Keep the Holiday Momentum Going with Shopping Campaigns By Todd Bowman

#SMX #14C @ToddBowman68

Keep the Holiday Momentum Going with Shopping Campaigns


Keep the Holiday Momentum Going with Shopping Campaigns


About Me…Started the Feeds team at Merkle in 2011

Huge Star Wars fan

Officiate college football on the side

My wife and I are expecting our first baby in August


Merkle is a Shopping Preferred Partner and manages over 2X the spend in GSC/PLAs relative to other similar agencies.


It was another great year for Shopping Campaigns!

Q4 Recap

#SMX #14C @ToddBowman68Source: Merkle 2016 Q4 Digital Marketing Report


Where Did the Google Growth Come From?

Source: Merkle 2016 Q4 Digital Marketing Report


Shopping Continues to Account for More Clicks on Both Engines



New Google Levers Allow Retailers to Bid Tablet More Effectively



Amazon is Back on PLAs



How Many of You Have Heard this Before?

LTV for PLAsis not very high.

We don’t haveUPCs.

PLAs aren’tworking because the AOV is low.

I want to bidevery product at thethe SKU level.


Build a strong foundation with your feed. If information is on your site, it should at least be in your raw feed.

Feed Optimization


What attributes does Google lean on in determining product relevancy?

1 • GTIN’s (Global Trade Identification Numbers)

2 • Titles

3 • Product Type Attributes

4 • Descriptions

5 • Brand / Manufacturer


What are GTINs?

How can you find them?

UPC (in North America / GTIN-12)EAN (in Europe / GTIN-13)JAN (in Japan / GTIN-13)ISBN (for books)ITF-14 (for multipacks / GTIN-14)

GTIN – Global Trade Identification Numbers

Talk to your manufacturers

UPC databases

Check out the competitor sites

Why are they important?

Required

Manufacturers can use this new tool from Google to establish

consistent product information.


Making a Strong Title

Add additional values to titles such as Brand, Size, Features, Color, Flavor, Sub-Category, etc.

Test the order of product attributes to best understand what title will drive the most relevant traffic.

Use the search query log to identify other key terms to test in titles.

Add all relevant product information in title and “match the title on your landing page”Don’t include promotional text like "free shipping," all capital letters, or gimmicky foreign characters

Max 150 characters

Required


Opportunity to Optimize Product Titles & Test to Improve Relevancy

Good Title for Google and Bing:

Titles to Test:Weber Summit Gas Grill S-670 6-Burner with Side and Rotisserie Burners and Integrated Smoker Box (60,000-BTU)

Weber Summit S-670 6-Burner (60,000-BTU) Gas Grill with Side and Rotisserie Burners and Integrated Smoker Box

Weber Summit 6-Burner Gas Grill with Side and Rotisserie Burners and Integrated Smoker Box S-670 (60,000-BTU)

Weber Gas Grill Summit S-670 6-Burner (60,000-BTU) with Side and Rotisserie Burners and Integrated Smoker Box


What is a Product Type?

Product category that you define for your product

Max 750 alphanumeric character

Include the full breadcrumb category. For example, include Home > Women > Dresses > Maxi Dresses

Not just Dresses

Optional


Why is it Important to Optimize Product Types?

Lost Valley Ankle Boot

Minimal Lace Up Heel

Peaks Point Wedge

Product Type:

Outdoor ShoesSERP Relevancy

Product Group Creation

Expand Targeting Capabilities


Get Granular with Your Product TypesOutdoor Shoes

Lost Valley Ankle Boot


Peaks Point Wedge


Vegan AtwoodHeel

Vegan Nights Heel

Peaks PointWedge

OliviaWedge

SerenaWedge

Spring Valley Ankle Boot

Vegan Addison Heel Boot

Lost Valley AnkleBoot

Apparel > Shoes > Heels > Block Heels

Apparel > Shoes > Heels > Wedges

Apparel > Shoes > Boots > Ankle Boots


Utilizing Product Types to Create Granular Product Groups All Products

Apparel

Shoes

Heels

Boots

Block Heels

Wedges

Ankle Boots

Max CPC

$.86$1.50

$.96

...ExcludedEverything else in “All Products”


Create dynamic custom labels based on performance data or strategic knowledge

PLA Revenue Grew by 24% at a Steady ROI by Specifically Targeting Best Sellers

0%

20%

40%

60%

80%

100%

120%

140%

Clicks Orders Revenue ROI

YoYIncreaseinPLAs

+30% +29%+24%

+0%On Sale/Not on Sale

Collection

Top Seller/Poor Performer

Deal of the Week

Seasonality High/ Low Margin

Control/Experiment

Price Drop


Campaign Structure

Building a structure that focuses on the TRUE value of your products


Shopping AOV’s are Lower Than Text Ads for Most Retailers


Build a Flexible Structure Based on Your Business

Low Priority Medium PriorityTrumps Bids in

Low Priority Campaignsfor any product that applies

High PriorityTrumps Bids in

Low & Medium Priority Campaignsfor any product that applies

Catch AllProduct Group

Full CatalogGranularly Targeted

Best SellersPoor Performers

Sale ItemsPrice Drop

*Use data to identify areas to break out more granular product

groups (ie ID level)

Query Targeted Product Groups


Optimize Shopping Performance by Advanced Query Targeting

Identify the value of search query types: Adjust bids based off of expected value:

Generic Search Traffic = Low ROI• car seat• infant car seat• baby seat car• convertible car seat

Targeted Search Traffic = High ROI

• Graco Extend2fit• Graco Extend2fit car seat• Graco car seat

ROI = low

broad

ROI = medium

ROI = high

granular

Search query volume Bid

$

$$

$$$


Use Negatives to Funnel Traffic Effectively

Graco

All Products

Baby Car Seats

Note: This campaign will have multiple ad groups and product groups based on your targeting strategy.

Price Drop

Phrase Negative=

Graco


Shopping Campaign RLSAs and Customer Match Drive Strong Performance

OnAverage,RLSAsSeeDoubletheCRatHalfoftheCost

OnAverage,CustomerMatchSeesDoubletheCRat⅓oftheCost

0%

50%

100%

150%

200%

250%

300%

CTR CR CPO

BaselineShoppingCampaigns IRTop100Retailer#1

IRTop100Retailer#2 OnlineMusicProductRetailer

0%

50%

100%

150%

200%

250%

300%

CTR CR CPO

Baseline Shopping Campaigns CM IR Top 100 Retailer #1 CM IR Top 100 Retailer #2


Incorporating eCPC can Help Drive Incremental Gains

Estimated ManualCPC Traffic

Real eCPC Traffic

Difference

Clicks 14,077 13,156 -6.54%

Spend (in USD) $15,923.55 $15,934.04 +0.07%

Conversions (opt.) 582.12 699.00 +20.08%

Conversion Rate 4.14% 5.31% +28.48%

Average CPA (in USD) $27.35 $22.79 -16.67%

Estimated ManualCPC Traffic

Real eCPC Traffic

Difference

Clicks 16,366 15,467 -5.49%

Spend (in USD) $16,712.88 $16,524.13 -1.13%

Conversions (opt.) 230.79 274.00 +18.72%

Conversion Rate 1.41% 1.77% +25.65%

Average CPA (in USD) $72.42 $60.31 -16.72%

Price Competitiveness and SeasonalitySignals for Shopping

https://support.google.com/adwords/answer/7065882


LIAs and Showcase Ads

Be where your customers are looking.


Clients Use Local Inventory Ads to Drive Performance Lifts

LIA Drive an Average 87% Lift in CTR

+68% +67%

+129%

0%

50%

100%

150%

200%

250%

IRTop500HighAOVRetailer

IRTop300HighAOVRetailer

IRTop100Retailer

Click-Through-Rate

of shoppers planned to webroom shop (shop online before buying in store)

of shoppers made an additional purchase in-person when using Ship to store

66%

61%

*Data from Google “Post Holiday Momentum with Google”


What is Needed to Run LIAs?

✓

✓✓

✓


• Store Sales• Store Visits• Dynamic Tracking URLs• Merchant Hosted Local

Storefront• E-Receipt Email Pixel

The Biggest LIA Challenge

Tracking Offline Orders


Showcase Ads are Finally Ramping Up

Comparing First 60 Days to the Past 30 Days

Impressions

Clicks

CPC

Orders

Sales

+66%

+134%

+33% ($0.06)

+141%

+194%


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Todd BowmanDirector, SEM & Feeds, Merkle

[email protected]