shopping today
DESCRIPTION
Een blik terug op hoe Google Shopping tot stand kwam om te doorgronden waar het programma in 2015 naar toe gaat. Sommige e-tailers halen tot wel 70% van hun SEA omzetten uit shopping. Cruciaal om dus een kijkje te nemen achter de schermen en de algoritmes achter Google Shopping. Wat zijn de overlappen met SEO? Wat is de impact van feedoptimalisatie? Hoe kun je pricing goed doen? En vooral: Hoe kun je biedstrategieen slim spelen om een maximale ROI te behalen.TRANSCRIPT
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Google Shopping@ Shopping today 23-9-2014
Jeroen van de WielHead of SEATribal Internet Marketing
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Jeroen van de Wiel?
1994 Voor het eerst online1995 Voorlichting voor PTT telecom1997 Eerst optimalisatie: “recepten”2001 Jeroen.com2003 Google.startpagina.nl / Google Weblog2010 Winnaar Nationale Search Engine Award2014 Head of SEA Tribal Internet Marketing
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Stel vragen!
Stel vragen, Jullie bepalen het niveau PLEASE interrupt me ;)
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Agenda vandaag?
Historie Google ShoppingWat is?, Froogle 2004, Amazon 2012, AliBaba 2014
SEO & SEO & OptimalisatieAlgoritmes, feeds, pricing
What’s new? Product ratings, single ads
Toekomst? Wallet, Fulfillment
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Maar hoe komen we hier?
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Algoritmes?
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SEO binnen SEA?
1. Relevantie 2. Aansluiten op fase in Koopproces
(semantiek)3. Title heeft zeer grote impact brede termen4. Categorie en merk hebben impact5. MPN grote impact populaire items6. Product teksten minder impact
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SEA?
1. Populariteit dmv CTR2. Populariteit dmv CPC biedingen3. = max CPM
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Kwaleitsscore?
1. Ratings shop? 2. Kwaliteit feed (foutmeldingen, velden, etc)3. Aantal beoordelingen per artikel4. Eisen schuiven steeds verder op (Fr vs NL)
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Semantiek?
Beste Koop? Voordeligste
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Feedverrijking
Vermijd speciale karakters. Gebruik userfriendly woorden. Bijvoorbeeld het
woord ‘slimcase’ vervangen door ‘laptop tas’. Let op de woordvolgorde in product titles:
Belangrijkste woorden vooraan zetten! Product description: Title erin zetten + zoveel
mogelijk eigenschappen, bijvoorbeeld waterproof etc.
Hoe meer attributen in de feed, bijvoorbeeld kleur, geslacht etc, hoe relevanter verkeer!
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Feedverrijking dmv tussenfeed
Normaliseer data feed op woorden. Kleur ‘pink’ ipv ‘dark watermelon’.
Voorraadstatus (wordt gecheckt!) Extra velden toevoegen met
bijvoorbeeld teksten uit categorieen. Eenvoudiger categorieen aan elkaar
koppelen (google ‘vs’ site)
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Feedintelligentie inbouwen?
Marge Het weer via scripts? Labels
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Pricing?
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Pricing dmv spidering?
Feeds van affiliates ADPS Wiser Upstreamcommerce Pricewatch Lengow Zelf bouwen
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Bieden?
Experimenteer met limieten Bandbreedte / plafond bepalen Dmv benchmark in shopping Meer bieden maakt breder, is vaak niet beter
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Nieuw
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Editor voor bulk
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Toekomst?
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+
= … (fulfillment!)
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Jeroen van de Wiel Head of SEATribal groep
Email: [email protected] Telefoon: +31 (0)6 13 13 74 25
Linkedin: linkedin.com/in/jeroenvandewiel