How to Make Google Shopping Work for Your eCommerce Website!
Thursday, June 13th
Luncheon June 13, 2013: How to Make Google Shopping Work – Get Registered
Last year Google completely changed its shopping experience and it has caused a lot of ecommerce merchants headaches ever since. First they changed the name from Google Product Search to Google Shopping. This is confusing because it was previously called Google Products and originally called Froogle. In total, this service now called Google Shopping has had four different names.
Second and perhaps most importantly Google changed its shopping service from a free model to a “pay-per-play” model. This was a 180 degree change for Google as the company had previously stated that paying to be included was not necessary. Nonetheless merchants now must pay Google to list their products on this service.
Since this change Google Shopping has increased its dominance in the comparison shopping marketplace.
Why You Should Attend
If you are involved with marketing an ecommerce website you should attend this luncheon. At this luncheon you will to learn how to take advantage of the new Google Shopping. For those that understand the new Google Shopping – it has paid dividends. Why? There are several reasons:
- Under Google Products (the previous name), it was free to participate. In the past many businesses including other comparison shopping marketplaces created feeds and uploaded them to Google Products. Now that they have to pay to play, these businesses do not have the profit margin in their listings in order to participate.
- Many retailers never made the change to the new Google Shopping paid model. Google Shopping compared to its predecessor Google Products has fewer retailers. Fewer retailers mean less competition. By simply showing up, you now have a better opportunity to win.
- While “showing up is good”, optimizing your campaigns is the key to success. Many retailers do not optimize their feeds or bids. Instead they create a feed and forget about it. Marketers that optimize their feeds and bids also maximize their profit margins.
- It turns out that Google Shopping has placed a large focus on Product Listing Ads (PLAs). As noted below Product Listing Ads are the picture ads that show up in the search results. PLAs are different that Search Ads and now appear much more frequently.
What You Will Learn:
- Are you a fit for Google Shopping? 4 questions you should ask before starting a campaign.
- What acquisition metric strategy (e.g. cost per click, cost per sale) is best for your company?
- What 2 major ad group mistakes you should avoid
- What are the top 3 optimization techniques for data feeds
Who Should Attend?
- eCommerce Managers
- Marketing Managers
- Paid Search Managers
- Agencies managing comparison shopping accounts for their clients
- Business Owners with websites that have more than 500 products*
- Those interested in learning about Google Shopping to promote their ecommerce website
* If your ecommerce site has less than 500 products, there may be other strategies to consider before Google Shopping.
Register now and secure an early bird savings of 20%!
Registration Fees: Register Here
AAF Members (Early bird before June 7th): $20
AAF Members (June 8 to June 12): $25
General Public (Early bird before June 7th): $25
General Public (June 8 to June 12): $30
About Our Speaker
Andrew Davis is the Marketing Director at CPC Strategy. Based in San Diego, CPC Strategy is a full service comparison shopping management agency for online retailers.
Prior to assuming the role of marketing director, Andrew was an account manager consulting for medium to enterprise online retailers as well as marketing agencies.
Andrew is the author of three ebooks, including the Merchant Comparison Shopping Handbook, the first handbook on comparison shopping engines for online retailers. Andrew is a columnist for Search Engine Watch.
The Old Spaghetti Factory
11896 Foothill Boulevard
Rancho Cucamonga CA 91730
11:30 am – Noon > Door Registration and Networking
Noon – 1 pm > Presentation and Lunch
1-1:30 pm > Closing Remarks
Spaghetti with Rich Meat Sauce – Ground beef sautéed with onions and celery then simmered with tomatoes and Italian spices
Spinach & Cheese Ravioli – Tender pillows of pasta stuffed with spinach and two kinds of cheese, and topped with a savory Marinara Sauce
Fettuccine Alfredo – A classic dish of fettuccine noodles in a butter cream sauce with shredded Romano Cheese
Vanilla Ice Cream
Soft drink, ice tea, coffee or water