If you run an e-commerce site or handle shopping campaigns these are some must have tricks to improve performance during the holiday season. Continue reading if you want to know more about 2016’s best tips for Google Shopping for top returns during Black Friday and Cyber Monday.
Last year brick-and-mortar sales saw a drop during Cyber Monday and Black Friday, while online sales came out on top with a double-digit increase. The largest jump during the season happened on mobile devices. How important is mobile you ask? YoY mobile shopping traffic has increased 160% during the holiday season, with 33% of all retail purchases happening on mobile devices.
There was 60% increase in total holiday traffic for online retailers with no signs of slowing ahead. With Cyber Monday and Black Friday just around the corner, here are 5 Google shopping tips and tricks to help you get the edge for Black Friday and Cyber Monday.
1. UPIs, UPIs, UPIs
!!!! Unique Product Identifiers are hands down the most important attributes to have in your feed. GTIN, MPN, and Brand are unique identifiers used to match against Google’s product catalog to ensure product validity. If you are a reseller of products, Google will reference the GTIN from the seller’s catalog and pull that information into the ad. If the user clicks into the shopping tab, it will default to your optimized titles, product category, description etc. from your product feed.
PRO TIP: Optimize first for GTINs -> Title -> Description. If your products need GTINs make sure to address those first, then optimize titles by adding in relevant attributes followed by the rest of the feed attributes. Here are two links for more information about UPI’s: how to find GTINs for your products and Google Shopping Identifiers.
2. Test & Analyze Shopping Performance
Testing is crucial to any shopping campaign, but you don’t want to be trying something new during crunch time. October thru early November should be the time to determine what is working and what is not. You can use your search term report in AdWords to identify what keywords are triggering your ads and add those terms into your titles & descriptions for higher relevancy. Placing important information at the beginning of the title is key to being a step ahead of your competition because many times titles may be truncated on the results page. This means if you sell
Placing important information at the beginning of the title is key to being a step ahead of your competition because many times titles may be truncated on the results page. This means if you sell high-value brands that users search for, it would be a good idea to place those brands first in your titles. Again, you can check this by using your search term report under the keywords tab in AdWords.
PRO TIP: Build Product Data Foundation: now until the end of October is the time start to building your product data foundation. A couple of ways to do this is by making sure your product feed has as many products approved as possible. Cleaning up your Merchant Center and addressing disapprovals and warnings is a good place to start. If you are new to feed optimization this article will get you going.
3. The Mobile/Desktop Connection:
Many managers will agree the return on mobile isn’t strong as on desktop, and for the most part this is true. We need to understand the correlation between the two to get a better picture of the conversion funnel. The majority of users start their buying journey on their mobile devices. If your ads aren’t showing in the beginning of this journey, you are possibly missing out on conversions later on. If we are shooting for a specific ROAS and notice mobile is bringing that down, we must understand that it is assisting desktop. If you decrease mobile by 100% you would see your desktop conversions drop. Right now is the perfect time to open up mobile and tablet a bit and begin testing for the right bid modifier to get the ROAS you are looking for.
PRO TIP: Open your conversion tracking to 45-60 days after January to catch return buys and gift card purchases
4. Local Inventory Ads:
This is great news for brick and mortar retailers who have struggled to see the connection between their online efforts and instore sales. Online searches are driving offline behavior. 94% of smartphone users looked for local stores nearby. 66% percent of them visited a store, and 26% of them made a purchase. There are a couple of requirements before you can get started on Google:
- Own a brick-and-mortar store that is open to the public
- Sell physical goods at your stores that customers can buy without additional purchases
- Be physically located in the country you’re targeting ads
- Protect your customers’ personally identifiable information (PII)
Availability is currently limited to US, UK, Germany, France, Japan, and Australia. When using Local Inventory Ad’s, if a user clicks through to one of your ads, it brings you to a Google hosted storefront which contains the product, inventory, store hours, phone number, along with directions to the nearest store. This lets the shopper know you have what they’re looking for in stock at a location nearby. These ads go hand in hand with mobile shoppers on the go. For thism you will also need to supply a separate feed for each location that has a separate inventory for each store. Google also recommends you match your item id to your local id with an attribute called webitemid. You can also specify store pickup and timeline by adding the pickup_method or pickup_sla attributes into your feed.
5. Customer Match for Google Shopping:
Google has extended the reach of its customer match function to Shopping. Now we can put that email list to work by re-engaging key audiences who already enjoy your brand. This is a great way to regain lost customers or upsell to clients who have already purchased. When setting up customer match there are two things to keep in mind:
- It only shows ads to customers who have Gmail’s
- They have to be logged in in order to be retargeted
Another option is to retarget similar audiences on YouTube and Gmail if your list meets the eligibility requirements. There are many different lists you can create to start retargeting your customer match audiences in AdWords. Shopping cart abandoners and loyalty customers are just a few low hanging fruit that will help with conversion rate after Black Friday and Cyber Monday.
PRO TIP: Offering similar deals of Black Friday and Cyber Monday before and after these holidays is a great way to bring customers back to the purchase cycle.
With the holidays just around the corner now is the time to start testing and finding what works best for your vertical. These 5 tips should get you in good shape for Black Friday and Cyber Monday. By starting early, you will get a leg up on your competition.