Maximising Product Search Performance
- 3. Sometimes It’s The Simple Things
• Bingbot blocked in robots.txt
• c.£25k per month revenue
- 8. Get The Basics Right
• Optimised title tag
• Brand, product name, model number, MPN
• Optimised meta description
• What’s your reason to buy?
• Descriptive URL
• Key elements in H1
• As much text content as possible, without
being repetitive or low quality!
- 14. Structured Data Mark Up
<meta name="description" content="This fast mover won't stay
around long - not with hungry little ones around anyway! Did
you know we can add an iced personalised message to
make..."/>
- 17. Canonicalise To A Linked Page
http://www.hockeyfactoryshop.co.uk/hockey-
sticks/composite-hockey-sticks/osaka-composite-hockey-
sticks/osaka-pro-tour-limited-silver-pro-groove-composite-
hockey-stick.html
<link rel="canonical"
href="http://www.hockeyfactoryshop.co.uk/osaka-pro-tour-
limited-silver-pro-groove-composite-hockey-stick.html" />
This URL is not linked from anywhere on the site!
- 20. Internal Linking
Link direct to products or sub-categories from:
• Homepage
• Top-level category pages
• Footer
• Blog posts
• Content pages that attract links
- 24. Shopping Catch All Campaign
• All items in feed
• Single, low bid (usually <10p)
• Campaign Priority: Low
• Gets traffic when:
• Not all items are in other Shopping campaigns
• Other Shopping campaign budgets have less than
100% impression share
- 26. Remarketing Lists For Shopping
• CTR typically many times higher
• CPC increases, but:
• Conversion rate more than doubles on average
• You can also use Customer Match as well as
AdWords or Analytics remarketing lists
• Consider excluding recent purchasers
- 28. Feed Rules - Title Optimisation
Climpson Estate Espresso Blend Ground or Whole Bean Coffee
- 31. Search Term Reports
• Add negatives
• Find opportunities for Search campaigns
• One keyword we found led to a campaign that has
generated over £7k revenue in three months at a
return on ad spend of 1353%
• Create High & Low Priority campaigns
• High: Exclude generic keywords & bid higher
• Low: Same products but lower bids, negatives on
high-converting & specific keywords
- 32. Search Ads For Products
• Use feed data to automate creating groups for:
• Product names
• Part numbers
• Product codes
• Alternative terms & variants:
• Adidas NMD…
• Trainers/shoes/pumps
• Black/grey/khaki
• Boys/girls/mens/womens
• R1/R1/XR1/CS2
- 33. • Now appear on mobile & desktop
• Great for category-level keywords
or products with options
Price Extensions