Optimizing Text Ads for Retail
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Transcript of Optimizing Text Ads for Retail
Optimizing AdWords
Text Ads for Retail
How Retail Advertisers Can Drive More Product Conversions with Text
R E T A I L A D V E R T I S E R C O U R S E
Before We Get Started
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Logistics Speakers
Jon Gregoire
Director of Marketing
CPC Strategy
David Weichel
Director of Paid Search
CPC Strategy
What’s been your experience managing text
ads over the last 12 months?
Poll For The Audience
AdGooroo:
“On average the top 20 advertisers spent a whopping 63% of their
Desktop Paid Search budget on Product Listing Ads, with only 37%
devoted to traditional text ads.”
(Data from Q2 2014)
• Founded in 2007
• Over 300 active retail clients
• Top 50 fastest growing company in San Diego 3 years running
• Recognized as an Official Google Shopping Partner
• Custom-built retail search technology platform, CAPx
Solutions
Retail-focused Paid Search (PPC)
Google Shopping Management
Shopping Channel Management
Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
VISIT CPCSTRATEGY.COM
www.CPCStrategy.com | 619.501.6138 | [email protected]
Evolution of Retail Text Ad Inventory
David Weichel
Director of Paid Search
Head of Paid Search strategy and innovation at CPC Strategy
Featured speaker at SMX Advanced, SMX East, MivaCon
Leads all product development with CPC’s in-house PPC
technology
Course Overview
• Allowing Shopping Campaign Performance Data to Inform Text Ad Strategy
• Framework for a Retail-Focused Campaign Architecture
• Essential Automated Rules to Apply
• Optimizing Ad Copy for Retail
• Leveraging Remarketing Lists for Search Ads (RLSAs)
• Q&A
Start with Shopping
Allowing Shopping Campaign Performance Data to Inform Text Ad Strategy
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Google’s retail-specific ad program should undoubtedly be the starting point
• Text and Shopping ads don’t exist in a vacuum
• Shopping will return the valuable, product-level information you need to build out text
campaigns effectively
What Data is Valuable?
Allowing Shopping Campaign Performance Data to Inform Text Ad Strategy
www.CPCStrategy.com | 619.501.6138 | [email protected]
Spotting Your Opportunities
• If it doesn’t convert on Shopping, move on
• Brand & product-level sales volume
• Impression share (take w/ a grain of salt)
Search Terms Data
• Representative of how real people search for your products
• Spot new themes & trends in language
• Aggregate stats are the most useful here
• Inform new keyword targets, negatives & ad copy
Recommended Budget Allocation
Allowing Shopping Campaign Performance Data to Inform Text Ad Strategy
www.CPCStrategy.com | 619.501.6138 | [email protected]
Follow The ROAS
• Shopping campaigns generally see better returns than text
Drive budget here until you see diminishing returns
Restructure your campaigns to make sure budget is going to top performers
• Text can drive higher volume for high-demand brands
Generally higher CPCs, higher CPA, lower ROAS
Historically low performers don’t flip on a dime without doing something drastic
• Optimize for the highest net return
Text Ad Optimization Can Be A Long, Phased Process
• Invest into Shopping for more immediate returns
Campaigns & Ad Groups that Matter in Retail
Framework for a Retail-Focused Campaign Architecture
www.CPCStrategy.com | 619.501.6138 | [email protected]
Inventory Driven Targeting
• Category/Type
• Brand
• Collection
• Specific products – name or SKU
Audience Driven Targeting
• Gender & age
• Area of need, or purpose
e.g. “lighting for interior designers”
Dynamic Search Ads
Framework for a Retail-Focused Campaign Architecture
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Highly recommended for all retail advertisers
• Ad headlines & LP URLs are automatically generated
• Great way to quickly break out campaigns with product targets
• Generally cheaper traffic & can convert well
• Scalable way to “fill in the gaps”
Mobile Ads
Framework for a Retail-Focused Campaign Architecture
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Very cautious when it comes to mobile
• Only push mobile if you have a mobile-friendly site
• On average, down-bid by -70%
• Huge for retailers with B&Ms and driving local in-store traffic
• Link your Google My Business page
Automated Rules
Essential Automated Rules to Apply
www.CPCStrategy.com | 619.501.6138 | [email protected]
Keeping Up With A Dynamic Product Catalog
• Pause ads/keywords if out of stock (OOS)
OOS text on landing pages
Create separate OOS feed
• Pause ads/keywords if LP reaches a 404 error
• Pause ads/keywords pointing to low quality search results pages
“No Results Found”
Only 1 product result
Ad Parameters & Ad Customizers
Essential Automated Rules to Apply
www.CPCStrategy.com | 619.501.6138 | [email protected]
Ad Parameters
• Numbers only
• Assigned at keyword level
• Include product price in ad copy
Ad Customizers
• Numbers & text accepted
• Assigned at multiple levels – ad group, keyword, campaign.
• Dynamically insert attributes like price, brand, etc.
• Countdown sales timer
• Must rotate alongside a non-Customizer ad
Automated Bidding Rules
Essential Automated Rules to Apply
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Should be geared towards your ROAS targets
“If…Then…” rules
Prevent runaway spend on non-converters
Be cognizant of the limitations of Adwords conversion tracking
• If you care about CPA, same logic applies
• Methods for implementing bid automation
Adwords scripts
Adwords Automated Rules
Bare Minimum
Optimizing Ad Copy for Retail
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Seller Ratings Annotations
• Google Trusted Stores
• 3rd Party Review Sites
e.g. eKomi, Shopper Approved, BizRate, TrustPilot, etc.
• Targeted Sitelinks
• Address the stage of the funnel
• For top-of-the-funnel ads, sitelinks should highlight known-converters
Top Selling brands & products
• For bottom-of-the-funnel ads, highlight your store value props
e.g. No-Hassle Return Policy, or Free 2-day Shipping
Tweaking Ad Copy
Optimizing Ad Copy for Retail
www.CPCStrategy.com | 619.501.6138 | [email protected]
Relevance (And Bolding) Is Key
• Better Quality Scores, improved ad position, lower cpcs
• Use the exact keyword text in the ad if possible
Don’t Lose The ‘Voice’ In Your Copy
• Address the stage of the funnel and seek to push the shopper closer to a purchase
• Highlight meaningful value props for that stage
• Brand-specific, but product agnostic e.g. “mens nike shoes”
• Mention your best-selling styles in the copy
• Product-specific e.g. “mens nike free 5.0”
• e.g. Free shipping, 24/7 customer service, 90-day return policy, etc.
What are RLSAs?
Leveraging Remarketing Lists for Search Ads (RLSAs)
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Allows advertisers to customize ads and tweak bids based on past behavior
• ROI-driven advertisers typically shy away from the more top-of-the-funnel, educational queries
• Pro: Better COS results
• Con: Gives up significant market share
• Default lists – 30 day cookie window:
• All Visitors
• General Viewers
• Product Viewers
• Shopping Cart Abandoners
• Past Buyers
How RLSAs Should Fit into Your Strategy
Leveraging Remarketing Lists for Search Ads (RLSAs)
www.CPCStrategy.com | 619.501.6138 | [email protected]
• Opportunity to expand your top-of-funnel reach
• Do you have a system in place for measuring customer LTV?
Refining RLSA Strategy
Leveraging Remarketing Lists for Search Ads (RLSAs)
www.CPCStrategy.com | 619.501.6138 | [email protected]
Be cognizant of the minimum requirements
• 1,000 user list size for RLSA
• Use historical performance to inform custom audience segments
Take advantage of custom parameters and values in the remarketing tag
• e.g. ‘Product viewers’ can span multiple brands, types, etc.
• Include Brand, Collection, or Category/Product Type
• Refined targeting & bid adjustments
Consider segmenting by recency:
• Cart Abandoners, past 24 hours: +50% bid adj
• Cart Abandoners, 2-7 days ago: +25% bid adj
• Cart Abandoners, 8-30 days ago: +10% bid adj
Evaluate Your Investment in AdWords Text Ads
Questions for David?
Submit your questions in the chat box on the right
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | [email protected]