martin roettgerding - taking google shopping to the next level mktfest 2014

Taking Google Shopping to the Next Level

Marketing Festival 2014 Martin Röttgerding, Bloofusion

@bloomarty  

Case  Study:  Shopping  Revenue  

Jan-­‐13   Feb-­‐13   Mar-­‐13   Apr-­‐13   May-­‐13   Jun-­‐13   Jul-­‐13   Aug-­‐13   Sep-­‐13   Oct-­‐13   Nov-­‐13   Dec-­‐13   Jan-­‐14   Feb-­‐14   Mar-­‐14   Apr-­‐14   May-­‐14   Jun-­‐14   Jul-­‐14   Aug-­‐14   Sep-­‐14   Oct-­‐14  

What are we talking about?

@bloomarty  

@bloomarty  

@bloomarty  

@bloomarty  

Product  Data  

Title   Price   Product  type   Brand   Color   Image   Descrip8on  Fender  Standard  Stratocaster   499   Guitars  >  Electric  Guitars  >  Stratocaster   Fender   red   hDp://...   …  

Fender  AM  Special  Strat  white   749   Guitars  >  Electric  Guitars  >  Stratocaster   Fender   sunburst   hDp://...   …  

Fender  Stratocaster  Signature  Eric  Clapton   1599   Guitars  >  Electric  Guitars  >  Signature  Guitars   Fender   black   hDp://...   …  

Gibson  Flying  V  120  HV   1790   Guitars  >  Electric  Guitars  >  Heavy  Guitars   Gibson   black   hDp://...   …  

Gibson  Les  Paul  Standard  2012  GT  LH   1399   Guitars  >  Electric  Guitars  >  LeUhanded  Guitars   Gibson   gold   hDp://...   …  

Fender  Stratocaster  Natural  Swirl   589   Guitars  >  Electric  Guitars    >  Stratocaster   Fender   natural   hDp://...   …  

Fender  American  Deluxe  Strat   1499   Guitars  >  Electric  Guitars    >  Stratocaster   Fender   red   hDp://...   …  

Fender  American  Dlx  Strat  HSS   1569   Guitars  >  Electric  Guitars    >  Stratocaster   Fender   blue   hDp://...   …  

Takamine  TC132S   999   Guitars  >  AcousZc  Guitars     Takamine   natural   hDp://...   …  

Luna  Guitars  Lapsteel   489   Guitars  >  Steel  Guitars   Luna  Guitars   grey   hDp://...   …  

Duesenberg  Fairytale  Lapsteel  Goldburst   1429   Guitars  >  Steel  Guitars   Duesenberg   gold   hDp://...   …  

Yamaha  B40   249   Guitars  >  AcousZc  Guitars   Yamaha   wooden   hDp://...   …  

…   …   …   …   …   …   …  

@bloomarty  

Providing  Product  Data  for  Google  Shopping  

Shop  database   Product  data  feed   link  

@bloomarty  

Shopping  Campaigns:  Product  Group  Structure  

all  products   brand  1  

brand  2  

everything  else  

product  1  

everything  else  

product  2  

€0.20  

€0.20  

€0.30  

€0.28  

€0.30  bids  on  mulZple  products  

bids  on  single  

products  

@bloomarty  

Negative  Keywords  

@bloomarty  

The  Complete  Picture  

Shop  database   Product  data  feed  

Bids  

Feed  opZmizaZon  

Bid  management  

NegaZve  keywords  

What‘s in the Box??

@bloomarty  

Product  Presentation  

>  running  shoes  

>  asics  running  shoes  

>  asics  gel  1170  running  shoes  

@bloomarty  

Product  Presentation  

>  running  shoes  

>  asics  running  shoes  

>  asics  gel  1170  running  shoes  

€0,40  

€0,40  

€0,40  

ID   Title   Brand   Product  type  

123   Asics  Gel  1170   Asics   Running  shoes  

€0,40  

A Closer Look at Shopping Queries Case Study

@bloomarty  

Shopping  Queries  by  Number  of  Words  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

1  word   2  words   3  words   4  words   5  words   6  words  

Revenue  per  Click  

@bloomarty  

Shopping  Queries  by  Number  of  Words  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

1  word   2  words   3  words   4  words   5  words   6  words  

Cost  per  Click  

@bloomarty  

Shopping  Queries  by  Number  of  Words  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

1  word   2  words   3  words   4  words   5  words   6  words  

Revenue  per  Click  

Cost  per  Click  

@bloomarty  

Product  Presentation  

>   running  shoes  

>   asics  running  shoes  

>   asics  gel  1170  running  shoes  

€0,40  

€0,40  

€0,40  

ID   Title   Brand   Product  type  

123   Asics  Gel  1170   Asics   Running  shoes  

€0,40  

@bloomarty  

Product  Presentation  

>   running  shoes  

>   asics  running  shoes  

>   asics  gel  1170  running  shoes  

€0,40  

€0,40  

€0,40  

ID   Title   Brand   Product  type  

123   Asics  Gel  1170   Asics   Running  shoes  

€0,40  

@bloomarty  

Revenue  per  Click:  Brand  Reference  –  Case  Study  

€  5,75  

€  1,85  

0,00  €  

1,00  €  

2,00  €  

3,00  €  

4,00  €  

5,00  €  

6,00  €  

7,00  €  

8,00  €  

9,00  €  

contains  brand  reference   rest  

average:  4.08  €  

@bloomarty  

Product  Presentation  

>   running  shoes  

>   asics  running  shoes  

>   asics  gel  1170  running  shoes  

€0,40  

€0,40  

€0,40  

ID   Title   Brand   Product  type  

123   Asics  Gel  1170   Asics   Running  shoes  

€0,40  

@bloomarty  

Product  Presentation  

>   running  shoes  

>   asics  running  shoes  

>   asics  gel  1170  running  shoes  

€0,40  

€0,40  

€0,40  

ID   Title   Brand   Product  type  

123   Asics  Gel  1170   Asics   Running  shoes  

€0,40  

@bloomarty  

Revenue  per  Click:  Product  Reference  –  Case  Study  

€  7,63  

€  3,94  

0,00  €  

1,00  €  

2,00  €  

3,00  €  

4,00  €  

5,00  €  

6,00  €  

7,00  €  

8,00  €  

9,00  €  

contains  product  reference   rest  

average:  4.08  €  

@bloomarty  

Revenue  per  Click:  Product  Reference  –  Case  Study  

€  7,63  

€  5,75  

1,53  

0,00  €  

1,00  €  

2,00  €  

3,00  €  

4,00  €  

5,00  €  

6,00  €  

7,00  €  

8,00  €  

9,00  €  

contains  product  reference   contains  brand  reference   rest  

average:  4.08  €  

Shopping Keywords How to Segment Shopping Queries

@bloomarty  

Segmenting  Search  Queries:  The  Goal  

One  Campaign    

some  bids  

Another  Campaign    

other  bids  

some  queries  

other  queries  

@bloomarty  

Campaign  Priorities  

Query  

Campaign  1  Priority:  high  

 0.25  

Campaign  2  Priority:  low  

 0.50  

Conflict  

Ad  AucZon    

 0.25  

@bloomarty  

Segmenting  Search  Queries:  Non-­‐brand  Queries  

blue  running  shoes   Conflict  

Ad  AucZon    

 0.25  

Campaign  1    Priority:  high    

0.25  

Campaign  2    Priority:  low    

0.50  

@bloomarty  

Segmenting  Search  Queries:  Brand  Queries  

asics  running  shoes  No  

conflict  

Ad  AucZon    

 0.50  

Campaign  1    Priority:  high    

0.25  

 NegaZves:  

asics  

Campaign  2    Priority:  low    

0.50  

The Complete Strategy Shopping Keywords

@bloomarty  

The  Goal  

Products  Campaign  

Rest  Campaign  

Brands  Campaign  

product  specific  search  queries  

brand  related  search  queries  

other  search  queries  

(opZonal)  

@bloomarty  

Gather  your  brand  keywords  

>  From  your  product  data  

>  Clean  them  up  >  Tommy  Hilfiger  à  hilfiger  >  Sammies  by  Samsonite  à  sammies,  samsonite  

@bloomarty  

Gather  your  product  keywords  

>  From  your  product  data  >  MPN  >  Title  patterns  >  …  

>  Manually?  

@bloomarty  

Campaign  Structure  

low  

medium  

Priority  

Products  

Brands  

Campaign  

high  Rest  

@bloomarty  

Campaign  Structure  

low  

medium  

Priority   NegaZve  Keywords  

product  specific  terms  

Bids  

very  high  

high  

Products  

Brands  

Campaign  

high  product  specific  terms  

brands  Rest   low  

Budget  

shared  budget  

Use  whatever  internal  structure  you  like  

@bloomarty  

Campaign  Structure  

low  

medium  

Priority   NegaZve  Keywords  

product  specific  terms  

Bids  

very  high  

high  

Products  

Brands  

Campaign  

high  product  specific  terms  

brands  Rest   low  

Budget  

shared  budget  

Use  whatever  internal  structure  you  like  

Alternative:  start  with  the  old  bids  and  adapt  

@bloomarty  

Segmented  Campaigns:  Outcome  

Rest  vs.  Brands  vs.  Products  

Ad  AucZon    

0.75  

Products  Campaign    Priority:  low    

0.75  

 NegaZves:  gel  1170  gel  1180  asics  nike  …  

Rest  Campaign    Priority:  high    

 0.25  

asics  gel  1170  

red  running  shoes  

No  conflict  

Ad  AucZon    

0.25  

Brands  vs.  Products  

Brands  Campaign    Priority:  med.    

0.50  asics  running  shoes  

Ad  AucZon    

0.50  

 NegaZves:  gel1170  gel  1180  

…  

@bloomarty  Jan-­‐13   Feb-­‐13   Mar-­‐13   Apr-­‐13   May-­‐13   Jun-­‐13   Jul-­‐13   Aug-­‐13   Sep-­‐13   Oct-­‐13   Nov-­‐13   Dec-­‐13   Jan-­‐14   Feb-­‐14   Mar-­‐14   Apr-­‐14   May-­‐14   Jun-­‐14   Jul-­‐14   Aug-­‐14   Sep-­‐14   Oct-­‐14  

Case  Study:  Shopping  Revenue  

@bloomarty  

Thank  You!  

   Martin  Röttgerding      Bloofusion  Germany  

E-­‐Mail    martin@bloofusion.de    Twitter  @bloomarty        Web    www.bloofusion.de  Blogs    www.internetkapitaene.de    www.ppc-­‐epiphany.com

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