Using Competitive Data to Drive Performance on Google...
Transcript of Using Competitive Data to Drive Performance on Google...
![Page 1: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/1.jpg)
Using Competitive Data
to Drive Performance
on Google Shopping
![Page 2: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/2.jpg)
Michael Stricker U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, consulting and web design studio experience
• 100s of successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Speaker: ClickZ Live, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.
• Worked with Enterprise Brands 2Modern, AeroPostale, BET,
GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba
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Using Competitive Data to Drive Performance on Google Shopping
1. Building the Account Architecture from Scratch
Through Competitive Analysis
2. Identifying the Keywords that Surface Your
Competitors' Top Shopping Ads and What to Do With
Them
3. Mining for Top-converting Search Terms to Integrate
into the Product Data Feed
4. How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
![Page 4: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/4.jpg)
1. Building the Account Architecture from Scratch
Through Competitive Analysis
9. Adjust bids for optimal ROI. Reallocate
budget to extend wins and cut losses.
10. Modify Ad Group structure to shift
merchandise and rework your feed to add
inventory and eliminate poorly-performing
products.
11. Frequently update your data feed, keep pace
with your product inventory database.
1. Create Google Merchant Center account
2. Link to AdWords account
3. Structure the data on your landing pages
4. Prep your funnel for device, location
5. Build and upload your product feed
6. Set up new PLA campaign
7. Create appropriate product groups
8. Start bidding and tracking your PLAs’
performance
![Page 5: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/5.jpg)
1. Building the Account Architecture from Scratch
Through Competitive Analysis
These are not the first steps…
9. Adjust bids for optimal ROI. Reallocate
budget to extend wins and cut losses.
10. Modify Ad Group structure to shift
merchandise and rework your feed to add
inventory and eliminate poorly-performing
products.
11. Frequently update your data feed, keep pace
with your product inventory database.
1. Create Google Merchant Center account
2. Link to AdWords account
3. Structure the data on your landing pages
4. Prep your funnel for device, location
5. Build and upload your product feed
6. Set up new PLA campaign
7. Create appropriate product groups
8. Start bidding and tracking your PLAs’
performance
![Page 6: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/6.jpg)
Pre-Planning
Research
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Pre-Planning Research
1. Identify Competitors
2. Evaluate Keywords
3. Compare Competitive Performance
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Pre-Planning Research
Wait a minute, why are we talking about keywords?
This is Google Shopping. I can’t bid on Keywords…
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Pre-Planning Research
Wait a minute, why are we talking about keywords?
This is Google Shopping. I can’t bid on Keywords…
• Relevance through to Landing Pages
• Product Names, Numbers, Brands, slang
• Feed, Titles, Descriptions, additional columns
• Groups, labels
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Pre-Planning Research
Identify Competitors
• Google Shopping Competitors
• SERP Competitors
• AdWords Competitors
• Business Model Competitors
• Keen Competitors
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Identify & Evaluate Competitors
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Identify & Evaluate Paid Competitors
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Identify & Evaluate Paid Competitors
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Pre-Planning Research
2. Identify and Evaluate Keywords
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Pre-Planning Research
2. Identify and Evaluate Keywords
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Pre-Planning Research
2. Identify and Evaluate Keywords
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Identify & Evaluate PLA Competitors
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Filter by Product, Export PLA Competitor Keywords
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Identify & Evaluate Paid Competitors
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Identify & Evaluate Paid Competitors
Common Keywords = Battle Zone
Common, Strong Competitors = Sweet Spot
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Identify & Evaluate Paid Competitors
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Identify & Evaluate Paid Competitors
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Identify & Evaluate Paid Competitors
![Page 24: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/24.jpg)
Identify & Evaluate PLA Competitors – All KWs
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Identify & Evaluate Paid Competitors
Your Unique Keywords = Defensive Posture
Competitors’ Unique Keywords = Opportunity
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Identify & Evaluate PLA Competitors – Unique KWs
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Pre-Planning Research
Identifying the Keywords that Surface Your
Competitors' Top Shopping Ads and
What to Do With Them
![Page 28: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/28.jpg)
What to Do With Them
Incorporate Keywords in appropriate Feed columns
Start with Title and Description
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Pre-Planning Research
Identifying the Keywords that Surface Your
Competitors' Top Shopping Ads and
What to Do With Them
Some Put Brand First – every opportunity
Primary Keywords to the fore
Some evidence that plurals and mis-spellings work
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What to Do With Them
View Competitors’ Ads for Promotions
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What to Do With Them
Deploy Counter-Measures in “Create an Ad ”Interface
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How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
![Page 33: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/33.jpg)
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
![Page 34: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/34.jpg)
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
![Page 35: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/35.jpg)
How Price Plays a Role on Shopping and How to
Leverage Competitive Pricing Data
![Page 36: Using Competitive Data to Drive Performance on Google Shoppingcdn-website.cpcstrategy.com/.../SEMrush-2015-Google... · Using Competitive Data to Drive Performance on Google Shopping](https://reader034.fdocuments.in/reader034/viewer/2022042911/5f4220f90300b86f963dab55/html5/thumbnails/36.jpg)
Questions?
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Thank you!