Search Leeds 2018 Conference Recap – Part 2

Recapping live from Search Leeds 2018 with round ups of the talks and key takeaways so far. We’ve pulled everything you need to know, including slides, for you to peruse at your leisure.

Here’s the rundown of the talks from Search Leeds 2018:

 

PLAs: Small or large company, everyone has to start somewhere

Hannah McKie @HannahMckie1 – Missguided

No matter how big or small your company is, you should be looking at your Google & Bing Product Listing Ads (PLA) activity. Hannah will show us everything from the basics through to optimisation so we know exactly what to do.

Product Listing Ads are showing on image searches now too!

• The beginning is to download your data feed. Even though it may look scary, get it and get to know it well.
• Custom labels are optional attributes for your products – you can feed in so much data such as profit margins, Return On Advertising Spending (ROAS), promotions, sales, seasonal products, specific commercial objectives etc. Use these, as they can be really useful for driving more sales.
• Product Types – You can use more than one and they don’t have to be in the title. They enable you to use more keywords that aren’t in the title but can still show up in Google searches. Don’t put hunderds in, but an extra couple can help. Use Structured Query Reporter (SQR) to help with the keywords and how to prioritise these.
• Title optimisation – still really, really important. Can affect your Click-Through Rate (CTR) drastically if not set up correctly. Prioritise the most important keywords to describe your product – imagine you’re describing your product to an alien: what would be the most important things you’d put in there? Work with SEO to get the data on what keywords are most searched for. Go to town in your descriptions with creativity but keep the titles simple, descriptive and with the right keywords.

 

Supercharging Google Shopping

Chris Rowett @ChrisRowett – Journey Further

This talk will show you how to really boost your Google Shopping campaigns. Chris takes us through set up, building feeds and analysis techniques so your Shopping campaigns practically have superpowers!

Marketing spend on Google Shopping has surpassed text ads – this is making it more competitive, however.

• Submit as much information about your product as possible in your feed. ‘Feedoptimise’, or similar tools, can help by scraping a site and pre-populate the feed for you – this can be great if you have lots of products, or your clients only give you a small amount of info on their products.
• Share data – get everything from Organic, Search and Shopping to look at your performance and understand conversion rates for each keyword. Shopping can inform your search keywords and vice versa.
• Differentiate your products– add descriptions that aren’t shown in the image. What makes your product awesome and stand out from your competitors? Add in seasonal terms and change descriptions depending on the time of year, trends etc.

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