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Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014

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  • A video of the full presentation can be found here: http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/
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Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014

  1. 1. Marketing Festival 2014 Martin Röttgerding, Bloofusion Taking Google Shopping to the Next Level
  2. 2. @bloomarty Case Study: Shopping Revenue Jan-­‐13 Feb-­‐13 Mar-­‐13 Apr-­‐13 May-­‐13 Jun-­‐13 Jul-­‐13 Aug-­‐13 Sep-­‐13 Oct-­‐13 Nov-­‐13 Dec-­‐13 Jan-­‐14 Feb-­‐14 Mar-­‐14 Apr-­‐14 May-­‐14 Jun-­‐14 Jul-­‐14 Aug-­‐14 Sep-­‐14 Oct-­‐14
  3. 3. What are we talking about?
  4. 4. @bloomarty
  5. 5. @bloomarty
  6. 6. @bloomarty
  7. 7. @bloomarty Product Data Title Price Product type Brand Color Image Descrip8on Fender Standard Stratocaster 499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... … Fender AM Special Strat white 749 Guitars > Electric Guitars > Stratocaster Fender sunburst hDp://... … Fender Stratocaster Signature Eric Clapton 1599 Guitars > Electric Guitars > Signature Guitars Fender black hDp://... … Gibson Flying V 120 HV 1790 Guitars > Electric Guitars > Heavy Guitars Gibson black hDp://... … Gibson Les Paul Standard 2012 GT LH 1399 Guitars > Electric Guitars > LeUhanded Guitars Gibson gold hDp://... … Fender Stratocaster Natural Swirl 589 Guitars > Electric Guitars > Stratocaster Fender natural hDp://... … Fender American Deluxe Strat 1499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... … Fender American Dlx Strat HSS 1569 Guitars > Electric Guitars > Stratocaster Fender blue hDp://... … Takamine TC132S 999 Guitars > AcousZc Guitars Takamine natural hDp://... … Luna Guitars Lapsteel 489 Guitars > Steel Guitars Luna Guitars grey hDp://... … Duesenberg Fairytale Lapsteel Goldburst 1429 Guitars > Steel Guitars Duesenberg gold hDp://... … Yamaha B40 249 Guitars > AcousZc Guitars Yamaha wooden hDp://... … … … … … … … …
  8. 8. @bloomarty Providing Product Data for Google Shopping Shop database Product data feed link
  9. 9. bids on single products @bloomarty Shopping Campaigns: Product Group Structure all products brand 1 brand 2 everything else product 1 product 2 everything else €0.20 €0.20 €0.30 €0.28 €0.30 bids on mulZple products
  10. 10. @bloomarty Negative Keywords
  11. 11. @bloomarty The Complete Picture Shop database Product data feed Feed opZmizaZon Bids Bid management NegaZve keywords
  12. 12. What‘s in the Box??
  13. 13. @bloomarty Product Presentation > running shoes > asics running shoes > asics gel 1170 running shoes
  14. 14. @bloomarty Product Presentation > running shoes > asics €0,40 running shoes > asics €0,40 gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  15. 15. Case Study A Closer Look at Shopping Queries
  16. 16. @bloomarty Shopping Queries by Number of Words 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 word 2 words 3 words 4 words 5 words 6 words Revenue per Click
  17. 17. @bloomarty Shopping Queries by Number of Words 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 word 2 words 3 words 4 words 5 words 6 words Cost per Click
  18. 18. @bloomarty Shopping Queries by Number of Words 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 word 2 words 3 words 4 words 5 words 6 words Revenue per Click Cost per Click
  19. 19. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  20. 20. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  21. 21. @bloomarty Revenue per Click: Brand Reference – Case Study € 5,75 € 1,85 9,00 € 8,00 € 7,00 € 6,00 € 5,00 € 4,00 € 3,00 € 2,00 € 1,00 € 0,00 € contains brand reference rest average: 4.08 €
  22. 22. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  23. 23. @bloomarty Product Presentation > running shoes > €0,40 asics running shoes > €0,40 asics gel 1170 running shoes €0,40 ID Title Brand Product type 123 Asics Gel 1170 Asics Running shoes €0,40
  24. 24. @bloomarty Revenue per Click: Product Reference – Case Study € 7,63 € 3,94 9,00 € 8,00 € 7,00 € 6,00 € 5,00 € 4,00 € 3,00 € 2,00 € 1,00 € 0,00 € contains product reference rest average: 4.08 €
  25. 25. @bloomarty Revenue per Click: Product Reference – Case Study € 7,63 € 5,75 1,53 9,00 € 8,00 € 7,00 € 6,00 € 5,00 € 4,00 € 3,00 € 2,00 € 1,00 € 0,00 € contains product reference contains brand reference rest average: 4.08 €
  26. 26. How to Segment Shopping Queries Shopping Keywords
  27. 27. @bloomarty Segmenting Search Queries: The Goal One Campaign some bids Another Campaign other bids some queries other queries
  28. 28. @bloomarty Campaign Priorities Query Campaign 1 Priority: high 0.25 Campaign 2 Priority: low 0.50 Conflict Ad AucZon 0.25
  29. 29. @bloomarty Segmenting Search Queries: Non-­‐brand Queries blue running shoes Conflict Ad AucZon 0.25 Campaign 1 Priority: high 0.25 Campaign 2 Priority: low 0.50
  30. 30. @bloomarty Segmenting Search Queries: Brand Queries asics running shoes No conflict Ad AucZon 0.50 Campaign 1 Priority: high 0.25 NegaZves: asics Campaign 2 Priority: low 0.50
  31. 31. Shopping Keywords The Complete Strategy
  32. 32. @bloomarty The Goal Products Campaign Brands Campaign Rest Campaign product specific search queries brand related search queries other search queries (opZonal)
  33. 33. @bloomarty Gather your brand keywords > From your product data > Clean them up > Tommy Hilfiger à hilfiger > Sammies by Samsonite à sammies, samsonite
  34. 34. @bloomarty Gather your product keywords > From your product data > MPN > Title patterns > … > Manually?
  35. 35. @bloomarty Campaign Structure Priority low medium Campaign Products Brands Rest high
  36. 36. @bloomarty Campaign Structure Priority low medium NegaZve Keywords product specific terms Bids very high high Campaign Products Brands high product specific terms brands Rest low Budget shared budget Use whatever internal structure you like
  37. 37. @bloomarty Campaign Structure Priority low medium NegaZve Keywords product specific terms Bids very high high Campaign Products Brands high product specific terms brands Rest low Budget shared budget Use whatever internal structure you like Alternative: start with the old bids and adapt
  38. 38. @bloomarty Segmented Campaigns: Outcome Rest vs. Brands vs. Products Ad AucZon 0.75 Pr oducts Campaign Priority: low 0.75 Rest Campaign NegaZves: gel 1170 gel 1180 asics nike … Priority: high 0.25 asics gel 1170 red running shoes No conflict Ad AucZon 0.25 Brands vs. Products B rands Campaign Priority: med. 0.50 asics running shoes Ad AucZon 0.50 NegaZves: gel1170 gel 1180 …
  39. 39. @bloomarty Case Study: Shopping Revenue Jan-­‐13 Feb-­‐13 Mar-­‐13 Apr-­‐13 May-­‐13 Jun-­‐13 Jul-­‐13 Aug-­‐13 Sep-­‐13 Oct-­‐13 Nov-­‐13 Dec-­‐13 Jan-­‐14 Feb-­‐14 Mar-­‐14 Apr-­‐14 May-­‐14 Jun-­‐14 Jul-­‐14 Aug-­‐14 Sep-­‐14 Oct-­‐14
  40. 40. @bloomarty Thank You! Martin Röttgerding Bloofusion Germany E-­‐Mail martin@bloofusion.de Twitter @bloomarty Web www.bloofusion.de Blogs www.internetkapitaene.de www.ppc-­‐epiphany.com Magazine www.suchradar.de Interview bloo.link/mkfest

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