google mercent joint webinar content final_6.5
DESCRIPTION
This joint webinar, presented by Google and Mercent, illustrates new features and capabilities introduced by Google Shopping Campaigns. Mercent shares some in-depth best practices with regard to Google Shopping Campaign structure and management, driven by feed quality and management.TRANSCRIPT
Google Shopping Campaigns: Building Smarter Feeds and
Campaigns for Retailers
6/5/2014
Today’s PresentersSoren GodbersenProduct Marketing Manager, Mercent
Debra CarrolDirector, Paid Search Programs, Mercent
Nicole PremoPartner Education Manager, Google
Agenda
Introduction: About MercentBenefits and New Features - GoogleKey Steps for Google Shopping Campaign success with MercentQ&A
The 3-2-1 on MercentMercent ensures the world’s leading retailers are visible, competitive & profitable where consumers
shop.
Mercent Approach to Google
Campaig
nManage
ment
Feed Managemen
t
Success on
Google PLA
Gaining Market Share of Channel Sales
2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1
59% 67% 62% 58% 53% 52% 51% 52% 47%
18%14% 20% 26%
28% 27% 31% 32% 36%
23% 19% 18% 16% 19% 22% 18% 16% 17%
Amazon Google Shopping Shopping
Mercent Portfolio BenchmarksSales distribution of “Trifecta Stores”
Google Shopping Campaigns: The Basics
New paradigm for campaign structuring and managementMore closely parallels product feed structureCame out of beta in March 2014, will fully replace old Google PLA model by late AugustCompetitive Benchmarking and Impression Share metrics provide new insight and direction ‘Custom Labels’ replace AdWords Labels/Groupings
The Results So Far:
ROAS CPC$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$7.09
$1.00
$8.97
$0.84
CTR Conv. Rate0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
2.23%
3.57%
2.28%
3.69%
= Legacy PLA = Google Shopping Campaigns
Agenda
Introduction: About MercentBenefits and New Features - GoogleKey Steps for Google Shopping Campaign success with MercentQ&A
Google Confidential and Proprietary Google Confidential and Proprietary
Current advertiser experience
Shopping campaigns
Opportunities
Tips to get started
Google Confidential and Proprietary Google Confidential and Proprietary
Promote your products to interested shoppers
Google Confidential and Proprietary Google Confidential and Proprietary
Retailers are finding success
Current experience
Google Confidential and Proprietary Google Confidential and Proprietary
Retailers are finding success
Desire for operational improvements
Better insights for optimization
Current experience
Google Confidential and Proprietary Google Confidential and Proprietary
Retailers organize, plan and price their inventory
Google Confidential and Proprietary Google Confidential and Proprietary
What if you could manage your campaign like a store?
Google Confidential and Proprietary Google Confidential and Proprietary
Current advertiser experience
Shopping campaigns
Opportunities
Tips to get started
Google Confidential and Proprietary Google Confidential and Proprietary
Summary of benefits
• Browse your products in AdWords• Product groups
Retail-centric Campaign Management
• Performance data by product attribute• And individual products
Advanced Reporting
Competitive Landscape Data• Benchmark CTR and Max. CPC• Impression Share• Bid Simulator
Google Confidential and Proprietary Google Confidential and Proprietary
Retail-centric campaign managementStreamline how you manage and bid on your products
Browse your data feed directly in AdWords
Select the products you want to bid on more granularly with product groups
Ensure all products are covered within your campaign
Google Confidential and Proprietary Google Confidential and Proprietary
Advanced reportingView performance by product attribute or individual item
Identify new opportunities to optimize your campaign
Analyze and export performance metrics
Able to track item-level performance regardless of product group structure
Google Confidential and Proprietary Google Confidential and Proprietary
Competitive landscape dataOptimize with your competitors in mind
Get insights into your competitive landscape with impression share
Track against your competitors with benchmark max. CPC and CTR
Estimate your opportunity with a bid simulator
Google Confidential and Proprietary Google Confidential and Proprietary
In late August 2014, all PLA campaigns
will be upgraded to a Shopping campaign
Google Confidential and Proprietary Google Confidential and Proprietary
Current advertiser experience
Shopping campaigns
Opportunities
Tips to get started
Google Confidential and Proprietary Google Confidential and Proprietary
1
2
3
Create a Shopping campaign
Pause your regular PLA campaign
Customize your Shopping campaign
How to upgrade your Shopping campaign
Google Confidential and Proprietary Google Confidential and Proprietary
Follow basic steps to set up a campaign
Create a “Shopping” campaign in AdWords
Google Confidential and Proprietary Google Confidential and Proprietary
To avoid duplication, pause your regular Product Listing Ads campaign
Switch to your new Shopping campaign
Google Confidential and Proprietary Google Confidential and Proprietary
Break out your product groups and set different bids for different products
Subdivide your inventory
Google Confidential and Proprietary Google Confidential and Proprietary
● Ensure your data feed helps you subdivide and bid effectively
● Review these bidding-related attributes in your data feed:
*Custom labels are new attribute
Google product category
Brand
Item ID
Product type Condition
Custom labels*
Optimize your data feed to bid effectively
Google Confidential and Proprietary Google Confidential and Proprietary
● Custom labels are new attribute for your data feed
● Ideal for setting unique bids for your sales, bestsellers or items with different margins
● Create up to 5 custom labels per product. Each custom label can have multiple values
Custom label Definition Possible custom label values
0 Seasonal spring, summer, fall, winter
1 Promotions flash sale, clearance, co-marketing deal
2 Selling rate bestseller, low seller
3 Margins high margin, low margin
4 Holiday back to school, christmas
Create a custom labels strategy
Google Confidential and Proprietary Google Confidential and Proprietary
● Data quality and optimization is still important and helps match your products to the shoppers who are looking for them
● Actively ensure you’re submitting high-quality product information and correct unique product identifiers
Revisit your data feed and submit high-quality info
Keep datafeed fresh
Provide clean product info
Optimize product
attributes
Make images glamour
shots
Check Feed Summary & Data Quality
Google Confidential and Proprietary Google Confidential and Proprietary
● Differentiate bids across product groups so they’re specific to each product group’s value based on ROI, ROAS, or margins
● Use more granular product groups to bid aggressively on your “best” products like bestsellers or best margin items
● Ultimately, your highest bid should be for the fewest products
Bid based on your product group’s relative value
Bids# of products
ID bidding
Top performers
High-value segments / brands
Product type / category-level bidding
Everything else – low ROAS catch all
Google Confidential and Proprietary Google Confidential and Proprietary
Update your data feed
Create & build your Shopping campaign
Finish upgrading to Shopping campaign
Auto-upgrade
Upgrade before end of August
Today
Near future
Before late August
End of August
Holidays
Agenda
Introduction: About MercentBenefits and New Features - GoogleKey Steps for Google Shopping Campaign success with MercentQ&A
1. Clean up your Categories, Brands, and other Key Attributes
Good Categorization Bad Categorization
Categories should be complete and reflect a clear hierarchy
Brands are uniform throughout your feed
Color, Gender, Age Range, Margin and other attributes are complete and accurate – both for discovery and use as Custom Labels
If not, use Mercent’s data optimization tools
Clean Product Category is central to success
ISSUE: Often product type is not clean division of products― Seasonal categories ― Sale/Clearance category
tree separate from regular price
― New product category that will change over time
SOLUTION: Put like products together using Mercent Retail― Create custom groups of
products to better dynamically leverage custom fields in the Google field
Good Categorization
Bad Categorization
Clean Brand Classification is Central to Success
ISSUE: Brand data is inconsistent, preventing uniform use of Brand as a campaign-building parameter
SOLUTION: Put like products together using Mercent Retail― Create custom groups of
products to better dynamically leverage custom fields in the Google field
― OR, use logic-based data optimization rules to standardized brand data
Good Brand Classification
Bad Brand Classification
2. Structure Top-Down, Semantic Campaigns
Be deliberate with the intent of each campaign: make sure campaigns discretely reflect a subset of your catalogUse ‘Include/Exclude’ to meet the needs and goals of the campaignLeverage Custom Labels to refine product groupsFor legacy PLA campaigns or duplicate GSC campaigns, be aware of the campaign priority settingsAlign with merchandising goals
AllShoesNike
Featured#1 SellerAll othersAll others
AsicsAll othersAll others
Total Catalog
Category(Campaign)
Brand
Custom Label
SKU
Simplifying Campaign Structure in Mercent Retail – Another Example
All ProductsWatches
RolexWatches
High Margin Rolex Watches Over $5,000
Know your top products and use them
ISSUE: Retailers often do not leverage custom fields or breakout top performing products
SOLUTION: Use Mercent Retail to fully evaluate SKU level performance and apply rules to populate a custom field to keep top sellers grouped correctly
3. Bidding gets a new perspective
Ensure that bids reflect each product group’s relative contribution with respect to your retail goalsLeverage granular revenue, margin, and LTV reporting to analyze performanceUse benchmarking metrics to fine-tune bidsUse ‘Dimensions’ to inform product group creationContinue splitting out granular product groups to match with new feed values
Leverage Granular KPI Reporting
4. Maintain Focus on Data Quality
Update Data as close to Real-Time as possibleKeep your feed completeIdentify and address errorsOptimize Product Content to best match with shopper search intent
Update Data as Frequently as Possible
Intraday API calls update inventory and price data
Keep Your Data Clean and High QualityQuickly Identify & Resolve Major Data Quality Issues
Identify errors at the SKU level Use Mercent’s content management tools to resolve data errors, such as ‘Missing Required Attribute’Get more SKUs live on Google by resolving errorsImprove AdRank and discoverability by addressing Warnings and Errors
Example: Missing or Non-Standard Product Attributes ISSUE: Missing
attributes keep products off Google or compromise discovery
SOLUTION: Use content rules to populate or sanitize product attributes
Automated Content Optimization Using Mercent Content Rules
Original TitleGretsch G6121 Nashville Solid Body
Mercent Optimized Title
Gretsch G6121 Nashville Vintage Bigsby Electric Guitar
Mercent’s content rules allow you to optimize any outbound data attribute on a per channel basis.
Agenda
Introduction: About MercentBenefits and New Features - GoogleKey Steps for Google Shopping Campaign success with MercentQ&A