Drive Profit with Google Shopping Campaigns
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Transcript of Drive Profit with Google Shopping Campaigns
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Drive Profit With Google Shopping CampaignsProven Methods from Google & CPC Strategy
#cpcwebinar
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Webinar Housekeeping
Webinar Recording & Questions
Stay tuned for webinar recording email (next week)
Q&A following the presentation
Chat box to the right
Tweet #cpcwebinar
Mary WeinsteinDirector of Content @MerryWhy
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Speakers
Nicole PremoGoogle Partner Education Manager
Jeff ColemanDirector of Retail Search
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About CPC Strategy
We Drive Conversions by Matching Retail Inventory with Consumer Intent.
Services Include
Retail-focused Paid Search (PPC)
Product Listing Ads Management
Dynamic Remarketing
Product Feed Management
Founded in 2007
More than $35 million a year in managed ad spend
Over +250 active clients
Top 50 fastest growing companies in San Diego
Google Shopping Partner
Visit CPCStrategy.com/packages
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Nicole PremoGoogle Partner Education Managerhttps://plus.google.com/+NicolePremo/
Joined Google in 2011
Partner Education Manager for 15+ products in
the Shopping and Emerging Ads vertical
Google Speaker
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Jeff ColemanDirector of Retail Search
@CPC_Jeff
CPC Speaker
7+ years of CPC program expertise
Manages over $50,000 monthly ad spend
Google Analytics certified
Google AdWords certified
Runs our Google Shopping & CSE training program
New Dad
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Manages Over $50,000 inAd Spend
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What We’ll Cover
How Product Listing Ads Improve ROI
How To Upgrade Your Campaign To The New Format
Increase Profit With Shopping Campaigns Features
Unlock Advanced Google Best Practices
Live Q&A
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Shopping Campaigns Performance
Smoothly Upgrade To Shopping Campaigns
How to Unlock Google Shopping Campaigns New Features
Increase ROI On Google Using Advanced PLA Best Practices
Google Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Google Shopping Is Now PaidShopping Campaigns Performance
ROAS: +25%
Return on Ad Spend (ROAS) increased by 25% for advertisers on Google Shopping Campaigns
Orders: +4.20%
Google Shopping Campaigns on average increased advertiser campaign orders by 4.20%.
More Orders. More Revenue. Less Spend.
Ad Spend: -29.67%
Google Shopping Campaigns on average decreased advertiser campaign ad spend by 29.67%.
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Google Shopping Is Now PaidOverall Performance Has Improved Easy campaign build out
Data Collection Overall more data within the new Shopping Campaign format
Reporting Product level reports are useful for modifying exposure
Competitive metrics
Historical indexing of product attribute performance (ID, category, brand, etc.)
makes for faster build outs and identification of good performers.
Why Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping increased campaign Revenue by +33.78% (avg)
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Copy your AdWords_Labels over to Custom Label columns
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Be sure to change AdWords labels to custom labels when transitioning to Shopping Campaigns
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Copy your AdWords_Labels over to Custom Label columns
Build out your campaign
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Copy your AdWords_Labels over to Custom Label columns
Build out your campaign
Copy your bids over
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Copy your AdWords_Labels over to Custom Label columns
Build out your campaign
Copy your bids over
Ensure Processing – Monitor Product Count
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Copy your AdWords_Labels over to Custom Label columns
Build out your campaign
Copy your bids over
Ensure Processing – Monitor Product Count
Turn It On!
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Upgrade Without Losing Profit
Create Your New Campaign & Pause It Immediately
Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
Copy your AdWords_Labels over to Custom Label columns
Build out your campaign
Copy your bids over
Ensure Processing – Monitor Product Count
Turn It On!
Pause Your Old PLA Campaign
Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
![Page 18: Drive Profit with Google Shopping Campaigns](https://reader035.fdocuments.net/reader035/viewer/2022062405/554e5dddb4c905532d8b4ccf/html5/thumbnails/18.jpg)
Shopping Campaigns Performance
Smoothly Upgrade To Shopping Campaigns
How to Unlock Google Shopping Campaigns New Features
Increase ROI On Google Using Advanced PLA Best Practices
Google Shopping Campaigns
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Google Shopping Is Now PaidImpression Share (How Often You’re Showing Up For Relevant Searches)
You want your best converting products to have high impression share.
Shopping Campaigns New Features
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Google Shopping Is Now PaidBid Simulator (Great For Managing Exposure For Your Products)
Increase bids to find the sweet spot between traffic and ROI
Consult this tool when making bid changes
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Shopping Campaigns New Features
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Google Shopping Is Now PaidSKU Level Reporting You can find data all the way down to the SKU
level
Use these reports to identify Top Sellers or Poor Performers
Identify different brands or product types to construct product groups for
All reports from Dimensions Tab are downloadable
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Shopping Campaigns New Features
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Google Shopping Is Now PaidMobile Bid Modifiers
Mobile is the fastest growing segment of ecommerce
Conversion rate on mobile traffic remains low
If you don't have a mobile optimized site start with a bid of
-25% to -50% on Mobile traffic.
Google Shopping Best Practices
33% of Google
search clicks come from
mobile
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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Google Shopping Is Now PaidMobile Bid Modifiers
Analyze your ad performance using the Dimensions tab in AdWords:
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Best Practices
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Google Shopping Is Now PaidGeo-TargetingStart tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start
Decide which regions to target based on your site, audience, and performance goals.
Consider segmenting for online and B&M locations.
Start with State-level bids
Adjust geo bids every 30 days based on performance
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Best Practices
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Google Shopping Is Now PaidGeo-Targeting
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Best Practices
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Google Shopping Is Now PaidWhat Time Do Your Visitors Shop The Most And Convert Highest?Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks:
i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.
Consider running ads during peak times on off-days to measure and test performance
Modify spend and budget based on high converting days and times
Remember to look at performance for individual campaigns, ads, and your campaign as a whole.
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Best Practices
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Google Shopping Is Now PaidAd Scheduling
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Best Practices
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Google Shopping Is Now PaidHighlight Google Merchant Promotions
Shoppers can now filter the comparison page by Special Offers: Shows merchants
running Special Offers first, then all other normal listings.
Easy way to boost your visibility on Google with relatively little work.
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
Google Shopping Best Practices
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Google Shopping Is Now PaidGoogle Merchant Promotions
Apply to get whitelisted for the program.
Create a Promotions-specific data feed
Track Your Performance Within Google Adwords:
Track the Coupon code through the click-type “Product Listing Ad – Coupon”.
Compare overall results before and after the promotion. Don’t just analyze the number of coupon clicks.
Use a unique coupon code specific to Special Offers. This gives the merchant an advantage to track coupons.
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
There are over 1.2 million sites advertising on Google
Google Shopping Best Practices
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CPCStrategy.com/Resources-Retail-Search
Shoot Us An [email protected]
@CPCStrategy
Questions? Comments?
Check Out Our Extensive Library Of Resources On Retail Search
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]
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What are Shopping campaigns?
Shopping campaigns
Upgrade basics
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Promote your products to interested ShoppersGoogle Shopping
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Retailers are finding success
Current experience
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Retailers are finding success
Desire for operational improvements
Better insights for optimization
Current experience
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Retailers organize, plan and price their inventory
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What if you could manage your campaign like a store?
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Retail-centric campaign management
• Browse your products in AdWords• Merchandise your products into product groups• Promote your sales with campaign priorities
Shopping campaigns benefits
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Retail-centric campaign management
• Browse your products in AdWords• Merchandise your products into product groups• Promote your sales with campaign priorities
Advanced reporting
• View performance data by product attribute• Analyze item-level performance regardless of structure
Shopping campaigns benefits
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Retail-centric campaign management
• Browse your products in AdWords• Merchandise your products into product groups• Promote your sales with campaign priorities
Advanced reporting
• View performance data by product attribute• Analyze item-level performance regardless of structure
Competitive landscape data
• Track against your competitors with benchmark CTR and max. CPC• Get insights into your competitive landscape with impression share• Estimate your impression and click opportunity with Bid Simulator
Shopping campaigns benefits
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In late August 2014, all PLA campaigns
will be upgraded to a Shopping campaign
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What are Shopping campaigns?
Shopping campaigns
Upgrade basics
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1
2
3
Create a Shopping campaign
Pause your regular PLA campaign
Customize your Shopping campaign
How to upgrade your Shopping campaign
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Crete a “Shopping” campaign in AdWordsFollow basic steps to set up a campaign
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Switch to your new Shopping campaignTo avoid duplication, pause your regular Product Listing Ads campaign
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Subdivide your inventoryBreak out your product groups and set different bids for different products
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When Shopping campaign is created, automatically starts with “All products” group
Example: how to subdivide your products
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Subdivide “All products” group into more specific sub-categories
Example: how to subdivide your products
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Example: how to subdivide your productsUse the drop-down menu to choose which attribute you’ll use to start
subdividing
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Choose 1 or more options from left menu that you want to break out and bid on
Example: how to subdivide your products
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Your selections will turn into first-level subdivisions, or “product groups”
Example: how to subdivide your products
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If you’d like to drill down further, you can repeat the process
Example: how to subdivide your products
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Once you subdivide, you can easily assign bids to or exclude product groups
Example: how to subdivide your products
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CPCStrategy.com/Resources-Retail-Search
Shoot Us An [email protected]
@CPCStrategy
Questions? Comments?
Check Out Our Extensive Library Of Resources On Retail Search
#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | [email protected]