biddable world - online shopping - sarah conway

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online shopping Sarah Conway sarah.conway@isabellaoli ver.com @dothesethings

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Slides from the 20 minute talk I gave at Biddable World in London on January 21st 2014

TRANSCRIPT

Page 1: Biddable World - Online Shopping - Sarah Conway

online shopping

Sarah Conwaysarah.conway@isabellaoliver

.com@dothesethings

Page 2: Biddable World - Online Shopping - Sarah Conway

the presenterSarah Conway

Marketing Manager | Isabella Oliver

Page 3: Biddable World - Online Shopping - Sarah Conway

the agenda

o 2013 in a nutshello What’s changing?

o Feedo Campaigns &

structureo Optimisation

o Cheap tricks

SHOPPING

PLAs

Page 4: Biddable World - Online Shopping - Sarah Conway
Page 5: Biddable World - Online Shopping - Sarah Conway

2013 in a nutshell

1 no more free clicks2PLAs =

35% clicks in Q3’13

3

Sources: RKG DMR Q3 20132013 Kenshoo Global Online Retail Seasonal Shopping Report

spend +196%

revenue +417%

Page 6: Biddable World - Online Shopping - Sarah Conway

what’s changing?

Page 7: Biddable World - Online Shopping - Sarah Conway

what’s changing?

bing product ads show potential in Q4

Page 8: Biddable World - Online Shopping - Sarah Conway

Need image for PLAs or a meme

Page 9: Biddable World - Online Shopping - Sarah Conway

what are PLAs?

Page 10: Biddable World - Online Shopping - Sarah Conway

why use them?

Page 11: Biddable World - Online Shopping - Sarah Conway

this is interesting

known retailer free shipping price image

Source: Search Engine Land

Page 12: Biddable World - Online Shopping - Sarah Conway

the holy trinity

FEED

DATA STRUCTURE

Page 13: Biddable World - Online Shopping - Sarah Conway

feed structure optimisation

Page 14: Biddable World - Online Shopping - Sarah Conway

feed dataATTRIBUT

ES

BA

SIC

S IDTitleDescriptionLinkImage linkConditionPriceAvailability

IDEN

TIF

IER

S BrandMPN *GTIN *

* = compulsory for some apparel categories

CA

TEG

OR

ISA

TIO NGoogle

Product Category *Product Type

* = compulsory for Clothing & Accessories, Media and Software

AP

PA

REL Gender

Age GroupColourSize

Page 15: Biddable World - Online Shopping - Sarah Conway

Required for:Clothing & AccessoriesMediaSoftware

feed dataGOOGLE_PRODUCT_CATEGOR

Y

o go granular

o follow the breadcrumbs

Page 16: Biddable World - Online Shopping - Sarah Conway

get it loaded

Page 17: Biddable World - Online Shopping - Sarah Conway

feed structure optimisation

Page 18: Biddable World - Online Shopping - Sarah Conway

ALL Auto Target: All £0.50

CAMPAIGN

PRODUCT TARGET BID

getting started

Page 19: Biddable World - Online Shopping - Sarah Conway

Dre

sses

Dresses – ID – DR111-BLK-0001

Dresses – ID – DR222-RED-0001

Dresses – ID – DR333-PUR-0001

ALL Auto Target: All £0.50

£1.00

CAMPAIGN

PRODUCT TARGET BID

break-out products

Page 20: Biddable World - Online Shopping - Sarah Conway

Dre

sses

Dresses – ID – DR111-BLK-0001

Dresses – ID – DR222-RED-0001

Dresses – ID – DR333-PUR-0001

ALL Auto Target: All £0.50

£1.00

CAMPAIGN

PRODUCT TARGET BID

break-out products

£1.00

£1.00

ALL

AUTUMN

PRODUCT TYPE

SPRING

BESTSELLER

Page 21: Biddable World - Online Shopping - Sarah Conway

feed structure optimisation

Page 22: Biddable World - Online Shopping - Sarah Conway

beware the ‘all products’ target

Page 23: Biddable World - Online Shopping - Sarah Conway

1 2 3

Page 24: Biddable World - Online Shopping - Sarah Conway
Page 25: Biddable World - Online Shopping - Sarah Conway

watch your devices

Page 26: Biddable World - Online Shopping - Sarah Conway

Identify product-

specific search volume trends,

match bids accordingly

& your shopper habits

Page 27: Biddable World - Online Shopping - Sarah Conway

other nuggets

oup your budget

ouse your labels

obreak out bestsellers

Page 28: Biddable World - Online Shopping - Sarah Conway

no more free traffichop on the train

zero fearaccelerate

quality & quantity

Page 29: Biddable World - Online Shopping - Sarah Conway

thanks! Sarah Conway

[email protected]

@dothesethings