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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential I Why are we here? Because Shopping ain’t no text ads 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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% Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential I Set the base for your Shopping campaigns 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 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Note: Impact will vary depending on the situation, retailer, vertical etc. 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Note: Impact will vary depending on the situation, retailer, vertical etc. 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential I Drive performance through campaign & bid management 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 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? Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Entirety Do you surface your entire product portfolio? Proprietary + Confidential Proprietary + Confidential I Check how many of your products actually get clicks Feed Campaign Targeting products Campaign structure Bid strategy Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 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% Source: Lorem ipsum dolor sit amet, consectetur adipiscing