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Develop Winning
Products for
Google Shopping

ngoanh@
Angenda for today

1. What and Why Google way

of doing ads

2. Product R&D Approach

3. Demo

4. Q&A

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1. What and Why Google way of

doing ads
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Capture all intent, from high to low demand

I support Looking It’s my Moving to a Looking for

LGBT for a gift anniversary! new house quote t-shirts
 The 80-20 Principle and how we look at it
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Moving to a Capture as much

new house intent as possilbe

Only eliminate the

minor bottom that
A small number of items (20%) UOY tested on FB super low potential/
becomes winning products that generates the off season, etc.
major (80%) of your revenue

e.g. 100 product options and choose to double e.g. Offering 98 products and only eliminate 2
down on 2 winning products: Cotton throw with that have lowest intent demands
yellow cat print and Green dinosaur bedding set
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What is Google Way of Doing & Winning Ads?

ALWAYS-ON SEASONAL TRENDING
DEMAND DEMAND DEMAND
Products with strong, consistent Predictable and planned products Spontaneous hyped-up products
demand throughout the year that surge at the same time that trend momentarily
every year

e.g. birthday gifts, couple anniversary e.g. summer floral t-shirt, winter duvets e.g. long-distance relationship gifts, silk masks

A good seller sells. A great seller captures demands.

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Google machine learning,

behind Smart shopping,
can help to capture all
intents on digital
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Why you should care?

Christmas

New Year

Halloween
Mother’s Day
Valentine’s Day Father’s Day
Easter

You’re
missing
this out!

Shopping demands happen throughout the year, with

peaks during high seasons and key holidays.
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2. Product R&D
Approach
Introducing: Product heatmaps - collect Intent (Query
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set) and Demand (heat) throughout the year

How is it approached differently between GG vs. FB
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Capture 80% of top intents

How do you find inputs to build the heatmap?
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(later comes tool demo)

Query set:
- Keyword planner (external)
- Rising retail category (external)
- Market finder (external)
- Google trends - similar queries (external)
- Google internal tools - supported by AM, quarterly

Query volume - the heat:

- Google trends (external)
 Structure your product tree & define query sets
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Consumer goods T-shirt, mug, hats

Product Category Special cons. goods Masks, skiing gears
Decorations Rugs, flags

Activities Skiing, camping

At least 1 Theme Occasions B-day, anniversary

full-year Holidays Christmas, mothers' day

heatmap for
each of these Color Pink, green, blue
Niche Animal/ animation Flamingo, cat, spongebob
Material Silk, cotton, wood

Relationships For self, moms, sons

Reciever Enthusiast For Yoga lovers, hikers
Occupation For teachers, doctors
 Example of Product tree and relevant heatmaps
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Bathroom Towels 100

Earrings 87
Decorative Throws & Pillows 65
Product Category Pullover Sweaters & Cardigans 24
Coats 17

Anniversaries 100
Mother's Day 73
Graduation 54
Theme Carnival & Mardi Gras 10
At least 1 Valentine's Day 2
full-year
heatmap for Horses 96
Dogs 92
each of these
Birds 53
Niche Flamingo 24
Dinosaur 4

Gift for dad 100

Gift for him 58
Gift for daughter 17
Reciever Gift for teacher 4
Gift for doctor 0
 Bring everything together -> product formular
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Step 1: prioritise & filter out bottom 20% Step 2: combine different heatmaps Step 3: final human sensecheck

Bathroom Towels 100 Bathroom towels x Horses x Gift for dad P1 Earrings x Birds x Gift for dad P1
Earrings 87
Decorative Throws & Pillows 65 Bathroom towels x Dogs x Gift for him P1
Pullover sweaters & cardigans x Birds P3
Pullover Sweaters & Cardigans 24 x Gift for teacher
Coats 17 Earrings x Birds x Gift for dad P1

Horses 96 Decorative throws & pillows x Dogs x Gift P1

for him
Dogs 92
Birds 53
Flamingo 24 Bathroom towels x Birds x Gift for dad P2

Dinosaur 4
... P2

Pullover sweaters & cardigans x Birds x P3

Gift for dad 100
Gift for teacher
Gift for him 58
Gift for daughter 17
Pullover sweaters & cardigans x Flamingo P3
Gift for teacher 4 x Gift for him
Gift for doctor 0
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3. Demo - step
by step
Define Product tree & Create Heatmap template using
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Google Sheet
Query Popularity - Jan 2021 Popularity - Feb 2021 ...

Product Category

Query Popularity - Jan 2021 Popularity - Feb 2021 ...

Theme

Query Popularity - Jan 2021 Popularity - Feb 2021 ...

Niche

Query Popularity - Jan 2021 Popularity - Feb 2021 ...

Reciever
 To find Queries

Rising Retail Categories - to find Queries ideas

Newly launched: Rising Retail Categories

Sources
 To find Queries

Keyword planner - to find more Queries ideas and build

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the Heat
Google Ads account > Tools & Settings > Planning > Keyword Planner
Thank you