three google marketing platforms crucial to outdoor retailers: an unofficial look at adwords,...

7/29/2019 Three Google Marketing Platforms Crucial to Outdoor Retailers: An Unofficial Look at AdWords, Product Listing Ads and Google+ Local

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3 Google Marketing PlatformsFor Outdoor Retailers

Adam LewisAlex SepulvedaJanuary 2013


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About Foghorn Labs

Foghorn Labs develops and executes internet marketing strategiesfor outdoor and active lifestyle brands across the web.


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1 Maximizing ROI from Google AdWords (20min)

2 Google Shopping and Product Listing Ads (20min)

3 Google local search and Google+ (10min)

4 Q&A (10min)

Agenda


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4 Q&A (10min)

Agenda


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Google Paid Search Marketing

Top ads (yellow background): Up to 3

Right side ads: Up to 8

Ads

Advertisers bid on these positions


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Top 3 Tips for Maximizing ROI from AdWords

Ad Group tightly

Optimize strategically

1

2

3

Install Conversion Tracking


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Install Conversion Tracking


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Install Conversion Tracking (cont.)

Help - definitions


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How Is Ad Position Determined?

Top ads (yellow background): Up to 3

Right side ads: Up to 8

Ads

Advertisers bid on these positions

You cant pay for aspecific position, so

how is ad rank calculated?


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Ad Rank = Quality Score x Cost Per Click

To raise an ads position:

Increase Quality Score or Maximum CPC.

*** The more you improve Quality Score, theless you pay per click.

Quality Score (relevance) isdetermined by a combinationof factors:

click through rate (CTR)

keyword and ad textcorrelation

landing page quality account history

Quality Score XMax CPC is the highestamount an advertiser iswilling to pay for a click ontheir ad.

Max CPC

QS CPC

Ad rank / position=Ad Rank determines anads position on thepage.


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Skisskisalpine skistelemark skisbackcountry

skispowder skisrocker skis

No Yes

Skis+skisskis[skis]

Alpine Skis+alpine +skisalpine skis[alpine skis]

TelemarkSkis+telemark+skistelemark skis[telemark skis]

Backcountry Skis+backcountry +skisbackcountry skis[backcountry skis]

Powder Skis+powder +skispowder skis[powder skis]

Rocker Skis+rocker +skisrocker skis[rocker skis]

Get Backcountry Skis HereCheck Out Our New Backcountry Skis.Free Shipping On All Skis!www.ski-store.com/Backcountry

Ad Group Tightly


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Optimize Strategically: Metrics to Consider


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Optimize Strategically: Reduce Cost/Conversion

Backcountry Skis

Mens Baselayer

Avalanche Beacon

Rocker Skis

Polarized Lens

Mens Ski Jacket

Mens Ski Gloves

Womens Ski Pant

Locking Carabiner

Alpine Skis

Telemark Boots

Kids Goggles

Skis

Baselayers

Avalanche Gear

Skis

Sunglasses

Ski Clothing

Gloves

Ski Clothing

Climbing Gear

Skis

Ski Boots

Eyewear


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Automate Cost/Conversion With Conversion Optimizer

Brand

Jackets

Gloves

Headlamps

Baselayer Tops

AvalancheTransceivers


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4 Q&A (10min)

Agenda


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How do outdoorenthusiasts discoveryour products online?


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3 person 4 season tent

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October 2012: Launch of Product Listing Ad Format


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What Are Product Listing Ads?


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Seller Customization in Google Shopping


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Optimizing your

Product Feed


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Where are the Products coming from?

What Google Merchant Center stores theonline merchants inventory

When Merchants submit their product data andupdate it via:

Manual Upload

Scheduled Upload (weekly, monthly)

How Products are sent to Google through Datafeeds (.txt or XML)


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Attributes

Products

What Does a Merchant Center Feed Look Like?


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How are PLAs Targeted?

PLAs = Product Targeting

Products ads show when thequery relates to the product

AdWords = Keyword Targeting

Only keywords can trigger adson Google.com

Title Canon SD780 SLR digital camera

Description The new Canon SD780 is partof the SD series launched in2010. Among its uniquefeatures, it can shoot and filmin the dark (nightvision) as wellas film in full HD.

Keyword Status Max. CPC

Canon SLR Eligible US$2.00

Canon camera Eligible US$2.00

Canon SD780 Eligible US$2.00


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Betterdata

quality

Correct allfeed errors

Update yourfeed

regularly

Submit high

qualityimages

Optimize

your titles &descriptions

product_typereflects

AdWords

Include ALLrelevant

attributes

How to Optimize Your Data Quality

The better your data quality, the better Google can match your

products to shoppers search queries.


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CampaignOrganization andBidding Strategy


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5 Best Practices to Maximize Flexibility & Control

Organize productclusters into their ownad groups.

2

Product targets set at thead group level allow youto bid separately

3

Create specific

promotional text foreach grouping.4

1Place PLAs in aseparate campaign to

increase control

5Include All Productsad group with the

lowest bid (catch all)


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Search query reports will show the actual queries triggering your product

Set negative keywords to prevent products showing for irrelevant queries

Improving query relevance


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Minimum Bid Needed To Appear is $0.01


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4Q&A (10min)

Agenda


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June 2012: Google Places becomes Google+ Local

What this means for business owners:

Your business listing can be found and reviewed acrossGoogle properties (search, maps, mobile, G+)

2

Googles 5-star ratings have been replaced by Zagats 30-

point rating scale system

3

Unlike Google Places pages, Google+ Local pages will beindexed, creating significant SEO opportunities

4

1 You still use the Google Places interface to manage yourbusiness locations


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Where a Google+ Local Listings Appear


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Example of a Complete Business Listing


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AdWords Location Extensions


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Connect Your Business Listing(s) with AdWords

1. Link Google+ Local and

AdWords on Ad Extensions tab2. Upload custom 16x16 logo.

3. Create separate campaigns byregion.

4. Filter by business location ifoffers differ by region.

5. Use geo reports to understandregional trends.


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4Q&A (10min)

Agenda


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Thank you!

[email protected]

[email protected]

facebook.com/FoghornLabs twitter.com/FoghornLabs


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Appendix


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Measuring Conversion Value

Search Google or Google AdWords Help Center for Setting up conversion tracking fora comprehensive guide, and find how to add a dynamic value that will capture the $amount of a conversion.

http://goo.gl/4Yrn0
http://goo.gl/4Yrn0http://goo.gl/4Yrn0http://goo.gl/4Yrn0


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Comparison Shopping Engines Compared


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Separate PLA Campaigns: Provides more control over biddingand budget management than using existing search campaigns.5

Query Relevance: Utilize the see search terms report to gaininsight into the specific queries your products are showing up for.3

Correct ALL Feed Errors: Uncorrected feed errors in GoogleMerchant Center will prevent your products from fully serving.2

Include Negative Keywords: Even though positive keywordsdont come into play for PLA ad serving, negative keywords do.

4

Keyword Relevance: Include specific, relevant keywords in your

feeds product titles and descriptions.1

PLA Optimization in a Nutshell


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Avoid CPA Bidding: Conversion Optimizer (a.k.a. CPA bidding)does not work with PLAs and will effectively halt ad serving.10

Comprehensive Listings: Include all the products on your site,even if you set the max bid at the minimum $0.01 level.8

Catch All Ad Group: Include an All Products ad group with a bidthats lower than the ones with product filters.7

One Ad Per Ad Group: PLAs dont support ad rotation andoptimization features available with other formats.

9

Strategic bidding: Use product targets to bid differently on

different groups of products.6

PLA Optimization in a Nutshell


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4 Costly Pitfalls to Avoid

Incorrect or suboptimal geo and local targeting

Under-utilizing keyword negatives and the keyword tool

1

2

3

Running in the Google Display Network unintentionally

Duplicate keywords4


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Automate Basic SEM Tasks with Automated Rules

For more on this topic, check out http://foghornlabs.com/?p=24


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Account Structure

Account

AdGroup

Campaign

Ad Group

Ads

Keywords

Ads

Keywords

Campaign

Use Campaigns when setting different:

Daily budgets

Location and language targets

Syndication preferences

Use Ad Groups within

each campaign to: Group similar

keywords asspecifically aspossible

Set differentmaximum CPCs

Create ad textspecific to a groupof relevantkeywords

Ad Group Ad Group

Ads

Keywords

Ads

Keywords

three google marketing platforms crucial to outdoor retailers: an unofficial look at adwords,...

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