Be in the Know! Three Next-Level Strategies for Ecommerce PPC
Master This in Ecommerce PPC (Before Google Changes It All Again Next Year)
Transcript of Master This in Ecommerce PPC (Before Google Changes It All Again Next Year)
Master This 1 Thing in Ecommerce PPC (Before Google Changes It All Again Next Year)
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Kirk Williams@PPCKirk
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(A wall in my office)
Pro-Star-Wars(long live the EU!)
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So, Ecommerce PPC, eh?
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… my entire screen on a 13” Macbook
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… my entire screen on a 13” Macbook
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Shopping: the future of Ecom SERPs
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Whatever your view of Google…
“Ecommerce text SERPs are dead.”
“…or at least we’re making it that way.”
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Key thing to master in Ecom PPC: Shopping
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Shopping = 56% Spend Share Over Text Ads
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Google has invested heavily in recent ShoppingChanges
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GTINs Required: May 2016
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“What else can we monetize?” – Google boardroom conversation
ImageSearch
Ads
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Keeping up with the Joneses Amazon.
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Goodbye 3rd Party Feed Management
GMC Feed Rules
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As of July 13.
ShowcaseShopping
Ads
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Today’s Objective: To help you step up your Shopping Game.
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Setup Labels Bidding RLSA
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“Houston, we have a problem.”
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But…
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There is a big issue with Shopping Ads
SEARCH Bidding =
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The major problem in Shopping.
SEARCH Bidding =
SHOPPING Bidding =
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The major problem in Shopping.
MAX$1.50
CPC=
[sword]
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The major problem in Shopping.
MAX$1.50
CPC=
[sword]
[lightsaber]
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The major problem in Shopping.
MAX$1.50
CPC=
[sword]
[lightsaber]
[buy custom lightsaber from ultrasaber.com]
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“dash it all, Holmes, how does one bid for queries in Shopping?!”
“Quite the conundrum, dear Watson.”@PPCKi
rk#SLCDM
C
Shopping Ads
IT’S THE SETUP, STUPID
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Martin Roettgerding, @bloomarty
http://www.ppc-epiphany.com/
2014/12/08/taking-google-shopping-to-the-
next-level/
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http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309
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Campaign Priority
NegativeKeywords
Shared Budget
ProductBids
4 Essential Aspects
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Filter like your coffee depends on it
Shopping – Shoes – NB – US Brand & SKU filter through
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Filter like your coffee depends on it
Shopping – Shoes – NB – US Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
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Filter like your coffee depends on it
Shopping – Shoes – NB – US Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
Shopping – Shoes – SKU – US
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*brief pause while everyone thinks this*
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IdealProduct
Grouping (not best, not worst)
Identify
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Transition Intelligently, and slooooowly
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IdealProduct
Grouping (not best, not worst)
New Product Grouping
Campaigns
Identify Build
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Transition Intelligently, and slooooowly
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IdealProduct
Grouping (not best, not worst)
New Product Grouping
Campaigns
Product Groups in Legacy Campaign
Identify Build Pause
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Transition Intelligently, and slooooowly
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“No seriously, you HAVE to try this bottle of
8759048638KPRT780.”@PPCKi
rk#SLCDM
C
Other Campaign Priority Ideas
Non-BrandBrand Converting
Brand Non-Converting
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Other Campaign Priority Ideas
Sale ProductsNon-Brand Terms
Brand Terms
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Other Campaign Priority Ideas
RLSANon-Brand Terms
Brand Terms
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Other Campaign Priority Ideas
RLSAConverting Terms
Generic Terms
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Custom Labels
HINT, THEY’RE OVERRATED
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What is the
obsession?????
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3 Reasons I don’t rarely use Custom Labels in Shopping Ads
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“It’s okay, I used a Custom Label.”
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A Good Setup Trumps Labels
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Use the structure you have.
If it doesn’t change your bidding practice, don’t label it.
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People don’t buy the product you think they should.
“You will remove these restraints and leave the cell with the door open.
…and you’ll drop your weapon.”
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66%
@AndreasReiffenSMX Advanced, 2016
“…of conversions DON’T match the product clicked.”
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Labels Create Duplicate Product Issues
Bonus points for giving yourself extra work here.
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weekly clearance deals
“Oh my goodness, oh no, there’s a
fire…
…sale.”
legit use for Custom Labels.=
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Top 50 Products
legit use for Custom Labels.=
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It’s starting to get lonely at the top.
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RLSA for Shopping
DREAMS DO COME TRUE
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When 2 Celebrity Ecom PPC Campaign Types Have a Baby
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Best Practices blahdy blahdy blah
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Don’t listen to Google! Separate out RLSA
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YAAARRRR
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4 Reasons to Divide RLSA and Regular Shopping Campaigns.
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4 Reasons to Separate RLSA from Shopping
1 Random bid modifiers = monsters
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4 Reasons to Separate RLSA from Shopping
vs
Shopping Client
353% Increase in ROAS588% Increase in CVR
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
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4 Reasons to Separate RLSA from Shopping
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
3 Budget control, FTW
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4 Reasons to Separate RLSA from Shopping
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
3 Budget control, FTW
4 I already bought that… why do I want another?
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How Should You Construct Your RLSA Shopping Campaigns?
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First: Build Your Remarketing Lists
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Try user behavior lists…
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…or micro-conversion lists.
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Think of Shopping RLSA like DSA, the robots have control.
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Setting up your RLSA Shopping Campaigns.
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OPEN:
Shamwow!#1- Copy Current Shopping Campaign
#2- Paste & Rename
#3- Add RLSA Lists to Ad Groups in bulk…
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Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.
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Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.
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Utilize 1 Main “Master” Campaign
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Shopping – RLSA – All Products - US
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Pull Top Brands Into Individual Campaigns
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Shopping – RLSA – Nike – USShopping - RLSA – Adidas – US
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Use Optmyzr to auto-magically create 1 Ad Group for each Product in Top Campaigns
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Beware of Trolls!
Avoid ”Bid Only”
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Beware of Trolls!
Avoid ”Bid Only”
No Audience Exclusions (yet)
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Spotted! The rare and priceless Snorlax.
Customer Match for Shopping Now in Beta
Sign up here: http://bit.ly/shopping-match-beta
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Bid Smartly, & Efficiently
Everyone needs a little bidding in their lives
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Use Saved Filters for smart, fast bidding decisions
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Seriously, Saved Filters Will Make You Love Life
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AttributionColumns + Custom
Columns=
Holistic Bidding Decisions
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Yay for no more head-math.
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Yay for no more head-math.
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Yay for more subtly complex
decisions
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Yay for more subtly complex
decisions
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Attribution + Custom Columns = ACTION
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To Recap…
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Setup Shopping for Query Filtering
Organization > Custom Labels
RLSA for Shopping Use Filters &
Columns for smart bidding decisions
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And don’t forget!
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THANK YOU!Questions? Suggestions? Ideas? Insults?
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