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How to Recover from the Holidays Faster Than Your Competition

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8 Tips To Optimize YourGoogle Shopping Campaigns

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Presenters

• Carrie Albright– Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @Albright_C

• Jacob Fairclough– Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @RealSecretJake

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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Intro To TopicThe Shopping Campaigns transition is officially here!

Not Upgraded? See Upgrade ToolUpgraded? Let’s go!

Now to address Shopping performanceSmall Inventory AccountsLarge Inventory AccountsAdditional tips from your PPC Heroes!

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How We’re Addressing It

Expansion versus Conserving

• Despite the easy migration, a new system is going to change how you work in your accounts.

• Similar to enhanced campaigns, you will want to revisit your goals and figure out what is best for your business and account.

• New tactics will be available, requiring you to adjust as needed.

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Tip #1: Small Volume Expansion

Start Segmenting ProductsBuild tightly focused ad groups right away for

• More accurate competitive metrics.• Tighter Bid Control.• More specific metrics help you spot issues early.

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Tip #2: Small Volume Review

Dimensions Tab

Search Terms

Defining volume

Search Term Report

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Tip #2: Small Volume Review

Negatives

Improved product descriptions

Test!SEO best practicesConsider (but ultimately resist) keyword stuffingTest new descriptions for improved targeting

No keyword targeting…Identify spend-wasters and upload to negative keyword listKeep careful documentation of your changes!

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Tip #3 Large Volume: Expansion

Start By Creating High Level Product Groups

• Segment by your main feed categories.• If you don’t have these, set

them up right away.• Build a Catch-All Campaign• Use your search data for initial

negative keywords.

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Tip #4: Large Volume SQRThe “new” SQR – What AdWords tells you

Dimensions Tab

Search Terms

Defining volume

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Tip #4: Large Volume SQR

Dimensions Tab

Product Type (Feed sourced)

Category level (Google magic)

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Tip #4: Large Volume SQRThe “other new” SQR – Analytics to the rescue!

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Tip #5: Large Volume: Expansion II

Further Refine Your Initial Expansion

• Create generic/category.• Create higher priority model campaigns• Edit Your Feed as needed.

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Tip #6: Large Volume Inventory Optimization

Product Inventory - When AdWords search term lists just aren’t enough

Scenario: Product CTR is

strongBut: Conversion rate is terrible

Meaning: Price point is

competitive but shopping

experience is lacking

Solution: Identify those products that don’t have great variety

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Tip #6: Large Volume Inventory Optimization

Step 1: Examine your inventory for most frequently viewed variations

- Average apparel sizes such as mens’ track suits

- Common product colors or styles such as kitchen mixers

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Tip #6: Large Volume Inventory Optimization

Step 2: Identify product styles that fail to offer a products in your most popular range and either reduce bids or pause entirely until inventory better supports these products

Style QuantityBrand 1 Marilyn 247Brand 1 Wheelie 227Brand 3 Eureka 171Brand 1 Larissa 97Brand 2 Handstand 95Brand 1 Wilkin 94Brand 2 Girl Plush 83Brand 3 Chranson 70Brand 1 Rust 53Brand 1 Willow 51Brand 4 Nirvana 50

Great coverage Bid aggressively

High CTR, Low inventory Reduce bids or pause until new inventory arrives

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Live Poll Question #3

What area of Google Shopping campaigns is your biggest pain point?#thinkppc

a) Appropriate coverage/segmentationb) Understanding efficient spend opportunitiesc) Analyzing my Shopping datad) All of thesee) None of these- I’ve been reading PPC Hero every day and I know

my stuff!

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Tip #7: Product Review Ratings!Product Reviews Beta: https://services.google.com/fb/forms/productreviews/

Higher Prices – YES

Fantastic Ratings – YES

Do I click? – YES!

Does Jake click?

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Tip #8: Optimizing Performance

Product groups are finicky• Watch out for overwriting your old structure with new

additions.• Be careful of the “select all” in the interface.• Double check your “excluded” selection.

Make Use of The Dimensions Tab• Break down metrics across campaigns.• Easier Reporting

.

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Wrapping It Up

As With Anything Your Strategy Depends on,• Account Size• Goals• Time Invested

Large/Expanding Accounts will want to focus on,• Targeting many broad areas• Gradually focusing over time• Finding the most profitable areas and product offers.

Smaller/Tighter focused accounts will want to focus on,• Immediately advertise in specific areas.• Heavily reducing inefficiencies from the start.

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Need Help?

Would you like help with your PPC accounts and management?

I’m interested in:

o PPC Management: We handle the day-to-day management of your PPC account.

o Account Audit: We review your account for optimizations.o PPC Retainer: We handle only specific needs within your

account.o FREE Solutions Blueprint: We look at your account and

provide analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com