google shopping webinar

1 Google confidential

Utilize Google Shopping to Grow Your BusinessJanuary 23, 2013

Matthew Umbro, Exclusive Concepts, Director of Paid SearchChris Morgan, Google, Strategic Partner ManagerPetra Weiss, Google, Account Manager

2 Google confidential2 Google confidential

Chris MorganStrategic Partner Manager,

Google

Petra WeissAccount Manager,

Google

Today’s Presenters

Matthew UmbroDirector of Paid Search,

Exclusive Concepts


Exclusive Concepts

• Helping online businesses since 1997• INC 5000 since 2008• Helping online stores achieve IR 500 status• AdWords Certified Partner


Our Partnership


Google/Exclusive Concepts Partnership

We’ve come together today to help educate the online retail space about how they can best use Product Listing Ads to generate sales for their business!


The Changing Advertising Landscape


First Moment of Truth

Second Moment of Truth

Stimulus

purchase motivator

in-store experience

post-purchase

Traditionally, We Followed a 3-step Mental Model of Marketing


First Moment of Truth

Second Moment of Truth

Stimulus

purchase motivator

in-store experience

post-purchase

However, the Mental Model of Marketing has Shifted

pre-purchase research


Everyone and Everything is Online

There are over 2B web users worldwide, with another billion coming online by the end of 2015


And, Consumers are Hyper-informed

78% of U.S. Internet

users go online to search for

information about products and

services

Source: "Online Product Research," Pew Research Center, 9/2010, Google Shopper Sciences, Zero Moment of Truth Study, 4/2011


Google Drives Many of these Searches

US185M+

(83% Reach)

UK32M+

(81% Reach)

France34M+

(70.1% Reach)

Italy 23M+

(85% Reach)

Germany36M+

(78% Reach)

Spain19M+

(87% Reach)

Japan32M+

(50 % Reach)

Source: Nielsen, August 2011 except for Russia: ComScore April 2011 % Reach = Number of Country Uniques / Total Online Audience in Country.

Russia20M+

(43.3% Reach)

Brazil40M+

(89% Reach)

India63M+

(90% Reach)

Mexico40M+

(90% Reach)


Connect people to the products and brands they love at the moment that they’re searching with Google Shopping


Google Success Stories


Zoro Tools launches large product website, efficiently reaches customers, and lowers cost-per-acquisition with Product Listing Ads

“Most of us have experience with traditional keyword campaigns and the expectations, and PLA has outperformed all of those”- Chase Twomey, Director of E-Commerce, Zoro Tools

• During the fourth quarter of 2011, PLAs were 14% more efficient than text ads

• During December alone, CPA was 29% lower than the monthly average for the year


Diapers.com uses AdWords Product Ads to boost search clicks by 30%

“Product Ads make perfect sense for us. We wanted an easy, scalable way to show people that we had exactly what they were searching for at a price they can’t beat.”—Michael Manta, Marketing Manager, Diapers.com

• Product listings ads saw a 270% higher CTR than standard text ads, and a 30% increase in total clicks from AdWords ads to Diapers.com

• What’s more, those clicks converted at higher rate, leading to a 48% lower CPA (average cost per acquisition)


Why Use PLAs?


Product Listing Ads Display a Product Title, Price, Image, and Merchant Name

Top Ads (5)

Right Ads (8)

- Google.com & Google Shopping

- Desktop, mobile & tablet


Product Listing Ads

Nov 2010 to Dec 2011

PLA

Tra

ffic

Since launching to all US advertisers in Nov 2010, Product Listing Ads have seen significant growth with advertiser adoption and product improvements

+600% traffic growth YoY globally

2X CTR vs. text ads


Why Use PLAs?

1. Better Clickthrough Rates (CTRs)

Because Product Ads are more attractive and engaging than standard text ads, they offer better CTRs


Why Use PLAs?

2. Better Lead Quality and Conversion Rates

Product Ads give users information (merchant, price and picture) before they click through, so they are better informed and more likely to complete a sale when they arrive on your site


Why Use PLAs?

3. Easy Targeting

Google automatically selects the most relevant products to show from your Merchant Center account when a user enters a related query


Why Use PLAs?

4. Increased Exposure

Because both Product Ads formats can show at the same time, your exposure on given query can increase 2x or more


How Do You Set Them Up?


Products Come from the Google Merchant Center

Attributes in the feed

Pro

du

cts


Create Your Product Ads Campaign in AdWords

Step 1: Create a new Campaign by selecting “Search Network Only” and then select “Product Listing Ads” as the Campaign type



Step 2: Specify your bidding strategy and set a budget



Step 3: Associate your Merchant Center account w/ the campaign

Note: This option will only appear after you connect your Merchant Center Account to AdWords



Step 4: Indicate a Promotional Message for your PLAs (i.e. Free Shipping)


Best Practices


Optimize Your Data Quality

The better your data quality, the better you can match your products to shoppers’ search queries

Update your

feed daily

Submit high quality

images

Submit all required attributes

Mind your descriptions

and titles

Adhere to our

editorial guidelines

Better data quality



Update your

feed daily

Submit high quality

images



and titles

Adhere to our


Better data quality

Minimum: 250 x 250 pixels

Recommended: 400 x 400 pixels

Accepted Formats: GIF, JPG, PNG, BMP & TIF



Update your

feed daily

Submit high quality

images



and titles

Adhere to our


Better data quality

No promo text such as "Free shipping” in descriptions

Do not use BLOCK CAPITALS

Do not include a description of your store



Update your

feed daily

Submit high quality

images



and titles

Adhere to our


Better data quality

63 character limit for titles and 140 limit for descriptions

Include important information upfront

Mirror product information on the website

Don’t use up characters with your brand name


Create an Ideal Campaign Structure

Create a separate campaign for PLAs

Plan your ideal campaign structure

Set up an “All Products” products target

Create a separate campaign(s) for PLAs

This allows different settings, budgets and performance tracking for your PLAs1





Set up an “All Products” products target


Are there groups of products on which you'd like to bid different? 1

Do you have different promos for different products? An Ad Group per product target allows for a unique promotion per product target

2





Set up an “All Products”

products target

Set this bid lower than the other targets to create a catch-all for your entire inventory1


Create Product Targets for Groups of Products

Map your product targets to items with exactly matching attributes

Product data feed

Title Brand Producttype

Adwordslabels

Spokes Fast Pacer mountain bikes low margin

Augustyn Rider Mcquinn cruisers high

margin

Vodoun Zanzi XL mountain bikes low margin

Velo Prime Zion hybrids high margin

product_type = mountain bikes

brand = mcquinn

condition = refurbished

adwords_grouping = summer

adwords_labels = high margin

all products

Product targets


Create Product Targets for Groups of Products

Map your product targets to items with exactly matching attributes

Product data feed


Adwordslabels



margin




brand = mcquinn




all products

Product targets


Create Product Targets for Groups of ProductsAdd an “All Products” product target to ensure that all your products are covered. Bid with the lowest price you're willing to pay for a click on any product. If a product matches more than one product target, it will run in the one with the highest bid.

Product data feed


Adwordslabels



margin




brand = mcquinn




all products

Product targets


Assign a Bid to Each Product Target

Sample ad groups Product targets Max CPC bids

mountain bikes product_type = mountain bikes $1.00

Mcquinn brand brand = mcquinn $2.00

all products all products $0.50


Improve Query Relevance with Data

Perform a search query report to identify queries triggering your product targets at the campaign level1

Set negative keywords to avoid your products showing for non performing queries, at the campaign or ad group level2


The Exclusive Concepts Difference


The Exclusive Concepts Difference – Cut the Fat, Build the Muscle

• "AOV Balancer": efficiently suppress items based on proprietary methods (via AdWords_Publish attribute)

• Optimized Titles and Descriptions• Labels – Our Proprietary Technology

o Top Revenueo Top Visitso Top Revenue/Visit

• Labels – Working with Youo High Margino New Productso Promo Itemso Blacklist

• Use of grouping to combine your categories more effectively• Dominating what we know will make a positive impact


Healthcare retailer launches optimized product feed, targeting specific segments, and greatly increases revenue and return on ad spend.

• PLA revenue saw a 995% return on ad spend during Q4 of 2012• PLA revenue accounted for 68% of total site revenue during Q4 of

2012


Fashion apparel retailer shifts budget from traditional text ads to PLAs and sees 102% increase in revenue year over year.

• 74% of total revenue comes from PLAs while only accounting for 26% of total PPC budget

• Overall campaign cost per conversion decreased by 22% year over year

• Year over year cost per click decreased by 36% due to PLAs costing much less than text ads


Profitable Google

Shopping

Cut The Fat

Build The MuscleStrategic Positioning

Methodology


Pricing

Questions?

Email: [email protected] Call: 1-888-540-7698

mailto:[email protected]


Questions?

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