Top 3 Google Shopping Strategies
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This document summarizes a 2-part ecommerce mastermind workshop about customer lifecycles, marketing strategies, and predicting future purchase decisions. The workshop will cover the top 3 Google Shopping strategies for 2017, including optimizing titles and descriptions, using remarketing lists for search ads, and isolating branded vs non-branded searches. It also provides information about the speakers and breaks down the timing of the workshop parts and strategies that will be discussed to help merchants spend less on ads, target more shoppers, and anticipate customer needs.
Top 3 Google Shopping Strategies
- 1. 2-PART ECOMMERCE MASTERMIND WORKSHOP: Customer LifeCycle Marketing Strategies Spend Less Ad Dollars. Target More Shoppers. Predict Future Purchase Decisions.
- 2. EVENT LOGISTICS Join the Conversation: Submit questions and thoughts Session is being recorded Today’s Resources
- 3. OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 350+ Active Retail Clients • Top 50 fastest growing company in San Diego 4 years • Recognized as one of the Top 10 best places to work in SD CLIENTS SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration • Facebook Advertising Management About CPC Strategy
- 4. Ecommerce Workshop Layout PART 1: TOP 3 GOOGLE SHOPPING STRATEGIES FOR 2017 PART 2: WAYS TO PREDICT FUTURE PURCHASE DECISIONS
- 5. Ecommerce Workshop Speakers Polly Flinch Director of Marketing Jason Bell Senior Paid Search Manager
- 6. PART 1: TOP 3 GOOGLE SHOPPING STRATEGIES FOR 2017 Ecommerce Workshop Breakdown 20 MINUTES
- 7. STRATEGY #1 Optimizing Titles & Descriptions to Enhance Product Relevancy
- 8. Google Shopping Product Title Enhancements Brand Added to the front of the titles however we can also test adding them to the end of the titles if we want to push more weight to other parts of the title. (e.g. If ‘Reebok’ is not searched often or included in most of our search terms history) Example: Attributes: Color / Size / Gender The addition of attributes in the title is very important as attributes are often keywords used by customers who are looking for something specific. Example: Other Options: • Reebok Mens Weightlifting Shoes Size 10 in Neon Pacific • Mens Blue Weightlifting Shoes Size 10 by Reebok • Mens Weightlifting Shoes (Size 10) by Reebok - Blue Reebok Weightlifting Shoes Blue Mens Reebok Weightlifting Shoes – Size 10vs. Reebok Weightlifting Shoes Weightlifting Shoes by Reebokvs.
- 9. Google Shopping Product Description Enhancements MPN / Style Number Typically these are more useful for Electronics or Appliance merchants where customers are looking for a specific model or style number. • Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to search for products. Feed: Search Query Report: Google Results: Product Type Does the title actually say what the product is? Example: “Reebok Mens Black Crossfit Trainer (Size 10)” works but it doesn’t have the keyword “shoe”. This still works, but isnt ideal
- 10. Quick Tips to Takeaway from Today: 1) Use up your available characters 2) Feature important keywords in your titles 3) Does the title make sense? 4) Understand your customers & their searches 5) More Relevant Title = higher internal quality score & lower potential CPC Google Shopping Product Feed Enhancements
- 11. STRATEGY #2 Using RLSAs in conjunction with Google Shopping
- 12. Advanced RLSA Audience Targeting Capabilities Audience Structuring and Themes:
- 13. Advanced RLSA Audience Targeting Capabilities Purchasers Abandoners • Cart abandoner • Checkout abandoner Micro- conversions •Email sign-up •Account creation •Quote Request •Form completion Engaged Visitors •Time on site •page depth •Live Chat •Did a site search Leads Landing page Homepage viewers Category viewers Product viewers Browsers
- 14. Google Analytics RLSAs to remarket users who purchased Sept – Oct, 2015 Uploaded emails lists of purchasers Sept – Oct over the past 5 years Use in conjunction with ISO™ to capture “top funnel” traffic for proven converters from last year. Costume Manufacturer Sees YoY ROI Gains Through RLSA in Shopping Advanced RLSA Audience Targeting Capabilities
- 15. STRATEGY #3 DABs Isolation Strategy
- 16. DABs Google Shopping Isolation Strategy Brand vs Non-Brand + Desktop vs Mobile Clean Segmentation of Branded Searches from Non-Branded Own more of the SERP on branded searches Allow for better attribution Use Path Reports
- 17. * Large Apparel / Brand Manufacturer 4% ROAS improvement across all Shopping campaigns 65% Conversion Rate improvement 38% lift in branded impression share DABs Google Shopping Isolation Strategy
- 18. * Large Athletic Apparel Vertical / Brand Reseller 113% ROAS improvement across all Shopping campaigns 26% Conversion Rate improvement 46% Decrease in Spend for Non-Branded searches DABs Google Shopping Isolation Strategy
- 19. PART 2: WAYS TO PREDICT FUTURE PURCHASE DECISIONS Ecommerce Workshop Breakdown 20 MINUTES