Vertical Rail’s eCommerce General Manager and Lead Strategist, Linda Bateman, will be presenting a post-conference workshop at this year’s Internet Retailer Conference + Exhibition.
IRCE 2016 is being held at McCormick Place West in Chicago, IL. Linda’s presentation, “Google Shopping Campaigns – How Segmentation Boosts Return on Ad Spend”, will be from 9:30 – 10:00 AM on Friday, June 10th. Her discussion will showcase a case study for our client, BuyAutoTruckAccessories.com.
Google is always finding ways for retailers to be more precise in search campaigns, with the idea that the more consumers find exactly what they’re looking for in a Google search, the more likely they will be to use Google. One of the most valuable but underutilized efforts–but one that is way behind the scenes as far as shoppers are concerned–is Google Custom Labels. Retailers use Custom Labels to define attributes of their products, such as “seasonal,” “low margin” and “best- selling.” They are basically labels that help retailers sell products based on the metrics that are important to the retailer. This session will cover how, combined with the keywords that retailers apply to products, Custom Labels give retailers more control over bidding, ad targeting and ad budgets.
When asked about her opportunity to speak at IRCE, Linda said:
It is nice that IRCE sees the importance of dedicating a day to Google – whether that be Shopping, AdWords, Analytics or organic. As more and more traffic for eCommerce sites happen on mobile devices, the way a customer can both find and engage with a company is of critical importance. The opportunity to be of assistance to companies to navigate the murky waters of Google Shopping and gain some statistical advantages is beyond measurable.
For a full list of speakers and workshops, please see the full IRCE 2016 agenda.