google shopping data feed
TRANSCRIPT
Google ShoppingGet the 800 Pound Gorilla on Your Side
Liam SuppleSingleFeedA Google Shopping Partner
Agenda• Why are you here today?• What is Google Shopping?• How does it work?• 10 tips to PLA success
Why are you here?
To reach the millions of shoppers that search for products on Google
every day.
1 Get Listed on Google Shopping
• Most Traffic• Highest Conversions
of all the Comparison Engines
Why are you here?To drive more customers to
Product Pages
1
2How to be successful in driving Google Shopping traffic.
Multiple factors impact your success.
This is why!
1 2 3
To get more customers to Order Confirmation Pages
Start-to-finish Google Shopping experience
What is Google Shopping?• Comparison Shopping Engine• Transactions on Your Website• Data Feed – Google Merchant Center
• Product Listing Ads (PLAs) – AdWords
• Pay Per Click, Bidding – AdWords
Leading CSE
PLAs in Google Search
PLAs
AdWords
AdWords
Paid Ad
Organic
PLAs in Google Shopping
Product Data Feed
Data Feed Service Provider
CorrectionValidationCategorizationGoogle RulesMarketing Rules
Merchant Center
Product Data Feed
Data Feed Service Provider
CorrectionValidationCategorizationGoogle RulesMarketing Rules
Merchant CenterA data catalog of your store inventory, prices, descriptions, titles and images.
Two Google Accounts
Data Feed Service Provider
CorrectionValidationCategorizationGoogle RulesMarketing Rules
Merchant CenterData Feed
AdWordsManage PLAs
Submit Data FeedBidding / Campaigns
Which Products will Google Show?• Search Based – Google’s Algorithms • NO Keywords• Displayed by Bid and Quality Score.
Red Board Shorts
Setting Up PLAsYou don’t bid on keywords when running PLA campaigns, but rather bid at the Ad Group or Product Target level.
All Products – target every product within your feed
ID – the specific identification number or naming convention of the productProduct Type – a designation of product category
Brand – the brand which manufactures the product
Condition – to identify if the product is new, refurbished or used
AdWords Labels – Targeted product labels set in the data feed.
AdWords Grouping – a customized grouping of products
Setting Up PLAs
Define Product TargetsBrand, Type, Condition,
AdWords Label
Tip #1: Use quality, up-to-date Data
• Fresh Data – Prices on Google match your site!• Optimized for Google (Search)– Rules & Conventions – Good Product Titles– Product Descriptions
Tip #2: Use Great Images• Scale well to small sizes• Can see detail – and what it does
Tip #3: Understand the Difference
• AdWords – target search Keywords
• PLAs – set Product Targets for bidding campaigns
Tip #4 Start Out Slow
• 2c CPC bid• $20 daily budget
Tip #5 Manage your PLAs
SingleFeed Detail Report
• Don’t ‘set-it-and-leave-it’
• Daily or weekly review
• Performers / non performers
• Check competitor prices
• Search Terms Report
• Test bidding strategies
SingleFeed Detail Report
Tip #6: Use AdWords Labels• Tag items in your feed with special labels.• Target these labels and bid strategically: e.g. Bid more aggressively on high-margin or low cost-items.
“High_Margin” “Low_Cost”
Tip #7: ‘Publish’ Label
• Mark products as “True” or “False”• Determine which products are in the
campaigns based on:
• Seasonality• Availability• Conversion Rates
Product Filters available from your Data Feed Service
Tip #8: Negative Search Terms• Negative Search Queries can be defined if you
discover that certain types of search are generating clicks but no conversions.
• View Your Query Report! – See search queries that triggered your
products. Optimize your product data accordingly!
You Sell Men’s Shoes
Woman’s ShoesStilettosHigh heels etc.
Tip #9: Be a Trusted Store
• Google Trusted Stores get a special distinction in the PLA search results – with the Google check icon.
Tip #10: Do More!
Don’t Stop with just Google Shopping.
Your data feed with SingleFeed canpower a whole lot more!
In it to win it.
• You can’t win the Lottery if you don’t play.
• Your odds on Google Shopping are considerably better than the lottery.
• Yes, it looks hard at first – but really its not.
PLAs are Cheaper, More Profitable
Home Products Retailer Fashion Apparel Retailer