igniting digital growth - Greenlight Digital

executing digital campaigns in 31 languages and. 42 territories on behalf of ... question - the Internet would become a critical marketing channel for brands and businesses. ...... The Drum Independent Agencies Census Elite 2015. UK Search ...
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IGNITING DIGITAL GROWTH A Greenlight Guide to Google Shopping

www.greenlightdigital.com

CONTENTS

2

About Greenlight

3

Tips & tricks to stay ahead with Google Shopping

4

Laura Ashley case study

8

Google Shopping feed best practices

10

Country specifications

24

Footasylum case study

30

Feed your digital marketing with...‘Feeds’

32

INTRODUCTION

Greenlight was born into a world in its digital infancy. It was 2003, Yahoo and AOL were the most popular sites in the world and an upstart called Google had just become the sixth. Businesses were just starting to question whether the ‘Internet’ could be an effective marketing channel. For Greenlight’s founders, there was no question - the Internet would become a critical marketing channel for brands and businesses. Traditional agencies were unprepared, uninspiring, and ill-equipped to lead the charge. Digital marketing needed a champion. Today, Greenlight remains as confident, committed

good stuff is part of their latest platform, while the

and impassioned as ever. A multiple award- winning

social guys work eagerly at getting bloggers to your

agency of 145 based in London, building and

next event. It’s pretty exciting really. At Greenlight

executing digital campaigns in 31 languages and

we make growth happen!

42 territories on behalf of clients as diverse as Legal and General, Urban Outfitters, ghd, Dixons

the site for SEO and always ahead of the curve

As a result of Greenlight’s in-depth and detail oriented approach, we’ve seen impressive improvements in overall paid search performance. We’re delighted with the impact on our sales figures and have such confidence in our terms and account structure, that we’re rolling out Greenlight’s campaign strategy much further and deeper into our account.

with beta testing in PPC. At the same time our

Gail Cayuela, Head of eCommerce, Laura Ashley

Carphone, Laura Ashley, Millennium & Copthorne Hotels, and many more. Last year, Greenlight was ranked as the UK’s No.1 digital agency by The Drum, based upon feedback from our clients and peers. Growing revenue means we work anywhere and everywhere. We’ll be knee deep in analytics, improving conversion rates, whilst optimising

ecommerce team will be busy making sure all this

3

TIPS & TRICKS TO STAY AHEAD WITH GOOGLE SHOPPING START BY TREATING SHOPPING LIKE SEARCH Over a year into the upgrade from PLAs (Product Listing Ads) to Shopping, and these campaigns continue to go from strength to strength. Shopping continues to be very much a key channel for retail as it tends to be the driving force behind top performing campaigns in terms of sales and revenue driven overall, as well as an enabler to make generic terms work. Furthermore, Shopping helps drive year-on-year traffic up thanks to the ever-increasing retail space available. At Greenlight, we’ve seen real success by approaching Shopping campaigns similarly to how we do Search, starting with a granular breakout. We typically suggest breaking campaigns out by category, and then into product groups within those campaigns based on sub categories/product types. Of course this varies from retailer to retailer depending on what you sell. Shopping campaigns also give you instant access to all sorts of useful metrics to optimise your campaigns by, such as benchmark CPCs and impression share for optimisation to understand where we’re losing visibility, and benchmark ourselves against competitors. To take full advantage of this, we have to treat Shopping as a channel in its own right and bring the granularity and efficiencies from Search into our Shopping campaigns. This gives us an initial structure along the line