Driving Google Shopping Ad Relevancy Via The Manufacturer Center
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Transcript of Driving Google Shopping Ad Relevancy Via The Manufacturer Center
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Driving Google Shopping Ad Relevancy
Via The Manufacturer Center
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Event LogisticsJoin the Conversation: Submit questions and thoughts
Session Recording Will Be Sent out 10/27/16
Event Moderators
Nick CotterMarketing Operations Coordinator
Lewis BrannonSr. Retail Search Manager
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OVERVIEW
•Founded in 2007
•Recognized as an Official Google Shopping Partner
•350+ Active Retail Clients
•Top 50 fastest growing company in San Diego 4 years
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy
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Today’s Speakers
Alex GrantPartner Operations Manager
Daseul SonStrategic Partner Development Manager
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Confidential & ProprietaryConfidential & Proprietary
Introducing Manufacturer Center
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Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Agenda
Why did we launch Manufacturer Center?
How does Manufacturer Center work?
How is the data used?
Q&A
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Proprietary + Confidential
Google’s mission is to organize the world’s information and make it universally accessible and useful.
“
”
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Confidential & Proprietary
Google Manufacturer Center
Data
BRAND
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Proprietary + Confidential
Proprietary + Confidential
Why did we launch Manufacturer Center?
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Proprietary + Confidential
● 100B+ searches per month
● Consistent representation online
● Authoritative and accurate product information ○ 40% more clicks
○ 15% of image searches have product intent
○ 1 in 4 avoid stores if unsure product is in stock
Google connects brands and consumers
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“The best performing [CPG] companies are pushing the boundaries of the “perfect page” online by providing rich product information and content that also helps deliver search results that are more favorable to their company.
These can include high-quality pictures with rollover notes, detailed product descriptions and reviews, product comparisons, videos, and mobile-optimized sites, which give consumers all they need to know at the point of purchase.”
The Digital Future of Consumer Packaged Goods Companies - Oct 2015, McKinsey & Company - goo.gl/FB6n2K
McKinsey on merchandising
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Shoppers want to make
informed purchases.
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Proprietary + Confidential
101000110 111010100 100 1000 110 10100 100101 101 1010011 110 001 0000101110
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Proprietary + Confidential
Brands+
Retailers
Products Experience BrandLove
Tech Scale Reach
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Proprietary + Confidential
● Descriptions, rich content, videos, images, URLs and more
● Share official, approved product data with Google users
● Help shoppers make better buying decisions
Brand data
Brand data
Brand data
Manufacturer Center
Influencing product metadata
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Proprietary + Confidential
How does Manufacturer Center work?
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Overview page
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Create brands
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Proprietary + Confidential
Upload product data
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Proprietary + Confidential
Review key actions
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Proprietary + Confidential
Access data
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How is the data used?
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Proprietary + Confidential
Google.com
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Curated with Brand, Title, & Product NameConstructed using Item Group ID & Variant attributes
Curated from Title, Product Line, Description, Bulleted Description, Color, Product Detail, & more
Curated from Images & Videos
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Proprietary + Confidential
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User Reviews provided via Product Reviews
Seller ads provided via Merchant Center and Shopping Campaigns
These sections do not come from Manufacturer Center
Google.com
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Title and Product Details
Primary & Additional Images, & Videos
Compiled using Descriptions and Product Details.
Description is displayed here
Variants are constructed using Color, Product Details, and Item Group ID
Google Shopping
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Proprietary + Confidential
Google.com on Mobile
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Bob wants to stream video from his phone to his TV. He goes to Google.com and searches for “streaming media device that works with iphone”
Bob sees an ad for Chromecast and clicks on it. There he reads that it is compatible with his phone. The product suits his needs, so the ad has a greater chance of resulting in a sale.
A variety of retailers advertise the Chromecast streaming media device, but their ads don’t display detailed product information, such as which smart phones it is compatible with.
Fortunately, for each ad, in addition to the information displayed on Google, additional information about a product can be invisibly “attached” to ads.
1 2 3
How data increases ad relevancy
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Proprietary + Confidential
Getting Started
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Getting started
1. Create a Manufacturer Center account (by manufacturer)2. Prepare & upload product data3. Review Key Actions4. Provide feedback
Learn More: http://manufacturers.google.com
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Fields Required/Recommended/Optional
ID, Brand, Title, GTIN Required
MPN, Product Line, Description*, Feature Description, Image Link*, Additional Image Link
Recommended
Disclosure Date, Release Date, MSRP, Product Name, Product Type, Video Link, Product Page URL, Item Group ID, Color, Material, Pattern, Size, Size Type, Size System, Gender, Age Group, Count, Count, Capacity, Theme, Scent, Flavor, Format, Product Detail
Optional
Data specs
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Q&A
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FAQs
● How much does Manufacturer Center cost?● Is this the same thing as Merchant Center (aka Shopping
Campaigns/PLAs)?● Is Manufacturer Center available internationally?● Does Manufacturer Center help address unauthorized
resellers?
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Thank You!
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Getting Started
Step 1 ● Partner checks with Google contact to determine if an account exists for their brand● If not, we create a unique account creation link.
Step 2 ● Send the link to the Manufacturer.● Manufacturer will accept ToS and enter account data.
Step 3 ● We'll review the Brand data they enter and follow-up with any questions.
Step 4 ● Send over the data file URL, and we take it from there!
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Why should manufacturers participate?
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An opportunity with unique benefits
2. Better brand experience
● Feature richer, more accurate product info for every product in their portfolio
● Help brands stand out in a crowded marketplace
● Increase purchase consideration
1. Access to analytics
● Understand the success of products on Google
● Dive into brand & product impressions and clicks
● Benchmark performance against top products in their categories
3. Improved Performance
● Improved Ad Relevancy for their products
● Improvements in purchase conversions via Google
● Increased traffic to their products
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Case Studies
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Bosch: +4% uplift in purchase conversions
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Speakman: +8.1% uplift in purchase conversions
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Accurate and detailed data enables product discovery
High quality data helps users evaluate products