using competitive data to drive performance on google...
TRANSCRIPT
Using Competitive Data
to Drive Performance
on Google Shopping
Michael Stricker U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, consulting and web design studio experience
• 100s of successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Speaker: ClickZ Live, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.
• Worked with Enterprise Brands 2Modern, AeroPostale, BET,
GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba
Using Competitive Data to Drive Performance on Google Shopping
1. Building the Account Architecture from Scratch
Through Competitive Analysis
2. Identifying the Keywords that Surface Your
Competitors' Top Shopping Ads and What to Do With
Them
3. Mining for Top-converting Search Terms to Integrate
into the Product Data Feed
4. How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
1. Building the Account Architecture from Scratch
Through Competitive Analysis
9. Adjust bids for optimal ROI. Reallocate
budget to extend wins and cut losses.
10. Modify Ad Group structure to shift
merchandise and rework your feed to add
inventory and eliminate poorly-performing
products.
11. Frequently update your data feed, keep pace
with your product inventory database.
1. Create Google Merchant Center account
2. Link to AdWords account
3. Structure the data on your landing pages
4. Prep your funnel for device, location
5. Build and upload your product feed
6. Set up new PLA campaign
7. Create appropriate product groups
8. Start bidding and tracking your PLAs’
performance
1. Building the Account Architecture from Scratch
Through Competitive Analysis
These are not the first steps…
9. Adjust bids for optimal ROI. Reallocate
budget to extend wins and cut losses.
10. Modify Ad Group structure to shift
merchandise and rework your feed to add
inventory and eliminate poorly-performing
products.
11. Frequently update your data feed, keep pace
with your product inventory database.
1. Create Google Merchant Center account
2. Link to AdWords account
3. Structure the data on your landing pages
4. Prep your funnel for device, location
5. Build and upload your product feed
6. Set up new PLA campaign
7. Create appropriate product groups
8. Start bidding and tracking your PLAs’
performance
Pre-Planning
Research
Pre-Planning Research
1. Identify Competitors
2. Evaluate Keywords
3. Compare Competitive Performance
Pre-Planning Research
Wait a minute, why are we talking about keywords?
This is Google Shopping. I can’t bid on Keywords…
Pre-Planning Research
Wait a minute, why are we talking about keywords?
This is Google Shopping. I can’t bid on Keywords…
• Relevance through to Landing Pages
• Product Names, Numbers, Brands, slang
• Feed, Titles, Descriptions, additional columns
• Groups, labels
Pre-Planning Research
Identify Competitors
• Google Shopping Competitors
• SERP Competitors
• AdWords Competitors
• Business Model Competitors
• Keen Competitors
Identify & Evaluate Competitors
Identify & Evaluate Paid Competitors
Identify & Evaluate Paid Competitors
Pre-Planning Research
2. Identify and Evaluate Keywords
Pre-Planning Research
2. Identify and Evaluate Keywords
Pre-Planning Research
2. Identify and Evaluate Keywords
Identify & Evaluate PLA Competitors
Filter by Product, Export PLA Competitor Keywords
Identify & Evaluate Paid Competitors
Identify & Evaluate Paid Competitors
Common Keywords = Battle Zone
Common, Strong Competitors = Sweet Spot
Identify & Evaluate Paid Competitors
Identify & Evaluate Paid Competitors
Identify & Evaluate Paid Competitors
Identify & Evaluate PLA Competitors – All KWs
Identify & Evaluate Paid Competitors
Your Unique Keywords = Defensive Posture
Competitors’ Unique Keywords = Opportunity
Identify & Evaluate PLA Competitors – Unique KWs
Pre-Planning Research
Identifying the Keywords that Surface Your
Competitors' Top Shopping Ads and
What to Do With Them
What to Do With Them
Incorporate Keywords in appropriate Feed columns
Start with Title and Description
Pre-Planning Research
Identifying the Keywords that Surface Your
Competitors' Top Shopping Ads and
What to Do With Them
Some Put Brand First – every opportunity
Primary Keywords to the fore
Some evidence that plurals and mis-spellings work
What to Do With Them
View Competitors’ Ads for Promotions
What to Do With Them
Deploy Counter-Measures in “Create an Ad ”Interface
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
Questions?
Thank you!