Maximising Product Search Performance
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The document outlines strategies to enhance product search performance, including ensuring proper indexing, optimizing title and meta descriptions, and removing obstacles like infinite scroll. It emphasizes the importance of structured data, proper canonicalization, and effective internal linking to maximize visibility and sales conversion. Additionally, it discusses the use of shopping campaigns, remarketing, and search term reports to improve ad effectiveness and revenue generation.
Maximising Product Search Performance
- 3. Sometimes It’s The Simple Things • Bingbot blocked in robots.txt • c.£25k per month revenue
- 4. Be Wary! • Infinite scroll on a new website New site launched Infinite scroll removed
- 6. Pagination Pain <link rel="canonical" href="http://www.denby.co.uk/drinkware/mugs/icat/mugs" />
- 7. Get The Basics Right
- 8. Get The Basics Right • Optimised title tag • Brand, product name, model number, MPN • Optimised meta description • What’s your reason to buy? • Descriptive URL • Key elements in H1 • As much text content as possible, without being repetitive or low quality!
- 9. The Basics http://m3csports.com/product- m3c.html?id=3493§ion=251 <meta http-equiv="description" content=" Precision - Santos Training Football Machine Stitched TPU Material with 'behind the glass' technology Good Shape Retention and Durability Low Rebound or Bounce for Accurate Passing and Footskills Soft feel, Possesses super glossy finish 32 Panel Machine Stitched Reinforced nylon wound rubber bladder" />
- 10. The Basics <meta name="description" content="brands_apple_macbook-air" />
- 12. Get Rich With Structured Data
- 13. Structured Data Mark Up
- 14. Structured Data Mark Up <meta name="description" content="This fast mover won't stay around long - not with hungry little ones around anyway! Did you know we can add an iced personalised message to make..."/>
- 16. Canonicalise To A Linked Page
- 17. Canonicalise To A Linked Page http://www.hockeyfactoryshop.co.uk/hockey- sticks/composite-hockey-sticks/osaka-composite-hockey- sticks/osaka-pro-tour-limited-silver-pro-groove-composite- hockey-stick.html <link rel="canonical" href="http://www.hockeyfactoryshop.co.uk/osaka-pro-tour- limited-silver-pro-groove-composite-hockey-stick.html" /> This URL is not linked from anywhere on the site!
- 18. Canonical Weirdness http://www.jigsaw24.com/focal-spirit-professional-monitoring- headphones/headphones/-/fcp-product/25080 <link rel="canonical" href="http://www.jigsaw24.com/focal spirit professional monitoring headphones/headphones/-/fcp- product/25080" /> http://www.jigsaw24.com/focal%20spirit%20professional%20 monitoring%20headphones/headphones/-/fcp-product/25080
- 20. Internal Linking Link direct to products or sub-categories from: • Homepage • Top-level category pages • Footer • Blog posts • Content pages that attract links
- 22. Prioritise, Divide & Conquer
- 23. Shopping Campaign Priority Priority changed from Low to Medium
- 24. Shopping Catch All Campaign • All items in feed • Single, low bid (usually <10p) • Campaign Priority: Low • Gets traffic when: • Not all items are in other Shopping campaigns • Other Shopping campaign budgets have less than 100% impression share
- 25. Remarketing Lists For Shopping
- 26. Remarketing Lists For Shopping • CTR typically many times higher • CPC increases, but: • Conversion rate more than doubles on average • You can also use Customer Match as well as AdWords or Analytics remarketing lists • Consider excluding recent purchasers
- 27. Feed Rules Product title in feed
- 28. Feed Rules - Title Optimisation Climpson Estate Espresso Blend Ground or Whole Bean Coffee
- 29. Check How Ads Display
- 31. Search Term Reports • Add negatives • Find opportunities for Search campaigns • One keyword we found led to a campaign that has generated over £7k revenue in three months at a return on ad spend of 1353% • Create High & Low Priority campaigns • High: Exclude generic keywords & bid higher • Low: Same products but lower bids, negatives on high-converting & specific keywords
- 32. Search Ads For Products • Use feed data to automate creating groups for: • Product names • Part numbers • Product codes • Alternative terms & variants: • Adidas NMD… • Trainers/shoes/pumps • Black/grey/khaki • Boys/girls/mens/womens • R1/R1/XR1/CS2
- 33. • Now appear on mobile & desktop • Great for category-level keywords or products with options Price Extensions