shopping ads masterclass uk - feed management
TRANSCRIPT
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Growth Hacks for an effective, optimized Product Feed Google Shopping Superchargers
Sokrati Inc. | www.sokrati.comFor limited distribution only.
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■ UK is the 3rd largest eCommerce market in the world (after the US and China)
■ 77% of UK population purchases online at least once a month
■ +50% of total UK digital ad spend invested in paid search
■ Sokrati, founded by ex-Amazonians, is Google’s first eCommerce focused channel partner in the UK
1. A.T. Kearney and PSWeb 2015 eCommerce Survey2. Data from IMF, Consumer barometer, CIA, Euromonitor and Statcounter are based on assumptions. Figures/estimates are based on historical information and do not guarantee future performance3. IAB-PWC UK Digital Ad Spend Report 2015
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Confidential & Proprietary
Google Shopping
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Confidential & Proprietary
Cost per saleLow High
Volu
me
Hig
hLo
w
Search Non-Branded Keywords“Running shoes”
Google Shopping
Search Branded Keywords
“Nike zoom pegasus shoes”
Overview
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Confidential & Proprietary
Now up to ten products in a carousel
Across Different Screens
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The Product Feed
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Product Feed Attributesproduct_type Home / Home & Furniture / Ready Made Curtains
M&S Collectionbrandtitle
sku_idprice
description
colour
size
availability
additional_image_links
image_link
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Types of Feed
StaticInventory doesn’t changePush (by Merchant) or Pull (by Google)BeginnersSlow
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Types of Feed
HybridPrice & Availability ChangesPush (by Merchant) or Pull (by Google)IntermediateFast
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Types of Feed
Dynamic
Fully Dynamic FeedPush (by Merchant)
AdvancedMedium
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Sokrati’s Feed Management
Real time. Automated. Intelligent.
Sokrati Creates & Curates the Product Catalog - fully automatically!
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5 Hacks to Supercharge your Product Feed
1.Increasing Feed Density
2.Effective Product Categorisation
3.Expanding the Search Universe
4.Forming the Best Titles
5.Image Optimisations
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Increasing Feed Density
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12 SKUs
1 item_group_id
Increasing Feed DensityS
M
L
XL
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Increasing Feed Density
60%Impressions
40%Transactions
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Effective Product Categorisation
X
X
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Effective Product Categorisation
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Expanding the Search Universe
Buy, Shopping, Online
Category/Brand
Product
Conversion
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Expanding the Search Universe
Conversion Rate
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Expanding the Search Universe
Transaction
Volumes
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Forming the Best Titles
TitleUser Search Queries
Relevant attributes
User Experience
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Hint: Play with Product Attritbutes in your Title like Material, Style, Product Type, Brand, Gender and Other Attributes like Color, Size
Jewellery
Forming the Best Titles
Product Title: Grey Regular Top
Optimized Product Title: Zara Woman's Grey Regular Top in Knit
Fashion
Product Title: Diamond Ring
Optimized Product Title: Cartier 2 Carat Diamond Ring
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Forming the best titles
35%Impressions
30%Click-throughs
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Image Optimisations
Background Removal
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Image Optimisations
Product Focus
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Image Optimisations
A/B Test
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Image Optimisations
30%Click-throughs
12%Cost per click
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5 Hacks to Supercharge your Product Feed
45%Product Reach
30%Click-throughs
18%Conversion Rate
1.Increasing Feed Density
2.Effective Product Categorisation
3.Expanding the Search Universe
4.Forming the Best Titles
5.Image Optimisations
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Sokrati’s FREE Feed Audit ToolKnow how your Product Feed stacks up...
Detailed Audit Report in 2 Easy Steps!
Simply go to: sokrati.com/audit