VIDEO: How To 2X Your ROAS With Google Shopping (Duane Brown) (3)
VIDEO: How To 2X Your ROAS With Google Shopping (Duane Brown)
GOOGLE SHOPPING: How to 2x your ROAS with Google Shopping Ads?
Here is another summary of a great presentation that I want to share with you.
>> DOWNLOAD ALL THE SLIDES HERE <<
We all know that FB is having trouble lately so it's more important than ever to focus on other acquisition channels.
Everyone who's selling physical goods should pay attention to Google Shopping ADs and that's exactly what the presentation from Duane Brown was about.
Duane explains the importance of Google Shopping Feed, how to structure it properly, what attributes it must contain and how to effectively allocate your time on the products that work.
HE started the presentation by debunking a few common MYTHS.
MYTH #1: I run search ADs, I don't need Google Shopping ADs!
Wrong because 70% searches contains shopping ads. To put it simple, if you're not running shopping Ads, you're missing a LOT of exposure.
MYTH #2: Shopping feed is not as important as AD account campaign structure!
In reality, sophisticated feed setup is extremely important. No matter how great your campaign setup is, it won't perform well with a poorly structures shopping feed.
MYTH #3: It’s super important to optimize bids during peak seasons or holidays!
In reality, both the demand and supply increase during holidays, so it’s more important to adjust the ad spend and where you allocate it, instead of fiddling with bids.
Oftentimes, the same bids can result in increased business and profits during peak season.
Shopping Feed Structure
The next thing Duane focused on was the actual structure of the shopping feed.
He listed all the required data categories and explained how to properly define them.
To sum it up, he places a lot of emphasis on using these to their fullest.
For example the name of the product, don’t just use something like “White T-shirt” when there is enough space to list the brand name, sleeve type, material etc… make it easy for the shoppers to see whether your product is what they are looking for.
The more descriptive your listing is, the better it will perform in the shopping feed and the more frequently Google is going to show it.
And make sure the feed is up to date at all times. Duane used the “in stock” parameter as an example.
Apparently, Google does check your store and compares the availability info in the feed and in your store, if these don’t match, your listings will be shown less often.
Apart from the REQUIRED fee attributes, there are optional ones that not many sellers are using.
There is a whole lot of attributes you can add to your shopping feed.
Let me list some: age group, gender, pattern, color, material, size type or system, available date, multipack, subscription costs…
Why should you use so many attributes in your shopping feed? There are two main reasons.
One is to serve your customers in the best way and only get the relevant ones to visit your store.
The second reason relates to the AI, the better you specify your product, the more likely the Google AI is to show these listings to the right customers.
80/20 Rule Applies To Google Shopping Ads Too
This was a very interesting part of the presentation. Even with google shopping, just a small part of the SKUs from the feed are responsible for the majority of revenue.
First of all, what is a SKU? It's an abbreviation for Stock Keeping Unit, so basically a product, or a group of products or maybe a brand.
In one example that Duane gave, they had a client with 219 brands in their store and guess what?
Just 5 brands were responsible for 50% of the sales.
So what is the recommendation here?
You need to identify what SKUs are performing good in your google shopping feed and focus on selling just those.
In reality, not all SKUs will sell in google shopping, so you can very well drop the rest and allocate the ad spend to those that actually do perform.
Smaller feed is easier to manage and you will be able to spend $$$ more effectively this way.
Google Smart Shopping
When using google smart shopping, Duane recommends to follow a few steps.
You should choose SKUs with more than 50 purchases in a month for consistent data.
You need to watch the settings in order to judge performance objectively, because some smart shopping campaigns act as retargeting campaigns with naturally higher performance.
You need to properly select the SKUs for smart shopping campaigns, sometimes it’s better to keep this low and not focus on the best SKUs.
You need to watch the performance often, as the smart shopping campaigns tend to drop off after a while, so it’s not a set & forget setup.
There are several more tips shared in the presentation, check the full slides PDF to learn more.
>> DOWNLOAD ALL THE SLIDES HERE <<
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In case someone tried to download the slides and it didn't work, there was some problem with the link and i's now fixed 
I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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