shopping ads masterclass uk - feed management
TRANSCRIPT
Growth Hacks for an effective, optimized Product Feed Google Shopping Superchargers
Sokrati Inc. | www.sokrati.comFor limited distribution only.
■ UK is the 3rd largest eCommerce market in the world (after the US and China)
■ 77% of UK population purchases online at least once a month
■ +50% of total UK digital ad spend invested in paid search
■ Sokrati, founded by ex-Amazonians, is Google’s first eCommerce focused channel partner in the UK
1. A.T. Kearney and PSWeb 2015 eCommerce Survey2. Data from IMF, Consumer barometer, CIA, Euromonitor and Statcounter are based on assumptions. Figures/estimates are based on historical information and do not guarantee future performance3. IAB-PWC UK Digital Ad Spend Report 2015
Confidential & Proprietary
Google Shopping
Confidential & Proprietary
Cost per saleLow High
Volu
me
Hig
hLo
w
Search Non-Branded Keywords“Running shoes”
Google Shopping
Search Branded Keywords
“Nike zoom pegasus shoes”
Overview
Confidential & Proprietary
Now up to ten products in a carousel
Across Different Screens
The Product Feed
Product Feed Attributesproduct_type Home / Home & Furniture / Ready Made Curtains
M&S Collectionbrandtitle
sku_idprice
description
colour
size
availability
additional_image_links
image_link
Types of Feed
StaticInventory doesn’t changePush (by Merchant) or Pull (by Google)BeginnersSlow
Types of Feed
HybridPrice & Availability ChangesPush (by Merchant) or Pull (by Google)IntermediateFast
Types of Feed
Dynamic
Fully Dynamic FeedPush (by Merchant)
AdvancedMedium
Sokrati’s Feed Management
Real time. Automated. Intelligent.
Sokrati Creates & Curates the Product Catalog - fully automatically!
5 Hacks to Supercharge your Product Feed
1.Increasing Feed Density
2.Effective Product Categorisation
3.Expanding the Search Universe
4.Forming the Best Titles
5.Image Optimisations
Increasing Feed Density
12 SKUs
1 item_group_id
Increasing Feed DensityS
M
L
XL
Increasing Feed Density
60%Impressions
40%Transactions
Effective Product Categorisation
X
X
Effective Product Categorisation
Expanding the Search Universe
Buy, Shopping, Online
Category/Brand
Product
Conversion
Expanding the Search Universe
Conversion Rate
Expanding the Search Universe
Transaction
Volumes
Forming the Best Titles
TitleUser Search Queries
Relevant attributes
User Experience
Hint: Play with Product Attritbutes in your Title like Material, Style, Product Type, Brand, Gender and Other Attributes like Color, Size
Jewellery
Forming the Best Titles
Product Title: Grey Regular Top
Optimized Product Title: Zara Woman's Grey Regular Top in Knit
Fashion
Product Title: Diamond Ring
Optimized Product Title: Cartier 2 Carat Diamond Ring
Forming the best titles
35%Impressions
30%Click-throughs
Image Optimisations
Background Removal
Image Optimisations
Product Focus
Image Optimisations
A/B Test
Image Optimisations
30%Click-throughs
12%Cost per click
5 Hacks to Supercharge your Product Feed
45%Product Reach
30%Click-throughs
18%Conversion Rate
1.Increasing Feed Density
2.Effective Product Categorisation
3.Expanding the Search Universe
4.Forming the Best Titles
5.Image Optimisations
Sokrati’s FREE Feed Audit ToolKnow how your Product Feed stacks up...
Detailed Audit Report in 2 Easy Steps!
Simply go to: sokrati.com/audit
