Google Shopping: Advanced Segmentation, Targeting and Optimisation

In Digital Campaigns, Digital Strategy, Paid Searchby Jack Felstead

Google Shopping, Advanced Segmentation, Targeting and Optimisation

Segmentation is key for the success of any digital marketing strategy. It allows us to easily target and optimise the multiple items within a Shopping Feed that deliver the best results by re-allocating our investment to maximise ROI.

At MediaVision, we combine the power of Search, Display and Social to maximise exposure for our client’s Shopping Campaigns.

To find out more about how we can help you empower your Shopping Campaigns please contact us here.

Google Shopping: Advanced Segmentation, Targeting and Optimisation

Google Shopping (formerly Google Product Search, Google Products and Froogle) is a Google service that allows merchants to display items from within their website (product feed) on to Google’s (as well as other platforms) search results by displaying a small image, a short amount of text, price, special offer and star ratings of a specific item.

GoogleShopping_A

Google Shopping allows users to search for products on online shopping websites and compare prices between different vendors, it also gives the user highly targeted, highly relevant ads based on their original search query. This is great news for merchants as it means they are able to deliver one (or multiple) highly relevant ads to potential customers.

It is also possible to bid on items according to their value. For example, you may want to bid more on a £400 Red Shirt than on a £100 Red Shirt, both items will have significantly different click through rates, conversions rates and margin values to the merchants business, which will ultimately result in different bid calculations.

It’s important to understand the true value of a Keyword/Item ID per segment, as this will be dramatically different per location, device, language, etc. For example, the keyword [red shirts] will have a lower CPC for someone who is located in Birmingham using a mobile device, than someone located in London using a Desktop device, therefore the CTR and Conversion Rate will also be significantly different, meaning the CPC will also vary according to the value this Item has to the merchant.

While it’s not possible to bid on specific keywords within Google Shopping, it is possible to define what items we don’t want to show for a particular query, allowing us to carve suitable search queries for a particular set of items or a product category. We do this by cross-negative matching generic, brand and item specific keywords within shopping campaigns. Thanks to this approach, we are able to apply an extremely granular and accurate bid to each one of our items. Please see the below examples:

Conventional Shopping Bidding Strategy

  • Pre-segmentation, without cross negative keyword matching
  • This strategy allows a merchant to bid towards the value of an item (or Max CPL) by basing bids on average conversion rates (for all queries) and the item value
  • It does not allow merchants to control bids per keyword or keyword category, severely limiting the full potential of each item (as different queries will have different values for each item)

 

bp1

 

Advanced Shopping Bidding Strategy

  • Post segmentation, with cross-negative keyword matching in place
  • This strategy allows a merchant to bid towards the value of an item (or Max CPL) segmented by specific keywords, by basing bids on average conversion rates (per keyword) and the item value
  • It allows merchants to control bids per keyword or keyword category, significantly increasing the full potential of each item and its sales volume (as different queries will have different values for each item)

 

bp2

Further layers of segmentation can also be applied according to the needs of each merchant’s requirements, essentially allowing us to duplicate keywords 100’s or even 1000’s of times. Each individual segmentation will provide us with further data and allow us to optimise each individual item according to its true value by:

bp3

 

A more granular shopping campaign structure allows us to maximise our sales volumes in a profitable, sustainable manner while reducing spend in less profitable areas (or segments), creating customer profiles that can help improve performance within other cross channel campaigns.

Happy Shopping!

About the Author

Jack Felstead

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