1. Navigating Google Shopping
Changes
Presented by:
Ryan Douglas – Product Manager, SingleFeed
Jason Chow – Platforms Partnerships Google
Shopping BD
September 13, 2012 1

2. Overview
• What are Comparison Shopping Engines
• Navigating Google Product Listing Ads
• Setting up Your Accounts
• Policies and Data Quality
• Campaign Structure and Bidding Strategy
• Managing & Tracking your Google campaigns
• Why you should use CSEs
• Q&A
2

3. What are Comparison Shopping
Engines?
Comparison Shopping Engine? Shopping Comparison
Engine? Price Comparison Engine? What's the difference?
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4. What are Comparison Shopping Engines?
• Traditional shopping engine lists one picture,
one title, one description and all of the
merchants that sell that particular product and
compares them by price from sellers
• Product listings help consumers quickly and
easily make apples-to-apples comparisons to
make smart buying decisions
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5. List of Comparison Shopping Engines
And many more!
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6. Google Shopping
Building a better experience
September 13, 2012
Jason Chow, Platform Partnerships
Google Shopping BD

7. Feedback we’ve received
From users From merchants
• Sometimes cluttered • Traffic is hard to
and duplicative predict
• Some inaccurate data, • Too few opportunities to
some unreliable differentiate
merchants

8. Before: Potential for duplication, clutter
Product
Listing
Ads
Products
Universal

9. Now going to a single set of products

10. Google Search Results
Standard AdWords
Ad Format
10
Product Listing Ad Format

11. Google Shopping
Product Listing Ad Format
Organic Results (SEO)
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12. Within the Shopping Property, the retailer only pays when
shopper clicks

13. Within the Shopping Property, the retailer only pays when
shopper clicks

14. New simplified sign up
 Leverages existing
product knowledge
 No need to learn
AdWords
 3 easy steps
 Allows you to monitor
your performance and
edit basic settings
in Merchant Center

15. Connecting Google AdWords
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16. Connecting Google AdWords
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17. Connecting Google AdWords
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18. Connecting Google AdWords
Setting Budgets and Bids
Selecting Ad Extension Type
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19. Connecting Google AdWords
Ad Format and Adding Promotion Details
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20. Policies & Data Quality
Start at Merchant Center
View active and
disapproved products.
Submit all your inventory.
Check unprocessed items.
Review individual products.
See inactive products.
Correct errors, ensure all
your items are eligible.
View click data.
Link your AdWords
account(s), add Users.

21. Policies & Data Quality
Optimize your data quality
The better your data quality, the better we can match your
products to shoppers’ search queries.
Submit high Mind your
quality descriptions
images and titles
Use the
Update your rel=canonical
feed daily tag
Adhere to Better Mind your
our editorial data robots.txt
guidelines quality files

22. Policies & Data Quality
Policies & Feed Spec
Continuity from
Defines Product Search to the
new Google Shopping
Permissible All products are
Policies products and business subject to
models AdWords policies
What information must Former Product
Feed
be provided for each Search feed spec
Spec product persists

23. PLA Campaign Structure
AdWords lingo
Account
Campaign
Ad Groups PLAs
Creatives PLA Creative
Criteria Product Targets
Bid Bid

24. PLA Campaign Structure
3 Steps to happiness!
This allows different
Create a separate settings, budgets and
campaign for PLAs performance tracking
for your PLAs.
Plan your ideal
campaign
structure
Set up an
“All Products”
products target

25. PLA Campaign Structure
3 Steps to happiness!
Create a separate 1. Are there groups of
campaign for PLAs products on which you'd
like to bid differently?
Plan your ideal 2. Do you have different
campaign promos for different
products? An Ad Group
structure
per product target allows
for a unique promotion per
Set up an product target.
“All Products”
products target

26. PLA Campaign Structure
3 Steps to happiness!
Create a separate
campaign for PLAs
Plan your ideal
campaign
structure
Set this bid lower than
the other targets to
Set up an
create a catch-all for
“All Products”
products target your entire inventory.

27. PLA Campaign Structure
Let's walk through an example
• Coates submits a feed through
their Merchant Center account.
• They want to set up a
high-performing PLA campaign.
• Profit margins vary by product.
• Some models are more expensive.
Some of their bikes are refurbished.

28. PLA Campaign Structure
Assign a bid to each product target
Sample Ad Groups Product Targets Max CPC Bids
Mountain Bikes product_type = mountain bikes $1.00
Specialized Brand brand = Specialized $2.00
Refurbished Bikes condition = refurbished $0.75
High Margin adwords_labels = high margin $2.50
All Products All Products $0.50

29. PLA Campaign Structure
Product Targets
• Bid differently on groups of products
• Map your product targets to items with exactly matching attributes
Product Targets Product Data Feed
Product Adwords
Title Brand
product_type = mountain bikes type Labels
brand = Specialized Road mountain low
Spokes
Runner bikes margin
condition = refurbished
Stump Speciali mountain high
adwords_labels = high margin
jumper zed bikes margin
All Products
Canzo mountain low
Voodoo
AL bikes margin
Velo high
Orion hybrids
Cipede margin

30. PLA Campaign Structure
Product Targets
• Bid differently on groups of products
• Map your product targets to items with exactly matching attributes
Product Targets Product Data Feed
Product Adwords
Title Brand
product_type = mountain bikes type Labels
brand = Specialized Road mountain low
Spokes
Runner bikes margin
condition = refurbished
Stump Speciali mountain high
adwords_labels = high margin
jumper zed bikes margin
All Products
Canzo mountain low
Voodoo
AL bikes margin
Velo high
Orion hybrids
Cipede margin

31. PLA Campaign Structure
Product Targets
• Bid differently on groups of products
• Map your product targets to items with exactly matching attributes
Product Targets Product Data Feed
Product Adwords
Title Brand
product_type = mountain bikes type Labels
brand = Specialized Road mountain low
Spokes
Runner bikes margin
condition = refurbished
Stump Speciali mountain high
adwords_labels = high margin
jumper zed bikes margin
All Products
Canzo mountain low
Voodoo
AL bikes margin
Velo high
Orion hybrids
Cipede margin

32. PLA Campaign Structure
Product Targets
• Bid
Best differently on groups of products
Practice
• Map your product targets to items with exactly matching attributes
Add an All Products
product target to ensure
that all Product Targets are
your products Product Data Feed
covered. Bid with the Product Adwords
lowest price you're willing Title Brand
product_type = mountain bikes type Labels
to pay for a click on any
product. If a = schwinn
brand product Road mountain low
Spokes
Runner bikes margin
matches morerefurbished
condition = than one
product target, it will run in Stump Speciali mountain high
adwords_grouping = summer
the one with the highest jumper zed bikes margin
adwords_labels = high margin
bid.
Canzo mountain low
Voodoo
All Products AL bikes margin
Velo high
Orion hybrids
Cipede margin

33. PLA Bidding Strategy
Managing Bids Across Product Targets
• The query "mountain bikes" is relevant to several products
• With this PLA campaign structure, these products fall in multiple
product targets
Bidding
Product Data Feed
Max Product Adwords
Product Targets Title Brand
CPC type Labels
product_type = mountain bikes $1.00 Road mountain low
All Products $0.50 Spokes
Runner bikes margin
product_type = mountain bikes $1.00
brand = Specialized $2.00 Stump Speciali mountain high
adwords_labels = high_margin $2.50 jumper zed bikes margin
All Products $0.50
Canzo mountain low
product_type = mountain bikes $1.00 Voodoo
All Products $0.50 AL bikes margin
Velo high
Orion hybrids
Cipede margin

34. PLA Bidding Strategy
Managing Bids Across Product Targets
Since adwords_labels=high margin has the highest bid,
this product & bid will run in the auction
Bidding
Product Data Feed
Max Product Adwords
Product Targets Title Brand
CPC type Labels
product_type = mountain bikes $1.00 Road mountain low
All Products $0.50 Spokes
Runner bikes margin
product_type = mountain bikes $1.00
brand = Specialized $2.00 Stump Speciali mountain high
adwords_labels = high_margin $2.50 jumper zed bikes margin
All Products $0.50
Canzo mountain low
product_type = mountain bikes $1.00 Voodoo
All Products $0.50 AL bikes margin
Velo high
Orion hybrids
Cipede margin

35. Tracking & Tools
Improving query relevance
• Perform a search query report to identify queries triggering your
product targets at the campaign or ad group level
• Set negative keywords to avoid your products showing for non
performing queries, at the campaign or ad group level

36. Tracking & Tools
Promotional text
• Free field shows up on hover or in ads
• Designate for products or product categories
• Defined at the Ad Group level
• Use specific promotional offers (”20% off RoadRunner bikes”)
rather than generic messages ("Best bike shop around!")
Free shipping. Buy now!

37. Summary: Top 5 Optimization Tips
Full coverage: Set up an All Products target (with a low bid) to
1 ensure your entire inventory is eligible for PLAs.
Strategic bidding: Use product targets to bid differently on
2 different groups of products.
Data quality: Maintain a high-quality feed by addressing
3 errors and optimization suggestions in the Merchant Center
Data Quality tab.
Query relevance: Run search query reports and set up
4 negative keywords to prevent your products from showing on
irrelevant queries.
Tracking: Several options available for multi-provider
5
situations.

38. Why Use Comparison Shopping
Engines?
What’s in it for me?
38

39. Why use CSE’s
• Each CSE spends $$$ on marketing and SEO to
drive traffic, adding to your “reach”
• They have more experience and deeper pockets than
you do. Let them help you.
• Unique visitors per month (comscore April 2012)
• Google Shopping >20M
• Shopzilla >18M
• Nextag >17M
• Pricegrabber >7M
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40. Why use CSE’s
• Part of a complete online marketing presence
• CSEs contribute 5-20% of total sales/traffic
• A way to increase traffic and sales on your site
• Controlled and profitable approach
• Own the customer, not like eBay/Amazon
• Relies on your own site conversion experience
• Enable Shoppers to find your niche/long tail products
from Google searches
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41. Who uses CSE’s
• The Merchants
• Already listing on other channels – Amazon/Ebay
• Actively using online marketing such as SEM (AdWords),
SEO, and email.
• Selling well established brands or nicheof products – no
obscure generic/house brand items
• Price competitive to a degree – won’t work well if you’re
selling at the highest price
• Have bandwidth/people to handle Marketing duties
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42. About SingleFeed
• Leading data feed management tool for small and
medium sized retailers
• Founded in 2006 True Ventures, Acquired in 2011 by
Vendio
• Trusted Partner – To Google and many of the leading
shopping engines
• Core Customer - Retailers doing $250K to $20M+
• Pricing – Flat Rate Service plans from $99/mo
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43. Question and Answer
43

44. Contact Info
SingleFeed
info@singlefeed.com
800-705-8852
Google AdWords
866-2-466453
44

45. Thank you.
Jason Chow, Platforms Partnerships
Google Shopping BD