how data boosts your google shopping revenue

ProductsUp is now a DLT companywww.disruptive-lead-technologies.com

How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham Stadium

iStrategy Conference 2012Volker Schmidt – Co-Founder & CEO

Agenda

Introduction to Products-UpGoogle Shopping statisticsHow data boosts your revenue in Google ShoppingYour key learnings

Workshop Agenda

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Agenda

Introduction to Products-UpGoogle Shopping statisticsHow data boosts your revenue in Google ShoppingYour key learnings

Workshop Agenda

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Introduction of Products-Up

Products-Up GmbH

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Headquarter:Products-Up GmbH

Bahnhofstr. 591245 Simmelsdorf

Germany

Facts:Founded: 2010

Staff: > 13Office Locations: > 3

Clients: > 150served countries: > 9

The Products-Up Story

Products-Up serves up to 18 million products a day to Google Shopping and Product Listing Ads (PLA) for more than 150 clients around the world turning over more than $100 million in revenue. With offices in Sunnyvale (CA), Sao Paulo, Berlin and Munich we provide global insights on data management potential, product data optimisation and maximising the revenue that comes from that data regardless of the channel

Our mission is to analyse and optimize the world’s product data and in so doing, maximise your revenue!

Optimization metrics are used worldwide

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Leading Brands entrust in our services

Business Case

300% initial traffic increase and up to 900% in total in the first 3 months

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Agenda

Introduction to Products-UpGoogle Shopping statisticsHow data boosts your revenue in Google ShoppingYour key learnings

Workshop Agenda

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(Maybe) The Google Strategy

eBay >900 millionAmazon >335 millionGoogle Shopping < 100 million

2009:Google Shopping >25%Amazon <18%

Product-related searches each month in Google.com

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Source: comScore, WSJ, Mercent Corp. & NYT

c. $1,800,000,000

Visibility Google Shopping in US

Visibility of Google Shopping ‚One-Box‘ in SERPS’s

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Source: searchengineland.com

90,000 product-related keywords were monitored94% less visibility in one monthAnnouncement of paid-model was on June 1st

Visibility Google Shopping in US

How traffic splits up between Shopping & PLA from April to August?

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Source: RKG

Visibility Google Shopping in US

Is PLA taking over Google Shopping traffic?

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Source: RKG

Kill Google Shopping – long live Google Shopping

Did Google really end free Google Shopping traffic?

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Source: Channel Intelligence

Agenda

Introduction to Products-UpGoogle Shopping statisticsHow data boosts your revenue in Google ShoppingYour key learnings

Workshop Agenda

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How data boosts your revenue in GS

How merchants use their product data

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How data will boost your revenue in GS

Providing the right data at the right time is the key to success!

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Title: T-shirtDescription: Grey Bus, Green Dinosaur and Orange Bear Face 100% cotton. Yellow Taxi 95% cotton 5% viscose.Size: 3-6 month

6-9 month

Title:Sweater with a grey bus from 3-6 month Description:Lovely Sweatshirt for infants in the age of 3-6 monthsSize: 3 month, 4 month, 5 month, 6 monthWashing instructionsAge Group: Infant

Merchant (buying team) Google Requirement Client searches

Client Search:Small child sweater

What does Google want? What is the client actually searching for? You need to match these requirements!

How data boosts your revenue in GS

TitleDescriptionPriceImageConditionGoogle Product CategoryShipping CostsAvailabilityUnique Identifier (Brand, MPN, GTIN) / Computer Electronics, Books & DVD’sVariants / Fashion

Minimum requirements to be listed in Shopping

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How data boosts your revenue in GS

Title (should contain Brand, Size, Colour, Material – depending on the product category)Image resolution and additional imagesShipping information (Country:County:Company:Price)Weight and SizePayment methods, payment notesCountry of origin (UK)Last Update (Timestamp – products updated, not feed upload)Sizes (32,33,34 – not 32-34)Keywords, keywords, keywords!

Google provides 50 fields for your data enrichment

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How data will boost your revenue in GS

Client Searches Should Influence Data Optimization

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Keywords entered:„Christmas gift idea“

Keywords entered:„Trans Alpine 30L Deuter“

Search Result Search Result

How data boosts your revenue in GS

Content enrichment driven by external solutions

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Crawling

Mechanical Turk Solutions

Content-Provider

Top Products

OnSite Search

What merchants should know!

Product data = Relevancy = Quality Score

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Quality Score

Cost-per-Click

Re

turn

on

Ad

Sp

en

d

Quality Score

Cost-per-Click

Google: The higher the quality score, the lower the CPC to be paid and the greater the range for your products

Agenda

Introduction to Products-UpGoogle Shopping statisticsHow data boosts your revenue in Google ShoppingYour key learnings

Workshop Agenda

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Key Learnings

Content management is critical!Use CMS or intelligent export tools to deliver the right content at the right time!Better content = more relevancy = better quality score = lower CPC!Use all 50 attributes given by Google Shopping!Know your clients search behavior!Use Product Listing Ads NOW!Your content is better than you might think!

Your key learnings

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Content is KING KONG!

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Merchant‘s should know...

To wake you up!!!!

Here is a donkey for your amusement!

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People...

Contact

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Volker SchmidtCo-Founder & CEO

vs@products-up.deMobile: +49 151 52 800 420

Mark PeateyCountry Manager UK

mark.peatey@products-up.co.ukMobile: +44 7932 656523