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Google will merge the Google Product Search and the Google PLA to the new Google Shopping by 2013. This will not only impact you as merchant, but also the search and buying behaviour will shift significantly and shake-up the e-commerce industry. How do you get prepared? How is the new system working and what is the strategy behind the changes? In this workshop session, Volker Schmidt, CEO at Products Up – the market leader for Google Shopping optimisation – will answer those questions and more, giving you hands-on material and advice to help shape your future e-commerce success.
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Disruptive LeadTechnologies
ProductsUp is now a DLT company www.disruptive-lead-technologies.com
How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham Stadium
iStrategy Conference 2012 Volker Schmidt – Co-Founder & CEO
Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
Workshop Agenda
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Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
Workshop Agenda
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Introduction of Products-Up
Products-Up GmbH
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Headquarter: Products-Up GmbH
Bahnhofstr. 5 91245 Simmelsdorf
Germany
Facts: Founded: 2010
Staff: > 13 Office Locations: > 3
Clients: > 150 served countries: > 9
The Products-Up Story Products-Up serves up to 18 million products a day to Google Shopping and Product Listing Ads (PLA) for more than 150 clients around the world turning over more than $100 million in revenue. With offices in Sunnyvale (CA), Sao Paulo, Berlin and Munich we provide global insights on data management potential, product data optimisation and maximising the revenue that comes from that data regardless of the channel
Our mission is to analyse and optimize the world’s product data and in so doing, maximise your revenue!
Business Case
300% initial traffic increase and up to 900% in total in the first 3 months
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Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
Workshop Agenda
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(Maybe) The Google Strategy
! eBay >900 million
! Amazon >335 million
! Google Shopping < 100 million
! 2009: Google Shopping >25% Amazon <18%
Product-related searches each month in Google.com
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Source: comScore, WSJ, Mercent Corp. & NYT
! c. $1,800,000,000
Visibility Google Shopping in US
Visibility of Google Shopping ‚One-Box‘ in SERPS’s
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Source: searchengineland.com
! 90,000 product-related keywords were monitored
! 94% less visibility in one month
! Announcement of paid-model was on June 1st
Visibility Google Shopping in US
How traffic splits up between Shopping & PLA from April to August?
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Source: RKG
Visibility Google Shopping in US
Is PLA taking over Google Shopping traffic?
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Source: RKG
Kill Google Shopping – long live Google Shopping
Did Google really end free Google Shopping traffic?
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Source: Channel Intelligence
Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
Workshop Agenda
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How data boosts your revenue in GS
How merchants use their product data
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How data will boost your revenue in GS
Providing the right data at the right time is the key to success!
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! Title: T-shirt
! Description: Grey Bus, Green Dinosaur and Orange Bear Face 100% cotton. Yellow Taxi 95% cotton 5% viscose.
! Size: 3-6 month 6-9 month
! Title: Sweater with a grey bus from 3-6 month
! Description: Lovely Sweatshirt for infants in the age of 3-6 months
! Size: 3 month, 4 month, 5 month, 6 month
! Washing instructions
! Age Group: Infant
Merchant (buying team) Google Requirement Client searches
! Client Search: Small child sweater
What does Google want? What is the client actually searching for?
You need to match these requirements!
How data boosts your revenue in GS
! Title
! Description
! Price
! Image
! Condition
! Google Product Category
! Shipping Costs
! Availability
! Unique Identifier (Brand, MPN, GTIN) / Computer Electronics, Books & DVD’s
! Variants / Fashion
Minimum requirements to be listed in Shopping
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How data boosts your revenue in GS
! Title (should contain Brand, Size, Colour, Material – depending on the product category)
! Image resolution and additional images
! Shipping information (Country:County:Company:Price)
! Weight and Size
! Payment methods, payment notes
! Country of origin (UK)
! Last Update (Timestamp – products updated, not feed upload)
! Sizes (32,33,34 – not 32-34)
! Keywords, keywords, keywords!
Google provides 50 fields for your data enrichment
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How data will boost your revenue in GS
Client Searches Should Influence Data Optimization
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Keywords entered: „Christmas gift idea“
Keywords entered: „Trans Alpine 30L Deuter“
Search Result Search Result
How data boosts your revenue in GS
Content enrichment driven by external solutions
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Crawling
Mechanical Turk Solu=ons
Content-‐Provider
Top Products
OnSite Search
What merchants should know!
Product data = Relevancy = Quality Score
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Quality Score
Cost-per-Click
Re
turn
on
Ad
Sp
en
d
Quality Score
Cost-per-Click
Google: The higher the quality score, the lower the CPC to be paid and the greater the range for your products
Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
Workshop Agenda
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Key Learnings
! Content management is critical!
! Use CMS or intelligent export tools to deliver the right content at the right time!
! Better content = more relevancy = better quality score = lower CPC!
! Use all 50 attributes given by Google Shopping!
! Know your clients search behavior!
! Use Product Listing Ads NOW!
! Your content is better than you might think!
Your key learnings
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Content is KING KONG!
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Merchant‘s should know...
To wake you up!!!!
Here is a donkey for your amusement!
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People...
Contact
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Volker Schmidt Co-Founder & CEO
Mobile: +49 151 52 800 420
Mark Peatey Country Manager UK [email protected] Mobile: +44 7932 656523
