This document summarizes a 2-part ecommerce mastermind workshop about customer lifecycles, marketing strategies, and predicting future purchase decisions. The workshop will cover the top 3 Google Shopping strategies for 2017, including optimizing titles and descriptions, using remarketing lists for search ads, and isolating branded vs non-branded searches. It also provides information about the speakers and breaks down the timing of the workshop parts and strategies that will be discussed to help merchants spend less on ads, target more shoppers, and anticipate customer needs.

1. 2-PART ECOMMERCE MASTERMIND WORKSHOP:
Customer LifeCycle
Marketing Strategies
Spend Less Ad Dollars. Target More Shoppers. Predict Future Purchase Decisions.

2. EVENT LOGISTICS
 Join the Conversation: Submit questions and thoughts
 Session is being recorded
Today’s Resources

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 350+ Active Retail Clients
• Top 50 fastest growing company in San Diego 4 years
• Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy

4. Ecommerce Workshop Layout
PART 1: TOP 3 GOOGLE SHOPPING STRATEGIES FOR 2017
PART 2: WAYS TO PREDICT FUTURE PURCHASE DECISIONS

5. Ecommerce Workshop Speakers
Polly Flinch
Director of Marketing
Jason Bell
Senior Paid Search Manager

6. PART 1: TOP 3 GOOGLE SHOPPING
STRATEGIES FOR 2017
Ecommerce Workshop Breakdown
20 MINUTES

7. STRATEGY #1
Optimizing Titles &
Descriptions to Enhance
Product Relevancy

8. Google Shopping Product Title Enhancements
Brand
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. If ‘Reebok’ is not searched often or included in most of our search terms history)
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:
Other Options:
• Reebok Mens Weightlifting Shoes Size 10 in Neon Pacific
• Mens Blue Weightlifting Shoes Size 10 by Reebok
• Mens Weightlifting Shoes (Size 10) by Reebok - Blue
Reebok Weightlifting Shoes Blue Mens Reebok Weightlifting Shoes – Size 10vs.
Reebok Weightlifting Shoes Weightlifting Shoes by Reebokvs.

9. Google Shopping Product 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: “Reebok Mens Black Crossfit Trainer (Size 10)” works but it doesn’t have the keyword “shoe”.
This still works, but isnt ideal

10. Quick Tips to Takeaway from Today:
1) Use up your available characters
2) Feature important keywords in your titles
3) Does the title make sense?
4) Understand your customers & their searches
5) More Relevant Title = higher internal quality score & lower potential CPC
Google Shopping Product Feed Enhancements

11. STRATEGY #2
Using RLSAs in
conjunction with Google
Shopping

12. Advanced RLSA Audience Targeting Capabilities
Audience Structuring and Themes:

13. Advanced RLSA Audience Targeting Capabilities
Purchasers
Abandoners
• Cart
abandoner
• Checkout
abandoner
Micro-
conversions
•Email sign-up
•Account creation
•Quote Request
•Form completion
Engaged
Visitors
•Time on site
•page depth
•Live Chat
•Did a site search
Leads
Landing page
Homepage viewers
Category viewers
Product viewers
Browsers

14.  Google Analytics RLSAs to remarket
users who purchased Sept – Oct, 2015
 Uploaded emails lists of purchasers
Sept – Oct over the past 5 years
 Use in conjunction with ISO™ to
capture “top funnel” traffic for proven
converters from last year.
Costume Manufacturer Sees YoY ROI Gains Through RLSA in Shopping
Advanced RLSA Audience Targeting Capabilities

15. STRATEGY #3
DABs Isolation Strategy

16. DABs Google Shopping Isolation Strategy
Brand vs Non-Brand + Desktop vs Mobile
 Clean Segmentation of Branded
Searches from Non-Branded
 Own more of the SERP on branded
searches
 Allow for better attribution
 Use Path Reports

17. * Large Apparel / Brand Manufacturer
 4% ROAS improvement across all Shopping campaigns
 65% Conversion Rate improvement
 38% lift in branded impression share
DABs Google Shopping Isolation Strategy

18. * Large Athletic Apparel Vertical / Brand Reseller
 113% ROAS improvement across all Shopping campaigns
 26% Conversion Rate improvement
 46% Decrease in Spend for Non-Branded searches
DABs Google Shopping Isolation Strategy

19. PART 2: WAYS TO PREDICT FUTURE
PURCHASE DECISIONS
Ecommerce Workshop Breakdown
20 MINUTES