eTail West 2016: What Really Works in Google Shopping

Agenda

Structure your feed for success.

Structure your campaigns for success.

Leverage the data.

Shopping success starts at the feed level.

Data Quality – Does It Matter?

VS

Keyword Research

Run Search Query ReportsHow are customers finding you?

Run Site Search ReportsHow are customers finding the products they want?

Keyword ResearchHow are customers searching?

Titles

©2015 ROI Revolution, Inc.

#1 - Titles

Titles

©2015 ROI Revolution, Inc.

#2 - Descriptions

#3 - Recommended Attributes

It’s worth it to go the extra mile!

Many shoppers filter results with these “optional” attributes.

Google uses these “recommended” values to match to search queries like long-tail keywords.

What Should You Include?Size Age & Gender Material Color

Custom Labels are Your Friends

Common uses:• Seasonality• Profits or Margins• Stocked or Drop Shipped• Clearance / Closeout Status

• Best Sellers / Trending • Price• Loss leaders / Promotional

Items

Custom Labels are Your Friends

Avoid “All Products” Only

Never let this be your only target.

Don’t forget to monitor very carefully.

Where there’s product overlap, never let your “all products” target have higher bids or priority.

All Products

1st Product Type

2nd Product Type

2nd Product Type

SKU

1st Product Type

2nd Product Type

2nd Product Type

SKU

1st Product Type

2nd Product Type

2nd Product Type

SKU

Brand Brand

Break Out Your Structure

Auction Insights

Industry-specific benchmarks for CTR & CPC

Insights into your competitive performance

Estimates on traffic potential

Auction Insights

Remarketing

Remarketing Lists for Search Ads

Boost conversion rate by remarketing to primed audiences.

Google Analytics Remarketing Lists

The Results

The Results

The Next Steps

Google Shopping is an investment, so invest in what works.

Start the feed conversation with your webmaster.

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