate? How often are you syncing price? Make sure no $0 values.• Links - Do they work? Check for 404 errors & 302 redirects that strip tracking
parameters.• Stock Status - How are we handling out of stock items?• Images - Are we including any Watermarks or Promotional Text?• Product Variations - Are we missing/not sending these? Why or why not?• Product Variations - Are we loading the child variations on the landing
page?• Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed.• GTINs - Are we in compliance for the required brands? Full list here.• Custom Labels - Are we taking advantage of these 5 customizable fields?• Complete Data - Do we have fully populated columns? Any empty fields?
Data kwaliteit
Per 16 mei 2016GTIN verplicht voor alle producten waar EANS voor beschikbaar zijn!
Bron: cpcstrategy 14
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15Verhoog relevantie
Verwerk zoekwoorden in titels en beschrijvingen
Merk?
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Gebruik feedmanagement tooling 16
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17Feed optimalisatie
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Google bepaalt op welke woorden je wordt vertoond.
Nauwelijks controle!
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Intentie van de (be)zoeker
Latente behoefteAwareness
Toshiba LaptopOnderkant Consideration
Toshiba Satellite C55Purchase
MerknaamLoyalty
LaptopBovenkant Consideration
Shopping campagne
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princess wake up 152006 review
princess wake up 152006broodbakmachine princess 152006
broodbakmachinevolautomatische broodbakmachinebroodbakmachine glutenallergie
princess 152006
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Weinig controle op Shopping zoektermen
# klikken per zoekterm Conversies Klikken Omzet Kosten >1 per week 0 9.337 0% 7%<1 per week 0 111.898 0% 83%
>1 keer per week 1+ 6.046 11% 5%<1 keer per week 1+ 7.969 89% 5%
90% van de kosten in Google Shopping is ‘waste’
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Proactive - Present
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25Brand & Non brand
Brand Non Brand
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26Brand & Non brand
Campagne CTR ROI Conversieratio CPO
Non brand 5,3% 477% 1,19% 40,75
Brand 7,3% 771% 2,12% 27,79
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27Nieuw vs. bestaand bezoek
Wie Bezoeker van de website Heeft checkout bezocht Is klant
Zoekterm Broodbakmachine Broodbakmachine Broodbakmachine
Actie Bod doen Hoger bod Nog hoger bod
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28Bestaand bezoek
Soft conversieHoge of lage betrokkenheid?
Terugkerende/nieuwe bezoeker
Koopintentie
Klant
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29Remarketing op cookietijd
Doelgroep Conversieratio ROIAlle bezoekers - Niet geconverteerd (0-3 dagen) 5,00% 1500%Alle bezoekers - Niet geconverteerd (4-7 dagen) 4,00% 1100%Alle bezoekers - Niet geconverteerd (8-30 dagen) 3,00% 850%Alle bezoekers - Niet geconverteerd (30+ dagen) 2,55% 650%Geconverteerde bezoekers 9,00% 2600%
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30Remarketing op engagement
Doelgroepnaam ConversieratioRemarketing 1+ productdetailpagina (0-3) 1,47%
Remarketing 3+ productdetailpagina's (0-3) 3,78% +256,50%
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31Nieuw vs. bestaand bezoek
Campagne CTR ROI Conversieratio
Zonder Remarketing 3,3% 1127,9% 4,2%
Met Remarketing 5,3% 1770,8% 5,5%
Verschil Ruim 1,5x Ruim 1,5x 1,3x hoger
Bezoekers die je al kennen presteren beter!
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32Resultaten Google Shopping
Verdubbeling van de omzet met beperkte kosten
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Predictive - Future
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Microsoft Surface Pro 4
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Meer controle door juiste targeting op basis van gebruikersdata en marktdata
Traffic StrategieVraag
VoorraadAanbod
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37Maatboog
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38Seizoensgevoeligheid
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Seizoensgevoeligheid 39
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Voorraad 40
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Marktpositie/ Prijs 41
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Effectieve campagnestructuur & bid management
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Custom labels 43
title custom_label_0 custom_label_1 custom_label_2 custom_label_3 custom_label_4
1 Schwinn 26" Ladies' Delmar Cruiser Bike Equal price Low margin 0-20
2 Tour De France T-Shirt spring Too expensive Low margin 100-200
3 Shimano 105 Road Bike Gear System Too expensive best seller Low margin 20-50
4 Michelin Pro4 Road Tire fall Equal price High Margin 50-100
5 Giro Ionis Road Helmet Cheapest price bestseller low High
Marginmargin >200
Prijs rangeMargeBestsellerMarktpositieStock
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Effectief bid management met custom labels
€ 1.10 max cpc
€ 0.25 max cpc
Hoge marge
Lage marge
Item A - €100 margeItem B - €112 margeItem C - €105 marge
Item D - €10 margeItem E - €12 marge
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€ 0,50 € 100,00 5% 0,1
Bod= Orderwaarde / Marge x Verwachte Conversieratio x ROI-Factor
Bod
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47Key take aways• Krijg controle over je shopping campagnes
• Optimaliseer op grote lijnen
• Verdeel budget tussen goed presterende en slecht
presterende producten
• Analyseer Shopping data en maak onderscheid in fase van de
customer journey
• Analyseer het gedrag van bestaand bezoek en gebruik dit
in optimalisatie
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COMPANY NAME1234 Long Beach
Los Angeles California
TELEFOON+31 (0)20 345 94 88
WEBSITEWWW.NETPROFILER.NL
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