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ProductsUp is now a DLT company www.disruptive-lead-technologies.com How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham.

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Presentation on theme: "ProductsUp is now a DLT company www.disruptive-lead-technologies.com How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham."— Presentation transcript:

1 ProductsUp is now a DLT company How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham Stadium iStrategy Conference 2012 Volker Schmidt – Co-Founder & CEO

2 Agenda Introduction to Products-Up Google Shopping statistics How data boosts your revenue in Google Shopping Your key learnings Workshop Agenda 2

3 Agenda Introduction to Products-Up Google Shopping statistics How data boosts your revenue in Google Shopping Your key learnings Workshop Agenda 3

4 Introduction of Products-Up Products-Up GmbH 4 Headquarter: Products-Up GmbH Bahnhofstr Simmelsdorf Germany Facts: Founded: 2010 Staff: > 13 Office Locations: > 3 Clients: > 150 served countries: > 9 The Products-Up Story Products-Up serves up to 18 million products a day to Google Shopping and Product Listing Ads (PLA) for more than 150 clients around the world turning over more than $100 million in revenue. With offices in Sunnyvale (CA), Sao Paulo, Berlin and Munich we provide global insights on data management potential, product data optimisation and maximising the revenue that comes from that data regardless of the channel Our mission is to analyse and optimize the world’s product data and in so doing, maximise your revenue!

5 Optimization metrics are used worldwide 5 Leading Brands entrust in our services

6 Business Case 300% initial traffic increase and up to 900% in total in the first 3 months 6

7 Agenda Introduction to Products-Up Google Shopping statistics How data boosts your revenue in Google Shopping Your key learnings Workshop Agenda 7

8 (Maybe) The Google Strategy eBay >900 million Amazon >335 million Google Shopping < 100 million 2009: Google Shopping >25% Amazon <18% Product-related searches each month in Google.com 8 Source: comScore, WSJ, Mercent Corp. & NYT c. $1,800,000,000

9 Visibility Google Shopping in US Visibility of Google Shopping ‚One-Box‘ in SERPS’s 9 Source: searchengineland.com 90,000 product-related keywords were monitored 94% less visibility in one month Announcement of paid-model was on June 1 st

10 Visibility Google Shopping in US How traffic splits up between Shopping & PLA from April to August? 10 Source: RKG

11 Visibility Google Shopping in US Is PLA taking over Google Shopping traffic? 11 Source: RKG

12 Kill Google Shopping – long live Google Shopping Did Google really end free Google Shopping traffic? 12 Source: Channel Intelligence

13 Agenda Introduction to Products-Up Google Shopping statistics How data boosts your revenue in Google Shopping Your key learnings Workshop Agenda 13

14 How data boosts your revenue in GS How merchants use their product data 14

15 How data will boost your revenue in GS Providing the right data at the right time is the key to success! 15 Title: T-shirt Description: Grey Bus, Green Dinosaur and Orange Bear Face 100% cotton. Yellow Taxi 95% cotton 5% viscose. Size:3-6 month 6-9 month Title: Sweater with a grey bus from 3-6 month Description: Lovely Sweatshirt for infants in the age of 3-6 months Size: 3 month, 4 month, 5 month, 6 month Washing instructions Age Group: Infant Merchant (buying team)Google RequirementClient searches Client Search: Small child sweater What does Google want? What is the client actually searching for? You need to match these requirements!

16 How data boosts your revenue in GS Title Description Price Image Condition Google Product Category Shipping Costs Availability Unique Identifier (Brand, MPN, GTIN) / Computer Electronics, Books & DVD’s Variants / Fashion Minimum requirements to be listed in Shopping 16

17 How data boosts your revenue in GS 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! Google provides 50 fields for your data enrichment 17

18 How data will boost your revenue in GS Client Searches Should Influence Data Optimization 18 Keywords entered: „Christmas gift idea“ Keywords entered: „Trans Alpine 30L Deuter“ Search Result

19 How data boosts your revenue in GS Content enrichment driven by external solutions 19 Crawling Mechanical Turk Solutions Content-Provider Top Products OnSite Search

20 What merchants should know! Product data = Relevancy = Quality Score 20 Quality Score Cost-per-Click Return on Ad Spend Quality Score Cost-per-Click Google: The higher the quality score, the lower the CPC to be paid and the greater the range for your products

21 Agenda Introduction to Products-Up Google Shopping statistics How data boosts your revenue in Google Shopping Your key learnings Workshop Agenda 21

22 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! Your key learnings 22

23 Content is KING KONG! 23 Merchant‘s should know...

24 To wake you up!!!! Here is a donkey for your amusement! 24

25 People... Contact 25 Volker Schmidt Co-Founder & CEO Mobile: Mark Peatey Country Manager UK Mobile:


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