Google ShoppingGet the 800 Pound Gorilla on Your Side

Liam SuppleSingleFeedA Google Shopping Partner

Agenda• Why are you here today?• What is Google Shopping?• How does it work?• 10 tips to PLA success

Why are you here?To reach the millions of shoppers

that search for products on Google every day.

1 Get Listed on Google Shopping

• Most Traffic• Highest Conversions

of all the Comparison Engines

Why are you here?To drive more customers to

Product Pages

1

2How to be successful in driving Google Shopping traffic.

Multiple factors impact your success.

This is why!

1 2 3

To get more customers to Order Confirmation Pages

Start-to-finish Google Shopping experience

What is Google Shopping?• Comparison Shopping Engine• Transactions on Your Website• Data Feed – Google Merchant Center• Product Listing Ads (PLAs) – AdWords• Pay Per Click, Bidding – AdWords

Leading CSE

PLAs in Google Search

PLAs

AdWords

AdWords

Paid Ad

Organic

PLAs in Google Shopping

Product Data FeedData Feed

Service Provider

CorrectionValidationCategorizationGoogle RulesMarketing Rules

Merchant Center

Product Data FeedData Feed

Service Provider

CorrectionValidationCategorizationGoogle RulesMarketing Rules

Merchant CenterA data catalog of your store inventory, prices, descriptions, titles and images.

Two Google AccountsData Feed

Service Provider

CorrectionValidationCategorizationGoogle RulesMarketing Rules

Merchant CenterData Feed

AdWordsManage PLAs

Submit Data FeedBidding / Campaigns

Which Products will Google Show?• Search Based – Google’s Algorithms • NO Keywords• Displayed by Bid and Quality Score.

Red Board Shorts

Setting Up PLAsYou don’t bid on keywords when running PLA campaigns, but rather bid at the Ad Group or Product Target level.

All Products – target every product within your feed

ID – the specific identification number or naming convention of the productProduct Type – a designation of product category

Brand – the brand which manufactures the product

Condition – to identify if the product is new, refurbished or used

AdWords Labels – Targeted product labels set in the data feed.

AdWords Grouping – a customized grouping of products

Setting Up PLAs

Define Product TargetsBrand, Type, Condition,

AdWords Label

Tip #1: Use quality, up-to-date Data• Fresh Data – Prices on Google match your site!• Optimized for Google (Search)– Rules & Conventions – Good Product Titles– Product Descriptions

Tip #2: Use Great Images• Scale well to small sizes• Can see detail – and what it does

Tip #3: Understand the Difference• AdWords – target search Keywords• PLAs – set Product Targets for bidding

campaigns

Tip #4 Start Out Slow

• 2c CPC bid• $20 daily budget

Tip #5 Manage your PLAs

SingleFeed Detail Report

• Don’t ‘set-it-and-leave-it’

• Daily or weekly review• Performers / non performers

• Check competitor prices

• Search Terms Report• Test bidding strategies

SingleFeed Detail Report

Tip #6: Use AdWords Labels• Tag items in your feed with special labels.• Target these labels and bid strategically: e.g. Bid more aggressively on high-margin or low cost-items.

“High_Margin” “Low_Cost”

Tip #7: ‘Publish’ Label• Mark products as “True” or “False”• Determine which products are in the

campaigns based on:

• Seasonality• Availability• Conversion Rates

Product Filters available from your Data Feed Service

Tip #8: Negative Search Terms• Negative Search Queries can be defined if you

discover that certain types of search are generating clicks but no conversions.

• View Your Query Report! – See search queries that triggered your products. Optimize your product data accordingly!

You Sell Men’s Shoes

Woman’s ShoesStilettosHigh heels etc.

Tip #9: Be a Trusted Store• Google Trusted Stores get a special distinction

in the PLA search results – with the Google check icon.

Tip #10: Do More!Don’t Stop with just Google Shopping.

Your data feed with SingleFeed canpower a whole lot more!

In it to win it.• You can’t win the Lottery if you don’t play.

• Your odds on Google Shopping are considerably better than the lottery.

• Yes, it looks hard at first – but really its not.

How can we help your business?

Thank You!info@singlefeed.com

800.705.8852

singlefeed.com

Notes

Blank Slide

PLAs are Cheaper, More Profitable

Home Products Retailer Fashion Apparel Retailer