Google Shopping Success in 2015: 6 Proven Tactics to Scale Revenue
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Google Shopping Success in 2015: 6 Proven Tactics to Scale Revenue
- 2. What You’ll Learn Today How to leverage competitive insights to understand and optimize your place in the paid search market How to build flexible campaign structures that allow profit maximization at the product level Tap into rarely-used but highly effective “custom” targeting options within AdWords How to prepare for and execute promotional sales that generate significant spikes in revenue ©2015 ROI Revolution, Inc.
- 3. Access the Recording: ROIRevolution.com/shoppingsuccess ©2015 ROI Revolution, Inc.
- 4. ©2015 ROI Revolution, Inc. Click growth (Y/Y Q1 2015): • Product ads • Google Shopping +19% (+39% in Q4 2014) • Bing Ads +25% (+51% in Q4 2014) • Text ads (Y/Y Q1 2015): • Google & Bing +2% Product Ad Trends Source: Merkle/RKG Digital Marketing Report (Q1 2015)
- 5. ©2015 ROI Revolution, Inc. What this means to advertisers: Product Ad Trends Product ads are no longer new. They’re here to stay They make up a larger % of SEM spend than ever before Increased competition requires new strategies and expertise There’s a significant opportunity for growth if we improve our accounts
- 6. ©2015 ROI Revolution, Inc. Structure
- 7. Structure ©2015 ROI Revolution, Inc. The ideal structure: • Allows you to control your specific products or categories (bids, scheduling, settings, targeting, etc) • Avoids getting too granular (unless there’s a reason to) • “Not enough data” at each product level makes it impossible to manage campaigns intelligently • Overly complex structures can lead to • “death by a thousand cuts” • “incidental success”
- 8. Structure ©2015 ROI Revolution, Inc. “All Products” targets should: • Be used as a “catch all” target after an ideal structure is in place • Generally have lower bids and priority than more detailed targets • Be very carefully monitored • Add negative keywords regularly • Give high traffic products or categories their own ad groups • Never be your only target
- 9. Structure ©2015 ROI Revolution, Inc.
- 10. ©2015 ROI Revolution, Inc. “Keyword” Strategies
- 11. Keyword Strategy #1 ©2015 ROI Revolution, Inc. Targeting keywords Can’t - bid on keywords Can - optimize product feeds to increase keyword relevance Titles & descriptions should represent your target keywords
- 12. Keyword Strategy #2 ©2015 ROI Revolution, Inc. Campaign splitting Shopping Campaign Target less-qualified traffic Bid significantly less Result: Spend less on general, high-volume, low-quality traffic Shopping Campaign (copy) Target highly-qualified traffic Negate = Low quality traffic (general “short-tail,” high volume, lower performance) Bid normal or higher Result: Spend more on higher-quality, better performing traffic Shopping Campaign
- 13. ©2015 ROI Revolution, Inc. Custom Labels
- 14. Custom Labels ©2015 ROI Revolution, Inc. • Can be used to segment beyond your standard data feed fields (brand, item ID, product type, category) • Custom label 0-4 (5 total fields) • Can use up to 1,000 unique values for each of 5 custom labels (endless possibilities)
- 15. ©2015 ROI Revolution, Inc. Common uses: • Seasonality • Profits or margins • Stocked or drop shipped • Clearance / closeout status • Best sellers / Trending • Price • Loss leaders / promotional items Custom Labels
- 16. ©2015 ROI Revolution, Inc. Promotions
- 17. Promotions ©2015 ROI Revolution, Inc. Merchant Promotions • To be included, fill out the Merchant Promotions Interest Form https://services.google.com/fb/forms/merchantpromotionsform/ • Can be set up in the “Promotions” tab in your Google Merchant Center account
- 18. Promotions ©2015 ROI Revolution, Inc. Merchant Promotions
- 19. Promotions ©2015 ROI Revolution, Inc. • Sale price – price of the item during upcoming sale • Sale price effective date – dates and times that the sale begins and ends “Sale attributes” in your product feeds
- 20. Promotions ©2015 ROI Revolution, Inc. Product Ratings • represent aggregated rating and review data for the specific product (“Seller Ratings” are for company reviews) • Data shows from merchants, 3rd party aggregators, editorial sites, users & more • Each product must have 3+ reviews to qualify • Submit the Product Ratings Interest Form to get started https://services.google.com/fb/forms/productreviews/
- 21. ©2015 ROI Revolution, Inc. Benchmark Data
- 22. Benchmark Data ©2015 ROI Revolution, Inc. Gives advertisers: • Industry-specific benchmarks for CTR & Max CPC • Insights into where they’re doing well, where to improve • Estimates on traffic potential
- 23. Benchmark Data ©2015 ROI Revolution, Inc.
- 24. Benchmark Data ©2015 ROI Revolution, Inc. Bid Simulator shows estimates for bid changes
- 25. Benchmark Data ©2015 ROI Revolution, Inc. Impression Share
- 26. ©2015 ROI Revolution, Inc. Competitive Metrics
- 27. Competitive Metrics ©2015 ROI Revolution, Inc.
- 28. Competitive Metrics ©2015 ROI Revolution, Inc. • Impression share • Overlap rate • Outranking share
- 29. Competitive Metrics ©2015 ROI Revolution, Inc.
- 30. Competitive Metrics ©2015 ROI Revolution, Inc.
- 31. 0% 5% 10% 15% 20% 25% 30% 35% 11/10/2014 11/17/2014 11/24/2014 12/1/2014 12/8/2014 amazon.com You competitor1.com competitor2.com competitor3.com competitor4.com Competitive Metrics
- 32. Special Edition Web Clinic ©2015 ROI Revolution, Inc. Register here to guarantee your spot: roirevolution.com/MakingHeadlines Justin D’Angelo Director of Paid Search 3 Paid Search News Headlines You Can’t Afford to Ignore: Mandatory Actions to Successfully Navigate the Upcoming Bing/Yahoo/Google Changes Thursday, May 7th @ 2:00 pm EST (2 weeks from today) • Why summer 2015 will be very turbulent for SEM advertisers • Updates & insights into the crumbling Yahoo/Bing Alliance • How to avoid upcoming & inevitable traffic drops in Bing • Why good mobile websites are no longer optional • A realistic look at new industry-shaking possibilities
- 33. ©2015 ROI Revolution, Inc. Case Studies
- 34. $0 $10 $20 $30 $40 $50 $60 $70 $80 0 200 400 600 800 1000 1200 1400 1600 -6 -5 -4 -3 -2 -1 Launch 1 2 3 4 5 Conversions Cost per Conversion Conversions (average per month): • 6 months prior 453 • 5 months after 949 • Gain +496 (+109%) Cost per Conversion (average per month): • 6 months prior $60.23 • 5 months after $39.18 • Gains -$21.05 (-35%) Google Shopping Case Study +$399,545 in additional revenue ©2015 ROI Revolution, Inc.
- 35. Google Shopping Case Study ©2015 ROI Revolution, Inc. $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 Product Ads Revenue PLA's Shopping +$358,020 (+274%) in additional revenue
- 36. Key Takeaways Competitive insights can help you understand and optimize your place in the paid search market Building flexible campaign structures are the key to profit maximization at the product level “Custom” targeting options within AdWords can be very powerful if used strategically Promotional sales can generate significant spikes in revenue. Plan for them and execute flawlessly ©2015 ROI Revolution, Inc.
- 37. Access the Recording: ROIRevolution.com/shoppingsuccess ©2015 ROI Revolution, Inc.
Hinweis der Redaktion
- Let’s take a look at the average amount of Conversions both before and after the changes were made. [CLICK slowly and tell the story as you go] (stop at the end of the “Cost per Conversion” table, when it says “Gains”) [CLICK] Based on these extra conversions AND the clients all-time average revenue per conversion for product ads, upgrading to Shopping campaigns SOONER (rather than later) enabled this client to gain just under $400,000 in ADDITIONAL revenue (not total revenue, additional). That’s about $80,000 per month of extra revenue, just from this One upgrade. Here is the big lesson here. Those who IMMEDIATELY rolled out Shopping campaigns had a 7-month head start to test, optimize and position themselves among the competition, most of whom were waiting until the last minute. Imagine if this extra $80,000 /mo in new revenue had been delayed or postponed. Then ask yourself if this big of a gain would have EVEN been possible if we had initiated the changes immediately before or even after the deadline, when everybody else had already upgraded and were firing on all cylinders. We believe that the reason that these gains were so big was because we got in sooner than most. The BIG LESSON HERE IS TO GET IN FIRST [CLICK - NEXT]
- Let’s take a look at the average amount of Conversions both before and after the changes were made. [CLICK slowly and tell the story as you go] (stop at the end of the “Cost per Conversion” table, when it says “Gains”) [CLICK] Based on these extra conversions AND the clients all-time average revenue per conversion for product ads, upgrading to Shopping campaigns SOONER (rather than later) enabled this client to gain just under $400,000 in ADDITIONAL revenue (not total revenue, additional). That’s about $80,000 per month of extra revenue, just from this One upgrade. Here is the big lesson here. Those who IMMEDIATELY rolled out Shopping campaigns had a 7-month head start to test, optimize and position themselves among the competition, most of whom were waiting until the last minute. Imagine if this extra $80,000 /mo in new revenue had been delayed or postponed. Then ask yourself if this big of a gain would have EVEN been possible if we had initiated the changes immediately before or even after the deadline, when everybody else had already upgraded and were firing on all cylinders. We believe that the reason that these gains were so big was because we got in sooner than most. The BIG LESSON HERE IS TO GET IN FIRST [CLICK - NEXT]