Google Shopping is the biggest opportunity in digital retail right now. Learn how to build, enhance and optimise your campaigns to supercharge performance. As presented by Chris Rowett at eCommerce Show North 2018 on 7th November 2018.

1. Supercharging
Google Shopping
eCommerce Show North 2018
by Chris Rowett

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@JourneyFurther | #JourneyFurther
Hello
2Introduction
PPC, SEO, Programmatic, PR & Paid Social.
Journey Further
Performance marketing agency delivering clarity at speed.
12 years’ experience managing seven-figure media
budgets for the world’s leading brands.
Chris Rowett
Performance Director at Journey Further

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What we’ll cover
3
• Google Shopping in 2018
• Building your Shopping feed
• Campaign structure
• Optimisation
• Advanced technology
Introduction
Build, enhance & optimise

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Shopping Tab
4Context

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‘All’
5Context
c

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Images
6Context

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Beyond search
7Context
Sponsored
Shopping Unit
Display Network YouTube Gmail

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The opportunity for retailers
8Context
https://searchenginewatch.com/2018/03/26/why-google-shopping-is-dominating-retail-search-marketing/
Google Shopping ads are driving 82% of retail
search ad spend in the UK [2018]
Google Shopping impressions +75% YoY [2018]

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Comparison Shopping Services (CSS)
9CSS

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Comparison Shopping Services (CSS)
10CSS
Spend Match (cashback)
Bid Discount
20% bid decrease
€500 - €2,500 20%
€2,500 - €10,000 25%
€10,000+ 30%
Spend between Credit
5%

11. Build, Enhance & Optimise

12. Build

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Users can filter
13Build

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Don’t fear the feed
14Build
- Granular structure tailored towards
search behavior
- Product titles
- Product type
- Custom labels

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Employ a third-party
15Build

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Gaining control of your Shopping campaigns
Basic structure
16Build
Other Non-Brand Keywords Top Keywords Brand Keywords
Automated Script to add
Negatives
Add Brand Negatives
High Priority Medium Priority Low Priority

17. Enhance

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Make changes on the fly
Supplemental feeds
18Enhance
• Amend Titles
• Add Keywords into Descriptions
• Merge Attributes
• Add Custom Dimensions

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Improve titles
19Enhance
Matching to high performing keywords

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Improve titles
20Enhance
Matching to high performing keywords

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Start sharing data
21Enhance
• Data held in your text ads campaigns and shopping
campaigns are invaluable to each other
• Keyword discovery for text ads
• Use N-Grams to improve account performance:
• Improving CTR
• Adding new negatives
• Improving product titles
• Adding new keywords for shopping

22. Optimise

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What sets you apart?
Differentiate your product
23Optimise
Colour
Thread Count
Material
Fit Type
Pattern
…

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Get relevant
24
• Capitalise on changing consumer search behaviour
• Add in seasonal search terms
• Add in sale messaging
• Play around with different terms
Optimise

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Conversion rate vs. click cost
Get nerdy
25Optimise
• Google Shopping is still significantly
data-driven
• Try to match what you’re paying to
the value of the click
• Don’t overlook the value of data
analysis
0%
5%
10%
15%
20%
25%
£0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 £7.00

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Looking at the product level
SKU analysis
26Optimise

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Google Shopping is a virtual shop window
The bigger picture
27Optimise

28. Advanced

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Crunching big data
Advanced tech
29Advanced

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Bidding at SKU level
Advanced structure
30Advanced
Keywords/Products Kettle 1 Kettle 2 Toaster 1 Toaster 2
Kitchen Appliances £0.30 £0.40 £0.20 £0.25
Kettles £0.90 £1.20 £0.00 £0.00
Toasters £0.00 £0.00 £0.80 £1.00
Delonghi Kettle £1.50 £2.00 £0.00 £0.00
Red Kettles £0.00 £1.50 £0.00 £0.00

31. Thank you!
Get in touch
will@journeyfurther.com
+44 7970 381940