GOOGLE SHOPPING 101The Complete Guide Chapter 1

LOGAN DURANT GOOGLE SHOPPING SPECIALIST

LOGAN DURANT GOOGLE SHOPPING SPECIALIST ldurant@exclusiveconcepts.com

Logan Durant is the head of

Exclusive Concepts’ Profitable

Google Shopping Service. He has

roots in paid search, consulting, and

quantitative marketing research,

including completion of projects

for Wal-Mart, Home Depot, and

PayPal. Logan combines his passion

for marketing and technology to

help Exclusive Concepts’ clients

maximize their Google Shopping

results.

How you can quickly and effectively go from the starting line to running ad campaigns in Google Shopping

How you can use best practices and advanced advertising techniques to make Google Shopping a wildly profitable piece of your marketing strategy

Ever since Google announced that its Shopping service was switching from a free to paid model, “Google Shopping” has been on the lips of every marketer and e-commerce merchant. It’s an existing service from Google that has been completely transformed to a pay per click model, and it offers massive potential for expanding your advertising reach and growing your business.

Early case studies from Google and Exclusive Concepts have not only shown that Google Shopping is a highly effective advertising medium, but it can lead to significant, incremental increases in sales and revenue for your business.

At this point, it’s not a matter of IF you should advertise your products in Google Shopping, but a matter of:

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2

Google Shopping 101

Chapter 1: Google Shopping 101An overview of what Google Shopping is, its impacts on shopping behavior, PPC management.

Chapter 2: Getting Started with Google ShoppingBuilding the foundation for your Google Shopping advertising.

Chapter 4: Advanced Campaign Targeting and Management How to build highly targeted campaigns and refine them even further through optimization.

Chapter 3: Master Advanced Labeling & Feed Optimization Hints and tips on how to optimize your product feed to maximize your advertising results.

In this e-Book, you’ll learn exactly what Google Shopping is, how you can get started, and how you can employ a multitude of techniques to significantly grow your online sales.

We’re breaking this ebook into 4 parts for easy consumption and will be publishing each over the coming weeks:

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Contents

Google Shopping 101So what is Google Shopping, anyway? The advertising channel actually has 2 vital components, each being a potential place for your ads to be shown.

While traditional PPC ads are text, Google Shopping relies on Product Listing Ads, or PLAs. These are similar to text ads in the information they show (title, store and price), but are instead displayed along with an image of the product.

PLAs change the product search dynamic for users from ads you read to ads you see. What impact does that have on your marketing? They say a picture is worth 1,000 words. That’s a lot more characters than Google AdWords allows! But seriously, we all know that images attract more attention than just text, whether we’re talking about

your Facebook feed, local news or a billboard. The same is true for the products you sell, and thats why you show images of your products on your website. Google Shopping now puts your product images right in search results, removing the disconnect caused by the click seperating your product page from a text ad or organic search result.

TEXT ADSPLAs

PLAs

}}

}girl holiday dress

Shop for girl holiday dress on Google

Shop for holiday dress on Google

See more shopping results on Google

Web Images Maps Shopping More Search tools

Google Shopping Results The easiest way for you to see Google Shopping in action is to head over to Google.com and do a web search for something like “Spalding Basketballs”. You’ll mostly likely see text ads at the top of the results page, and ads containing images of basketballs on the bottom or right.

As you can see below, how and where results are displayed may vary for several reasons:

• Google is still experimenting

• the search term you entered• you’re logged in/logged out

of Google

PLAs

}

}

As you can see, each Product Listing Ad contains an image of a product, its title, price, and the website where the product is featured. Clicking on the ad leads you directly to the page for that product on a merchant’s website, thus removing the need for any further searching.

Also, if you hover over an ad, you may see some promotional text appear that an advertiser has used to further entice the searcher to click.

Google Shopping Results

Clicking on the text that reads “Shop for Spalding Basketballs on Google” leads you to the second component of Google Shopping: results found on shopping.google.com.

Google.com/Shopping is an expansion of 1st page Google

Shopping results that acts as a store unto itself. It allows for a greater number of search results and additional information such as special offers, store location, reviews and ratings.

Google.com/Shopping

While these results are similar to those found on the regular search results page, the interface and the way you interact with it are totally different than traditional Google search results. On Google.com/Shopping, you’re able to filter shopping results by brand, store, price, category, and many other options.

This allows you to become very highly selective about the product you’re looking for, and makes it much more likely that the product you end up clicking on the first time will be the most relevant to you.

Google.com/Shopping

PLAs/Google Shopping ads offer you a host of advantages over text ads. Because a searcher can see an image of your product and its price,

you’re able to set expectations about your product pre-click, thus weeding out a large amount of irrelevant traffic.

PLAs vs. Text Ads

The Advantages of Google Shopping

Searchers who are price sensitive can easily see which products are in their price range, and will most likely give their click to a product within that range. [Google numbers/graphs to back this up?] This benefits you as the advertiser regardless of whether you’re premium priced or value priced.

If you’re the former, you won’t be forced to pay for a click that most likely won’t lead to a sale. If you’re the latter, you’ll enjoy the benefits of receiving a highly qualified click from someone interested in buying your product at the price you’re advertising.

Relevant Pricing

The same line of thinking goes for images displayed in the ads. If a searcher wants a little black dress, they’ll instantly be able to see that your little black dress is the one that fits their style, and therefore click on your ad.

Relevant Style

Because of the pre-qualifying elements of PLAs/Google Shopping ads (images, price, website name), you as an advertiser can expect

higher click through rates and higher conversion rates on average than traditional text ads typically produce.

Relevant Traffic

Searchers who click on PLAs/Google Shopping results have also shown they have a much higher intent to purchase than those who click on organic results or even traditional text ads.

Because many merchants are late to the Google Shopping game, far less competition exists for you in this medium than traditional text ads, which leads to lower costs per click and a lower cost per acquisition.

Therefore, by running Google Shopping campaigns you’re able to attract a highly qualified and motivated potential buyer at a low cost per click. This is an absolute dream scenario for you and your online advertising efforts.

As more and more advertisers are flocking to Google Shopping, it’s clear that if you haven’t started advertising in this lucrative medium yet, it’s time to get going!

Relevant Pricing

Thank you for downloading this 1st of our 4-chapter guide to Google Shopping. In the coming weeks we will be publishing the remaining chapters as listed below.

The following pages contain additional resources such as case studies and information on Exclusive Concepts’ Profitable Google Shopping service.

Additional Resources

GOOGLE SHOPPING 101

The Complete Guide Chapter 2

The Complete Guide Chapter 3

The Complete Guide Chapter 4

Getting Started with Google Shopping

How to Master Advanced Labeling & Feed Optimization

Advanced Campaign Targeting & Management

COMING SOON...

Exclusive Concepts Google Shopping Case Studies

Our ROI has grown year-over-year through their PPC ads; Exclusive Concepts knows their stuff.“ ”Industry: Technical Solution Products & Services

Platform: Yahoo! Store

Revenue: Multi-million annually

Average ROI increase each 6-month period:

352.52%Revenue increase:

462% 233%

664%

195%

Conversions

ROI

CPC

2010

6-mos.

2012

228%

128.22%7.46%

+32.7% -81.57% -31.66% -57.21%

-37.81%

79.20%209.64%

84.92%32.61%

RevenueAd Spend

127.15%-2.36%

688.60%240.75%

CPC

514.27%22.43%

Jan ‘11-June ’11

July ‘10-Dec ’10

Jan ‘12-June ’12

July ‘12-Dec ’12

July ‘11-Dec ’11

Jan ‘11-June ’11

July ‘10-Dec ’10

Jan ‘12-June ’12

July ‘12-Dec ’12

July ‘11-Dec ’11

Jan ‘11-June ’11

July ‘10-Dec ’10

Jan ‘12-June ’12

July ‘12-Dec ’12

July ‘11-Dec ’11

Jan ‘11-June ’11

July ‘10-Dec ’10

Jan ‘12-June ’12

July ‘12-Dec ’12

July ‘11-Dec ’11

+32.7%

-81.57%

-31.66%

-57.21%

Exclusive Concepts Google Shopping Case Studies

Industry: Consumer guitar strings and accessories e-tailer

Platform: Yahoo! Store

Revenue: ~$3 million annually

Our (cost per conversion) (CPC) has been cut in half and our revenue has doubled.“ ”

ROAS grows 77.69%

Conversions grow 485.42%

Revenue grows 308.56%

Sales grow 485.42%

0100200300400500600700800 ROAS

NovOctSeptAugustJulyJune0500010000150002000025000300003500040000 Revenue

NovOctSeptAugustJulyJune

June Nov

Exclusive Concepts Google Shopping Case Studies

Everyone I have dealt with at Exclusive Concepts really cares about our success. — Klohn“ ”Industry: leader in consumer automotive part supplier

Platform: Yahoo! Store

Revenue: < $1 million annually

153%increase inrevenue

1,000%return on ad spend

153%1,000%ROAS:

1,000%Increase in revenue:

153%

CONTACT US TODAYexclusiveconcepts.com Tel: 781.362.5307 sales@exclusiveconcepts.com

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ConversionsOn Demand

GOOGLE SHOPPING?Ready to get started withGoogle shopping

SPeNd PRICe*

Spending Tiers

$595-4,000 15%

$4,000-7,000 13.5%

$7,000-10,000 12%

$10,000-13,000 10.5%

$13,000+ 9%

* based on percent of spend

MANAge YOUR INveSTMeNT

The charts below outline your investment for Google Shopping

management. The campaign optimization is a required, project based

service. Your monthly management investment is either a fixed rate,

or a percentage of spend (whichever is higher), depending on your

total monthly Google Shopping spend.

“I’ve seen a healthy return on my investment and I couldn’t be happier about the time they have saved me to focus on other important aspects of my business. If you are looking to simplify the management of your eCommerce store and increase your profits, give this service a try!”

—TaTyana, BaByGirlBouTique.com

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ConversionsOn Demand

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ConversionsOn Demand

SeRvICe FIXed PRICe*

Profitable google Shopping

Profitable Google Shopping Campaign Optimization

$595

Monthly Management** $595

* based on a minimum ad spend of $1,500/mo and maximum spend of $4,000/mo

**includes 4 hours of management time

SPEND PRICE

Google Shopping Pricing Tiers

Monthly PLA Ad Spend Mgmt Fee

Up to $5,000 $595**

$5,001-10,000 12%

$10,000 + 10%

SERVICE FIXED PRICE*

Profitable Google Shopping Setup

Profitable Google Shopping Campaign Setup and Optimization (one time)

$495

*includes up to 1 hour of consulting time ($150 per additional hour)** Clients who concurrently use Exclusive Concepts for Profitable Google Shopping and Profitable PPC only pay a fixed discounted cost of $495 for Profitable Google Shopping