Driving Google Shopping Ad Relevancy Via The Manufacturer Center

Driving Google Shopping Ad Relevancy

Via The Manufacturer Center

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Session Recording Will Be Sent out 10/27/16

Event Moderators

Nick CotterMarketing Operations Coordinator

Lewis BrannonSr. Retail Search Manager

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

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

Today’s Speakers

Alex GrantPartner Operations Manager

Daseul SonStrategic Partner Development Manager

Confidential & ProprietaryConfidential & Proprietary

Introducing Manufacturer Center

Proprietary + ConfidentialProprietary + Confidential

Proprietary + Confidential

Agenda

Why did we launch Manufacturer Center?

How does Manufacturer Center work?

How is the data used?

Q&A

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Google’s mission is to organize the world’s information and make it universally accessible and useful.

“

”

Confidential & Proprietary

Google Manufacturer Center

Data

BRAND



Why did we launch Manufacturer Center?


● 100B+ searches per month

● Consistent representation online

● Authoritative and accurate product information ○ 40% more clicks

○ 15% of image searches have product intent

○ 1 in 4 avoid stores if unsure product is in stock

Google connects brands and consumers


“The best performing [CPG] companies are pushing the boundaries of the “perfect page” online by providing rich product information and content that also helps deliver search results that are more favorable to their company.

These can include high-quality pictures with rollover notes, detailed product descriptions and reviews, product comparisons, videos, and mobile-optimized sites, which give consumers all they need to know at the point of purchase.”

The Digital Future of Consumer Packaged Goods Companies - Oct 2015, McKinsey & Company - goo.gl/FB6n2K

McKinsey on merchandising

http://goo.gl/FB6n2K


Shoppers want to make

informed purchases.


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Brands+

Retailers

Products Experience BrandLove

Tech Scale Reach


● Descriptions, rich content, videos, images, URLs and more

● Share official, approved product data with Google users

● Help shoppers make better buying decisions

Brand data

Brand data

Brand data

Manufacturer Center

Influencing product metadata


How does Manufacturer Center work?


Overview page


Create brands


Upload product data


Review key actions


Access data

Proprietary + ConfidentialProprietary + Confidential


How is the data used?


Google.com



Curated with Brand, Title, & Product NameConstructed using Item Group ID & Variant attributes

Curated from Title, Product Line, Description, Bulleted Description, Color, Product Detail, & more

Curated from Images & Videos




User Reviews provided via Product Reviews

Seller ads provided via Merchant Center and Shopping Campaigns

These sections do not come from Manufacturer Center

Google.com


Title and Product Details

Primary & Additional Images, & Videos

Compiled using Descriptions and Product Details.

Description is displayed here

Variants are constructed using Color, Product Details, and Item Group ID

Google Shopping


Google.com on Mobile


Bob wants to stream video from his phone to his TV. He goes to Google.com and searches for “streaming media device that works with iphone”

Bob sees an ad for Chromecast and clicks on it. There he reads that it is compatible with his phone. The product suits his needs, so the ad has a greater chance of resulting in a sale.

A variety of retailers advertise the Chromecast streaming media device, but their ads don’t display detailed product information, such as which smart phones it is compatible with.

Fortunately, for each ad, in addition to the information displayed on Google, additional information about a product can be invisibly “attached” to ads.

1 2 3

How data increases ad relevancy



Getting Started


Getting started

1. Create a Manufacturer Center account (by manufacturer)2. Prepare & upload product data3. Review Key Actions4. Provide feedback

Learn More: http://manufacturers.google.com

http://manufacturers.google.com


Fields Required/Recommended/Optional

ID, Brand, Title, GTIN Required

MPN, Product Line, Description*, Feature Description, Image Link*, Additional Image Link

Recommended

Disclosure Date, Release Date, MSRP, Product Name, Product Type, Video Link, Product Page URL, Item Group ID, Color, Material, Pattern, Size, Size Type, Size System, Gender, Age Group, Count, Count, Capacity, Theme, Scent, Flavor, Format, Product Detail

Optional

Data specs

Q&A


FAQs

● How much does Manufacturer Center cost?● Is this the same thing as Merchant Center (aka Shopping

Campaigns/PLAs)?● Is Manufacturer Center available internationally?● Does Manufacturer Center help address unauthorized

resellers?

Thank You!


Getting Started

Step 1 ● Partner checks with Google contact to determine if an account exists for their brand● If not, we create a unique account creation link.

Step 2 ● Send the link to the Manufacturer.● Manufacturer will accept ToS and enter account data.

Step 3 ● We'll review the Brand data they enter and follow-up with any questions.

Step 4 ● Send over the data file URL, and we take it from there!


Why should manufacturers participate?


An opportunity with unique benefits

2. Better brand experience

● Feature richer, more accurate product info for every product in their portfolio

● Help brands stand out in a crowded marketplace

● Increase purchase consideration

1. Access to analytics

● Understand the success of products on Google

● Dive into brand & product impressions and clicks

● Benchmark performance against top products in their categories

3. Improved Performance

● Improved Ad Relevancy for their products

● Improvements in purchase conversions via Google

● Increased traffic to their products


Case Studies


Bosch: +4% uplift in purchase conversions


Speakman: +8.1% uplift in purchase conversions


Accurate and detailed data enables product discovery

High quality data helps users evaluate products