biddable world - online shopping - sarah conway
Post on 20-Oct-2014
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DESCRIPTION
Slides from the 20 minute talk I gave at Biddable World in London on January 21st 2014TRANSCRIPT
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online shopping
Sarah Conwaysarah.conway@isabellaoliver
.com@dothesethings
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the presenterSarah Conway
Marketing Manager | Isabella Oliver
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the agenda
o 2013 in a nutshello What’s changing?
o Feedo Campaigns &
structureo Optimisation
o Cheap tricks
SHOPPING
PLAs
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2013 in a nutshell
1 no more free clicks2PLAs =
35% clicks in Q3’13
3
Sources: RKG DMR Q3 20132013 Kenshoo Global Online Retail Seasonal Shopping Report
spend +196%
revenue +417%
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what’s changing?
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what’s changing?
bing product ads show potential in Q4
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Need image for PLAs or a meme
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what are PLAs?
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why use them?
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this is interesting
known retailer free shipping price image
Source: Search Engine Land
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the holy trinity
FEED
DATA STRUCTURE
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feed structure optimisation
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feed dataATTRIBUT
ES
BA
SIC
S IDTitleDescriptionLinkImage linkConditionPriceAvailability
IDEN
TIF
IER
S BrandMPN *GTIN *
* = compulsory for some apparel categories
CA
TEG
OR
ISA
TIO NGoogle
Product Category *Product Type
* = compulsory for Clothing & Accessories, Media and Software
AP
PA
REL Gender
Age GroupColourSize
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Required for:Clothing & AccessoriesMediaSoftware
feed dataGOOGLE_PRODUCT_CATEGOR
Y
o go granular
o follow the breadcrumbs
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get it loaded
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feed structure optimisation
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ALL Auto Target: All £0.50
CAMPAIGN
PRODUCT TARGET BID
getting started
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Dre
sses
Dresses – ID – DR111-BLK-0001
Dresses – ID – DR222-RED-0001
Dresses – ID – DR333-PUR-0001
ALL Auto Target: All £0.50
£1.00
CAMPAIGN
PRODUCT TARGET BID
break-out products
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Dre
sses
Dresses – ID – DR111-BLK-0001
Dresses – ID – DR222-RED-0001
Dresses – ID – DR333-PUR-0001
ALL Auto Target: All £0.50
£1.00
CAMPAIGN
PRODUCT TARGET BID
break-out products
£1.00
£1.00
ALL
AUTUMN
PRODUCT TYPE
SPRING
BESTSELLER
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feed structure optimisation
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beware the ‘all products’ target
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1 2 3
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watch your devices
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Identify product-
specific search volume trends,
match bids accordingly
& your shopper habits
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other nuggets
oup your budget
ouse your labels
obreak out bestsellers
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no more free traffichop on the train
zero fearaccelerate
quality & quantity