google shopping campaign - migration lessons and best practices
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Google Shopping: Migration Lessons & Best Practices
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ABOUT NETELIXIR UNIVERSITY
NetElixir University was launched in 2012 with a vision of “democratizing the
digital marketing industry through exceptional knowledge and expertise
sharing.”
Our goal is to share the best practices in retail + digital marketing with 10,000
businesses worldwide by 2015.
NetElixir University
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ABOUT DAVID NOAM
• Agency Development Manager for Google.
• David has been with Google for two years and
specializes in Digital Marketing.
• An avid sports fan that grew up in Cambridge, MA, he
traded the Atlantic for the Pacific, moving to San
Francisco.
• Graduate of Tufts University.
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ABOUT DON RODRIGUEZ
• Over 20 years experience as a Marketing
Executive with companies like Dell and Accenture.
• Don teaches marketing classes in Rutgers
University’s MBA program..
• His belief that marketing is all about the math
stems from his first professional career as an
electrical engineer.
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The American Frame Story - http://youtu.be/U0xekGqWpA4
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PLA/Google Shopping share of
AdWords Generated Revenue
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3 THINGS TO REMEMBER
Product feed
optimization
still applies
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3 THINGS TO REMEMBER
Shopping Campaigns
are new campaigns− Don’t just copy your current
CPCs for bids, start low.
− Migrate negative keywords
− Set mobile bid adjustment
− Add geo targets
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3 THINGS TO REMEMBER
Your feed process will have to change if you use
AdWords labels or Grouping attributes
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15Google Confidential and Proprietary
Shopping Best Practices
•1. Use data to segment products intelligently
Use data to inform bidding and product segmentation
● Segment products by historic performance (both on Analytics and within the old PLA campaign)
● Utilize Custom Labels to appropriately target attributes that are unique to business (seasonality,
margins, selling rate, sale price)
16Google Confidential and Proprietary
Shopping Best Practices
1. Use data to segment products intelligently
$200 budget / High priority / Active as needed
Targets rotating inventory - excludes everything else
$100 budget / Low priority / Always running
Targets 100% of inventory via product_type / category - no exclusions
$300 budget / Medium priority / Always running
Targets 25% of inventory w/ custom_label & ItemID - excludes everything else
17Google Confidential and Proprietary
Shopping Best Practices
•2. Use Benchmark Tool to find the perfect Bid
● In Product groups tab, compare your product group maximum cost-per-click bids (CPCs) to the
benchmark max. CPC bids of competitors bidding on similar products
● Use the flow chart on the next slide to analyze your bids using these benchmarks
Utilize the benchmarking tool to aid in finding the perfect, most competitive bid
18Google Confidential and Proprietary
Shopping Best Practices
•2. Use Benchmark Tool to find the perfect Bid
yes
no
Your bid is ______
than benchmark.
lower
Are you happy with the
group’s performance - e.g.
good impression share, solid
CTR?
higher
No action needed - optionally, increase
bid if highly valuable group to maximize
traffic
Increase bid using Bid
Simulator to estimate impact
You likely have a data quality issue so
optimize feed for products in group
Note: competitive performance data is aggregated / averaged, so all performance data is anonymous.
19Google Confidential and Proprietary
Shopping Best Practices
•3. Revisit key Attributes of your data feed
● Data feeds supply the info that Google uses to match your products to shoppers and
that you use to build a Shopping campaign
● So, ensure your attribute values help you subdivide and bid efficiently
● Review these bidding-related attributes in your feed
Google product category Brand Item ID
Product type Condition Custom labels*
20Google Confidential and Proprietary
Shopping Best Practices
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BASIC MIGRATION SERVICE
• $500 - 3 week duration
• Covers key migration strategy issues− Campaign setup
− Product segmentation
− Initial bid strategy
• Feed optimization assistance also available
separately. Email:
marinn@netelixir.com{
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