Channel Intelligence

Shopping Engine Services

Maximizing retailer performance

through better product content
and bidding strategies
CI continuously drives performance
• 10+ years of expertise
Shoppers
• Informed by real time data on 15%
of US online commerce
Conversions
Retailer
Dynamic PLA
Budgets, goals Clicks
bidding impressions

Product Optimized PLA

data product data auction

TM
TrueTag
analytics

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Content drives marketing

Product Listing Ads

CSEs
Search engine marketing
Affiliate networks
Remarketing and display ads

Better content = better results

3,000

2,500
2x – 9x
2,000 traffic increases
Clicks

1,500 with no changes to bidding

1,000

500 In this 2013 report for an actual client, each color

represents a SKU. Over 16 weeks, traffic
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 increased 2x to 9x for each SKU because of CI’s
Weeks
data optimization. No changes were made to
bids. 3
How we improve your product data

Proprietary taxonomy that Gifts > iPads > 32GB ✖

maps your products to the
Categorization taxonomies of every major Electronics > Tablets >
shopping engine Apple > iPad > 32GB
✔

Insert missing attributes <Table><P>Short Sleeve ✖

Data Fix broken links, stray Faux Wrap
corrections HTML Plus Size Short Sleeve
Faux Wrap, Red
✔
Display variants correctly

Leverage trends data Great Outdoors large

Title & ✖
Optimize order of terms futon patio 42” cover
description
Insert or remove brand, Cover set for large
edits product specs futon, waterproof
✔

Channel Intelligence is a subsidiary of Google

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Typical problem

On the retailer's Home > Gifts for Dad > John Deere > Riding Tractors
30-inch Riding Lawn Tractor (Green)
website, the layout
The New D105 Lawn Tractor features an automatic
of the content gives transmission. Just like with your car, you simply set
the shopper proper your direction with the fender-mounted hand control
context. and press your pedal to select your speed.

Product 30-inch Riding Lawn

Name Tractor (Green)

Product <Table><P>The New

Description D105 Lawn Tractor...
But when the same content is exported
Category Gifts for Dad into a data feed, crucial data for context
Color may be missing.
Brand John Deere Errors in the data often show up.
UPC
Brand may or may not be an asset,
Model # but is one of many required attributes.

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SEO for product data

1 2 3 ✔
Analysis of Rules based Fill the Optimized for
retailer’s file optimization gaps each destination

Product 30-inch Riding Lawn John Deere 30” Riding Lawn

Name Tractor (Green) Mower (Green)

Product <Table><P>The New The New D105 Lawn Mower

Description D105 Lawn Tractor... features...

Category Gifts for Dad Lawn Mowers

Color Green

Brand John Deere John Deere

UPC 001234985747

Model # D105

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 Case study: Increased conversions
Increase in conversion rate pays CI’s fees, yields higher sales

CPC Conversion Rate Avg Order Value

Assumptions
0.28 0.9% 150

Status Quo Ad Spend CPC Traffic Conv Rate Orders AOV Sales ROAS

No CI fee 100,000 0.28 357,143 0.9% 3,214 150 482,143 4.82

Channel Intelligence optimizations increase conversion rate to 1.1%

With CI Ad Spend CPC Traffic Conv Rate Orders AOV Sales ROAS

CI fee: 1.5% 100,000 0.28 357,143 1.1% 3,929 150 589,286 5.89

Increases: 22% 107,143 22%

Fees @ 1.5% 8,839

Note that even the improved ROAS in this
example is low compared to our average.
Sales increase : fees
= 12.1
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 Case study: Major US specialty retailer

Background
● CI launched data optimization for PLAs in Q4; agency manages bidding
● Goals: Optimize data to (1) grow sales at 4.5 ROAS and (2) reduce CPC

Actions
● Increased category and attribute
coverage (category, color, size)
● Met daily with client to discuss
performance and recommendations
● Ceated override files for daily pricing
and inventory updates
Results
● Achieved 6-10 ROAS vs 4.5 Goal
● Increased active products by ~50%:
from 130k to ~ 200k
● Retailer’s sales volume increased by
~ 300% after first 8 weeks

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Summary
CI Shopping Engine Services help retailers maximize their traffic
and return on ad spend by optimizing data and content,
managing bids, and supporting data and analytics needs.

Extend your team

Maximize return on ad spend

Optimize product data feeds

Access a dedicated team

Leverage the Channel Intelligence Index

In-depth reporting at the product level

Data delivery to 3rd party partners

Optional bid & budget management

Channel Intelligence is a subsidiary of Google
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