Google Shopping: The Insider Edition By Katie Ziemkowksi
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Transcript of Google Shopping: The Insider Edition By Katie Ziemkowksi
#SMX #14B @kcammilleri
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§ Review most common assump:ons. § Reveal reality and ac:ons taken.
GOALS FOR TODAY
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§ Program Impact § Local Inventory Ads § Search Term Analysis § Campaign Structure § Shopping Channel Mix
TOPICS
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§ Does NOT provide Incremental Revenue or Traffic. § “Stealing” traffic from Text Ads.
ASSUMPTION
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§ Traffic and Revenue are Incremental › Match Market Test › Paused 13 Markets
§ Null hypothesis rejected › 95% confidence
REALITY Revenue Impacts
Forecast Actual
PotenLal Revenue Loss:
Null Hypothesis: Program Traffic/Sales Not Incremental.
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§ Numerous challenges: Tracking, Bidding, Feed Management. § Difficult to Measure TRUE impact › Minimal Q4 Impact
REALITY
AddiLonal Tracking Requirements
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§ Online Research is part of the buying cycle.
HARD REALITY
9 in 10 in-‐store shoppers look for informa:on related to their purchase before they visit a store
32% of in-‐store shoppers say they were prompted to visit a retailer a\er checking product availability online or loca:ng a nearby retailer carrying the product
Research Background: Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, March-May 2014. Survey conducted among 6,000 smartphone users aged 18-54 who have influence in the purchase decision making process of Retail, CPG or Tech products and have used the Internet to look for shopping-related information.
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§ Mul:-‐Channel Approach › Local CTR +70bps
§ Improve Offline Aaribu:on § Local Match Market Test
ACTION
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§ Majority of traffic is more general, less specific. REALITY
0.09%
0.22%
0.54%
1.35%
3.57%
9.59%
21.69%
35.00%
24.28%
3.56%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
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% of Traffic
Word Co
unt
Traffic by Word Count
Majority have 2-‐4 words per query.
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§ Improve Landing Page Experience § Reduce Bounce, Increase Conversion
ACTION
No RecommendaLons or Related Items
Total Product Page Entries +32% YOY
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§ Not well structured for op:mal targe:ng.
ASSUMPTION “A more controlled negaLve keyword strategy could be applied to focus
searches for specific brands to the right group of products.”
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§ Several Thousand Product Groups § Granular level bid structure
REALITY
Campaign
First Node
“Camp & Hike”
Ad Group
Second Node
“Tents”
Product Group
Subcat-‐brand-‐ID
“REI Camp Tents”
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§ Implement brand/sub-‐category focused structure. § Ex: Ghost Mountain Bike Campaign › “Mountain Bike”
ACTION
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§ Compared to Google Shopping, CSEs are not as profitable.
REALITY
Cost Per Conversion
ROAS
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§ Test and learn to understand incremental impact. § Loca:on research is part of the buying cycle. § Know and adapt to your customers search behavior. § Structure campaign for op:mal targe&ng, bidding, & repor:ng.
§ Look for new opportuni:es to diversify shopping program.
KEY TAKEAWAYS