5 MISTAKES TO AVOID FOR YOUR GOOGLE SHOPPING CAMPAIGNS THIS HOLIDAY SEASON + PRO TIPS FROM GOOGLE

Transcription

1 5 MISTAKES TO AVOID FOR YOUR GOOGLE SHOPPING CAMPAIGNS THIS HOLIDAY SEASON + PRO TIPS FROM GOOGLE

2 WHO WE ARE Mission: To Help Digital Marketers Succeed Online. Incorporated: Global Offices: Princeton (HQ). London. Hyderabad. Team: 85+ fanatically analytical search marketers with over 5.5 MM hours of hands-on retail search marketing experience. 2

3 CLIENT LIST Within 12 months of implementing our strategy, organic traffic more than doubled & transactions went up significantly. Ken Bausch, VP Interactive Marketing, World Kitchen 3

4 DEMOCRATIZE DIGITAL MARKETING 4

5 Bridging the Gap Between Academics & Industry Sep ,2015 5

6 SCHEDULE YOUR FREE PPC + PLA + SEO ANALAYSIS Kelly Rafalski: kelly@netelixir.com or visit: netelixir.com/free-competitor-analysis 6

7 ABOUT DON RODRIGUEZ Director, Analytics & Account Strategy Marketing is all about the math Former electrical engineer Teaches MBA classes at Rutgers 7

8 DOWNLOAD OUR PDF FOR POLL QUESTIONVISUALS 8

9 { } NETELIXIR PLA QUIZ ANSWERS

10 { } MICROMOMENT POLL

11 GOOGLE S LATEST MOBILE THEME IS MICRO-MOMENTS WANT TO KNOW, WANT TO GO, WANT TO BUY, WANT TO DO, HELP ME CHOOSE Thinkwithgoogle.com/micromoments 15

12 { } 5 SHOPPING CAMPAIGN MISTAKES TO AVOID THIS HOLIDAY SEASON

13 POLL WHAT % OF SMARTPHONE SCREEN REAL ESTATE DO GOOGLE SHOPPING ADS TAKE UP ABOVE THE FOLD? A. <10% B % C % D. >45% 17

14 NO MOBILE PLA ADS DURING THE HOLIDAYS Depending upon device, PLAs on smartphones can take up 25 45% of the above the fold real estate. This device 25.4% Samsung S4 33.3% iphone 5S* 45.2% Samsung S5 40.2% We expect PLAs to be >50% of paid search traffic this holiday season for 6 gift-oriented retail sectors. * No organic listings were viewable above the fold for the query new balance running shoes. 18

15 FOR BRICK AND MORTAR STORES, THE OLD REALITY OF DRIVING FOOT TRAFFIC IS DEAD, ITS NOW ALL ABOUT FINGER TRAFFIC 55 % $ 2X 19

16 REASONS FOR ALL RETAILERS TO USE MOBILE PLAS FOR HOLIDAY SEASON NX PLA TIPS: 1. Turn on mobile PLAs during the holidays. 2. Bid conservatively at first. 3. Use Estimated Total Conversions to assess cross-device conversions. 20

17 NO HOLIDAY SPECIFIC CAMPAIGNS WITH MERCHANT PROMOTION FEEDS MISSED COMPETITIVE ADVANTAGE Impact of Merchant Promos During Holiday 110% 90% 70% 50% 116% CTR 101% ROAS NX PLA TIPS: 1. Add Conv separate Rate campaign aimed at top historical holiday sellers and set priority to high. 2. Use merchant promo feed even if don t have a promo. 30% 10% -3% -5% 8% 39% -10% Other Search Campaigns PLAs Source: NetElixir Research

18 POLL WHAT S WRONG WITH THIS CAMPAIGN? A. Nothing B. No competition exists for the items in the electronics product group C. Product Group definitions are flawed D. Bids for items in electronics product group are too low. E. Everything 22

19 POLL WHAT S WRONG WITH THIS CAMPAIGN? A. Nothing B. No competition exists for the items in the electronics product group C. Product Group definitions are flawed D. Bids for items in electronics product group are too low. E. Everything 23

20 NOT STRUCTURING YOUR CAMPAIGNS WITH THEMES FOR BUDGET & BIDDING PURPOSES 1 PLA Campaign with no custom segmentation Before After conv rate cpc roas cpa PLA for each Line of Business Hybrid Segmentation for Bidding based on category, brand, and performance NX PLA TIP: Apply the Pareto principle to your campaign structure. Use your 80/20 rule by category, by brand, by sku in setting up your segmentation. CPC Inflation in these industries is 18 24% YOY on all device categories

21 NOT STAYING ON TOPIC OF GOOGLE POLICY SHIFTS NX PLA TIPS: 1. Review your merchant center error reports regularly. 2. Enable all Merchant Center data processing notifications. 3. Add Google Analytics alert for sudden drops in PLA traffic. 25

22 NOT OPTIMIZING YOUR DATA FEED 26

23 POLL: WHAT IS THE MOST IMPORTANT ATTRIBUTE TO OPTIMIZE IN YOUR GOOGLE PRODUCT FEED? A.Title B.Description C.Unique Product Identifiers D.Product Attributes 27

24 SHOPPING CAMPAIGN OPTIMIZATION PRIORITIES 1. Unique Product Identifiers 2. Title GTIN (UPC, ISBN), MPN, Brand GTIN accuracy will become critical as mfrs adopt the new manufacturer center 3. Description 4. Images NX UPI TIPS: 1. Include all UPI info for your Pareto skus 2. Have SKU-level GTINs or MPNs, not manufacturer 3. No product names or store names in brand field 4. Retailers demand accurate GTINS from suppliers. Fill in gaps using external tools like eandata.com 5. Mfrs provide accurate GTINs. Consider joining data networks like gs1.org/gdsn for syndicating sku info to your channel. Searchengineland.com 28

25 TITLE OPTIMIZATION FOR CLICKS AND QUERY MATCHING Length Visible Name 22 New Balance W940V2 Wom 23 New Balance Women's W89 24 New Balance 680 V2 Runni 24 New Balance Running Shoe 22 Men's New Balance 810V 23 New Balance Men's 25 New Balance 574 Sweatshir 24 Women's New Balance 3190 Original Version New Balance W940V2 NX TITLE Women's TIPS: Running Shoes NB 1. Women's Use converting Mesh Running keywords Shoe not Sz just 9, Xtra high Cushion traffic Arch Support, Abzorb Improved Version Shock 2. Optimize Absorber, the White/Blue, first 25 to70 Lightweight, characters New for Balance clicks W940V2 Improved First 25 Chars NB 3. Women's Optimize Mesh the hidden Running S last 80 characters for query matching Improved First 70 Chars NB Women's Mesh Running Shoe Sz 9, Xtra Cushion Arch Support, Abzorb S 29

26 DOING YOUR SEO FOR PLA JUST MAKES SENSE Another Google client Increased PLA Sales 266% just by adding the brand & product type keyword to Title Searchengineland.com

27 KEY TAKEAWAYS FROM HOLIDAY MISTAKES TO AVOID 1. Use seasonal specific Shopping campaigns to boost performance during peak selling seasons 2. Use PLAs on mobile devices to optimize your share of mobile SERP pages and use ETC to measure success 3. Structure your Shopping Campaigns with an eye to budgeting and bidding strategies 4. Stay on top of Google Merchant Center policy shifts 5. Optimize your data feed starting with UPIs, Title, Description 31

28 { } SHOPPING CAMPAIGN PRO TIPS FROM GOOGLE

29 ABOUT LAUREN MOBYED Current role is Agency Development Manager in Full Service Digital Agency Market. Collaborates with a select group of agencies to: develop new revenue streams drive client acquisition increase client retention and satisfaction Also educates her agency partners on all Google advertising products. Fun Fact: Former Division I Athlete 33

30 { } POLL : TRUE OR FALSE - THE PROPER TERM TO USE FOR THE GENDER ATTRIBUTE FOR A PRODUCT AIMED AT LADIES IS WOMEN.

31 { } FALSE POLL : TRUE OR FALSE - THE PROPER TERM TO USE FOR THE GENDER ATTRIBUTE FOR A PRODUCT AIMED AT LADIES IS WOMEN.

32 SCHEDULE YOUR FREE PPC + PLA + SEO ANALAYSIS Kelly Rafalski: kelly@netelixir.com or visit: netelixir.com/free-competitor-analysis 36

33 { } QUESTIONS?

34 { Don Rodriguez + Kelly Rafalski NetElixir Inc. + 3 Independence Way Suite Princeton, NJ

35 { } POLL VISUALS

36 POLL WHAT % OF SMARTPHONE SCREEN REAL ESTATE S DO GOOGLE SHOPPING ADS TAKE UP ABOVE THE FOLD? A. <10% B % C % D. >45% 40

37 POLL WHAT S WRONG WITH THIS CAMPAIGN? A. Nothing B. No competition exists for the items in the electronics product group C. Product Group definitions are flawed D. Bids for items in electronics product group are too low. E. Everything 41

38 POLL WHAT IS THE BRAND OF THIS ITEM? A. Disney B. PIXAR C. Hasbro D. Mr Potato Head E. Playskool

39 MORE MOBILE FACTOIDS Mobile Searches have surpassed Desktop in 10 countries so far (last October for US) near me local searches have grown 2X 65MM Hours of watching How to YouTube videos on phones per month 82% of consumers have done a search inside a store Sessions are up 20% but duration is down 18% 43