Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014

Taking Google Shopping to the Next Level

Marketing Festival 2014 Martin Röttgerding, Bloofusion

@bloomarty

Case Study: Shopping Revenue

Jan-‐13 Feb-‐13 Mar-‐13 Apr-‐13 May-‐13 Jun-‐13 Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14 Sep-‐14 Oct-‐14

What are we talking about?

@bloomarty

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Product Data

Title Price Product type Brand Color Image Descrip8on Fender Standard Stratocaster 499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... …

Fender AM Special Strat white 749 Guitars > Electric Guitars > Stratocaster Fender sunburst hDp://... …

Fender Stratocaster Signature Eric Clapton 1599 Guitars > Electric Guitars > Signature Guitars Fender black hDp://... …

Gibson Flying V 120 HV 1790 Guitars > Electric Guitars > Heavy Guitars Gibson black hDp://... …

Gibson Les Paul Standard 2012 GT LH 1399 Guitars > Electric Guitars > LeUhanded Guitars Gibson gold hDp://... …

Fender Stratocaster Natural Swirl 589 Guitars > Electric Guitars > Stratocaster Fender natural hDp://... …

Fender American Deluxe Strat 1499 Guitars > Electric Guitars > Stratocaster Fender red hDp://... …

Fender American Dlx Strat HSS 1569 Guitars > Electric Guitars > Stratocaster Fender blue hDp://... …

Takamine TC132S 999 Guitars > AcousZc Guitars Takamine natural hDp://... …

Luna Guitars Lapsteel 489 Guitars > Steel Guitars Luna Guitars grey hDp://... …

Duesenberg Fairytale Lapsteel Goldburst 1429 Guitars > Steel Guitars Duesenberg gold hDp://... …

Yamaha B40 249 Guitars > AcousZc Guitars Yamaha wooden hDp://... …

… … … … … … …

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Providing Product Data for Google Shopping

Shop database Product data feed link

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Shopping Campaigns: Product Group Structure

all products brand 1

brand 2

everything else

product 1

everything else

product 2

€0.20

€0.20

€0.30

€0.28

€0.30 bids on mulZple products

bids on single

products

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Negative Keywords

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The Complete Picture

Shop database Product data feed

Bids

Feed opZmizaZon

Bid management

NegaZve keywords

What‘s in the Box??

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Product Presentation

>  running shoes

>  asics running shoes

>  asics gel 1170 running shoes

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>  running shoes



€0,40

€0,40

€0,40

ID Title Brand Product type

123 Asics Gel 1170 Asics Running shoes

€0,40

A Closer Look at Shopping Queries Case Study

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Shopping Queries by Number of Words

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 word 2 words 3 words 4 words 5 words 6 words

Revenue per Click

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Cost per Click

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Revenue per Click

Cost per Click

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>  running shoes



€0,40

€0,40

€0,40



€0,40

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>  running shoes



€0,40

€0,40

€0,40



€0,40

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Revenue per Click: Brand Reference – Case Study

€ 5,75

€ 1,85

0,00 €

1,00 €

2,00 €

3,00 €

4,00 €

5,00 €

6,00 €

7,00 €

8,00 €

9,00 €

contains brand reference rest

average: 4.08 €

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>  running shoes



€0,40

€0,40

€0,40



€0,40

@bloomarty


>  running shoes



€0,40

€0,40

€0,40



€0,40

@bloomarty

Revenue per Click: Product Reference – Case Study

€ 7,63

€ 3,94

0,00 €

1,00 €

2,00 €

3,00 €

4,00 €

5,00 €

6,00 €

7,00 €

8,00 €

9,00 €

contains product reference rest

average: 4.08 €

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Revenue per Click: Product Reference – Case Study

€ 7,63

€ 5,75

1,53

0,00 €

1,00 €

2,00 €

3,00 €

4,00 €

5,00 €

6,00 €

7,00 €

8,00 €

9,00 €

contains product reference contains brand reference rest

average: 4.08 €

Shopping Keywords How to Segment Shopping Queries

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Segmenting Search Queries: The Goal

One Campaign

some bids

Another Campaign

other bids

some queries

other queries

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Campaign Priorities

Query

Campaign 1 Priority: high

0.25

Campaign 2 Priority: low

0.50

Conflict

Ad AucZon

0.25

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Segmenting Search Queries: Non-‐brand Queries

blue running shoes Conflict

Ad AucZon

0.25


0.25


0.50

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Segmenting Search Queries: Brand Queries

asics running shoes No

conflict

Ad AucZon

0.50


0.25

NegaZves:

asics


0.50

The Complete Strategy Shopping Keywords

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The Goal

Products Campaign

Rest Campaign

Brands Campaign

product specific search queries

brand related search queries

other search queries

(opZonal)

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Gather your brand keywords

>  From your product data

>  Clean them up >  Tommy Hilfiger à hilfiger >  Sammies by Samsonite à sammies, samsonite

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Gather your product keywords

>  From your product data >  MPN >  Title patterns >  …

>  Manually?

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Campaign Structure

low

medium

Priority

Products

Brands

Campaign

high Rest

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Campaign Structure

low

medium

Priority NegaZve Keywords

product specific terms

Bids

very high

high

Products

Brands

Campaign

high product specific terms

brands Rest low

Budget

shared budget

Use whatever internal structure you like

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Campaign Structure

low

medium

Priority NegaZve Keywords

product specific terms

Bids

very high

high

Products

Brands

Campaign

high product specific terms

brands Rest low

Budget

shared budget

Use whatever internal structure you like

Alternative: start with the old bids and adapt

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Segmented Campaigns: Outcome

Rest vs. Brands vs. Products

Ad AucZon

0.75

Products Campaign Priority: low

0.75

NegaZves: gel 1170 gel 1180 asics nike …

Rest Campaign Priority: high

0.25

asics gel 1170

red running shoes

No conflict

Ad AucZon

0.25

Brands vs. Products

Brands Campaign Priority: med.

0.50 asics running shoes

Ad AucZon

0.50

NegaZves: gel1170 gel 1180

…

@bloomarty Jan-‐13 Feb-‐13 Mar-‐13 Apr-‐13 May-‐13 Jun-‐13 Jul-‐13 Aug-‐13 Sep-‐13 Oct-‐13 Nov-‐13 Dec-‐13 Jan-‐14 Feb-‐14 Mar-‐14 Apr-‐14 May-‐14 Jun-‐14 Jul-‐14 Aug-‐14 Sep-‐14 Oct-‐14

Case Study: Shopping Revenue

@bloomarty

Thank You!

Martin Röttgerding Bloofusion Germany

E-‐Mail [email protected] Twitter @bloomarty Web www.bloofusion.de Blogs www.internetkapitaene.de www.ppc-‐epiphany.com

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Martin Roettgerding - Taking Google Shopping to the Next Level MKTFEST 2014