martin roettgerding - taking google shopping to the next level mktfest 2014
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Taking Google Shopping to the Next Level
Marketing Festival 2014 Martin Röttgerding, Bloofusion
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@bloomarty
Case Study: Shopping Revenue
Jan-‐13 Feb-‐13 Mar-‐13 Apr-‐13 May-‐13 Jun-‐13 Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14 Sep-‐14 Oct-‐14
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What are we talking about?
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@bloomarty
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@bloomarty
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@bloomarty
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@bloomarty
Product Data
Title Price Product type Brand Color Image Descrip8on Fender Standard Stratocaster 499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... …
Fender AM Special Strat white 749 Guitars > Electric Guitars > Stratocaster Fender sunburst hDp://... …
Fender Stratocaster Signature Eric Clapton 1599 Guitars > Electric Guitars > Signature Guitars Fender black hDp://... …
Gibson Flying V 120 HV 1790 Guitars > Electric Guitars > Heavy Guitars Gibson black hDp://... …
Gibson Les Paul Standard 2012 GT LH 1399 Guitars > Electric Guitars > LeUhanded Guitars Gibson gold hDp://... …
Fender Stratocaster Natural Swirl 589 Guitars > Electric Guitars > Stratocaster Fender natural hDp://... …
Fender American Deluxe Strat 1499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... …
Fender American Dlx Strat HSS 1569 Guitars > Electric Guitars > Stratocaster Fender blue hDp://... …
Takamine TC132S 999 Guitars > AcousZc Guitars Takamine natural hDp://... …
Luna Guitars Lapsteel 489 Guitars > Steel Guitars Luna Guitars grey hDp://... …
Duesenberg Fairytale Lapsteel Goldburst 1429 Guitars > Steel Guitars Duesenberg gold hDp://... …
Yamaha B40 249 Guitars > AcousZc Guitars Yamaha wooden hDp://... …
… … … … … … …
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@bloomarty
Providing Product Data for Google Shopping
Shop database Product data feed link
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@bloomarty
Shopping Campaigns: Product Group Structure
all products brand 1
brand 2
everything else
product 1
everything else
product 2
€0.20
€0.20
€0.30
€0.28
€0.30 bids on mulZple products
bids on single
products
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@bloomarty
Negative Keywords
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@bloomarty
The Complete Picture
Shop database Product data feed
Bids
Feed opZmizaZon
Bid management
NegaZve keywords
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What‘s in the Box??
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@bloomarty
Product Presentation
> running shoes
> asics running shoes
> asics gel 1170 running shoes
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@bloomarty
Product Presentation
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,40
€0,40
€0,40
ID Title Brand Product type
123 Asics Gel 1170 Asics Running shoes
€0,40
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A Closer Look at Shopping Queries Case Study
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@bloomarty
Shopping Queries by Number of Words
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 word 2 words 3 words 4 words 5 words 6 words
Revenue per Click
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@bloomarty
Shopping Queries by Number of Words
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 word 2 words 3 words 4 words 5 words 6 words
Cost per Click
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@bloomarty
Shopping Queries by Number of Words
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 word 2 words 3 words 4 words 5 words 6 words
Revenue per Click
Cost per Click
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@bloomarty
Product Presentation
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,40
€0,40
€0,40
ID Title Brand Product type
123 Asics Gel 1170 Asics Running shoes
€0,40
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@bloomarty
Product Presentation
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,40
€0,40
€0,40
ID Title Brand Product type
123 Asics Gel 1170 Asics Running shoes
€0,40
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@bloomarty
Revenue per Click: Brand Reference – Case Study
€ 5,75
€ 1,85
0,00 €
1,00 €
2,00 €
3,00 €
4,00 €
5,00 €
6,00 €
7,00 €
8,00 €
9,00 €
contains brand reference rest
average: 4.08 €
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@bloomarty
Product Presentation
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,40
€0,40
€0,40
ID Title Brand Product type
123 Asics Gel 1170 Asics Running shoes
€0,40
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@bloomarty
Product Presentation
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,40
€0,40
€0,40
ID Title Brand Product type
123 Asics Gel 1170 Asics Running shoes
€0,40
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@bloomarty
Revenue per Click: Product Reference – Case Study
€ 7,63
€ 3,94
0,00 €
1,00 €
2,00 €
3,00 €
4,00 €
5,00 €
6,00 €
7,00 €
8,00 €
9,00 €
contains product reference rest
average: 4.08 €
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@bloomarty
Revenue per Click: Product Reference – Case Study
€ 7,63
€ 5,75
1,53
0,00 €
1,00 €
2,00 €
3,00 €
4,00 €
5,00 €
6,00 €
7,00 €
8,00 €
9,00 €
contains product reference contains brand reference rest
average: 4.08 €
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Shopping Keywords How to Segment Shopping Queries
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@bloomarty
Segmenting Search Queries: The Goal
One Campaign
some bids
Another Campaign
other bids
some queries
other queries
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@bloomarty
Campaign Priorities
Query
Campaign 1 Priority: high
0.25
Campaign 2 Priority: low
0.50
Conflict
Ad AucZon
0.25
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@bloomarty
Segmenting Search Queries: Non-‐brand Queries
blue running shoes Conflict
Ad AucZon
0.25
Campaign 1 Priority: high
0.25
Campaign 2 Priority: low
0.50
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@bloomarty
Segmenting Search Queries: Brand Queries
asics running shoes No
conflict
Ad AucZon
0.50
Campaign 1 Priority: high
0.25
NegaZves:
asics
Campaign 2 Priority: low
0.50
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The Complete Strategy Shopping Keywords
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@bloomarty
The Goal
Products Campaign
Rest Campaign
Brands Campaign
product specific search queries
brand related search queries
other search queries
(opZonal)
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@bloomarty
Gather your brand keywords
> From your product data
> Clean them up > Tommy Hilfiger à hilfiger > Sammies by Samsonite à sammies, samsonite
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@bloomarty
Gather your product keywords
> From your product data > MPN > Title patterns > …
> Manually?
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@bloomarty
Campaign Structure
low
medium
Priority
Products
Brands
Campaign
high Rest
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@bloomarty
Campaign Structure
low
medium
Priority NegaZve Keywords
product specific terms
Bids
very high
high
Products
Brands
Campaign
high product specific terms
brands Rest low
Budget
shared budget
Use whatever internal structure you like
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@bloomarty
Campaign Structure
low
medium
Priority NegaZve Keywords
product specific terms
Bids
very high
high
Products
Brands
Campaign
high product specific terms
brands Rest low
Budget
shared budget
Use whatever internal structure you like
Alternative: start with the old bids and adapt
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@bloomarty
Segmented Campaigns: Outcome
Rest vs. Brands vs. Products
Ad AucZon
0.75
Products Campaign Priority: low
0.75
NegaZves: gel 1170 gel 1180 asics nike …
Rest Campaign Priority: high
0.25
asics gel 1170
red running shoes
No conflict
Ad AucZon
0.25
Brands vs. Products
Brands Campaign Priority: med.
0.50 asics running shoes
Ad AucZon
0.50
NegaZves: gel1170 gel 1180
…
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@bloomarty Jan-‐13 Feb-‐13 Mar-‐13 Apr-‐13 May-‐13 Jun-‐13 Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14 Sep-‐14 Oct-‐14
Case Study: Shopping Revenue
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@bloomarty
Thank You!
Martin Röttgerding Bloofusion Germany
E-‐Mail [email protected] Twitter @bloomarty Web www.bloofusion.de Blogs www.internetkapitaene.de www.ppc-‐epiphany.com
Magazine www.suchradar.de Interview bloo.link/mkfest