google shopping campaigns - merkle inc. · google first begins testing product ads in search...

Google Shopping Campaigns Migration Webinar

6/26/2014

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Todd Bowman Director, CSE & Feeds

Sarah Carpenter Sr. Analyst, Paid Search

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PAID SEARCH

SEARCH ENGINE OPTIMIZATION

COMPARISON SHOPPING ENGINES

DISPLAY ADVERTISING

SOCIAL MEDIA

PRODUCT LISTING ADS

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RKG Dominating Product Listing Ads

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

$9,000,000

Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13

RKG Tier 1 Tier 2

Data provided by PLA Spend Under Management

RKG manages

4X the investments in

PLAs relative to our competitor agencies.

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PLAs: How Did We Get Here?

2002 Google launches their first product and shopping search engine called “Froogle”

2002 2007 Froogle becomes Google Product

Search

Google launches their first product and shopping search engine called “Froogle”

2002 2007 2008 Google first begins testing product ads in search results

Froogle becomes Google Product

Search

Google launches their first product and shopping search engine called “Froogle”

2002 2007 2008 Google first begins testing product ads in search results

Froogle becomes Google Product

Search

Google launches their first product and shopping search engine called “Froogle”

2010 Product listing ads released, directly compete with Google Product Search

2002 2007 2008 Google first begins testing product ads in search results

Froogle becomes Google Product

Search

Google launches their first product and shopping search engine called “Froogle”

2010 Product listing ads released, directly compete with Google Product Search

2012

And then on May 31, 2012…

Since Summer 2012, PLAs have emerged as the

fastest growing paid advertising channel

within Google’s AdWords portfolio.

Source: RKG 2014 Q1 Digital Marketing Report

Source: RKG 2014 Q1 Digital Marketing Report

Source: RKG 2014 Q1 Digital Marketing Report

And now comes Shopping Campaigns…

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Feed Optimization Still Important

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The Guiding Principle

Provide as much accurate information as possible.

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What’s New?

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Changes We Will Focus on Today

• Where Does the Data Live?

• Reporting Update

• Campaign Priorities

• New Opportunities to Create Product Groups

• Properly Utilizing Exclusions

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Changes We Will Focus on Today

• Where Does the Data Live?

• Reporting Update

• Campaign Priorities

• New Opportunities to Create Product Groups

• Properly Utilizing Exclusions

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Data Now Lives at the ID Level

BEFORE AFTER

Product Group

ID

ID

ID

Auto-Target

DATA

DATA

DATA

CUMULATIVE DATA ID ID ID + +

DATA

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Data Now Lives at the ID Level Now

BEFORE AFTER

Product Group

ID

ID

ID

Auto-Target

DATA

DATA

DATA

CUMULATIVE DATA ID ID ID + +

DATA

NO DATA

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Changes We Will Focus on Today

• Where Does the Data Live?

• Reporting Update

• Campaign Priorities

• New Opportunities to Create Product Groups

• Properly Utilizing Exclusions

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Expanded Reporting Granularity

Track performance in the UI by the Category, Product Type, Brand, Item ID, MC ID, or Store ID

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Expanded Reporting Granularity

Track performance in the UI by the Category, Product Type, Brand, Item ID, MC ID, or Store ID

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Expanded Reporting Granularity

Track performance in the UI by the Category, Product Type, Brand, Item ID, MC ID, or Store ID

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Changes We Will Focus on Today

• Where Does the Data Live?

• Reporting Update

• Campaign Priorities

• New Opportunities to Create Product Groups

• Properly Utilizing Exclusions

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2

3

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Campaign Priorities

Priority settings are used to strategize bids between multiple campaigns.

Low Priority Default Bids

Medium Priority Trumps bids in

Low Priority Campaigns for any product that applies

High Priority Trumps bids in

Low & Medium Priority Campaigns for any product that applies

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Changes We Will Focus on Today

• Where Does the Data Live?

• Reporting Update

• Campaign Priorities

• New Opportunities to Create Product Groups

• Properly Utilizing Exclusions

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New Opportunities to Create Product Groups

• Google gives the option to subdivide by Google Product Category, Brand, Item ID, Condition, and Product Type

NEW!

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New Opportunities to Create Product Groups

• Google gives the option to subdivide by Google Product Category, Brand, Item ID, Condition, and Product Type

• Use Custom Labels to define other valuable and relevant attributes

NEW!

Custom Label Potential Opportunity 0 On Sale/Not on Sale 1 Free Shipping/Paid Shipping 2 High ROAS/Low ROAS 3 Price Bucket 4 Promotion

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Changes We Will Focus on Today

• Where Does the Data Live?

• Reporting Update

• Campaign Priorities

• New Opportunities to Create Product Groups

• Properly Utilizing Exclusions

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When to Exclude “Everything Else”

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Changes with Shopping Campaigns

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Differentiators: Customization

Custom Labels 5 Labels (titled 0-4) One Value Per Label

Adwords Labels 10 Values Adwords Grouping 1 Value

Per Product 11 Possible Values

PLAs

Shopping Campaigns

Per Product 5 Unique Values

x

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Differentiators: Product Type

Product Type can be used as up to 5 values separately.

Product Type can only be used as one value. Home > Furniture > Sofas > Leather > Black

PLAs

Shopping Campaigns

Product Type 1= Home Product Type 2 = Furniture Product Type 3 = Sofas Product Type 4 = Leather Product Type 5 = Black

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Differentiators: Hierarchy

Uses a hierarchy structure.

3 values available to create an Auto-Target.

Product Type = Home > Furniture > Sofas Brand = Basset

PLAs

Shopping Campaigns

Home Furniture

Basset

Sofas

Everything Else in Sofas Leather BID

BID

BID

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How Traffic Is Served: 1 Campaign + 1 Ad Group

In a single ad group, bid & traffic follows granularity.

Auto-Target 1: Leather Sofas Auto Target 2: Basset

Current PLA Structure Shopping Campaigns

$0.05

$1.00

Product Group: Leather Sofas Everything Else in Basset

$0.05

$1.00

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How Traffic Is Served: 1 Campaign + Many Ad Groups

In a single campaign with multiple ad groups, traffic follows bid

CAMPAIGN

Ad Group: Home

Sofas

Ad Group: Furniture

Indoor Furniture

Bid: $0.87 Bid: $1.55

Shopping Campaign Bid?

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How Traffic is Served: Multiple Campaigns

In multiple campaigns, traffic follows campaign priority.

Low Priority High Priority Medium Priority

CAMPAIGN A CAMPAIGN B CAMPAIGN C

Default Bids

Product Group: Furniture

Sofas

Product Group: Furniture

Sofas + Poor ROAS

Trumps bids in Campaign A for any product that applies

Product Group: Furniture

Sofas + On Sale

Trumps bids in Campaigns A & B for any product that applies

Bid: $0.95 Bid: $0.05 Bid: $1.17

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First Step

Create Your Shopping Campaign

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Creating a Shopping Campaign

1. Create your Shopping Campaign in AdWords

2. Copy settings from your

current PLA campaign

• Networks • Devices • Locations • Shopping Channels • Bid Strategy

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Strategy 1:

Manage All Product Groups in 1 Ad Group

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Strategy 1: All Product Groups in 1 Ad Group

• Benefits • Easy to manage • Clear delineation for how products are served • No overlap in how products are served

• Disadvantages • Only one mobile modifier • Only one set of negatives

• Ideal for • Advertiser with uniform product inventory • Low traffic advertisers

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Strategy 1: All Product Groups in 1 Ad Group

Create one ad group for all of your product groups.

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Strategy 1: All Product Groups in 1 Ad Group

This single ad group is where your product group variations will live.

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Strategy 1: All Product Groups

in 1 Ad Group

Your ad group will start with an All

Products target that will be used to build

your Shopping Campaign structure

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Strategy 1: All Product Groups

in 1 Ad Group

Subdivide your All Products target

into a Shopping Campaign structure that makes sense for

your business.

Options for Subdividing • Category

• Brand

• Item ID

• Condition

• Product Type

• Custom Label 0

• Custom Label 1

• Custom Label 2

• Custom Label 3

• Custom Label 4

Strategy 1: All Product Groups

in 1 Ad Group

Our test campaign uses Custom Label 1 as our first factor

for sub-division.

Strategy 1: All Product Groups

in 1 Ad Group

Individually add your product groupings,

use the ‘+’ to add all available product groupings, or bulk

add values manually

Strategy 1: All Product Groups

in 1 Ad Group

Any products not included in the

product groupings your created live in an “Everything Else

in All Products” target.

Strategy 1: All Product Groups

in 1 Ad Group

Continue to subdivide your

product groupings until you have

created your desired hierarchy.

In this example, we continued to subdivide by brand.

Strategy 1: All Product Groups

in 1 Ad Group

Our example increases granularity

in the ‘Bar Accessories’

grouping by going a step further to ID

products. We then continued to subdivide by product ID, under brand.

Strategy 1: All Product Groups

in 1 Ad Group

“Everything Else” targets are created

every time you continue to subdivide.

These targets receive their own bids, but can be entirely excluded.

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Now add your ad group negatives.

• Limited to one set of negatives for all of your product groupings

• Can only add negatives that apply to your entire inventory

Strategy 1: All Product Groups

in 1 Ad Group

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Strategy 1: All Product Groups in One Ad Group

Now add your ad group mobile modifiers – you’re limited to one per product grouping.

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Becomes difficult to navigate and manage for

advertisers with a wide variety of products and

product groupings.

Strategy 1: All Product Groups

in 1 Ad Group

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Strategy 2:

Manage Product Groups in 1 Campaign with Multiple Ad Groups

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Strategy 2: 1 Campaign with Multiple Ad Groups

• Benefits • Multiple mobile modifiers

• Multiple negatives

• Easy to read ad group reporting

• Disadvantages • More complex bidding management

• Product serving is less straight forward based on products serving between ad groups

• Ideal for • Advertiser who desires more control but does not have robust feed management

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Strategy 2: 1 Campaign with

Multiple Ad Groups

Develop ad group structure based on how you will use negative keywords and

mobile modifiers.

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Strategy 2: 1 Campaign with

Multiple Ad Groups

Build product groups using same methods

as Strategy 1, but add the various

product groupings to their

corresponding ad group.

• Build out all Bar Accessories product groupings in the Bar Accessories ad group

• Build out all Cookware product groupings in the Cookware ad group

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Strategy 2: 1 Campaign with Multiple Ad Groups

Strategy 1: All One Ad Group

Strategy 2: Multiple Ad Groups

Bar Accessories Ad Group Cookware Ad Group

vs

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Strategy 2: 1 Campaign with

Multiple Ad Groups

Strategy 2 requires excluding “Everything else in All Products” in

every ad group to avoid having multiple

competing All Products product

groupings

Bar Accessories Ad Group

Cookware Sets Ad Group

Cookware Ad Group

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Strategy 2: 1 Campaign with Multiple Ad Groups

Separate the All Products group into its own ad group for better bid management.

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Strategy 2: 1 Campaign with

Multiple Ad Groups

Now add your ad group negatives.

With this strategy,

you can add different negatives to each ad group.

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Strategy 2: 1 Campaign with Multiple Ad Groups

Now add your mobile modifiers – you can apply modifiers values per ad group.

Kitchen Storage Ad Group

Cookware Sets Ad Group

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Strategy 2: 1 Campaign with

Multiple Ad Groups

Having product groups spread

across ad groups allows for easy

performance checks and ad group

reporting without having to drill down into specific product

groups.

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Strategy 3:

Leverage Multiple Campaigns with Multiple Ad Groups

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Strategy 3: Multiple Campaigns with Priorities

• All the same pros and cons as strategy 2, but now able to leverage campaign priorities

• Requires sophisticated bid and feed management

• Suggested Campaign Priorities • Low: All Products product group

• Medium: Bulk of product groups

• High: Outliers (poor performers/best sellers)

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Strategy 3: Multiple Campaigns

with Priorities

Set up is very similar to Strategy 1 and 2, with only

major change being Campaign

Priorities.

• Create your ad groups in their respective campaigns using the same methods as Strategy 1 and Strategy 2

• Set your Campaign Priority in the Campaign Settings tab

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Strategy 3: Multiple Campaigns with Priorities

Low Priority

Medium Priority

High Priority

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Strategy 3: Multiple Campaigns with Priorities

Ad Group Structure

All Products Campaign Low Priority

Campaign with Bulk of Products Medium Priority

Bestsellers Campaign High Priority

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Migration Steps

Start Now & Move Slowly!

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Migrating Schedule

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Migrating Checklist

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Checklist

1. Evaluate your current program

2. Determine if/how you can utilize the new values to improve your current strategy

3. Determine which campaign strategy to use a. Outline ad group structure based on how you will use negatives and mobile bid modifiers

b. Add custom labels to your feed to call out performance differentiators among your products

4. Create new Shopping Campaign in AdWords UI

5. Create new campaigns and product groups a. Don’t forget to add ad copy!

b. Set up All Products product groups correctly based on your chosen strategy?

c. Pay close attention to how you are utilizing “Everything Else” targets in your ad groups

6. Set initial bids steady between legacy and Shopping campaigns

7. Copy negatives and mobile modifiers from your legacy campaign

8. Go gradually – move categories over one by one - Schedule a timeline for migration 8a. Move All Products Auto-Target last

9. Decide what category you are migrating first

Once you’ve launched, pay attention to: 10. Check traffic

11. Are bids correct?

12. Is your legacy PLA campaign paused?

@rimmkaufman

Thanks for your time!

tbowman@rimmkaufman.com @ToddBowman68

Todd Bowman Director, CSEs and Feeds

rimmkaufman.com | rkgblog.com

Sarah Carpenter Senior Analyst scarpenter@rimmkaufman.com