Biography Of Angeliki Cooney | Senior Vice President Life Sciences | Albany, ...
SES San Francisco 2011 presentation slides
1. Audience Choice Session:
How to Leverage Your
Google Product Feeds
Across All Major Channels
Presented by CPC Strategy
CEO Rick Backus
@CPC_Rick
2. Presentation Overview
Data Feed 101
5 Tips to Improve Traffic from Google Shopping
Other Data Feed Sales Channels
= Data Feed Guy (these suggestions may
require additional technical resources)
12. 5 Things You Can Do
RIGHT NOW!
1. Add Relevant Keywords
2. Add UPCs
3. Add Seller Reviews
4. Add Rich Snippets
5. Optimize Product_Type Column
13. HOW TO: Add Relevant Keywords
Leverage your existing keyword data from:
Click on the Content tab >
Top Content >
Drill Down to the Keyword Level
Add keywords to your titles (limited to 70 characters)
and descriptions
Start with your most popular products
14. HOW TO: Add UPCs
Perform a search for one of your products on Google Shopping
Click the Compare Prices button for the product that corresponds to your product
Scroll down to the Details section where you’ll find the UPC, Brand and Part #
Add UPCs to the GTIN column in your Google Shopping feed and you’re all set
15. UPC Test Results
Merchant A:
UPCs added to 34.45% of products (their most popular products)
Traffic up 125%
Revenue up 176%
Order volume up 190%
Conversion rate up 28.5%
Merchant B:
UPCs added to 18.98% of products (their most popular products)
Traffic up 145%
Revenue up 265%
Order volume up 342%
Conversion rate up 35.7%
17. HOW TO: Find Your Reviews
www.google.com/products/seller?zmi=yoursite.com
* If you have over 30 seller reviews with an avg. over 4.0
Google will automatically display your reviews on AdWords
18. HOW TO: Add Rich Snippets
Add the following columns to your Google Shopping data feed
Product_Review_Average
Product_Review_Count
Add the rel=“canonical” link element to each product page
19. HOW TO: Optimize Product_Type
• Use Google’s suggested Product Types
• This is the column Google uses to determine
the appropriate category for your products
• Search for “Product Type” on Google GIVE
EXAMPLE
(http://www.google.com/support/merchants/bin/answer.py?answer=160081)
21. Panda Impact On
Google Shopping
CPC Strategy clients 30 days after panda update
Lost Traffic 54%
Minimal Impact
Gained Traffic 20% Gained Traffic
Lost Traffic
Minimal Impact 26%
22. HOW TO: Fight The Panda
Make sure your data
feed has unique content
Frequently Google
your content to see if
anyone is stealing it
24. 5 Things You Can Do
RIGHT NOW!
1. Add Relevant Keywords
2. Add UPCs
3. Add Seller Reviews
4. Add Rich Snippets
5. Optimize Product_Type Column
25. Thanks For Your Time!
Rick@cpcstrategy.com
@CPC_Rick
http://www.linkedin.com/
in/RickBackus
26. Other Slides
• Differentiate or Die
• Data feeds = SEO
• Have someone take ownership of the data
feed – The Data Feed Guy (make sure they are
accountable and has the control over the feed.
DO NOT have multiple people working on the
feed)