Optimizing Google Shopping Campaigns for Mobile

hey everyone my name is Jacob mader and
I’m an agency development manager out of our new york city office today you’re
joining us for part two of our three-part series on shopping
optimization techniques in particular we’re going to cover sidecars unique
approach to mobile management and how to leverage the tools that Google Offers to
get more granular with shopping traffic now for those who didn’t tune into the
first episode Steve if you’d like to introduce yourself and share a little
bit about your company sidecar be helpful for the entitlement and chief
operating officer at sidecar and sidecar is an e-commerce marketing technology
that leverages machine learning to solve the data intensive and and complex
problems of matching people to the products are searching for in paid
marketing channels great now Steve mobile right now it’s an incredibly hot
topic as many of us know here at Google at your agency and in the audience
mobile dominated holidays in 2015 now what are some of the challenges that are
still opposed to retailers from this point forward so all of our clients and
all the people that were talking to mobilise is a constant hot topic it’s at
the top of the list and there are quite a few challenges that come with it the
first is certainly conversion rate right that it has a very different mobile
traffic is very different conversion rate the desktop traffic and I think
part of that is also centered around the rule that mobile place in the consumer
search for her eight so as you’re buying products are navigating your life you
figure out when you want to search on the phone when you want to go to a
desktop and sometimes mobile let play the introducer role and be that that
first point of contact let’s say hi drive by a story I see something in the
window and I go in search of my phone other times it might be more middle the
final I was at my office and i was looking for particular t-shirt I was
looking for the cabin and sort of continuing my search and other times it
might be the last touch rate I went into the store I know what I want I didn’t
get a chance to buy at and I got my phone and actually make the purchase and
search through Google Shopping and click through to make that purchase and I
think that retailers struggle to understand what role mobile plays in
that that entire final and how they should
look at return on investment and the ads but investment they make in order to
capitalize on the channel that’s that’s a good analysis of the lay of the land
and much of that resonates with me and how I use my mobile phone and I imagine
what the viewers in the audience as well now thinking more specifically to Google
Shopping how does mobile apply and in particular what are some of the levers
that I as a retailer could pull to enhance my mobile AdWords experience
sure so as I think we all know traffic for Google Shopping is segmented into
two buckets desktop and tablet are together by the way if you could
separate those for us I’ll be great and mobile is separate so any traffic coming
from a mobile device you can you can be done differently and the way the Google
lets you do that is through a mobile bid adjustment and so you have your campaign
structure which always starts at the top with the campaign and then in a group
and then your product groups underneath and so a lot of times what what happens
is that retailers are setting one mobile carrier just at the aggregate level when
they just have one campaign won a group cuz it’s sort of the the easiest way to
manage things and so that one adjustment which pic which can be anywhere from
down ninety percent 90% less than you’re willing to pay for a desktop tablet bid
all the way up to 300% or you can turn it off completely and go down 100% and
what happens with that traffic is that if you have a dollar bid on a product
group and desktop tablet you set your mobile adjustment at minus fifty percent
of the mobile bill is going to be fifty cents but that adjustment is made on
every single product group within that actor so all of our products are built
out in the instance where you’ve got sneakers and you’ve got your Nike
running shoes Reebok running shoes for Asics running shoes in your t-shirts all
in different product ribs and you’d be down 50% its gonna just each one of
those down by the same percentage which is one of the challenges so the only way
to really tackle that challenges to have a very very complex campaign in a group
structure that would be nearly impossible to manage yeah that’s that’s
very helpful setting for the viewers in the audience you put it well adjustment can be controlled by the
advertiser in the agency of its down 50% it’s a dollar that means that it’s $0.50
you also mentioned that there can be some strategies around using that mobile
vid adjustment so where do you see some shortcomings that we traditionally will
see from advertisers who may not be using that mobile bit adjustment as
effectively as as you’ve seen used your agency so I think the biggest challenges
that that adjustment is always treated sort of an aggregate so most retailers
that we see have just a handful of campaigns and so all of your product
groups underneath and a lot of times but only have one campaign groups are
getting adjusted by that same negative percentage but the reality is that if
you those t-shirts that you sell more of an impulse purchase right maybe they’re
$20 and when you’re on the go you click an ad and you’re more likely to buy that
on your phone because it’s too quick by and then if you’re looking at a $300
pair of running shoes that you’re thinking of buying for the next year for
your gym workout you might want to think a little bit more heavily about that so
despite the fact that their bids might be different maybe they’re running shoes
you bid $2 in the t-shirts you get a dollar in the mobile bit adjustment
world if you were to submit of mobile bit adjustment in that a group of minus
fifty percent each one of those product groups would get adjusted down but it’s
a man now in reality you might want to have wanted to beat up the t-shirts and
bit down the running shoes and without again a very very complex campaign
structure which would be impossible to manage there really is there are very
few if any workarounds for that we’ve come up with one with a little nap yeah
sure ok so essentially what sidebars technology does it segments traffic into
two different campaigns so you have your desk not campaign and then your mobile
campaign and by essentially sounding negative 100% or off adjustment to the desktop campaign all
of the traffic would move over to the mobile campaign and setting that
campaign with a lower priority than the desktop campaign means that again all
that mobile traffic is gonna funneled into that mobile campaign can you share
a little bit about campaign priority for some of the viewers who may not be
familiar sure absolutely so within each Google Shopping campaign there’s a
setting called campaign priority high medium and low and essentially it less
you give Google a priority as to which he did you’d like to reflect for that particular product or set of
traffic that you’re targeting and so that campaign priority if you were to
set high for the desktop campaign and medium or well for the mobile campaign
essentially you would have funneled all mobile traffic to the mobile campaign as
long as you have the negative 100% that adjustment on that does not contain it
makes sense I guess just in summary it would be helpful to know you know why do
you think mobile management is so important for clients today sure so it’s a growing channel so the
number of people searching for things on their mobile phone is just continuing to
grow each year and it’s a critically important channel in that final that
we’re talking about interesting one of you sort of Miss that click whether it’s
the first time somebody’s going to see one of your products through Google
Shopping more of a little touch point or Alaska Converter you can miss the sale
if you miss any one of those touch points through that final and so the
reason that it’s so important to go shopping is because if you’re treating
everything in aggregate with that but adjustment anytime you make even a
desktop it’s just been it’s sort of a reflection of the mobile traffic as well
so if you don’t segmented and it’s performing worse than desktop which in
almost all cases it is you’re not allocating spend across all the
different device types and product groups and segments of traffic that you
could and so you end up missing out on some of the desktop opportunity and also
wasting money on the mobile opportunity so this granular ability that our
technology creates to manage desktop and mobile separately means that can be
adjusted for mobile app the product group level regardless of the moped
adjustment sort of does it need to be used anymore and that’s a big advantage
of being able to get more on T-shirts on mobile and less on $300 running shoes
that that makes quite a bit of sense and I can imagine if I’m a client looking at
a potential shopping agency what’s very important for me and my catalogs
customization it seems like that’s what you are doing quite a bit as an agency’s
not only are not only customizing the feed management but customizing the
device bid management to best suit the revenue model of your client yes
absolutely the goal of psychos technology is to allocate budget
efficiently throughout all aspects of the campaign from
different product groups two different sets of traffic to different device
types so we can maximize the revenue of the channel will still hitting the
return code set by the retailer but thank you Steve this was incredibly
helpful in for you and the audience I hope that you better understand how you
can leverage your mobile bids to drive returned within your shopping campaigns
and potentially consider sidecar for some of their customized solutions I’d
love for you all to tune into part 3 where we discussed managing your budget
your search query allocation alright steve is fantastic as always very much
look forward to having you in part 3 shortly

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