Presented by CPC Strategy CEO Rick Backus @CPC_Rick

Audience Choice Session: How to Leverage Your Google Product Feeds

Across All Major Channels

Data Feed 101

5 Tips to Improve Traffic from Google Shopping

Other Data Feed Sales Channels

= Data Feed Guy (these suggestions may require additional technical resources)

Presentation Overview

Stop Sleeping on Your Data Feed!

Who is Your Data Feed Guy?

Stop Treating Your Data Feed Guy Like An Offensive Lineman!

Not on Google Shopping?

Sign up at www.Google.com/Merchants

Site:yoursite.com > select Shopping tab

HOW TO: Find Your Products

Google Commerce Landscape

80%

14%6%

CPC Strategy Client Sales

Google Shopping

Google Product Listing Ads

Google Product Extensions

Google Commerce Breakdown

YOU

Big Brand Bias

Q1 2011 Revenue

CPC Strategy Quarterly Rankings

1. Add Relevant Keywords 2. Add UPCs3. Add Seller Reviews 4. Add Rich Snippets5. Optimize Product_Type Column

5 Things You Can Do RIGHT NOW!

Leverage your existing keyword data from:

Click on the Content tab > Top Content > Drill Down to the Keyword Level

Add keywords to your titles (limited to 70 characters)

and descriptions

Start with your most popular products

HOW TO: Add Relevant Keywords

Perform a search for one of your products on Google Shopping

Click the Compare Prices button for the product that corresponds to your product

Scroll down to the Details section where you’ll find the UPC, Brand and Part #

Add UPCs to the GTIN column in your Google Shopping feed and you’re all set

HOW TO: Add UPCs

Merchant A:UPCs added to 34.45% of products (their most popular products) Traffic up 125% Revenue up 176% Order volume up 190% Conversion rate up 28.5%

Merchant B:UPCs added to 18.98% of products (their most popular products) Traffic up 145% Revenue up 265% Order volume up 342% Conversion rate up 35.7%

UPC Test Results

Add Seller Reviews

www.google.com/products/seller?zmi=yoursite.com

* If you have over 30 seller reviews with an avg. over 4.0 Google will automatically display your reviews on AdWords

HOW TO: Find Your Reviews

Add the following columns to your Google Shopping data feedProduct_Review_AverageProduct_Review_Count

Add the rel=“canonical” link element to each product page

HOW TO: Add Rich Snippets

• Use Google’s suggested Product Types

• This is the column Google uses to determine the appropriate category for your products

• Search for “Product Type” on Google GIVE EXAMPLE (http://www.google.com/support/merchants/bin/answer.py?answer=160081)

HOW TO: Optimize Product_Type

Recent Changes

Minimal Impact

Gained Traffic

Lost Traffic

26%

20%

54%

CPC Strategy clients 30 days after panda update

Column1

Panda Impact On Google Shopping

HOW TO: Fight The Panda

Make sure your data feed has unique content

Frequently Google your content to see if anyone is stealing it

Differentiate or Die…

1. Add Relevant Keywords 2. Add UPCs3. Add Seller Reviews 4. Add Rich Snippets5. Optimize Product_Type Column

5 Things You Can Do RIGHT NOW!

Thanks For Your Time!

Rick@cpcstrategy.com

@CPC_Rick

http://www.linkedin.com/in/RickBackus

Other Slides

• Differentiate or Die• Data feeds = SEO• Have someone take ownership of the data

feed – The Data Feed Guy (make sure they are accountable and has the control over the feed. DO NOT have multiple people working on the feed)