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.

1. iStrategy Conference 2012
Volker Schmidt – Co-Founder & CEO
How data boosts your Google
Shopping revenue
26th November 2012 London,
Twickenham Stadium
Disruptive Lead ProductsUp is now a DLT company
Technologies www.disruptive-lead-technologies.com

2. Agenda
Workshop Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
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3. Agenda
Workshop Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
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4. Introduction of Products-Up
Products-Up GmbH
Our mission is to analyse and optimize the world’s product data and in
so doing, maximise your revenue!
Headquarter:
Products-Up GmbH The Products-Up Story
Bahnhofstr. 5
91245 Simmelsdorf
Germany
Products-Up serves up to 18 million products a day to Google
Shopping and Product Listing Ads (PLA) for more than 150 clients
Facts: around the world turning over more than $100 million in revenue.
Founded: 2010 With offices in Sunnyvale (CA), Sao Paulo, Berlin and Munich we
Staff: > 13 provide global insights on data management potential, product
Office Locations: > 3 data optimisation and maximising the revenue that comes from
Clients: > 150
served countries: > 9
that data regardless of the channel
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5. Business Case
300% initial traffic increase and up to 900% in total
in the first 3 months
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6. Agenda
Workshop Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
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7. (Maybe) The Google Strategy
Product-related searches each month in Google.com
! eBay >900 million
! Amazon >335 million
! Google Shopping < 100 million
! 2009:
Google Shopping >25%
Amazon <18%
! c. $1,800,000,000
Source: comScore, WSJ, Mercent Corp. & NYT
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8. Visibility Google Shopping in US
Visibility of Google Shopping ‚One-Box‘ in SERPS’s
! 90,000 product-related keywords were monitored
! 94% less visibility in one month
! Announcement of
paid-model was
on June 1st
Source: searchengineland.com
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9. Visibility Google Shopping in US
How traffic splits up between Shopping & PLA from
April to August?
Source: RKG
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10. Visibility Google Shopping in US
Is PLA taking over Google Shopping traffic?
Source: RKG
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11. Kill Google Shopping – long live Google Shopping
Did Google really end free Google Shopping traffic?
Source: Channel Intelligence
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12. Agenda
Workshop Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
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13. How data boosts your revenue in GS
How merchants use their product data
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14. How data will boost your revenue in GS
Providing the right data at the right time is the key
to success!
Merchant (buying team) Google Requirement Client searches
! Title: ! Title: ! Client Search:
T-shirt Sweater with a grey bus Small child sweater
from 3-6 month
! Description:
Grey Bus, Green Dinosaur ! Description:
and Orange Bear Face Lovely Sweatshirt for
100% cotton. Yellow Taxi infants in the age of 3-6
95% cotton 5% viscose. months
! Size: 3-6 month ! Size: 3 month, 4 month, 5
6-9 month month, 6 month What does Google want?
What is the client actually
! Washing instructions searching for?
! Age Group: Infant You need to match these
requirements!
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15. How data boosts your revenue in GS
Minimum requirements to be listed in Shopping
! Title
! Description
! Price
! Image
! Condition
! Google Product Category
! Shipping Costs
! Availability
! Unique Identifier (Brand, MPN, GTIN) /
Computer Electronics, Books & DVD’s
! Variants / Fashion
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16. How data boosts your revenue in GS
Google provides 50 fields for your data enrichment
! 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!
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17. How data will boost your revenue in GS
Client Searches Should Influence Data Optimization
Keywords entered: Keywords entered:
„Christmas gift idea“ „Trans Alpine 30L Deuter“
Search Result Search Result
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18. How data boosts your revenue in GS
Content enrichment driven by external solutions
OnSite
Search
Crawling
Mechanical
Turk
Solu=ons
Content-­‐Provider
Top
Products
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19. What merchants should know!
Product data = Relevancy = Quality Score
Return on Ad Spend
Cost-per-Click
Quality Score
Cost-per-Click
Quality Score
Google: The higher the quality score, the lower the CPC to be paid and the
greater the range for your products
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20. Agenda
Workshop Agenda
! Introduction to Products-Up
! Google Shopping statistics
! How data boosts your revenue in Google Shopping
! Your key learnings
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21. Key Learnings
Your 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!
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22. Merchant‘s should know...
Content is KING KONG!
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23. To wake you up!!!!
Here is a donkey for your amusement!
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24. People...
Contact
Volker Schmidt Mark Peatey
Co-Founder & CEO Country Manager UK
vs@products-up.de mark.peatey@products-up.co.uk
Mobile: +49 151 52 800 420 Mobile: +44 7932 656523
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