Slides from my Google Shopping presentation at BrightonSEO in September 2015. With over 1,000 changes to the AdWords interface in 2013, it is clear that Google invest a lot in this platform. A lot of the changes were for Google Shopping and in this presentation I am giving away lots of tips and techniques to maximise ROI from this channel

1. @Koozai_Sam
BrightonSEO – Sept 2015
HOW TO COMPETE ON
GOOGLE SHOPPING

2. 90%of Google’s
revenue
Came from Advertising Platforms
such as AdWords in 2014!
Source: Investor Google

3. Google’s annual advertising revenue continues
to increase year on year.
Source: Statista

4. 1,000Changes
Were deployed within the Google
AdWords Ecosystem in 2013!
Source: Delegator

5. Most of the changes in the past two
years have been for Google Shopping.

6. We did a survey to 1,000
UK eCommerce
businesses.

7. Here are some of the
results.

8. Are costs for Google Shopping increasing?
66%
34%
Yes
No
Source: Koozai

9. How much are those costs rising by?
3% 7%
13%
29%
37%
11% 0 to 5%
5% to 10%
10 % to 20%
20 to 30%
30% to 40%
More than 40%
Source: Koozai

10. Do you see a good Return on Investment
(ROI) from Shopping campaigns?
62%
23%
15%
Yes
No
Don't know
Source: Koozai

11. How does ROI from Shopping campaigns
compare to standard text ads?
19%
17%
49%
15% Lower
About the same
Better
Don't Know
Source: Koozai

12. Text ads still take the lions shares of clicks but
Shopping results are catching up.
Source: Google

13. IMPROVE?
HOW DO WE

14. I am going to give you
as many tips as I can in
the next 12 minutes.

15. & DATAFEED
THE MERCHANT CENTRE

16. Making changes in GMC is where you
will gain a competitive advantage.

17. The feed must contain the required
field attributes for it to work.

18. http://kooz.ai/feed-attributes
Find out more here

19. Product titles should be formatted in
the language your audience will use.

20. Your images need to stand out in a crowd
and really focus on the actual product.

21. Make the MPU your Item Number so
the product name is pulled in.

22. Update your feed daily. The fresher the feed,
the higher Google seem to rank it.

23. Keep a close eye on the Diagnostics tab in
Google Merchant Center.

24. Act on core warnings immediately and then
move onto potential issues.

25. Use the Feed Debugger tool to make changes
& test individual products before you go live.

26. There are three top reasons for disapprovals in
data feeds.
Disapproval reason How to fix it
Price availability in feed doesn’t
match landing page
Implement Automatic Item
Updates
Product has been automatically
disapproved due to a policy
violation
Request manual review via the
Merchant Center Products tab
Items image URL was broken
upon an attempt to crawl it
Check to make sure robots.txt
isn’t blocking crawler; or image
URL actually contains an image
Source: Google

27. 1
3
2
Used as a backup for availability and price
(ideal for quick changing stock).
If the feed is different to the schema on site,
Google will default to schema rather than
disapprove the ad.
This is not a replacement for the data feed
or for regular updates to the feed.
Implement Schema markup on product pages
to avoid disapprovals due to differences.

29. FOR IMPROVED ROI
BID OPTIMISATION

30. Use Custom Labels to subdivide products into
unique groups for strategic bidding.

31. Google only currently
allow 5 Custom Labels.

32. Source: Google

33. Some products maybe affected by
seasonality so bids should be adjusted to suit.

34. For products that generate the highest profit
margin, you can afford to bid more.

35. Some products may have a high complaint
rate; you may wish to bid lower.

36. Use GA to tell you which products are your
best selling items and increase your bids.

37. Group products into price buckets so you
bid a realistic amount for each group.

38. 1
3
2
Maximise Clicks:
Adjust bids to capture as much traffic as
possible for your budget
Enhanced CPC:
Dynamically optimise bids to get more
conversions at a similar cost.
Target ROAS:
Choose your desired ROAS and dynamically
bid for higher revenue products.
Google recently launched an updated suite
of automated bidding solutions.
BETA

39. http://kooz.ai/target-roas-beta
Register interest here:

40. Look at your strategy and test the best
automated solution that is right for you.

41. The trend for ‘Near Me’ searches are
increasing dramatically.

42. Bid higher for local searchers as shoppers
are more likely to engage with your ads.

43. STAND OUT
MAKE YOUR ADS

44. Become a Google Certified Shop to enhance
your credibility & show a badge on ads.

45. The badge can also build credibility on your
site for all your visitors; not just from shopping.

46. Encourage your customers to leave feedback
on review platforms.

47. At the end of September we say bye to
Promotional Text & hi to Automated Extensions.

48. The more products you upload, the higher
chance of securing the sale.

49. Use a mixture of ad types to secure a higher
percentage of the results.

50. ‘Merchant Promotions’ can give you the edge
over your competitors! BETA

51. 7%Increase in
CTR
PLUS an 11% decrease in the
campaign CPC

52. http://kooz.ai/merchant-promo
Register interest here:

53. ‘Local Inventory Ads’ show customers stock
availability in the search results. BETA

54. 83%of online
shoppers
Would be more likely to visit a store
if they could check availability
beforehand.

55. http://kooz.ai/local-inventory-ad
Register interest here:

56. Quality Score for Shopping is
largely based on Click through
Rate (CTR)
Source: Google

57. The more relevant the ads, the
higher your CTR will be

58. Which in turn lowers your
overall costs.

59. FOR CHRISTMAS!
IT IS TIME TO PLAN

61. 26%of consumers
Start their Christmas shopping in
October.
Source: AdWeek

63. Black Friday ‘14 was the biggest day ever in
the UK for online sales.

64. The key dates for your diaries. Get planning to
make the most out of this!
Black Friday
27th November
Cyber Monday
30th November
Manic Monday
14th December
Boxing Day
26th December

65. Download
our Guide.
Completely free.
http://kooz.ai/pla-whitepaper
Simply visit this link:

66. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300
http://kooz.ai/pla-whitepaper