Google Shopping Suite - Online Marketing Rockstars -
Patrick Chardon Product Specialist Google Shopping
Christin Krooss Product Specialist Google Shopping / Omnichannel
Hamburg, 2nd March 2017 Proprietary + Confidential I Agenda
Why are we here? ❏ Google Shopping: How it works
What do you need to know? Tipp ❏ 3 Key Levers in Campaign & Bid Management Product Feature ❏ Organization of your product inventory ❏ Enhancing your Google Shopping performance
What should you take away from today’s masterclass? ❏ 3 Things to remember
Proprietary + Confidential Confidential + Proprietary Proprietary + Confidential I Why are we here? Because Shopping ain’t no text ads
(3rd Party Feed Agency) (Bidding platform)
Client Product Catalogue Product data feed Google Merchant Center Shopping Campaigns Shopping ad
Digital Marketing IT Team Team
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From a query sofa Shopping Ads Text Ads The right keyword The right ad copy Google Google The right product The right price The right stock level The right delivery Retailer The right margin Retailer The right bid The right ROI To bottom line profit
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential I It’s key to understand the major elements of Shopping
Feed Campaign/ Management Bid Management
Shopping Shopping KPIs Enhancement
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential I Which metrics do you want to drive through Google Shopping?
Feed Campaign/ Management Bid Management
Shopping Shopping KPIs Enhancement
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Proprietary + Confidential I Start with understanding your Shopping KPIs Google Shopping is not only about performance...
Increase By increasing profit sales
What are you By increasing In-store sales Increase market share for a trying to efficiency specific category or new growth achieve on product range Google Shopping? Feed: Include broad terms in Branding / By increasing titles/descriptions to drive visibility? visibility on broad/generic Awareness queries check best practice
By increasing Campaign: Higher bids on ad Generate consideration? groups with Impression insights Share less than 75%
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Product Category Proprietary + Confidential I All retailers are different Key KPI (ie. ROAS, Margin)
High There is no one-size-fits-all approach when it comes to feeds and shopping campaigns. Med
The slides that follow are designed to give you tips and ideas on how to Low evaluate and improve your performance on Shopping / PLAs and should be considered within the context of your Zero business objectives.
E.E.
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Feed Campaign/ Management Bid Management
Shopping Shopping KPIs Enhancement
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Proprietary + Confidential I Make sure all your products are live in your feed Avoid suspensions and prioritise your approach in resolving issues
Feed Campaign
Avoid suspensions
Ensure all products are live
Optimise content
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Proprietary + Confidential I Google Merchant Center: “Where your feed lives”
Overview of existing product data feeds
Diagnostics / Feed List Products List
Specify your Shipping 1. details
Configuration Assortment Report
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Proprietary + Confidential I Avoid the most common feed issues
Feed issue Possible solution ❏ If your product data changes regularly, you may Feed is only sent once per day upload your full feed up to 4 times per day (susceptible to old data) ❏ If your price/availability changes more frequently, consider using Online Inventory Feeds
Automatic Item Updates are not ❏ Automatically updates an item’s price and activated availability information based on the schema.org (no safety net) microdata data found on the retailer’s website
Out of stock items are removed ❏ in stock: InStock, Limited Availability, Online Only from the feed altogether ❏ out of stock: Discontinued, InStoreOnly, OutOfStock, SoldOut (loss of performance history) ❏ preorder: PreOrder, PreSale
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Proprietary + Confidential I Optimise your product titles
Recommendations
1. Scan your titles by either downloading the feed from GMC (‘feeds’ tab) or by scrolling through products in GMC (‘products’ tab).
2. Make titles unique by adding relevant variant attributes such as size and colour - up to 150 characters will be indexed by Google for search relevance.
3. View your ads from the consumer’s perspective - if something isn’t obvious from the image (e.g. gender or age group) then suggest this information is placed near the front of the title.
4. Move strong* brands to the front of titles.
* use AdWords keyword planner to identify which brands are ‘strong’ brands based on search volume.
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Proprietary + Confidential I Optimise your product types
Benefit twice by optimising the ‘product type’ attribute: Recommendations
1. Provides Google with critical information to match 1. Check the ‘product type’ products with user searches. categorisation of a few products in each category by either 2. Provides client/agency with a detailed hierarchy which downloading the feed from GMC can be used to segment Shopping campaigns and Ad (‘feeds’ tab) or by checking Groups. individual products in GMC (‘products’ tab).
2. If the categorisation is limited, ask your IT or content marketing team if they are able to add more levels/detail. Suggest using website hierarchy if that is possible. Trainers > Adidas Trainers > Adidas > Mens > Originals > Dragon
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Proprietary + Confidential I Eliminate low resolution images
Recommendations
1. Check the resolution on a handful of your products (products tab in GMC).
2. If they are less than 800x800 pixels ask your content marketing team to submit higher res images
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Note: When using this approach your web browser will most likely reduce the size of the image to fit it into the screen. Click on the image to increase it to full size.
Proprietary + Confidential I Use feed rules to modify your feed attributes
Feed rules allow you to configure simple data transformation rules directly in the Merchant Center. These rules are applied directly after a feed upload and before Diagnostics evaluation.
1
2
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Proprietary + Confidential I Example: Correcting false condition attribute
1 Implementation steps
1. Set up a new rule and select “condition”
2. Attribute mapping: choose the option “For condition use this column in my feed “product state”.
3. Value mapping: ensure “like new” (unrecognized Attribute Mapping value) is mapped to an accepted value: “used”) 2 4. Once this rule is active “product state” will be mapped to “condition” and the error message will disappear 3
Value Mapping
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Feed Campaign/ Management Bid Management
Shopping Shopping KPIs Enhancement
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Proprietary + Confidential I 3 levers to consider when reviewing Shopping campaigns
Entirety Accuracy Assessment
Do you surface your Do you surface the Do you value your entire product right products for the product portfolio portfolio? right queries? correctly?
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Proprietary + Confidential I 3 levers to consider when reviewing Shopping campaigns
Entirety Accuracy Assessment
Products of merchant Products# SKUs Submitted / % Products# SKUs Submitted Products Approved # SKUs ❏ Benchmark Metrics Ready# SKUs to serve ❏ Campaign Structure # SKUs PLA Website Top 50 Products w/ impr. ❏ RLSA Blocked#SKUs Top 10 Products Prod.Ready w/ clicks to # SKUs #SKUsServe # SKUs
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Entirety Do you surface your entire product portfolio?
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Proprietary + Confidential I Check how many of your products actually get clicks
Feed Campaign
Targeting products Campaign structure Bid strategy
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Proprietary + Confidential I Check how many of your products actually get clicks
1 Create filter: 0 clicks and product status = “Ready to serve”
3 Remove filter
1 2 4 Number of Number of ready-to-serve ready-to-serve items items
955/7699 = 12.4%
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Proprietary + Confidential I Check how many products are ready to serve Merchant Center and AdWords are now linked as AdWords also shows data quality
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Proprietary + Confidential I Find out in AdWords why products are not active or approved 1
2
Create filter “product 3 status”: not ready to serve, inactive, disapproved
Find out about a product’s status by clicking on the “speech bubble”
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Proprietary + Confidential I Don’t forget any products. Employ a catch-all strategy Most retailers regularly update their product catalogues
Recommendations
1. Create a ‘catch all’ ad group with a low bid.
2. Utilise the ‘Everything Else’ bucket in your ad or product groups.
3. Set campaign priority to ‘low’
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Accuracy Do you surface the right products for the right queries?
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Proprietary + Confidential I Compare your Top10 PLA vs. Website products How do you value website top sellers in your Shopping campaigns?
PLA Top 10 Website Top 50
Overlapping top sellers in Google Shopping and on your website
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Proprietary + Confidential I Explore your top AdWords products Analyse your product data with Report Editor and Dimension Tab
123456
234567
891011
Dimensions Tab Report Editor
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Proprietary + Confidential I Use local inventory ads to advertise your physical inventory
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Proprietary + Confidential I Use Shopping Ads to sell software
What’s changing:
Consumer & business software products can be listed on Shopping ads, now including:
❏ physical boxed software ❏ one-time software downloads ❏ Yearly prepaid software subscriptions
Software subscriptions:
Software subscription offers for yearly prepaid, either manually-renewing or auto-renewing, subscriptions will be mixed in with existing Shopping Ads promoting physical boxed software and one-time software downloads
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Assessment Do you value your product portfolio correctly?
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Proprietary + Confidential I Click share and impression share metrics show you which product groups & categories need prioritisation
Share of (your) Share of (your) Market Voice
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Proprietary + Confidential I Make use of Auction Insights reports to get insights into your competitor behaviour on Google Shopping
1
Download report to get competitor insights over time
2
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Proprietary + Confidential I Organizing your inventory based on your Shopping KPIs
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Proprietary + Confidential I Feeds and Shopping campaigns are interrelated Use all feed attributes, particularly customizable attributes
Google Product There are 6 attributes in a Google feed Brand Product ID Category that can be used in AdWords to structure Shopping campaigns.
Product Type Condition Custom Labels
standard customizable
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Proprietary + Confidential I Campaign Structure Methodology For most multi-category retailers we recommend a tiered, relational broad-to-narrow structure Recommendations
1. Segment categories and subcategories by ID (SKU) Subcategory a. Importance
---or---- or b. Margin (or your key KPI) c. Similarity (ie. sale) Core Brand vs. Brand Category 1 Generic or 2. When subdividing product groups choose the most All Products appropriate and precise category values from the Everything Else Custom Label feed between either ‘Google Product Category’ or in Subcategory ‘Product Type’ (retailer category). Core Category 2 3. Consider “everything else” to be the long tail within Core Category 3 a category. 4. Break out individual SKUs, brands and/or use Everything else in All Products custom labels based on goals or promotional focus.
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential I Campaign Structure Use Cases Selected use cases of different campaign structure concepts
Product Group Generic SKU SKU SKU Branded SKU Product vs. Group SKU Products SKU (optional) SKU SKU
Use Case A Use Case B Use Case C
Creating campaign efficiencies Brand vs. Non-Brand ID vs. Category
Restructuring of the Shopping Account Measuring Non-Brand vs. Brand Keyword Shopping Campaigns Structure ID setup in order to align with the overall SEA Performance for Single-Brand Retailer vs Category strategy & focus on the ‘right’ products.
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Proprietary + Confidential I Use Case A: Bid manually by considering ROAS Campaign Ad Group Product Group Bidding (Product Type Level 1) (Product Type Level 2) (Custom Labels) Approach
High ROAS High Bids
Medium ROAS Medium Bids
Low ROAS Low Bids
Sneakers High ROAS High Bids
Shoes Running Shoes Medium ROAS Medium Bids Boots Low ROAS Low Bids
Other Categories High ROAS High Bids
Medium ROAS Medium Bids
Low ROAS Low Bids
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Proprietary + Confidential I Use Case B: Brand vs. Generic Do you trigger on a lot of branded queries?
43% generic queries 57% branded queries
Adidas Runners Under adizero Salomon Outdoor Armour Nike Air shoes shoes Cross- Reebok asics classics country Saucony Running 57% trainers shoes Breakthru shoes Track & salomon field Asics Gel speedcross 3 running Noosa
shoes Nike Air Zoom asics gel Pegasus kayano 23
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Proprietary + Confidential I Use Case B: ‘Branded’ vs. ‘Product’ vs. Generic Do you trigger on a lot of branded queries?
1
Recommendations
1. Apply “80:20 rule”: Run analysis for 20% of queries which drive 80% (or large amount of click/impression traffic
2 2. Try to asses types of queries: What is generic for you? Branded? Product-related?
3. Consider testing a “generic vs. branded” approach if your search term report uncovers large portion (ca. >60%) of branded query
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Proprietary + Confidential I Use Case B: Negative keywords and priorities
❏ Priority: High ❏ Negative Keywords: Brand A, Brand B, Brand C, Product keywords Generic ❏ Bids: Low By excluding brand queries with negative ❏ Priority: Medium ❏ Negative Keywords: Product keywords, these Branded keywords searches are only picked ❏ Bids: Medium up by the low priority (Branded) campaign. ❏ Priority: Low Products ❏ Negative Keywords: none (optional) ❏ Bids: High
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Proprietary + Confidential I Use Case C: Item ID vs. Category The larger the product portfolio, the more complex item ID level bidding
Product Group Level Hybrid Level Item ID Level Bidding Bidding Bidding Recommendations 1. Aggregate if bidding on thousands of item IDs Product Group becomes too complex to handle. Move item IDs to the higher product group they belong to Item ID Product Group (ie. product type or brand) Item ID Product Group Subcategory 2. Utilise Google smart bidding or your bidding Item ID tool to enable performance-data oriented Subcategory bidding decisions Item ID Subcategory Subcategory 3. Consider testing a “hybrid” approach if a Item ID Subcategory small amount of Item IDs drives a large Item ID Item ID Subcategory portion of conversions and deserve separate Item ID bidding. Keep other Item IDs aggregated in the Item ID most relevant product group
Item ID
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✔ Target Return on Ad Spend
Get maximum revenue for given ROAS, Fully AdWords Automate while keeping ROAS constant Conversion ✔ Your Bidding Tracking enabled or Optimization Maximize conversions, with manual control Google Analytics imported ✘ conversion data Enhanced Cost-per-Click
✘ Maximize Clicks Get most clicks for your budget
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Proprietary + Confidential I Make your life easier with smartbidding for shopping Behind the scenes: eCPC adjust bids at the query-level
Without eCPC With eCPC 1 1 Query Bid Change Bid Change
greenworks 12 amp corded 0.60€ Max CPC Bid .60 .78
electric lawn mower Converting High greenworks 20 in electric mower .60 No bid adjustments .75
greenworks electric mower .60 .64
greenworks 20 inch mower .60 .61
greenworks mower .60 .59 Low Converting 20 inch lawn mowers .60 .55
corded electric mower .60 .40 electric mower .60 .35
push mower .60 .31 lawn mower .60 .10
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Proprietary + Confidential I Test optimization techniques to identify your own best practices Approach the experimentation process by following a structured methodology
A SKUs B
Analyze Make it a Design & Test/Control Apply Monitor Final Best The Idea Approval Selection Change Performance Results Practice Come up with Define Create balanced Make the Use analytics creative ways to hypothesis and groups of SKUs change to the tools to compare Review metrics Apply technique optimize identify groups for Test and feed for key metrics for statistical to Control group performance of eligible Control (A/B) products in the between Test significant and and other products groups Test group and Control draw applicable conclusions products
Concept Setup Analysis Rollout
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Campaign/ Feed Bid Management Management
Shopping Shopping KPIs Enhancement
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Proprietary + Confidential I Utilise available Shopping annotations to benefit from CTR uplift
Local Inventory Merchant Product Ratings Ads Promotions
US, GB, DE, FR, JP, AU, DE, FR, GB, US, JP, AU AT, BE, CA, CH, ES, IT, US, UK, DE, FR, IN, AU NL
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Proprietary + Confidential I Use selected formats and features to enhance your Google Shopping performance
Google Shopping Simplified Showcase Shopping on Remarketing Export Ads YouTube
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Proprietary + Confidential I Take advantage of Shopping Remarketing Returning customers are the most valuable clients
Recommendations High 0% 1. Large lists: Set bid adjustments for Homepage Visitors large lists such as “Homepage Visitors”. These tend to have significant conversion rate Category Pages improvements vs. overall traffic, while CPA Bid Multiplier also reaching the greatest number of users. Product Page 2. “Bid Only” implementation: Set Basket Abandoners targeting to “bid only” in which you are simply adjusting bids for your audience Previous members, while continuing to serve Buyers Low +900% (max) ads to all users searching for your products.
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Proprietary + Confidential I Simplified Export with Currency Conversions Export to a country with a feed in an approved language & let Google convert your prices in local currency!
Recommendations
1. Copy existing feed with prices in home currency
2. Target feed to desired export market
3. Add item/account level shipping + tax
4. Pull new feed into AdWords
5. Set up new Shopping campaign targeting desired export market
Supported currencies: Australia (AUD), Belgium (EUR), Canada (CAD),Source: Denmark Lorem ipsum (DKK), dolor Mexico sit amet, (MXN), consectetur Norway adipiscing (NOK), elit.Sweden Duis non (SEK), erat sem Switzerland (CHF), United Kingdom (GBP), United States (USD), Ireland (EUR), New Zealand (NZD), Singapore (SGD), South Africa (ZAR)
Proprietary + Confidential I myToys launched 130K new products in CH Currency conversions helped creating a new export channel
Approach ❏ Adopted Currency Conversion ❏ Set up a new export channel by repurposing existing assets ❏ Used Google Shopping for Export to convert EUR to CHF
Results ❏ Launched Shopping Ads in Switzerland ❏ Achieved return on investment on par with shopping campaigns in established German and Austrian markets ❏ Reached consumers abroad who otherwise were not reachable
Using Currency Conversion we were able to launch Google Shopping in Switzerland with over 130,000 products with an impression share of 65%. Melanie Braasch, Team Lead Search Engine Advertising
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Proprietary + Confidential I Connect with your brand early in the purchase funnel*
90% of smartphone users say they aren’t absolutely sure of the specific brand they want to buy when they begin shopping
Showcase Shopping ads - premium experiment
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Proprietary + Confidential I Expand your reach with Shopping on YouTube
Shopping ads on YouTube TrueView for Shopping
Extend the reach of your Shopping campaigns, by allowing your Show your products, drive demand & convert straight from your Shopping ads to appear on related third party organic video! video (trueview in-stream) ad!
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“We wanted to diversify our TV spend, and were intrigued by the brand measurement opportunities YouTube provides.”
1.2M 661% +332% Users reached Uplift in brand Brand searches, searches even for ad skippers
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Summary What you should take away from today’s session
Proprietary + Confidential Proprietary + Confidential I 3 takeaways from today’s masterclass
1 2 3
Consider dependencies Find your own best practices Utilise the full suite
❏ Minor feed modifications can ❏ Try testing different campaign ❏ Reach returning customers by impact existing campaign setups setups that could work for you modifying your Shopping ❏ Starting with your Google ❏ Use existing smart bidding Remarketing setup Shopping KPIs make sure all features in AdWords (ie. eCPC) ❏ Use shopping annotations and involved parties are optimizing in shopping formats in available ❏ Utilise customizable attributes to the same directions markets make the most of your data
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Thank You!
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Appendix
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Proprietary + Confidential I Using feed rules: options for setting rules
OPTION WHAT IT DOES RECOMMENDED WHEN
Feed already includes the data and it just needs to Specify a field from the feed to use to 1 be mapped to our existing attribute name or MAPPING RULES update a Shopping target attribute. accepted values
You want to create new values or richer values. 2 CREATE VALUES Set created values for a target attribute. Supports static fields and combining with existing feed fields.
POPULATE VALUES Set the value for a target attribute based Feed is missing the attribute data & you want to 3 on conditional matching to data in the create & populate values conditionally across CONDITIONALLY feed. their products. Supports combining.
Specify specific values to extract from a When other fields, like the description or title, 4 EXTRACT VALUES different field in the feed. include the missing data.
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