best practices to optimize your holiday shopping feed in real-time

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Best Practices To Optimize Your Holiday

Shopping Feed In Real-Time

HOSTED BY: &

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Presenters

• Liza Ansher

– Digital Consultant at Google

– @google

• Matt Umbro– Senior Account Manager at Hanapin Marketing– PPC Hero Blogger

– @Matt_Umbro

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Who is Hanapin?– Run the world’s most popular PPC

blog and conference.– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Our Clients

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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12 Business Days until Black Friday.

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88% of retailers started offering promotions in the first week of November in 2015.

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Expect higher purchase intent starting in late November

Nov 1 Dec 31

Thanksgiving

Day

Black Friday

Cyber Monday

Up to 60% growth in conversion rates during peak holiday season in 2015

Average conversion rate Nov-Dec 2015

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Shopping Ad Optimizations

123 Add Enhancements

Improve Product ContentOptimize Your Merchant Center Feed

Now - early Dec.

Holiday Checklist:

45

Review Shopping Campaign Setup

Optimize Shopping Campaigns

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Improve Product Content

● Increase click through and engagement from Shoppers ● Get items to show up in relevant queries ● Grow total impressions to reach more shoppers

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First, standardize to match Google’s requirements

Not all clients label items as ‘new’. A value of ‘man’ is different than ‘male’. Comb through these attributes and update their values to Google standards

OptimizationAttribute

Gender

Age

Condition

Availability

Before Optimization

Mens, Girls, Ladies

16+, Young Adult, Teen

OEM, Refurb, Reconditioned

OOS, Presale

Update all values to male, female or unisexNewborn, infant, toddler, kids and adult

New, used, refurbished

Preorder, In Stock, Out of Stock

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Better match values to consumers’ behavior

Consumers are specific in what they want

What are possible search queries to try to find this specific boot?

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Importance of data optimization

Consumers are specific in what they want

“Rain boots”

“Spotted yellow rain boots”

“Polka dot boots”

“Women’s rain boots”

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Using Google Trends to determine shopper preference

Figure out how the targeted audience is searching for products.

Example“Spotted boots” vs “polka dot boots”

potential impressions

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Importance of data optimization

Yellow Rain Boots$49.99Acme Boots

Women’s Polka Dot Rain Boot$49.99Acme Boots

Highlight the attributes which make the products unique

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Standard optimizations to ‘title’

Add sizes of items to the end of ‘title’

Indoor Running Shoes$49.99Acme Shoes

Indoor Running Shoes Size 9$49.99Acme Shoes

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Standard optimizations to ‘title’

If a high-value or known ‘brand’ is in the merchant’s feed, place the ‘brand’ at the beginning or end of the ‘title’ attribute

Studio headphones$99.99

AcmeElectronics

Beats Studio Headphones$99.99

AcmeElectronics

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Using product titles that speak with users

Think of your titles as ad copy - they help a customer choose your product:✓ Titles: Avoid ‘spam’ such as all capitals, keyword-stuffing, promo text✓ Sizes, Color, High-value Brand✓ Structure: include high value product brands at the beginning of the title followed by product

variant info; move important keywords to the front✓ Length: scrutinize it well as truncation occurs at 35 and 70 characters

Review the titles for your most important products and ensure you’re appealing to what your customers want

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Optimize titles

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Optimize Your Merchant Center Feed

Enable automatic item updates to help scale

data management

Easily coordinate changes to

products and find missing inventory

for your feed

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Automatic Item Updates to avoid disapprovals

Update price and/or availability values served in Shopping Ads when the information in a merchant’s feed doesn’t match the information on their website.

Enabling AIU, and having accurate associated microdata, reduces the risk of account suspension for price and availability mismatches.

$5.99

$5.99

$7.99

$7.99

$7.50

$7.50

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Optimize Your Merchant Center FeedThere are 2 steps to turn AIU on for an account:

1. Make website price and availability information available to Google by implementing schema.org microdata on product landing pages.

2. Enable automatic item updates in the Google Merchant Center account.

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Easily transform the data with Feed Rules

Update shipping labels

Create custom labels for campaign management

Use to separate groups by price or margin for better sales potential

Bucket categories or brands in a custom label for easy product group segmentation in AdWords

Why: IT Resourcing is hard to find, and advertising needs may get deprioritized. Take feed changes into your own hands!

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Find missing inventory for your feed

Available in Google

Merchant Center

5 reference prices from sample merchants as competitive price points in the market for this product

CSV downloadof the top 100 products missing from your feed

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Enhancements: Merchant Promotions

● % or $ off: “15% off all shoes”● Free Gift: “Free lipstick with

purchase” or Free Gift Card● Free Shipping: “Free shipping

on orders $49+” (VALID CODE REQUIRED)

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Enhancements: Trusted Stores

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Campaign StructureDetermine Shopping structure according to your products. Attributes may include:

● Highest profit margin products● Highest profit margin brands● Top sellers● Product types● Inventory

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Campaign StructureSet campaign priority and inventory filter

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Campaign StructureConsider:

● Adding negative keywords to individual campaigns to ensure query shows in right campaign

● Running Shopping campaigns on the Search Partner Network● Running an “All Products” campaign at a low bid to act as a

catch-all

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Filters

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Filters

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Filters

Use filters to find converting queries that can be added into text ad campaigns, or, create new text

ad campaigns if the queries aren’t present

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Filters

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Shopping RLSA

Layer your Shopping campaigns with remarketing audiences or create new, RLSA-only Shopping

campaigns

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Shopping RLSA

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Shopping RLSA

● Assign audiences at the ad group level - campaign level assignments coming soon!

● Begin bid adjustment at roughly +50% - +75%

● Just like text ad RLSAs, continually monitor traffic and make adjustments as necessary

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Customer Match

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TrueView For Shopping

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Key Takeaways: Part One

✓ Mirror product information on the website so that users know what they’ll find once they click.

✓ Place important information first, as titles might be truncated on the results page.✓ Take advantage of Auto Item Updates, Feed Rules, and Assortment Reporting ✓ Apply for Merchant Promotions and Trusted Stores

Checklist

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Key Takeaways: Part Two

✓ Determine a campaign structure that complies with your goals

✓ Utilize campaign priorities and custom inventory filters where applicable

✓ Constantly run product group and search query filters for optimization efforts

✓ Add RLSA audiences to your Shopping campaigns and consider Customer Match

Checklist

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Offers!

A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)

B. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact Us Directly: marketing@hanapinmarketing.com

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