AdDiego Summit 2017 | Presented by CPC Strategy & Google

Maximizing Google Shopping Campaign Profitability

Lifting Your Ecommerce Business to the Next Level

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

CPC Strategy’s Lewis Brannon

● Sr. Retail Search Manager

● 7+ years of ecommerce marketing experience

● Specializes in ecommerce marketing for brands

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Today’s Agenda

● Google Shopping Evolution

● Data Feed Optimization Tips

● Truly Advanced Google Shopping Strategy

● Next Generation Audience Targeting

● Tying it Together - Measuring Success

AdDiego Summit 2017 | Presented by CPC Strategy & Google

The State of Google Shopping in 2017

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Google Shopping: Old School Misconceptions

Only SKU or product level searches

Purely a comparison shopping engine

Limited to bottom funnel traffic

Can’t control keyword / search query targeting

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Google Shopping Today: aligns with range of ecomm objectives

Combine direct response + branding

Re-engage current customer and past buyers

Acquire new customers at scale

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Google Shopping: Evolution

Good for both DR & Branding

Upper-funnel traffic is biggest growth segment

Query Targeting is Possible(with the proper structure)

*Showcase Shopping (New Format)

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Google Shopping Growth Trends We Saw in 2016

+82% impression growth YOY for CPCS client base

+121% impression growth YOY for OEM CPCS clients

+176% conversion growth for ‘upper funnel’ (generic) searches*

*Subset of OEM clients

AdDiego Summit 2017 | Presented by CPC Strategy & Google

Shopping Data Feed Optimization

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Feeds are our Foundation

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Foundation of CPC Strategy - The Data Feed

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Manipulating the Product Feed to Improve Ad Relevancy

REQUIRED

● id● title● description● link● image link (image must be at

least 250x250 pixels)availability (in stock, out of stock, preorder)

● price● google_product_category● brand● GTIN (UPC in North America,

EAN in Europe)MPN

● condition

● age group● color● gender● size● item_group_id

(if item is a variant)

OPTIONAL

● custom labels (5)● additional image link● mobile link● availability date● product_type● size_type● size_system● sale_price● expiration_date● shipping (can also be set in GMC)

tax (can also be set in GMC)● material● pattern

AdDiego Summit 2017 | Presented by CPC Strategy & Google

Truly Advanced Google Shopping Strategies

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

What is an ISO™ Strategy?

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

How is ISO™ Accomplished?

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

How do you Setup ISO™ in AdWords?

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Get Your PLAs to Show up for Most Profitable Keywords

Green ISO

Red ISO

GREEN & RED ISO

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Get Your PLAs to Show up for Most Profitable Keywords

Green ISO

Red ISO

Imp. Share Up 21% Conv. Up 14% Competitive Awareness

Cost Down 66% Avg. CPC Down 73% ROAS Up 370%

AdDiego Summit 2017 | Presented by CPC Strategy & Google

Next Level Audience Targeting

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Next Level Audience Targeting

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Next Level Audience Targeting

CPA Bid Multiplier

Low + 900% (max)Converters

Homepage Visitors

Product Page

Cart Abandoners

Category Pages

PreviousBuyers

High 0%

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Next Level Audience Targeting

All Visitors - 30d+25%

Cart Abandon - 10d+50%

All Visitors - 30d+50%

Cart Abandon - 10d+100%

All Visitors - 30d+30%

Cart Abandon - 10d+60%

All Visitors - 30d+75%

Cart Abandon - 10d+150%

Brand Search

Non-Brand Search

Brand Shopping

Non-Brand Shopping

SE

AR

CH

SH

OP

PIN

G

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Next Level Audience Targeting

1) Optimize Budget

to Most Likely

Converters

1) Enhance Your

Customer

Acquisition

Strategy

1) Clear Reporting

Insights

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Clear Reporting Insights

AdDiego Summit 2017 | Presented by CPC Strategy & Google

Tying it All Together - Measuring Success

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Measurement - Attribution - Path Reporting

● Requires setting up “custom channel grouping”○ Conversions > Attribution > Model Comparison Tool > Channel Groupings

● Requires very clean campaign naming conventions● Cumbersome to set up, but worth it in the long run

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Measurement - Attribution - Brand Uplift

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Attribution - Correlation Impact - Brand Uplift

Typically a direct

correlation between NB

Google Shopping

impressions and direct

site visits from New

Visitor Segment, AKA

“Brand Uplift”

● Orange line is direct visits from New Visitors segment - notice the correlation with Non-Brand Shopping impressions

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Recap

1) Google Shopping Has Evolved, Take Advantage of New Capabilities

1) Ensure Your Product Feed is in Order

1) Use Sophisticated Google Shopping Strategies, including ISO™

1) Be Customer-Centric with an Audience Strategy

1) Measure Your Efforts Holistically with Smart Attribution

Thanks for listening!

© Copyright AdDiego Summit 2017

Thank You