CPC Strategy & Zentail Presents: Competition on the Google Shopping SERP is increasing. It’s vital to get strategic about the way you run your Google Shopping campaigns before you are left in the dust by your competitors. Tune in for a breakdown of the Google Shopping ecosystem, techniques to maximize your return, strategies to boost your impression share and increase conversions.

1. Owning the Google
Shopping Search Results

2. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in on the Poll Questions!
Analicia Santaella
Webinar Coordinator

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Today’s Speakers
La Broi Walton
Sr. Retail Search Manager
Michael Meck
Operations Manager, Google Lead

5. About Zentail
Overview
Google Partner
on WebRetailer
Fastest-growing ecommerce automation solution
Solutions
Central Ecommerce Platform
SMART Types: the industry’s fastest listing tool
Inventory, orders, analytics, and more
Multiple Sales Channels as simple as One
Google - Amazon - Walmart - eBay - and more

6. ● Q4 2017 Google Shopping Competition
● Google Shopping Ad Rank
● ISO™ Strategy
● Branded vs. Non-Branded Campaigns
● Google Express
● Google Shopping Actions
● Case Study
Today’s Agenda

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Reviewing Q4 2017

8. Cost Per Click (CPC)
Competition on the SERP Is Increasing
Click-through-Rate (CTR)
Return on Ad Spend (ROAS)
Impression Share
Cost
Revenue
$.81
1.8%
836%
29%
17%
30.98%
2017
2017
2017
2017
2017
2017
31.10%
$.77
1.7%
776%
2016
2016
2016
2016

9. Breaking Down Google Shopping Ad Rank

10. What Is Ad Rank?
What is Ad Rank?
● Determines ad position
What is factored into your Ad Rank?
● Bid amount
● Relevancy
● Ad Rank thresholds
○ Context of person’s search
■ Location, device, time
○ Auction-time ad quality
■ Expected CTR, ad relevance, landing page experience
○ Expected impact of extensions and other ad formats

11. How to Rank Higher on Google Shopping
1 2
1. Boost Product Information (provide Google with detailed product titles and descriptions)
2. Don’t Take Products Out of Feed (solution: adjust bids, lower clicks, use negative keywords)
3. Customize Ad Schedules (Google day parting & location bidding)
4. Use Google Special Offers
5. Generate Store/Product Reviews

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Optimize Your Google Shopping Campaigns
Further with an ISO™ Strategy

13. What Are ISO™ Campaigns?
● Brings keyword targeting functionality to
Shopping
● Leverage negative keyword lists
● Leverage priority settings
● More control over which search queries your
products show up for
● Isolate & allocate more aggressive bids &
budget to searches that historically convert
well
● Can be used in every part of the funnel,
within Google Shopping & omnichannel
Awareness
Demand
Capture
Reactivate
Nurturing

14. Next Steps for Buildout
3. Build Keyword Terms List
○ Review search term data for strong
converters from past 6-12 months
○ If you are aiming for a 4:1 return
■ Identify terms performing at or
better than 4:1
■ Choose terms that see good
conversion volume
4. Insert Negative Keywords
○ Apply top-performing search terms as
negative keywords in your Broader Catch
All Campaign

15. Buildout & Campaign Structure
1. Create ISO™ Campaign & Broader Catch All Campaign
○ Make a duplicate of a Google Shopping campaign
○ Turn your existing campaign into your ISO since it has most sales history
○ Turn duplicate campaign into a Broader Catch All Campaign
2. Assign your Priority Settings
○ Google will serve the campaign with higher priority first
○ Broader Catch All Campaign = high priority setting
■ Lower bids (or keep as is) - sees more general searches
■ Exclude terms you want shown in ISO
○ ISO Campaign = low priority setting
■ Higher bids - higher value and/or longer tail searches that historically convert well

16. Why Add Successful Keywords as Negatives to Your
Broader Catch All Campaign?
Shopper searches
for:
Taft Troy Camo
Men’s Boot
Is listed as a
negative in your
Broader Catch All
campaign, shopper
is funneled to your
ISO Campaign
Scenario 1 Scenario 2
Shopper searches
for:
Men’s Boots
Since this general
term is part of your
Broader Catch All
Campaign, your
product still shows
on the SERP

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Additional Full-Funnel Strategies to
Own the SERP

18. Branded Vs. Non-Branded Campaigns
Non-Branded
Campaigns
Branded
Campaigns
Awareness
Demand
Capture
Reactivate
Nurturing

19. Branded Vs. Non-Branded Campaigns
Non-Branded Campaigns
● Top of the Funnel
● Example: Prospecting with campaigns with
generic terms and lower bids
● Example: Showcase Shopping Ads on mobile
Reactivate
Branded Campaigns
● Bottom of funnel
● Example: Google Ads as Social Back-Up
1) Consumer sees your ad on Facebook
2) Consumer goes to search on Google
(demand capture)
3) Consumer converts on your branded
demand capture campaign
● Example: Retargeting with RLSAs, very low BOFU

20. Upper Funnel Campaign
● high priority setting
● key brand / manufacturer /
product category terms added as
negatives
● universal negatives
Chelsea Boots
Taft Chelsea Boots
Mid Funnel Campaign
● medium priority setting
● key product identifiers like product
name type or other lower/mid funnel
indicators
● universal negatives
Low Funnel Campaign
● low priority setting
● universal negatives
● most aggressive bids
Taft Outback Boots
negative keyword
“Taft”
negative keyword
“Taft”
negative keyword
“Outback”
ISO Strategy - Intent Tiers in Action

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Intro to Google Express + Shopping Actions

22. What is Google Express + Shopping Actions

23. What is Google Shopping Actions + Express
Google Shopping Actions works across the entire Google platform, like Express,
Voice Assistant or partnered platforms like YouTube.
Express is Google’s new marketplace that provides a secure, seamless checkout
experience.
1B+
users
each 500M
devices500+
merchants

24. Explore Google Express

25. Explore Google Express
Search Filters
Brand
Placement
Basket Building

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Google Express & Shopping Ads

27. Express and Shopping Ads

28. Express and Shopping Ads

29. Express and Shopping Ads
Express Result
Ads Results

30. Express and Shopping Ads
So which should you be on,
Google Shopping or Google Shopping Actions?
BOTH!

31. Express and Shopping Ads
● Complementary programs
● Increase product exposure
● Maximize sales
+ =

32. Express and Shopping Ads
Monthly Visitors
(millions)
162 K
Total Daily Visits to Google Express > 1,000 K

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Case Study

34. Google Shopping Actions Case Study
Google Express:
Apr - Oct: $1.2 Million
Google Shopping:
YoY sales are up 25%
‘18 Revenue: +$2 Million

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Getting onto Google Express

36. Google Express Eligibility
A Merchant Center Account
An active webstore claimed in the Merchant Center
Fill out an application at https://www.google.com/retail/shoppingactions/
Note: some category restrictions
● New products, no categories with strict regulations
1.
2.
3.

37. Accelerating the Path to Purchase
2
Partner with Zentail
to Manager Orders
4
Complete your
Merchant Center
53
Upload Products to
Google (categorized
and formatted)
1
Apply to Shopping
Actions
Launch!

38. Zentail Accelerates the Path to Purchase

39. Zentail Accelerates the Path to Purchase

40. Accelerating the Path to Purchase
1. Easy - no need to do any integrations or
maintenance yourself
2. Fast - category and attributes are mapped
automatically (SMART Types)
3. Profitable - maximize SEO and
operational efficiency

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Schedule Your 1-1
Paid Search Strategy
Evaluation

42. Questions for Today’s Speakers?
La Broi Walton
Sr. Retail Search Manager
Michael Meck
Operations Manager, Google Lead