top 3 google shopping strategies

2-PART ECOMMERCE MASTERMIND WORKSHOP:

Customer LifeCycle Marketing Strategies

Spend Less Ad Dollars. Target More Shoppers. Predict Future Purchase Decisions.

EVENT LOGISTICS

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Today’s Resources

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

•Recognized as one of the Top 10 best places to work in SD

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

Ecommerce Workshop Layout

PART 1: TOP 3 GOOGLE SHOPPING STRATEGIES FOR 2017

PART 2: WAYS TO PREDICT FUTURE PURCHASE DECISIONS

Ecommerce Workshop Speakers

Polly FlinchDirector of Marketing

Jason BellSenior Paid Search Manager

PART 1: TOP 3 GOOGLE SHOPPING STRATEGIES FOR 2017

Ecommerce Workshop Breakdown

20 MINUTES

STRATEGY #1

Optimizing Titles & Descriptions to Enhance Product Relevancy

Google Shopping Product Title Enhancements

BrandAdded to the front of the titles however we can also test adding them to the end of the titles if we want to push more weight to other parts of the title. (e.g. If ‘Reebok’ is not searched often or included in most of our search terms history)

Example:

Attributes: Color / Size / GenderThe addition of attributes in the title is very important as attributes are often keywords used by customers who are looking for something specific.

Example:Other Options:

• Reebok Mens Weightlifting Shoes Size 10 in Neon Pacific• Mens Blue Weightlifting Shoes Size 10 by Reebok• Mens Weightlifting Shoes (Size 10) by Reebok - Blue

Reebok Weightlifting Shoes

Blue Mens Reebok Weightlifting Shoes – Size 10

vs.

Reebok Weightlifting Shoes

Weightlifting Shoes by Reebok

vs.

Google Shopping Product Description Enhancements

MPN / Style NumberTypically these are more useful for Electronics or Appliance merchants where customers are looking for a specific model or style number.

• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to search for products.

Feed:

Search Query Report: Google Results:

Product TypeDoes the title actually say what the product is?Example: “Reebok Mens Black Crossfit Trainer (Size 10)” works but it doesn’t have the keyword “shoe”. This still works, but isnt ideal

Google Single SKU Results:

Quick Tips to Takeaway from Today:

1) Use up your available characters2) Feature important keywords in your titles3) Does the title make sense?4) Understand your customers & their searches5) More Relevant Title = higher internal quality score & lower potential CPC

Google Shopping Product Feed Enhancements

STRATEGY #2

Using RLSAs in conjunction with Google Shopping

Advanced RLSA Audience Targeting Capabilities

Audience Structuring and Themes:


Purchasers

Abandoners• Cart

abandoner• Checkout

abandoner

Micro-conversions•Email sign-up•Account creation•Quote Request•Form completion

Engaged Visitors•Time on site•page depth•Live Chat•Did a site search

Leads

Landing pageHomepage viewersCategory viewersProduct viewers

Browsers

Google Analytics RLSAs to remarket users who purchased Sept – Oct, 2015

Uploaded emails lists of purchasers Sept – Oct over the past 5 years

Use in conjunction with ISO™ to capture “top funnel” traffic for proven converters from last year.

Costume Manufacturer Sees YoY ROI Gains Through RLSA in Shopping


STRATEGY #3

DABs Isolation Strategy

DABs Google Shopping Isolation Strategy

Brand vs Non-Brand + Desktop vs Mobile

Clean Segmentation of Branded Searches from Non-Branded

Own more of the SERP on branded searches

Allow for better attribution Use Path Reports

* Large Apparel / Brand Manufacturer

4% ROAS improvement across all Shopping campaigns 65% Conversion Rate improvement 38% lift in branded impression share


* Large Athletic Apparel Vertical / Brand Reseller

113% ROAS improvement across all Shopping campaigns 26% Conversion Rate improvement 46% Decrease in Spend for Non-Branded searches


PART 2: WAYS TO PREDICT FUTURE PURCHASE DECISIONS

Ecommerce Workshop Breakdown

20 MINUTES