The document discusses strategies for optimizing a product feed to improve performance on Google Shopping. It covers 5 key areas: 1. Improving product titles by adding attributes like color and size, and rearranging elements like brands. 2. Implementing keyword insertions by analyzing search query reports and leveraging top PPC keywords. 3. Improving and leveraging feed categorization by using specific product types and categories. 4. Manipulating custom labels to automate bidding based on attributes like margins to reduce costs and improve efficiency. 5. Applying automation using tools to reduce the time spent managing feeds by automating tasks like updating prices and bids.

1. How to Drive Google Shopping Performance
Through Product Feed Optimization
5 Key Strategies to Ensure Your Product Feed Isn’t Hurting Your ROI on Shopping

2. Logistics
Session Recording Will Be Sent out Tomorrow Morning
Q&A Throughout the Presentation
Submit Questions In the Chat Box to the Right
Resources In the Handouts Section to the Right
Today’s Resources

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
About CPC Strategy

4. The CAPx Shopping Platform
Programmatic Bidding & Management Software
for Google Shopping Advertisers
What is The CAPx Shopping Platform?
• A Programmatic Approach to Google Shopping Management
• Product Feed Optimizer
• Efficient Custom Label Management
• Granular Programmatic Bidding Rules
cpcstrategy.com/CAPx-Shopping-Platform/

5. Upcoming CPC Strategy Events
July 29th 10am-11am (PST)
Register: Link in Chat Box
✓ How Bing Advertising Will Lead you to Stronger Profitability
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✓ New Findings & Developments with Bing Product Ads
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✓ Proven Strategies That’ll Drive Highly Qualified Traffic to Your Site
Event Agenda

6. Jason Bell
Senior Retail Search Manager
✓ Experience managing accounts for Riddell, Deluxe, ABT, & Sears
✓ Over 6 years of SEM experience
✓ Flag football superstar

7. Event Agenda
• Improving Your Product Titles for Search Intent
• Implementing Keyword Insertions
• Improving & Leveraging Feed Categorization
•Manipulating Custom Labels to Strengthen Bidding​​
•How Automation can be Applied to Reduce Feed Management Time
•Live Q&A

8. Poll For The Audience…
How often are you making adjustments to your product feed?
A. 5-7 days a week
B. 3-5 days a week
C. 1-3 days a week
D. Not making any adjustments

9. Product Feed Speed Round

10. Basic Product Data Quality – The Easy Stuff
The essentials for a good quality Google Shopping product feed
•(The full list of requirements can be found here.)
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 for the required brands? Full list here.
• Custom Labels - Are we taking advantage of these 5 customizable fields?
• Complete Data - Do we have fully populated columns? Any empty fields?
Product Feed “Speed Round”

11. Improving your product titles for
search intent

12. Title / Description Enhancements
Brand
These should almost always be added to the front of the titles however we can also test adding
them to the end of the titles if we want to push more weight to other parts of the title. (e.g. ‘J.W.
Hulme’ is not searched often or included in most of our search terms)
Example:
Attributes: Color / Size / Gender
The addition of attributes in the title is very important as attributes are often keywords used by
customers who are looking for something specific.
Example: J.W. Hulme Leather Brief Bag J.W. Hulme Mens Brown Leather Brief Bag
Other Options:
• J.W. Hulme Mens Heritage Leather Brief Bag in Brown
• J.W. Hulme Heritage Leather Brief Bag for Men - Brown
• Mens Leather Brief Bag by J.W. Hulme – Brown
vs.
J.W. Hulme Leather Brief Bag Leather Brief Bag by J.W. Hulmevs.
I m p r o v i n g Y o u r P r o d u c t T i t l e s f o r S e a r c h I n t e n t

13. I m p r o v i n g Y o u r P r o d u c t T i t l e s f o r S e a r c h I n t e n t
Title / Description Enhancements
MPN / Style Number
Typically these are more useful for Electronics or Appliance merchants where customers are looking for a
specific model or style number.
• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to
search for products.
Feed:
Search Query Report:
Google Results:
Product Type
Does the title actually say what the product is?
Example: “J.W. Hulme Mens Heritage Leather Brief In Brown” works but it doesn’t have the key
word “bag” or “case”

14. Title / Description Enhancements
Excessive Capitalization
This is something that can easily slip passed even the most cunning eyes.
Pro Tip: Excessive Capitalization
• SB can use the =PROPER() function to change the 1st letter in each word of a cell to uppercase, leaving the rest lower case.
• Be careful with this function if you are dealing with MPNs in the titles which look much better with full capitalization.
HTLM & Other Encoding Artifacts
This is also very common and can easily be missed. I typically find these during my search for larger issues. The
encoding artifacts are common when apostrophes, commas, ampersands, etc. are used in the text but not
decoded properly.
Pro Tip:
• Usually a quick FIND (CTRL + F) within Excel for the following characters will help me spot theses earlier. < , Â , € , { , %
Does The Title Make Sense?
Does it read well? Does it look out of the ordinary? Make sure its not just keyword soup.
I m p r o v i n g Y o u r P r o d u c t T i t l e s f o r S e a r c h I n t e n t

15. Implementing keyword
Insertions

16. I m p l e m e n t i n g K e y w o r d I n s e r t i o n s
Questions to Explore
• Do PLAs show up for these keywords when running a manual search?
• Does at least one of your products show up when running this search?
• How much does your Shopping campaigns currently spend on these keywords?
• Do your product titles or descriptions include this keyword?
Leveraging Current PPC Campaigns/Keywords
Great place to start when trying to ensure you dominate the PLAs within your top performing SERPs
• Shopping typically has a higher conversion rate, having your text ads and PLA ads visible on the same
search result can help strengthen the credibility to potential customers.

17. Finding Search Term Reports
You can run this on all your campaigns as well if you want to know your account wide top performing search queries
*Note: These are typically not the keywords you are bidding on (PPC). Instead this shows you metrics on
the auctions you are winning based upon what the user is actually typing in the search bar.
I m p l e m e n t i n g K e y w o r d I n s e r t i o n s
Finding Your Site Search Data
This is where you pull the data through Google Analytics

18. Improving & Leveraging Feed
Categorization

19. I m p r o v i n g & L e v e r a g i n g C a t e g o r i z a t i o n
Product Types / GPCs
Product Types are index by Google for search
This was confirmed by Google and steps should be taken to improve the accuracy and granularity of your
product types.
• Should be more accurate and specific than the GPCs which can make them useful as part of your campaign
structure.
ProTip:
• Product Type is the in-house categorization
• GPCs / Google Product Categories are
the closest Google equivalent

20. I m p r o v i n g & L e v e r a g i n g C a t e g o r i z a t i o n
Does The Retailer Have Multiple Delimited Categories?
These could be separate by commas, dashes, backslashes, or carrots (ideal) for example.
ProTip:
• If you separate your Product Types using > then we can drill down into each within our Product Groupings
of our Shopping campaign
Do Product Types Match On-Site Categorization?
This isn’t necessary however it is recommended so you have a clear picture of which products will be
included when building or optimizing based on product types.

21. C a t e g o r y S p e c i f i c E n h a n c e m e n t s
Important Considerations
Important Features Or Data Points Of The Products You Sell
• These should be highlighted within the titles & descriptions
• Different depending on product types – e.g. Electronics vs Apparel
Audience & Typical Searches Done By Your Customers
• Are MPNs or Part Numbers used often? e.g. Electronics & Appliances
• Are there several sizes to distinguish? e.g. Apparel & Hardware
Your Current Data Quality
• Are you receiving this data from the manufacturers?
• Are you supplying this data to Google / on your site / within your feed?
What Your Data Points Tells You
• Running the reports previously outlined, where are your highest conversion rates or orders coming from?

22. Electronics & Appliances
Title / Description Additions or Manipulations
• MPNs
• Targets users who know the specific model #
• Specifications
• Size, Features, Additions, Color, etc..
• Brand Name (typically to the front)
• Let your data decide if brand should be closer to the front (recommended)
Product Type / Google Product Categories
• Down to most granular sub-category (ie: Samsung > Electronics > HDTVs > 50 Inch)
• Adding Parent Product MPN (Item Group ID) – Allows full product line bidding/manipulation
Custom Labels (1,000 unique value limit)
• Price Ranges
• ROI Margins
• Colors
• Measurements/Sizes
• Product Types
• Departments
C a t e g o r y S p e c i f i c E n h a n c e m e n t s

23. C a t e g o r y S p e c i f i c E n h a n c e m e n t s
Apparel
Title / Description Additions or Manipulations
• Brand Name (typically in front)
• Product Descriptors
• Gender, Size, Color, Material, etc..
• Including ‘Style Names’ in Title
• Product Types (e.g. Boots or Leather Briefcase)
Product Type / Google Product Categories
• Apparel Type (ie: Apparel > Womens > Born Shoes > Boots > McMillan Boots)
• Above allows for product type to be main subdivision within product group
Custom Labels
• Price Floor
• ‘Style Names’
• Product Types e.g. ‘boots’ or ‘briefcases’
• Colors
• Size
• Material

24. C a t e g o r y S p e c i f i c E n h a n c e m e n t s
Google Merchant Promotions
Take Advantage Of Black Friday / Cyber Monday / Holiday Promotions
• Improve Visibility, CTR, and Conversion Rates
• Created Within the Google Merchant Center
• If the ‘Promotions’ tab is unavailable, please sign-up here
• Use the form below to create your promotions or use a separate promotions feed
• Full guide can be found here

25. Manipulating Custom Labels to
Strengthen Bidding Efficiency

26. H o w t o M a n i p u l a t e C u s t o m L a b e l s
Custom Labels
Fill Your Labels
Even if you don’t plan to actually build out the campaign and pull these levers at launch, it is always a good
idea to collect data along as many points as possible. What data would be useful for you to collect?
Pro Tip:
• Product attributes work great to fill up empty custom label columns.
• Collect data on “color”, “material”, “style”, “size”, etc. May not have any immediate benefits but it does allow
you to run some interesting reports.
• 1,000 unique value limit

27. Custom Labels
How to Approach Adding Your Custom Labels
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency

28. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
Imagine this is your product catalog in
your Google Shopping campaign.

29. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Partition your products based on like
attributes, such as product margin.

30. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item A - $100 margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
Each partition contains a subset of
products within it.

31. Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item A - $100 margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
Each margin tier has it’s own default
bids that matching the potential margin
made from a sale.

32. Item A - $100 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.

33. Item A - $9 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.

34. We can re-merchandise our catalog so
that our items are inheriting the proper
bids from their root product grouping.
Item A - $9 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.

35. Item A - $9 margin
Custom Labels
Using Custom Labels to Manipulate Product Bids at Scale
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
High Margin
Low Margin
Item B - $112 margin
Item C - $105 margin
Item D - $10 margin
Item E - $12 margin
$1.10
max cpc
$0.25
max cpc
We can re-merchandise our catalog so
that our items are inheriting the proper
bids from their root product grouping.
But what happens when an attribute
changes?
Say, for example, a supplier raises
prices on an item therefore reducing
your margin.

36. Custom Labels
The role of technology...
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency

37. Custom Labels
The role of technology...
Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency

38. Manipulating Custom Labels to Reduce CoS & Increase Bidding Efficiency
Custom Labels
The Custom Labels approach to product-level bidding allows you to:
• Create a customized approach to product-level bidding.
• Make product-level decisions at scale.
• Re-merchandise your products without changing the product group architecture.
• Move high-performance products to campaigns with more budget.
• Move low-performance products to campaigns with less budget.
• Go beyond top-line cost & revenue, and bid according to a product's’ impact on your bottom-line..
• Adjust for seasonality at the product and category levels.
Build the strategy that works for your business.

39. Poll For The Audience…
Would you like to demo how our CAPx shopping platform can help automate
your Google Shopping campaign management?
A. Yes, Please.
B. No, Thank you.

40. How automation can be applied
to reduce feed management
time

41. P r o d u c t T i t l e s , D e s c r i p t i o n s , P r o d u c t T y p e s
Titles, Descriptions, & Product Types
Systematic Rules To Improve Item Relevancy & Data Quality
• Creating rules which will adjust Titles to include a specific order of data.
Example
Title (equals) [brand] ‘[style name]‘ [gender] [product type] Size [size] in [color]
Using Available Data, This Becomes
Born ‘Lucee’ Womens Sandal Size 6 in Beige & Tan
(note: Titles are capped at 150 characters, typically 70 or fewer are visible)
• Product Types are an area that I also use automation set up. I follow similar ideas as I would in titles.
Example
Product Type (equals) [brand] > [department] > [category1] > [category2] > [product name]
Using Available Data, This Becomes
KitchenAid > Small Appliances > Mixers > Stand Mixers > 5 Quart Artisan Stand Mixer
• Descriptions should be adjusted to increase length by adding in fields or bullet points of important features/data.
(note: Descriptions are capped at 5,000 characters)

42. C u s t o m L a b e l C o l u m n s
Automation of Custom Label Columns
Manipulate Product Bids or Targeting Methods at Scale
• As explained earlier, the ability to automate custom labels or products based upon either internal data or
performance data saves time and effort. However it is not a ‘set it and forget it’ approach

43. Client Case Studies
Client Case Studies: www.cpcstrategy.com/clients/

44. Poll For The Audience…
Would you like an evaluation of your current Google Shopping strategy?
A. Yes, Please.
B. No, Thank you.

45. Questions for Jason?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
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