Cyber Five Frenzy: Managing Reputation and Optimizing for Google’s Shopping Campaigns

October 9, 2014

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To help all retailers prepare for the holiday rush, we’ll be kicking our blog into high gear, sharing several holiday preparation tips over the span of the next two months. We want to make sure you’re covered from all angles, so two tips per post — one on digital marketing and one on marketplaces — and two blogs per week. We’ll begin with the tips that take the most time to implement and end with the less complex. Let the prepping commence!

To be the best, you must first look and act the part! Let’s apply this same logic to the success of your holiday sales. Appearing reputable on third-party marketplaces is a staple for boosting online sales. Also, you want to ensure your digital marketing campaigns are optimized correctly so that you have the most granular data possible. A good reputation leads to sales, sales lead to data and sufficient data can lead to an overall improved e-commerce business. Let’s make sure you’re mastering this beautiful cycle.

Marketplaces Tip #2: Manage your reputation

Today, your online reputation is everything.The internet has provided a massive piece of real estate that can amplify your brand, products and, indirectly, your reputation. We’re going to concentrate on how you’re perceived on marketplaces. Top rated plus

  • EBay has a slew of requirements for attaining Top Rated Seller status (speedy fulfillment, low transaction defect rate, etc.), but the payoff includes better search standing, lower rates and improved buyer confidence. For those looking for extra credit and a fancier badge, Top Rated Plus status is available to sellers that offer a 14-day money back return policy, as well as same-day or one-business-day handling time.

  • As for Amazon, maintaining your seller performance metrics is essential for making sure you keep your selling privileges (you don’t want to get kicked off Amazon) and increase your seller placement standing. To keep things positive, address slow customer response time or late shipment rates. Also, do your best to prevent negative and neutral feedback before it occurs, and don’t forget to  file disputes with Amazon to have negative product feedback removed from your profile and added to the product page.

Digital Marketing Tip #2: Make sure you’re optimized for Google’s Shopping Campaigns

Google’s Shopping campaigns are the new campaigns for managing your Product Listing Ads (PLAs). The transition from the former PLA campaign type occurred throughout the summer, and you can check out all the details here.

Google’s Shopping campaigns provide you with more control over how you structure your campaigns, allowing you to organize them as you would a brick-and-mortar store. Shopping campaigns also allow for more accurate reporting and better access to competitive information. Seeing those benefits, however, requires that you first determine how your Shopping campaigns should be structured.

  • Step 1: Make sure your data feed is in order. Because product attributes are directly matched to search queries, empty data fields could prevent shoppers from seeing your ads. If the standard attribute fields aren’t sufficient for your products, use Custom Labels to organize the additional attributes.

  • Step 2: Map out and build your new campaign structure. To begin, consider the way your webstore is organized. Think about how customers find products on your webstore. Most likely, at the highest level, your products are grouped by categories and brands. Once you’ve developed the campaign structure, ChannelAdvisor’s Product Group Generator can save you valuable time when building your new product groups. The Product Group Generator will also automatically keep new products in sync with your campaign structure as they’re added to the inventory feed.

  • Step 3: Once your campaigns are up and running, check out Google’s new benchmarking tools, such as Benchmark Max Cost Per Click (CPC), which provides insight into how much other advertisers are bidding on products similar to those in your product group. Benchmark Click-Through Rate (CTR) lets you compare your CTR to the rates of your competitors with similar products

These tips can take some time to implement, so put them into action pronto. We always love hearing about your progress as we approach one of the busiest times of year, so feel free to update us in the comments below.

Be on the lookout this Thursday for our next blog post in our holiday series. We’ll discuss implementing intelligent logistics and improving search engine optimization (SEO) with an XML holiday sitemap!


Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor

6a013485fcd498970c01b7c6ec88cb970b-200wiWant this holiday season to be the one you brag about when you finally get to relax in January? This free eBook contains a checklist of holiday tips and strategies.