PRODUCT FEED OPTIMISATION SIMPLE TO ADVANCED ecommercial 18

PRODUCT FEED OPTIMISATION, SIMPLE TO ADVANCED #ecommercial 18 @shoptimised

CONTENTS Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? • • About Us What is Product Feed Optimisation? Optimising for Google Search & Google Shopping Product Feed Management Campaign Structure Price Comparison Data Questions Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

ABOUT US Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

ABOUT US We’re the worlds only Saa. S based Product Feed Optimisation service. We’re currently powering the optimisation of over 5. 7 M products in 11 different countries. One only of 9 UK based Premium Google CSS Partners. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

ABOUT US Working in Paid Search for 12 years. Specific focus on retail, travel & finance. Co-founded Shoptimised after 3 years as MD of biddible, a dedicated ecommerce PPC agency. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? When it comes to Google Shopping, 7 out of 10 concentrate solely on managing and optimising only their campaigns in Google Ads. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? You wouldn’t perform to your full potential in a race with untied running shoes. So how can you get the best performance out of Google Shopping without an optimised Product Feed? Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Feed Optimisation is the process of optimising the data within your product feeds to ensure your products are shown for highly relevant search terms. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Optimising the keywords within your Product Titles, Product Descriptions and Product Types are considered the main way to influence the search terms your products will appear for. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: Approximately 85% of all Google Shopping search terms are matched to keywords within your Product Titles. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: How you structure your Product Titles will determine the volume of search terms your product ads appear for. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: You have a maximum of 75 characters per product title Just like ‘old-school’ SEO, the most important words should appear to the left of your product title Every Product Title within your feed should be unique Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: Adidas Originals Samba Super High Volume Low Volume Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: 40% 35% Brand = Adidas Style = Original Samba Category = Trainers Gender = Mens Size = 9 Colour = Black Sub Category = Running 30% 25% 20% 15% 10% 5% 0% Brand Style Category Gender Size Colour Sub Category Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: adidas originals samba super trainers mens black size 9 High Volume Low Volume Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: adidas originals samba super trainers mens black size 9 High Volume Increase in Reduction in Increase in Click through Rate Wasted Spend Return on Investment 53% 19% 27% Low Volume Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Optimising your product feed does not mean you have to change your website. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: Original: Bath and Shower Oils by Aromatherapy Associates Website: Bath and Shower Oils by Aromatherapy Associates Product Feed: Aromatherapy Associates Bath and Shower Oil Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Titles: Original: Bath and Shower Oils by Aromatherapy Associates Website: Bath and Shower Oils by Aromatherapy Associates Increase in 19% Click through Rate Increase in 36% Return on Investment Product Feed: Aromatherapy Associates Bath and Shower Oil Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Descriptions: Approximately 10% of all Google Shopping search terms are matched to words within Product Descriptions. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Descriptions: You have a maximum of 5, 000 characters. Just like SEO enriched content, you need to make sure that important keywords are prominent within your Product Descriptions. Use the same analysis to insert key search terms into your Product Descriptions. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Types: Approximately 5% of all Google Shopping search terms are matched to words within Product Types. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? Product Types: Therefore Product Types should also reflect the attributes of each product within the same order as Product Titles. 1 2 3 4 5 6 Brand > Style > Category > Gender > Size > Colour Adidas > Original Classics > Trainers > Mens > 9 > White Your Product Types should have a minimum depth of 5+ Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

WHAT IS PRODUCT FEED OPTIMISATION? But there is more to Product Feed Optimisation then just optimising your Product Titles, Product Descriptions and Product Types. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Google Search and Google Shopping are two different entities. In fact, they are two different companies. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Google Shopping Google Search Google Shopping buys this traffic from Google and marks it up by 20% Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Google Search Product Titles (85%) Product Descriptions (10%) Product Types (5%) Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Google Shopping Find Product Titles (85%) Product Descriptions (10%) Product Types (5%) Filter Product Types Product Attributes (Brand, Gender, Colour, Material, Size & Size Type) Item Group IDs Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Product Attributes: Colour Brand Gender Material Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Product Types: Nike > Air Max 95 > Trainers > Mens > 9 > Black > Running Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Item Group IDs: Increase in 17% Click through Rate Increase in 11% Conversions Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING Google Shopping Google Search 15% 85% of Google Shopping traffic More search volume Higher conversion rate, lower CPC = 20% Cheaper CPC Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

OPTIMISING FOR GOOGLE SEARCH & GOOGLE SHOPPING If you would like to know where to optimise your product feeds, then take advantage of our free online feed audit www. shoptimised. com/product-feed-audit/ Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRODUCT FEED MANAGEMENT Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRODUCT FEED MANAGEMENT Custom Labels: Segment your data to be more relevant to your specific strategy. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRODUCT FEED MANAGEMENT Custom Labels: Our recommendations are: Gender/Age (Mens, Womens, Boys, Girls) Price Bands (£ 50 to £ 60) Stock (10) Size (9) Top Sellers Promotions (20% Off) Margins (38%) Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRODUCT FEED MANAGEMENT Cost of Goods Sold: [cost_of_goods_sold] (cogs): This attribute was added by Google in June 2018 and is still rarely used. This attribute enables you to exactly work out the margin of each product. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

CAMPAIGN STRUCTURE Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

CAMPAIGN STRUCTURE There are 3 common Google Shopping Campaign Structures Product Types Google Product Categories Brands Followed by Specific products All Products, Low Bids Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

CAMPAIGN STRUCTURE You’re working with what you’re given Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

CAMPAIGN STRUCTURE But, this is not the most effective way to structure your campaigns Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

CAMPAIGN STRUCTURE Campaign Prices: £ 25 to £ 35 Prices: £ 36 to £ 50 Prices: £ 51 to £ 75 Prices: £ 76 to £ 100 Prices: £ 101 to £ 125 Prices: £ 126 to £ 175 Prices: £ 176 to £ 250 Prices: £ 251 to £ 350 Prices: £ 351+ Ad Group Margin: 15% to 20% Margin: 21% to 30% Margin: 31% to 40% Margin: 41% to 50% Margin: 51% to 60% Margin: 61% to 70% Margin: 71% to 80% Margin: 81% to 90% Margin: 91%+ Exclude Low Stock Levels Unpopular Sizes Promotions Additional Campaigns For Promotions Top Sellers All Products, Low Bids Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRICE COMPARISON DATA Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRICE COMPARISON DATA If you could take into consideration your competitors prices against your own, would you utilise this data to inform your bidding? Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRICE COMPARISON DATA We used our price comparison data to automatically insert Custom Labels directly into 5 advertisers feeds. This allowed us to assess performance on products where the price is the 1 st or 2 nd cheapest against more expensive products. The bids were all set equal with the campaigns running 24 hours a day for 30 days during the month of September. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRICE COMPARISON DATA Increase in Reduction in Increase in Click through Rate Cost per Acquisition Conversion Rate Return on Investment 20% 16% 38% 79% Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

PRICES CHANGE MORE IN NOVEMBER & DECEMBER THAN ANY OTHER MONTHS OF THE YEAR. Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

QUESTIONS? Product Feed Optimisation, Simple to Advanced #ecommercial 18 @shoptimised

THANK YOU www. shoptimised. com #ecommercial 18 @shoptimised