November 3, 2015

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M 1

W i n n i n g t h e G o o g l e S h o p p i n g B a t t l e

Executive Summary

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Google ShoppingQuick HistorySERP OptionsInside Shopping

Expectations For What Shopping Should Be Doing

What Goes Into A Good Feed

Bad Campaign

Good Campaign

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M

Quick History

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Froogle (2002) Free, had AdWords text ads

Google Product Search (2007) Still Free

Google Shopping (2012) Change to paid, late 2012

Enhanced Campaigns (late 2014) Took control -1 campaign for all products

Our goal is take back control

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M

Google Shopping

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8 pack on the side

Google Shopping

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5 pack on the top

Google Shopping

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1 pack on the right

Google Shopping

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Inside Shopping

High Level Expectations

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% of Ad-Spend• 20-30% of text ads (brand)• 150% of text ads (pure play ecomm)

ROI• Usually lower-(follows Non-TM)• Assister of other channels (not the closer)• CPC higher many times (Tatcha)

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M

What is a feed?

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Simple Answer: Export of all products and features in excel type doc

Longer Answer: Database of all products and attributes aligned by column to ‘plug into’ a system to show pictures with descriptions

used in Amazon, shopping engines (shopping.com, buy.com), Bing

Feed Manipulation: Garbage in, garbage out

No Keywords to shoot for…Google crawls feed Important to be able to move fields, add fields, add keywords etc Recommend GoDataFeed for almost every company

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M

Bad Shopping

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Truck Products 9k products 4 shopping campaigns

• 219 MBRP SQ in main campaign (9 conversions)

No Ecomm Rev tracking

Good Shopping

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Cable Wholesale (since July) 3k products 57 shopping campaigns, 9k ad groups Negatives KW: 1237 ad group, 3375 campaign

Peeper Specs (5 years) 900 products 15 Shopping campaigns, 1944 ad groups Negative KW: 4610 ad group, 18181 campaign

Broken out by Product ID-AD GROUPS Ease of seeing conversion data Negative KW sculpting

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M

Good Shopping

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Feed Optimization Tips Requirements: https://

support.google.com/merchants/answer/1344057 Pictures-no watermarks, background Title-KW rich, less 70 char, automatically shortened 2 of 3: Brand, MPN, GTIN (review stars)

https://support.google.com/merchants/answer/188494

Management Tips Regular Search Query Review Optimize off of ROI, not CPA Shared budget with priorities BiddingL O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M

Specific Products for Specific Searches

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Quick Recap

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Feed-Quality (GoDataFeed) Take Back Control

Granular build Negative KW

Search Query Sculpt traffic

Optimize off ROI

L O G I C A L P O S I T I O N | W W W . L O G I C A L P O S I T I O N . C O M