Think With Google - Shopping Breakout Session

2. Grow your business
with Google Shopping

3. Shopping
Tab

4. (Formulate query)
Category-specific jargon
to better narrow
(Products)
Information about the
product, Sizes, Visit Site
(Navigate) Same SKU is
being sold and if prices drop

5. Upload your Offers on Merchant Center
Submit information about your products.
What do you need to get live on Shopping Property?

6. Smart Shopping
Campaigns

7. Search Display NetworkYouTube Gmail
Smart Shopping Campaigns:
Be the single campaign type for retailers across all
networks and ad formats

8. Optimize automatically through advanced machine learning
Queries Seasonality
Devices Location Placements
Time
Google insights
+
Retailer insights
Price &
basket size
BrandAudience
lists
Sales
Product
category
Ad creative
Smart Shopping campaigns choose the right bid for every user and each auction

9. Smart Shopping vision requires a shift in advertiser mindset
Optimize goals instead of channels, formats, placements
Device Targeting
Cost per click
Shopping Ads
Placements
Display Ads
$
Before Smart Shopping: Manual
optimization by channel, format, etc
With Smart Shopping: Goal based
optimization regardless of channel, format

10. Smart Shopping campaigns Drive Results
When compared to all other
Shopping campaigns
(including those using other
types of automated bidding),
Smart Shopping campaigns
deliver significantly more
value for every rupee spent.1
50%
75%
100%
125%
Conversion Value
+30%
1: Google Data, Jan 2018 - May 2019. Based on aggregated results of A/B traffic split for 690 advertisers using
Smart Shopping campaigns and 142 campaigns using Target ROAS Smart Bidding for Shopping campaigns.

11. Proprietary + Confidential
Smart Shopping Campaigns drives ~95% reduction in
CPA and 14X improvement in ROAS for Coolwinks
Coolwinks’ Performance Results
● 95% reduction in cost per transaction
● 14x improvement in ROAS
● Leading to a 6X scale up in investment on
Smart Shopping Campaigns
“Smart Shopping's algorithm is tailored
to your requirements. It has helped us
augment conversions by delivering a
CPA considerably lower than the PLA.
Today, it is a fundamental part of
Coolwinks growth strategy”
Ganesh Iyer
CEO, Coolwinks

12. Automated Feeds

13. Proprietary + Confidential
What is Automated feeds?
Autofeeds for Shopping ads is a feature in Merchant Center
whereby merchants no longer have to submit a data feed
themselves.
Instead, Google will:
● Discover products on the merchant’s website,
● Extract the required information / product data in
accordance with the Product Data Specification, and
● Submit these items to the customer’s Google Merchant
Center account
● Update the feed on a regular basis

14. Driving Sales to Stores
with Local Inventory Ads

15. Local inventory ads display your products and
local store information to people searching
nearby. Use this guide to get setup. Read on
for requirements.
Show local shoppers that your store has
the items they’re looking for with local
inventory ads.

16. Merchant Center
Submit information about your products.
Google My Business Location
Provide key details about your shop locations.
Google Ads
Manage your Shopping campaigns and ads.
You'll need 3 Google accounts to go local
Local inventory ads are powered by the following Google accounts:

17. Thank you