- The document discusses the history and evolution of Google AdWords and Google Shopping campaigns, providing statistics on their growth and effectiveness. It offers best practices for setting up shopping campaigns, such as customizing ad groups and using custom labels for strategic bidding. Tips are also provided for optimizing campaigns using Google Merchant Center and Google Analytics. New features like Merchant Promotions and Local Inventory Ads are highlighted that could help improve campaign performance.

1. Samantha Noble
Digital Marketing in the Retail Sector

2. @Koozai_Sam
On The Edge Retail – London
THE COMPETITIVE
WORLD OF PLAs

3. Source: Delegator
85% OF GOOGLE’S
REVENUE CAME FROM
ADWORDS IN 2013”

4. So where did it all
begin?

5. Google AdWords launched on October
22nd 2000

6. Google differentiated between organic listings
and sponsored ads.

7. Comparing ads from 2000 to 2015, they are
VERY different.

8. The lines are blurring and it is hard to see
where the ads end and organic starts.

10. Shall we take a look
at Google Shopping?

11. Google rolled out over 1,000 changes
to the AdWords ecosystem in 2013.

12. Lots of those changes were related to
Google Shopping campaigns.

16. Match users’
search query to
products in
your data feed
Only available
for Ecommerce
websites
Must have a
Merchant
Center product
feed

17. We love a statistic
(or two).

18. 56%
of non-brand
clicks were
from Google
Shopping ads
in 2014!
(Source: Thought Shift)

19. 141%
is how much
the Cost per
Click (CPC) of
PLAs increased
in 2013.
(Source: Marin Software)

20. PLA or Text? Which is
better?
PLA Text Ads Variance
Clicks 121 167 -28%
CTR 5.30% 4.97% 7%
Avg. CPC £0.37 £0.67 -45%
eCommerce Rate 3.36% 1.13% 197%
(Source: Thought Shift)

21. 197%Conversion Rate Increase

22. Get the build right,
right from the start.

23. It is best is to have one ‘catch all’ campaign
along with other more targeted campaigns.

24. You could split campaigns by brand and then
by product within that brand.

25. Use Custom Labels (more on that later) for
Seasonal, High Return, ROI & Top Converters.

26. You may choose to create campaigns by
Product Type or Product Category.

27. If Condition is important to use, break down
campaigns by New, Used or Refurbished.

28. Set campaigns up with high, medium or low
priorities to dictate importance.

29. What ever structure you aim for, take things
slow and let the data drive your decisions.

30. 1
3
2
4
5
Standard Settings.(Don’t forget).
Search Partners & Google Search
Ad Scheduling and Bid Adjustments
Budget and Bidding Settings
Geographic Targeting
Ad Delivery Method

31. Creation of the GMC
data feed.

32. 1
3
2
The Product
Feed will
determine how
well your
account will
perform
Use a developer
Link it to the site
Update automatically

33. Making changes in GMC is where you will
gain a competitive advantage.

34. The feed must contain the required
field attributes for it to work.

35. http://kooz.ai/feed-attributes
Find out more here

36. Stock availability should be updated
frequently to avoid ad disapprovals.

37. Product titles should be keyword rich,
descriptive and under 70 characters.

38. Aim for 500 characters for Product descriptions &
include important information at the start.

39. UPIs are the most important element of your
feed. Ads will be disapproved if not correct.

40. Make the MPU your Item Number so the
product name is pulled in.

41. The Product Image is what makes people
click. It needs to stand out from the crowd.

42. Be sure to add all possible shipping fees
available to your customers.

43. Changes made to an automatic feed will
impact both SEO & PPC.

44. Update your feed daily. The fresher the feed,
the higher Google seem to rank it.

45. Always monitor GMC
for potential issues.

46. Keep a close eye on the Diagnostics tab in
Google Merchant Center.

47. Act on core warnings immediately and then
move onto potential issues.

48. Check the Data Feeds tab to address & fix
individual errors with your feed.

49. Use the Feed Debugger tool to make changes
& test individual products before you go live.

50. Upload new data feeds in Test Mode to check
everything is in order first.

51. Implementing
Schema Mark-up.

52. 1
3
2
Used as a backup for availability and price
(ideal for quick changing stock).
If the feed is different to the schema on site,
Google will default to schema rather than
disapprove the ad.
This is not a replacement for the data feed
or for regular updates to the feed.
Schema Mark-up.

55. http://kooz.ai/schema-testing
Test your Schema here:

56. …In price related item disapprovals for the
merchants who participated in the Beta.

57. It’s all about the
custom labels
(all 5 of them).

58. Subdivide
products into
unique groups
GMC allows up to
5 custom labels
Strategic bidding
means higher ROI

59. Some products maybe affected by
seasonality.

60. Think about which products generate the
highest profit margin.

61. Others might have a high complaint rate in
which case you may wish to bid lower.

62. Use Google Analytics to tell you which
products are your best selling items.

63. Group products into price buckets for
effective bidding strategies.

64. Optimisation of the
shopping
campaigns.

65. Use the Dimensions Tab to see performance
breakdown for the product group or campaign.

66. Reduce bids for products with a high cost and
low number of conversions.

67. Review Lost Impression Share & increase bids
for converting products.

68. Use the SQR to uncover negative keywords
that should be added to your campaign.

69. Use the Benchmark CTR & CPC against yours
to understand where you need to be.

70. Compare campaign performance alongside
competitors using Auction Insights.

71. Use Google Analytics to highlight top revenue
generators & increase shopping bids.

72. Bid a minimum of £0.01 and you will still
appear in the main Shopping section!

73. Encourage your customers to leave feedback
on review platforms.

74. Become a Google Certified Shop to enhance
your credibility & show a badge on ads.

75. 1
3
2
4
5
Standard Optimisation. (Don’t forget).
Review campaign segmentation (device,
search partners etc).
Bid according to performance based on
time of day, day of week and location.
Check CPCs vs Ad Position vs Conversions
and increase/decrease accordingly.
Upload different images to test Click
through Rates (CTR).
Split test different promotions and wording
to encourage more clicks.

76. Want to know about
a few new features?

77. ‘Merchant Promotions’ can give you the edge
over your competitors!

78. 7%Increase in
CTR
PLUS an 11% decrease in the
campaign CPC

80. http://kooz.ai/merchant-promo
Register interest here:

81. ‘Local Inventory Ads’ show customers stock
availability in the search results.

82. 83%of online
shoppers
Would be more likely to visit a store
if they could check availability
beforehand.

84. http://kooz.ai/local-inventory-ad
Register interest here:

85. Google have some exciting updates in BETA
that are coming soon!

86. Sam’s Tip of the Talk.
Advertisers were expected
to allocate 33% of their entire
paid search budget towards
PLAs by the end of 2014.
Competition will become
more fierce; get involved
now!
Source: Marin Software

88. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0845 485 4794

89. Digital Marketing in the Retail Sector
Roundtable Question
If you are already running Google Shopping campaigns,
how effective do you feel they are and what do you
think you could do to improve what you are doing?