How data boosts your Google Shopping revenue

1. iStrategy Conference 2012 Volker Schmidt – Co-Founder & CEO How data boosts your Google Shopping revenue 26th November 2012 London, Twickenham Stadium

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

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

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 Bahnhofstr. 5 91245 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

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

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

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

8. (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

9. 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

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

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

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

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

14. How data boosts your revenue in GS Howmerchantsusetheirproductdata

15. Howdata will boostyourrevenue in GS Providing the right data at the right time is the key to success! • Title: T-shirt • Description: Grey Bus, Green Dinosaurand Orange Bear Face 100% cotton. Yellow Taxi 95% cotton 5% viscose. • Size: 3-6 month 6-9 month Merchant (buying team) Google Requirement Client searches • 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 • 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 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

17. 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!

18. Howdata will boostyourrevenue in GS Client Searches Should Influence Data Optimization Keywords entered: „Christmas gift idea“ Keywords entered: „Trans Alpine 30L Deuter“ Search Result Search Result

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

20. What merchants should know! Product data = Relevancy = Quality Score Cost-per-Click Return on Ad Spend 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

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

22. 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!

23. Merchant‘sshouldknow... Content is KING KONG!

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

25. People... Contact Volker Schmidt Co-Founder & CEO vs@products-up.de Mobile: +49 151 52 800 420 Mark Peatey Country Manager UK mark.peatey@products-up.co.uk Mobile: +44 7932 656523