5 mistakes to avoid for google shopping campaign this holiday season
TRANSCRIPT
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5 MISTAKES TO AVOID FOR
YOUR GOOGLE SHOPPING
CAMPAIGNS THIS HOLIDAY
SEASON
+
PRO TIPS FROM GOOGLE
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WHO WE ARE
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• Mission: To Help Digital Marketers Succeed Online.
• Incorporated: 2005.
• 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.
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CLIENT LIST
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“ ”
Within 12 months
of implementing our
strategy, organic traffic
more than doubled &
transactions went up
significantly.
Ken Bausch,
VP Interactive Marketing,
World Kitchen
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DEMOCRATIZE DIGITAL MARKETING
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Bridging the Gap Between Academics & Industry
Sep. 17-18,2015
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SCHEDULE YOUR FREE PPC + PLA + SEO ANALAYSIS
6
Email Kelly Rafalski: [email protected]
or visit: netelixir.com/free-competitor-analysis
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ABOUT DON RODRIGUEZ
• Director, Analytics & Account Strategy
• Marketing is all about the math
• Former electrical engineer
• Teaches MBA classes at Rutgers
www.linkedin.com/in/donrodriguez
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DOWNLOAD OUR PDF FOR POLL
QUESTIONVISUALS
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{ } NETELIXIR PLA
QUIZ ANSWERS
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{ } MICROMOMENT
POLL
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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
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{ } 5 SHOPPING
CAMPAIGN
MISTAKES TO
AVOID THIS
HOLIDAY SEASON
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POLL – WHAT % OF SMARTPHONE SCREEN
REAL ESTATE DO GOOGLE SHOPPING ADS
TAKE UP ABOVE THE FOLD?
A. <10%
B. 10 – 20%
C. 20 – 45%
D. >45%
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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.
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FOR BRICK AND MORTAR STORES, THE OLD REALITY OF DRIVING
FOOT TRAFFIC IS DEAD, ITS NOW ALL ABOUT FINGER TRAFFIC
55%
$ 2X
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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.
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NO HOLIDAY SPECIFIC CAMPAIGNS WITH MERCHANT
PROMOTION FEEDS – MISSED COMPETITIVE ADVANTAGE
-3% 8%
-5% 39%
101%
116%
-10%
10%
30%
50%
70%
90%
110%
Other Search Campaigns PLAsSource: NetElixir Research
Impact of Merchant Promos During Holiday
CTR
ROAS
Conv Rate
NX PLA TIPS:
1. Add separate campaign aimed at
top historical holiday sellers and
set priority to high.
2. Use merchant promo feed even if
don’t have a promo.
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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
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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
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NOT STRUCTURING YOUR CAMPAIGNS WITH THEMES FOR
BUDGET & BIDDING PURPOSES
1 PLA Campaign with no custom
segmentation
1 PLA for each Line of Business
Hybrid Segmentation for Bidding based on category, brand, and
performance
Before After
conv rate 4.84 5.57
cpc 68.00 65.00
roas 4.06 6.27
cpa 14.11 11.69
CPC Inflation in these industries is 18 – 24% YOY on all device categories
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.
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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.
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NOT OPTIMIZING YOUR DATA FEED
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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
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SHOPPING CAMPAIGN OPTIMIZATION PRIORITIES
1. Unique Product Identifiers
– GTIN (UPC, ISBN), MPN, Brand
– GTIN accuracy will become critical
as mfrs adopt the new
manufacturer center
2. Title
3. Description
4. Images
Searchengineland.com
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.
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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 10804 Men's
25 New Balance 574 Sweatshir
24 Women's New Balance 3190
Original Version New Balance W940V2 Women's Running Shoes
Improved Version
NB Women's Mesh Running Shoe Sz 9, Xtra Cushion Arch Support, Abzorb
Shock Absorber, White/Blue, Lightweight, New Balance W940V2
Improved First 25 Chars NB Women's Mesh Running S
Improved First 70 Chars NB Women's Mesh Running Shoe Sz 9, Xtra Cushion Arch Support, Abzorb S
NX TITLE TIPS: 1. Use converting keywords not just high traffic 2. Optimize the first 25 to70 characters for clicks 3. Optimize the “hidden” last 80 characters for
query matching
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DOING YOUR SEO FOR PLA JUST MAKES SENSE
Searchengineland.com
Another Google client
Increased PLA Sales 266%
just by adding the brand &
product type keyword to Title
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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
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{ } SHOPPING
CAMPAIGN
“PRO TIPS”
FROM GOOGLE
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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
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{ } POLL : TRUE OR
FALSE - THE
PROPER TERM TO
USE FOR THE
GENDER
ATTRIBUTE FOR A
PRODUCT AIMED
AT LADIES IS
WOMEN.
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{ } POLL : TRUE OR
FALSE - THE
PROPER TERM TO
USE FOR THE
GENDER
ATTRIBUTE FOR A
PRODUCT AIMED
AT LADIES IS
WOMEN.
FALSE
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SCHEDULE YOUR FREE PPC + PLA + SEO ANALAYSIS
36
Email Kelly Rafalski: [email protected]
or visit: netelixir.com/free-competitor-analysis
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{ } QUESTIONS?
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Don Rodriguez + Kelly Rafalski
NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540
{
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{ } POLL VISUALS
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POLL – WHAT % OF SMARTPHONE SCREEN
REAL ESTATE S DO GOOGLE SHOPPING ADS
TAKE UP ABOVE THE FOLD?
A. <10%
B. 10 – 20%
C. 20 – 45%
D. >45%
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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
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POLL – WHAT IS THE BRAND
OF THIS ITEM?
A. Disney
B. PIXAR
C. Hasbro
D. Mr Potato Head
E. Playskool
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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%
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