BETHAN RAINFORDPaid Media Team Lead

Vervaunt

• From data to shopping – A typical journey

• The evolution of Google shopping

• Industry trends & updates

• Magento & feed integration

• Optimizing your product feed

• Building and optimizing your shopping campaigns

• Retail across other paid channels

• Magento BI

• Tips going into peak

AGENDA

Industry Trends & Updates

A TYPICAL JOURNEY FROMPRODUCT DATA TO GOOGLE SHOPPING

Client Product

CatalogueProduct Data Feed Google Merchant

Center

Shopping

CampaignsShopping Ad

(3Rd Party Feed Agency) (3Rd Party Bid Platform)

IT Team Digital Marketing Team

Merchant Center

THE EVOLUTION OF GOOGLESHOPPING

Shopping visibility &importance increasedsignificantly between2013-2016

35% of Google product

searches turn to a sale

Shopping

Prominence

within 5 days

87% of all retail Googleads clicks come throughGoogle shopping

Google shopping spend

was up 43% YoY in Q4 of2018

The Drivers

When retailers display both text and shopping ads they drive 120% stronger conversion rate (Google)

This traffic growth has been driven by consistent changes and improvements to Google Shopping

Shift from right to above organic.

Consistent increases in the numberof products included (5 to 30)

Improvements to advertisers

product feeds and image testing increasing CTRs

GROWTH OF GOOGLE SHOPPING PER DEVICE

Google Shopping And Google Paid Search Revenue Share By Device 2017-201880%

70%

60%

50%

40%

30%

20%

10%

0JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2017 2018

Desktop Paid Search Shopping Mobile Paid Search Shopping

MOBILE IN PARTICULAR HAS BEEN A KEY AREA OF GROWTH

Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019

Shopping Clicks Clicks ConversionsConversions Paid Search

Source - Sidecar 2019 Benchmarks Report: Google Ads In Retail

63%

54%

47%

38%

65%

56%

48%

39%

66%

58%

49%

44%

68%

60%

52%

44%

68%

60%

53%

45%

69%

61%

55%

46%

70%

62%

55%

47%

72%

63%

57%

49%

Mobile Share Of Clicks And Converions Google Shopping Vs Google Paid Search,2018-2019

YoY Mobile Revenue Growth By Vertical In Google Shopping

WITH THE MAJORITY OF SECTORS SEEING YoY IMPROVEMENTS

Source - Sidecar 2019 Benchmarks Report: Google Ads In Retail

Toys/Hobbies

Apparel/Accessories 56%

Automotive Parts 4%

Books/Music/Video 57%

Computers/Electronics 52%

Flowers/Gifts 76%

Food/Drug 53%

Health/Beauty 80%

House/Home 39%

Jewelry 15%

Mass Merchant 35%

Office Supplies 29%

Pet Care 32%

Sporting Goods 59%

-11%

THE ESSENTIALS OF GOOGLE SHOPPING

FeedManagement

Product Content With Good Quality Data

Shopping KPI

Define Success Objectives/ Goals With Google

Shopping

Campaign Management

Structure Aligned With Shopping Goals/KPIS

BiddingManagement

Bidding Aligned With Shopping KPI/Objectives,

Use Of Custom Labels

Measurement/ Attribution

Measure Shopping Text Differerently

Magento & Feeds

MAGENTO API(Install module)

Quick & easy set up

New merchant centre must be created

Good for smaller merchantsto start with

No additional or on-going costs

Harder to optimise product data

Less control over enrichment and data optimisations

CHOOSING THE RIGHT FEED SOLUTION FOR YOU

MAGENTO EXTENSION

Manage the feed directly from Magento, with product catalog

Not as simple for non-Magento experts / users

One off fee

Easy to setup and install

Basic in terms of features (no enrichment capabilities etc)

CHOOSING THE RIGHT FEED SOLUTION FOR YOU

3RD PARTY SOLUTION

More granular manageability (in terms of data points)

Additional monthly cost

Easy to importother data sources forcustom data fields

Able to flag issuesand likely able to enrich feed etc

Enrichment qualityoften not as good as sold in

CHOOSING THE RIGHT FEED SOLUTION FOR YOU

COMMON FEED ISSUES

Handling of simple and configurable products

Problems with pricing

Insufficient identifiers e.g GTIN, MPN

Tax and shipping issues

Google product categories

Optimizing Your Feed

KEY RECOMMENDATIONS

Place the most searched at the beginning of your title

For example, if your product title is Aeroplane Jumper - This should be Luxury Kids Navy Aeroplane Jumper

It might also be that users search more often for a synonym ‘Sandals’ is 83% more likely to be searched than ‘Flip Flops’Many feed optimisers will optimise your titles in bulk by simply appending attributes to your titleBrand + Gender + Type + TitleIt is worth optimising your top 50 products manually and testing the level of impressions based on the titleYou can optimise all others in bulk by simply appending the info

OPTIMISING YOUR PRODUCT TITLES IN MAGENTO

Product titles have the largest impact on

your product relevance and how often

your ads appear against searches.

It is a key tactic to use the keyword

planner to identify search terms with the

highest volume

INDUSTRY SPECIFICBEST PRACTICES FOR TITLES

If Product Is... Use This Structure: Example

Apparel

Consumable Or Nutritional Goods

Ce Or Hard Goods

Televisions Electronics

Seasonal/Holiday

Brand + Gender + Product Type + Attributes (Color, Size, Style, Material)

Brand + Product Type + Attributes (Flavour, Quantity, Weight, Count)

Brand Manufacturer + Product Type + Attributes (Size, Weight)+ Model No.

Brand Manufacturer + Attribute + Product + Model No. Brand + Product + Attribute + Model No.

Occasion + Product Type + Attributes (Color, Size, Weight)

Ann Taylor Women’s Black Slacks Size 6

TwinLab Super CoQ10, 50G, 60 Caps

Target, Patio Wicker Chair Set, Brown, 4-Piece

Vizio 52” Tv, Black,A783x63

College Grad 2013 Storage Box Gift, Silver

KEY RECOMMENDATIONS

Your product description should be at least 500 characters

Use the key terms from your product title at least 3 times in the description

Ensure you rank for high volume related queries by adding these in as well e.g. work, smart casual shoes etc

Include all relevant attributes (size, age range, special features, technical specs, material and design etc

How to quickly build out 2,000 - 3,000 word descriptions

Vlookup your category description and append this to the existing description

You could also run this process again using another attribute such as material - appending further Denim descriptions to all denim items

Add this as a new Google_description to Magento

QUICK WINSFOR OPTIMISING YOUR DESCRIPTIONS

You should add as much detail to your

product descriptions and other attributes

as possible

More detailed descriptions and extra

attributes, such as material and colour led

to 10%-20% more impressions

Automatically group new products in AdWords

Build campaign based on your own allocations

Campaign – Adidas >

Ad Group – Male Trainers >

Product Group level 1 – Running >

Product Group level 2 – Ultraboost >

Product Group level 3 – Item IDs

UltraboostMale Trainers >Running > Ultraboost

USING PRODUCT TYPE ANDIMPROVING GOOGLE CATEGORYProduct Type

Helps rank for queries

You can find the list of all categories by searching Google Product

Taxonomy. If you sell Guitars you want the category to be Arts &

Entertainment > Hobbies & Creative Arts > Musical Instruments >

String Instruments > Guitars

Apparel & Clothing >Clothing

USING PRODUCT TYPE ANDIMPROVING GOOGLE CATEGORY

Google Product Category

This is another key attribute and you will need to ensure your

product is categorised into the most specific and relevant group

possible.

Apparel & Clothing > Clothing > Activewear > Bicycle Activewear

A SUMMARYTO OPTIMISING YOUR PRODUCT FEED

• Create new attributes in Magento and configure the product feed to use these

new attributes

• Append attributes such as Brand + Gender to your title to reflect your industry

best practice

• Identify your products top searched terms and ensure these are at the

beginning of the title

• Use these terms multiple times within the description• Build out enriched descriptions by product category so you can optimise

multiple products quickly

• Ensure your Google product category is the most granular and relevant

option

• Include Product Type. Your PPC team should have involvement as this is the

most effective way to build out campaigns

Building & Optimising Campaigns

BUILDINGCAMPAIGNS EFFECTIVELY IN ADWORDS

Separate campaigns by the top hierarchy level at e.g. jackets,

dresses, jeans

Campaigns allow device, audience and location and adjustmentsPush desktop for higher AoV and west-coast for summer clothing etc

Resellers may segent campaigns based on brand

Separate budgets KPIs/ Profit margins

Numerous ad groups to breakdown products

Winter jackets, leather jackets, parker, bomber etc Reduce Everything else and apply specific product bids

OPTIMISING YOURSHOPPING CAMPAIGNS

Audience signals to further optimise campaigns

RLSA lists based on site behaviour, emails and GA (upweighting abandon cart etc) Similar audiences, demographics and in-market audiences (when available)

Bidding

Bid sim data & Diminishing returns analysis Automated bidding

Other signals to adjust your bidding

Location, time of day, day of week, device etc.

Keyword level bidding via script

Scripts available which automatically update your negative keywords These will exclude all keywords triggering ads, not in your pre-approved listOver-time you have a campaign which serves to only the queries you have selected

SEGMENTING CAMPAIGNS BY BRAND TO IMPROVE OPTIMISATION

Non-Brand Campaign

Brand Specific Broad Match Keywords

Brand Campaign

Negative Keywords

Campaign Priority

Bids

Ad Groups

Products

High Priority

Same Bids

1 Ad Group

Entire Catalog (-2000 Products)

None

Medium Priority

Same Bids

1 Ad Group

Entire Catalog (-2000 Products)

ROAS is +172% for branded vs non-branded

keywords

Key Findings

Potential Actions

Impression share is 90% for branded vs 55% for non-

branded keywords

Revenue is +390% forbranded vs un-brandedkeywords in FR, but only

+15% in UK

To improve overall ROAS bid more aggressively on

branded keywords

To Grow Revenue, Bid More Aggressively On Non-

Branded Keywords

Dig Deeper Into Country-Level Performance To Identify Opportunities

AUTOMATION AND SCRIPTS

SKU alert; Flag when a product spends a certain amount but doesn’t convert

Search term alert; flag when a search term spends too much but doesn’t convert

Automatic negative updates; apply negatives to campaigns on search queries that aren’t in a pre selected list

Competition alerts: Flag when new competitors enter the market

Customise scripts to your business needs

SHOPPING VSSMART SHOPPING

Incredibly easy set up

Encompasses several ad types

Provides no search term or audience data

Cannot control where spend is allocated

Use real time data to optimize performance and spend

Generally far more control

Can be a time consuming strategy

Automated bidding uses multiple signals that may not be possible through manual bidding

OtherChannels

PAID SOCIAL RETAIL

DPAs

Will likely be your most effective ad format. You want to test using more specific product sets to serve more relevant products. Test ad messaging and build out multiple groups (added to cart) Abandon code messaging for those who dropped out of basket

Re-engagement

You also want to serve ads to users higher up the funnel - email lists, last 180 days and non product page viewers etcHere you could serve offers, new collections etc and focus on re-engaging the user

Instagram Shoppable

Your business profile must be connected to a Facebook catalog Keep your product catalog synced with your Facebook Page, to ensure that your product descriptions and prices are accurate Optimise titles so when people ‘Tap’ they can see it

UTLISINGAUDIENCE DATA

Lookalikes alikes Competitors, similar brands

Audience insights

Broader prospecting typically convert well. You can segment these by how closely they match your audience (%) and by other demographics. You can also apply to only past buyers etc

Competitors / similar brands - targeting brands which resemble your product offering to showcase your products to a relevant, new audience

Affinity audiences - using audience insights you can pull user behaviour data (education, job, demographics, interests, lifestyle etc) to build up personas. You should then target these users

Prospecting - CPCs are typically higher across lower reach campaigns and it makes sense to serve top of funnel ads to broader users e.g. men 18-45 interested in sports

GROWTH OF AMAZON ACROSS GOOGLEAmazon’s Impression Share In Google Paid Search, 2017-2018

60%

50%

40%

30%

20%

10%

0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018

Apparel Home Improvement Sporting GoodsMass Merchant Office Supplies

Source - Sidecar 2019 Benchmarks Report: Google Ads In Retail

Amazon Sponsored Products are pay-per-click ads based on keywords (andproduct targeting) that drive traffic to a desired product detail page within theAmazon platform.

Sponsored Products

Ads appear at the top and bottom of the search results pages, within organic results, and on the carousel on product detail pages.

Accelerating growth of newer or low-exposure ASINsIncreasing discoverability for your top products/offersActing as an incremental revenue driver

SPONSORED ADS ACROSS AMAZON

Sponsored Brands

Product Display

Sponsored Products

Magento BI

MAGENTO BI

Continuously work on growing your Customer Lifetime Value

This should be a key consideration when planning marketing efforts and forecasting KPIs & Budgets

BI capabilities that provide automated high quality analysis on day one - lead time between purchases, customer profiling (top customers) etc. Share with your paid teams

Automate your CLV analysis and reporting

Connect to additional data sources

Facebook GoogleAnalytics AdWords

Customer Lifetime Value is a key metric from marketing to merchandising to measuring overall site performance

Tips going into peak

TIPS FOR PEAK

RLSA on competitor brands

Shopping feedextensions etc - promotions, seller ratings etc-

Basic product feed optimisation

Doing extra work to pull out segments that are performing- e.g. bidding up on audiences etc-

Controlling position better - as it’s going to convert better and be more profitable

In-market segments could be a quick win

Bing shopping

TIPS FOR PEAK

T H A N K Y O U

B e t h a n R a i n f o r d

B e t h a n @ v e r v a u n t . c o m