Join CPC Strategy’s very own Google Shopping Gurus as they dive into advanced strategies that’ll kick-start your 2017 shopping campaigns.

1. ASK AN EXPERT:
Crafting Advanced Google Shopping
Strategies to Rank Higher in 2017
Proven Google Shopping Methodologies That’ll Get Your PLAs to Show up

2. Event Logistics
Join the Conversation: Submit questions and thoughts
Session is being recorded
Today’s Resources

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 350+ Active Retail Clients
• Top 50 fastest growing company in San Diego 4 years
• Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy

4. CPC Strategy Google Shopping Experts
Roman Fitch
Lead Retail Search Manager
Jason Bell
Senior Paid Search Manager

5. Today’s Topics
• How 2016 Google Shopping Growth Impacts Strategy
• Manipulating the Product Feed to Improve Ad Relevancy
• Targeting Consumer Searches Through PLAs
• Advanced RLSA Audience Targeting Capabilities
• Utilizing Google Special Offers to Drive Conversions
• Your Product Mix & How to Leverage for Increased Performance

6. How 2016 Google Shopping
Growth Impacts Strategy

7. How 2016 Google Shopping Growth Impacts Future Strategy
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Google Shopping 2015 Q4 vs. 2016 Q4
• Cost Per Click (CPC)
In 2016, we saw an average drop in CPCs – $.71 across all verticals, in comparison to 2015, where we
saw an average CPC of $.76.
• Click-through-rate (CTR)
In 2016, we an average drop in CTR – 1.34% across all verticals, in comparison to 2015, where we saw
an average CTR of 1.62%
• Return on Ad Spend (ROAS)
In 2016, we an average rise in ROAS – 770.3% across all verticals, in comparison to 2015, where we
saw an average ROAS of only 708.3%.
• Impression Share
In 2016, we an average drop in Impression Share – 27.2% across all verticals, in comparison to 2015,
where we saw an average Impression Share of 29.6%.
• Revenue
In 2016, we an average increase in revenue by 24.77%, in comparison to 2015.
• Cost
In 2016, we an average increase in revenue by 24.10%, in comparison to 2015.

8. Manipulating the Product Feed to
Improve Ad Relevancy

9. Basic Product Data Quality – The Easy Stuff
The essentials for a good quality Google Shopping product feed
The Basics:
• Item IDs - Are they unique?
• Item IDs - Are they consistent?
• MPNs - Are they modified? Do MPNs match what other retailers have?
• SKUs - Does the Feed match the ItemIDs in recorded in Google Analytics transactions?
• Prices - Accurate? How often are you syncing price? Make sure no $0 values.
• Links - Do they work? Check for 404 errors & 302 redirects that strip tracking parameters.
• Stock Status - How are we handling out of stock items?
• Images - Are we including any Watermarks or Promotional Text?
• Product Variations - Are we missing/not sending these? Why or why not?
• Product Variations - Are we loading the child variations on the landing page?
• Shipping & Tax Data - Accurate? Set it up in the GMC, or the feed.
• GTINs - Are we in compliance based upon Google’s Diagnostic’s tab?
• Custom Labels - Are we taking advantage of these 5 customizable fields?
• Complete Data - Do we have fully populated columns? Any empty fields?
Manipulating the Product Feed to Improve Ad Relevancy
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

10. Targeting Consumer Searches
Through PLAs

11. What is ISO and why is it so important?
ISO Strategy – [Exact] or “Phrase” Match Targeting
What is it?
 Ability to target an exact keyword or phrase within Google Shopping w/o the need of a daily
negative keyword addition (ie: SQO Strategy)
 Shifting focus away from only product-level performance to search query performance
How is it accomplished?
 Through the use of both the campaign priority settings and negative keyword sculpting
Customer Intent Example
 Ability to bid based upon perceived customer intent
 Ensuring higher placement on terms which show higher customer intent to purchase
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

12. The Green Vs. Red ISO Strategies
Green ISO Strategy
Red ISO Strategy
Use Cases
 Improve ROI on Poor Performing Queries – lower average CPC
Use Cases
 Drive Impression Share - Exact/Phrase Match Target High Value KWs - Quickly Monitor & React to
Aggressive Competition – Control Product Mix – Stimulate Growth Through Aggressive Bidding
Green & Red ISO Working Together?

13. The Red ISO Strategy
30 Days Before & After Results
 Cost Down 66%  Avg. CPC Down 73%  ROAS Up 370%
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
G
R
E
E
N
R
E
D
 Imp. Share Up 21%  Conv. Up 14%  Competitive Awareness

14. Advanced RLSA Audience
Targeting Capabilities

15. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
**Similar Audiences**
 Automatically created Google audience based off users on your RLSA list. Users on
RLSA lists are excluded from “similar lists”, and the user duration is only 24 hours.
Google will identify users searching for similar queries as users on your RLSA list.

16. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Audience Structuring and Themes:

17. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Purchasers
Abandoners
• Cart
abandoner
• Checkout
abandoner
Micro-
conversions
•Email sign-up
•Account creation
•Quote Request
•Form completion
Engaged
Visitors
•Time on site
•page depth
•Live Chat
•Did a site search
BrowsersLeads
Landing page
Homepage viewers
Category viewers
Product viewers

18. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Setting audience bid modifiers
 Save filters for high converting audiences above target ROI / below target CPA
 Save filters for higher spending audiences below ROI / above target CPA
Campaign/Adgroup View within AdWords
** Not enough data =(

19. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Setting audience bid modifiers
 Download audience report at the account level
 Pivot the data to see how an audience is doing across an entire account
 This will give you more insight into audiences that are doing well holistically
 This can empower you to take action and potentially bid up/down on audiences
that don’t have enough data to act at the campaign/adgroup level.
Pivoted Audience Level Report

20. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Success stories with shopping RLSAs
 Halloween costume manufacturer sees YoY ROI gains in Google Shopping by retargeting last
year’s customers
 Personalized pet gear brand increases sales through Similar Audiences in Google Shopping
 Local furniture store increases Store Visits by retargeting recent users completing a Finance
Application

21. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
 Google Analytics RLSAs to remarket
users who purchased Sept – Oct, 2015
 Uploaded emails lists of purchasers
Sept – Oct over the past 5 years
 Use in conjunction with ISO™ to
capture “top funnel” traffic for proven
converters from last year.
Halloween costume manufacturer sees YoY ROI gains through RLSA in Shopping

22. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
 Apply Similar Audience, one per theme:
“Engaged Visitors”, “Micro-Conversions”, and
“Purchasers”.
 11% of shopping sales now coming from
similar audiences.
Personalized pet gear manufacturer sees increase in sales with Similar Audiences in Shopping

23. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
 Micro-conversions — Using back-end data, we were able to determine that 80% of approved finance
applicants become a purchase, with the average application value over $750.
 Engagements — Users who do a site search (+68%), engage with live chat (+50%), or play a product
video (+9%) on the site are more likely to convert.
Local furniture store increases conversions with RLSA for micro-conversions and engagements

24. Advanced RLSA Audience Targeting Capabilities
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Takeaways
 RLSA is effective for incremental efficiency gains in shopping.
 Similar audiences is looking like a strong growth opportunity for new customer acquisition
 Customer match lists can be more limited in reach but unique in terms of audience definition
and list duration.

25. Utilizing Google Special Offers
to Drive Conversions

26. Utilizing Google Special Offers to Drive Conversions
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Google Merchant Promotions
What is it?
 Ability to highlight promotions within Google Shopping
 Improve CTR & Conversion Rates with no extra charge to participate
Implementation
 Through the Google Merchant Center within the Promotions Tab
7- Day Sale Result
 CTR up 19%
 Conv. Up 34%
 Conv. Rate up 14%
 CPC down -8%
PROMOTION TYPE ADDITIONAL INFO
DISCOUNTS
$ Off or % Off Discounts must be at least $5 or 5% off
x% Off. Maximum Discount $y n/a
$x Off $50+. $y Off $100. $z Off $150 Tiered discounts allowed
x% to y% Off Floor discounts (ie. minimum amount or
percent saved) must be stated
Buy One Get One Free or Buy One
Get 2nd x% Off
n/a
$x Cash Back or $x Cash Rebates Must be reflected at cart or checkout
FREE GIFTS
Free Item Must clearly describe the free gift and item
cannot be samples or trials
$x Gift Card on purchase xTitle must clearly state the gift card value and
gift card must be from your own store
SHIPPING
Free or Discounted Shipping Must have valid redemption code
Exception: No redemption code necessary
when combined with another permissible
promotion (E.g. Free shipping + 10% off)

27. Your Product Mix & How to
Leverage for Increased Performance

28. Your Product Mix & How to Leverage for Increased Performance
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
Understanding Your ‘Winning’ Products
What is your competitive edge
 Price? Exclusivity? Turn around time? Clout?
Leverage where customers see your value
 Spend your time & effort correctly marketing where you provide the best value
Improving competitiveness
 Research & understand why you may be losing out on conversions to competitors
 Leverage your knowledge of your own products to provide more value where you can afford
Execute
 Implement merchant promotions, RLSAs, specialized shopping campaigns
 Continue understanding the playing field and where you convert best
 Find areas for opportunity that you can cultivate

29. Questions For The Experts?
Roman Fitch
Lead Retail Search Manager
Jason Bell
Senior Paid Search Manager