If you're selling products online, you need to see this webinar. Whether you're looking to create Google Shopping Ads from scratch, or maximize results with existing ones, this live webinar is for you. Attendees will walk away knowing: - How to set up top performing Google Shopping campaigns - What do with all your product data - Best Practices for Google Shopping based on industry benchmarks This is one webinar you'll definitely want to 'check out'.

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
Talking Shopping:
The Ultimate Workshop for
Growing Your Google
Shopping Revenue.
Matthew Davidson
April, 25th 2019

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3. Logistics
• Webinar will be recorded – check your inbox for materials
• Submit your questions for Q&A

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

5. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
Talking Shopping:
The Ultimate Workshop for
Growing Your Google
Shopping Revenue.
Matthew Davidson
April, 25th 2019

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About Your Presenter
• Matthew Davidson
• Shopping Services Lead
• 4 years digital marketing experience
• eComm expert
• Charcuterie enthusiast

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How long have you been
selling products online?

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Let’s talk eCommerce

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“Consumers spent $517.36 billion
online with U.S. merchants in 2018,
up 15.0% .”
-Digital Commerce 360

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“Shopping ads account for roughly
75% of clicks from non-branded
product searches.”
-Search Engine Land

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“Amazon alone accounts for 40.0% of
U.S. online retail.”
-Digital Commerce 360

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“Google Shopping ad spend was up
43% YoY in Q4 of 2018.”
-Merkle

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“39% of all Google clicks are on
shopping ads alone.”
-Google

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Workshop Agenda
What are shopping ads
How do shopping ads work
Product Data best practices
Shopping campaign best
practices
Key Takeaways1
2
3
4
5

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What are Google
Shopping Ads?

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Where they show…
Desktop Mobile

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What they look like…
Product Title
Website
Price
Promotion
Image

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How do Google Shopping
Ads work?

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Shopping
campaigns have
no keywords?!?!

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• Shopping campaigns rely on
data feed content to provide the
relevant keywords necessary to
show when someone searches
for a product.
Product Data
How does Google
match ads to search
terms?

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What is product data?
- Product data is a collection of various product attributes

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Product Data comes from your website

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Product Data lifecycle
Google Merchant
Center
Website

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How important is product data really?
Feed optimization is a powerful tool for shopping

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Product Data Best Practices

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Product Title
Example:
Lulus, Slate Blue Maxi Dress,
Mythical Kind of Love,
Womens, XL, 100% Polyester
✓Maximum of 90 characters as generally
searchers only see the first 70
✓Be detailed and put the most important
product details first
✓Include brand, size, color, style, model,
gender
× Avoid using any characters with the
exception of commas (- # $ @ > /)
× Avoid 'keyword stuffing'
Product Title is the most important field when optimizing your feed.
Google uses your titles to match your product to searches

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Product Title Formula

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Product Description
✓List product attributes first
✓Ok to repeat call outs from the
title
✓Include color, material, size, and
any other attributes
✓Good place for keywords but
again don’t keyword stuff
× Don’t use any promotional
content in descriptions “buy 1,
get 1 50% off” “Best in class”
“free shipping”
Example:
Blue, XL, 100% polyester maxi
dress. The Lulu’s Mythical Kind of
Love Dress is irresistible in every
way. Lightweight with a fitted
bodice and princess seams. Apron
neckline supported with
adjustable spaghetti straps.

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Google Product Category
✓Pick the most specific
category for each product
Example:
Apparel & Accessories >
Clothing > Dresses
Predefined categories from Google

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Google Product Category
Taxonomy
Current # of categories: 5,427

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Product Type
✓Build off of Google product
category
✓Add more specific information
about the product
✓Another great place for keywords
Example:
Apparel & Accessories > Clothing >
Dresses > Womens Dress > Blue
Dress > Maxi Dress
Helps Google with product relevancy. Product Type is also useful in
campaign management as you can subdivide by this attribute

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Additional Attributes
✓Color
✓Gender
✓Size
✓Flavor
✓Age group
✓Multipack (Ex. if there are 3
packages of cookie that come in
a basket, multipack = 3)
✓Etc.
Example:
Color Gender Size Age group
Blue Womens XL Adult
Add in additional column attributes where data is available

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Product Images
×No watermarks
×No text
×No logos
✓Use high quality images
✓Good place for testing
✓You can use additional Image
link column to upload
multiple product angles that
are viewed in Google
Shopping Network
Example:

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Having difficulties with your product data?

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Try WordStream Data Feeds
WordStream Data FeedsWebsite Google Merchant
Center

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Google Shopping
Campaign Strategy

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Key components of a high ROI Shopping Campaign
Campaign Structure
Search Term Optimization
Bidding
1
2
3
4

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Structure

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What is the best campaign structure?
There isn’t one!

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Why is structure so important then?

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Because of bidding…
Bidding is done at the
product group level –
This means depending
on your campaign
structure you could
have one bid for all of
your products or
different bids for
smaller product groups
or even single products

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Where to begin?

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Begin with your products
✓Are you brand focused?
✓Are your products similar in
price point or do they vary?
✓Do you have a small or large
product inventory?
✓Is your inventory seasonal?
✓Do your products perform
differently across devices?
✓Do you have best sellers?

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Always remember the ‘golden’ rule
The 80/20 rule – 20% of your products
will generally drive 80% of your revenue
80/20

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Brand focused

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Product type focused

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Bestseller focused

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Price point focused

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Since implementing this structure
• Conversions – Up 36%
• Conv. Rate – Up 23%
• Conversion Value – Up 90%
• ROAS – Up 157%
*over 2 month period

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Avg. Monthly
Budget
“Given that the average cost
per click on Google Shopping is
66 cents, you can still expect to
get some good traffic for as
low as $10 a day.”
-WordStream

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Managing Bids

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Shopping campaigns are managed using Conv. Value
• Conversion value per cost
is the total value of your
conversions divided by
the total cost for all the ad
clicks that can be tracked.
• Most advertisers are
typically in the 2.5-6
range for return.

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Not all bids are equal

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Avg. CPC by Industry
“The most expensive industry on
Google Shopping is Office & Business
needs, where clicks average only
$1.09.”
-WordStream

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Increasing impression share
ROAS Goal: 4x
10-20%
10-20%

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Try using devices to adjust bids

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Device bid
adjustment
alert

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Try using audiences to adjust bids

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Avg. CTR by Industry
• “Automotive supplies have the
highest CTR in the group,
averaging 1.2%.”
-WordStream

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Managing intent based
search terms

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Example of search terms
High Intent
Low Intent
Medium Intent

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Structure your campaigns
around your search terms

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Use Negatives & Multiple campaigns

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Add Negatives Weekly

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WordStream’s
Add Negatives
Alert

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Campaign Management
Checklist

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Avg. Conversion
Rates
“Additionally, shopping advertisers can
convert more users by leveraging some
unique features such as Google
Merchant Promotions and Google’s
“Buy on Google” feature.”
-WordStream

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Key Takeaways

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Product Data
Product data is the baseline google uses to determine how and when to
show your ads. Having product data that is consistently optimized and
tested will ensure high functioning performance for your google shopping
campaigns.

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Campaign Structure
Campaign structure will determine the ways you can optimize your
campaigns from bidding to search term optimization. It can also make
managing 1,000’s of products far easier in many cases.

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Bidding
Bidding is done at the product group level. This gives you the ability to bid
on even single products based on performance. Adjust bids based on
things like positive (or negative) return, margins, competitiveness, or
impression share.
You also have the opportunity to use bid adjustments based on audiences
or devices.

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Search Term Optimization
Without the use of keyword match types, negative search term
management is a core component of managing a high performing
shopping campaign. Not only should you be adding obvious unrelated
negatives, but consider things like high or low intent, brand focused, or top
of funnel oriented in determining how to set your negatives.

73. © Copyright 2019 WordStream, Inc. All rights reserved.
Thank you!

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Q & A