godatafeed webinar sept 2016
TRANSCRIPT
Presenter:
Ryan Garrow
Enterprise Strategist
Confidential + ProprietaryConfidential + Proprietary
Ryan Garrow
Ryan, been in the digital marketing space for7 years focusing on ecommerce andenterprise level online marketing. Ryan andhis wife have 3 kids 3, 2, 9 mo and recentlymoved to a farm in Sherwood. He and hiswife Andrea own 6 businesses (his wife’s isthe most profitable)
EnterpriseStrategist
Confidential + Proprietary
Agenda
Google Shopping
Expectations: Spend/ROAS
Client Results
Holiday Dos/Don’ts
Who We AreLogical Position
Lake Oswego, OR
Las Vegas, NV
Chicago, IL
Austin, TX
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What we doGoogle Shopping-History
2002: Froogle
2007: Google Product Search
2012: Google Shopping
2014: Enhanced Campaigns
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New Shopping Results
Expectations
Spend:
Brand w/ wholesalers: 50%
Retailer: 200-400%
ROAS:
Brand: Higher than Search Non-TM
Retailer: Search Non-TM
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Amol’s-The Need
Past Agency
Shopping Structure:
ROAS: 1.58 before
3.25 first two months of launch
Benefits of Structure
• Impression Share by product
• Search Queries by product
• Click vs. Buy
• SERP Control
The Numbers
2014 to 2015:
Spend: up 88%
Revenue up 97%
ROAS up 5%
% of website rev: up 47% to 58%
Avg pos: up 20%
CPCs on search up 37%
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Do’s and Don’ts
Do’s
• Track Revenue
• Promotion Schedule
• Take advantage of Google
• Use an ‘expert’
• Test feed changes
Don’ts
• Ignore Mobile
• Force Google
• Setting Changes
• Set it and Forget it
• Give up
• Test Changes
Confidential + Proprietary