how to compete on google shopping (plas)

@Koozai_Sam

BrightonSEO – Sept 2015

HOW TO COMPETE ON GOOGLE SHOPPING

90%of Google’s

revenue

Came from Advertising Platforms such as AdWords in 2014! Source: Investor Google

Google’s annual advertising revenue continues to increase year on year.

Source: Statista

1,000Changes

Were deployed within the Google AdWords Ecosystem in 2013!

Source: Delegator

Most of the changes in the past two years have been for Google Shopping.

We did a survey to 1,000 UK eCommerce

businesses.

Here are some of the results.

Are costs for Google Shopping increasing?

66%

34%

YesNo

Source: Koozai

How much are those costs rising by?

3% 7%

13%

29%

37%

11% 0 to 5%5% to 10%10 % to 20%20 to 30%30% to 40% More than 40%

Source: Koozai

Do you see a good Return on Investment (ROI) from Shopping campaigns?

62%

23%

15% Yes

NoDon't know

Source: Koozai

How does ROI from Shopping campaigns compare to standard text ads? 19

%

17%

49%

15% Lower

About the sameBetterDon't Know

Source: Koozai

Text ads still take the lions shares of clicks but Shopping results are catching up.

Source: Google

IMPROVE?HOW DO WE

I am going to give you as many tips as I

can in the next 12 minutes.

& DATAFEEDTHE MERCHANT CENTRE

Making changes in GMC is where you will gain a competitive advantage.

The feed must contain the required field attributes for it to work.

http://kooz.ai/feed-attributesFind out more here

Product titles should be formatted in the language your audience will use.

Your images need to stand out in a crowd and really focus on the actual product.

Make the MPU your Item Number so the product name is pulled in.

Update your feed daily. The fresher the feed, the higher Google seem to rank it.

Keep a close eye on the Diagnostics tab in Google Merchant Center.

Act on core warnings immediately and then move onto potential issues.

Use the Feed Debugger tool to make changes & test individual products before you go live.

There are three top reasons for disapprovals in data feeds.Disapproval reason How to fix it

Price availability in feed doesn’t match landing page

Implement Automatic Item Updates

Product has been automatically disapproved due to a policy

violation

Request manual review via the Merchant Center Products

tab

Items image URL was broken upon an attempt to crawl it

Check to make sure robots.txt isn’t blocking crawler; or

image URL actually contains an image Source: Google

1

3

2

Used as a backup for availability and price (ideal for quick changing stock).

If the feed is different to the schema on site, Google will default to schema rather than disapprove the ad.

This is not a replacement for the data feed or for regular updates to the feed.

Implement Schema markup on product pages to avoid disapprovals due to differences.

FOR IMPROVED ROI

BID OPTIMISATION

Use Custom Labels to subdivide products into unique groups for strategic bidding.

Google only currently allow 5 Custom Labels.

Source: Google

Some products maybe affected by seasonality so bids should be adjusted to suit.

For products that generate the highest profit margin, you can afford to bid more.

Some products may have a high complaint rate; you may wish to bid lower.

Use GA to tell you which products are your best selling items and increase your bids.

Group products into price buckets so you bid a realistic amount for each group.

1

3

2

Maximise Clicks:Adjust bids to capture as much traffic as possible for your budget

Enhanced CPC:Dynamically optimise bids to get more conversions at a similar cost.

Target ROAS:Choose your desired ROAS and dynamically bid for higher revenue products.

Google recently launched an updated suite of automated bidding solutions.

BETA

http://kooz.ai/target-roas-betaRegister interest here:

Look at your strategy and test the best automated solution that is right for you.

The trend for ‘Near Me’ searches are increasing dramatically.

Bid higher for local searchers as shoppers are more likely to engage with your ads.

STAND OUTMAKE YOUR ADS

Become a Google Certified Shop to enhance your credibility & show a badge on ads.

The badge can also build credibility on your site for all your visitors; not just from shopping.

Encourage your customers to leave feedback on review platforms.

At the end of September we say bye to Promotional Text & hi to Automated Extensions.

The more products you upload, the higher chance of securing the sale.

Use a mixture of ad types to secure a higher percentage of the results.

‘Merchant Promotions’ can give you the edge over your competitors!

BETA

7%Increase in

CTR

PLUS an 11% decrease in the campaign CPC

http://kooz.ai/merchant-promoRegister interest here:

‘Local Inventory Ads’ show customers stock availability in the search results.

BETA

83%of online

shoppers

Would be more likely to visit a store if they could check availability beforehand.

http://kooz.ai/local-inventory-adRegister interest here:

Quality Score for Shopping is largely based

on Click through Rate (CTR)

Source: Google

The more relevant the ads, the higher your CTR

will be

Which in turn lowers your overall costs.

FOR CHRISTMAS!IT IS TIME TO PLAN

26%of

consumers

Start their Christmas shopping in October.

Source: AdWeek

Black Friday ‘14 was the biggest day ever in the UK for online sales.

The key dates for your diaries. Get planning to make the most out of this!

Black Friday27th November

Cyber Monday

30th November

Manic Monday

14th December

Boxing Day26th December

Downloadour Guide.Completely free.

http://kooz.ai/pla-whitepaperSimply visit this link:

36Pages

Thanksfor listening.

@Koozai

Facebook.com/koozaiE-mail: sam.noble@koozai.com

www.koozai.com

Tel: 0330 353 0300

http://kooz.ai/pla-whitepaper