shopping ads: bid by query of slap yourself by kirk williams

#SMX #14C @PPCKirk

Shopping Ads: It’s the Setup, Silly

Shopping Ads:

Bid by Query or Slap Yourself.

#SMX #14C @PPCKirk

writer: SE Land, Moz, PPC Hero, Wordstream speaker: SMX, Hero Conf, State of Search tweeter: @PPCKirk meme creator: ¯\_(ツ)_/¯

Kirk Williams

owner & minion

#SMX #14C @PPCKirk

“I stick with SEO for my ecommerce clients…”

#SMX #14C @PPCKirk

“oooof”

#SMX #14C @PPCKirk

My Entire Screen on a 13” MacBook

#SMX #14C @PPCKirk

“FINE, I stick with good ole keyword targeted text ads…”

#SMX #14C @PPCKirk

“oooof”

#SMX #14C @PPCKirk

Crealytics: Shopping = 56% Spend Share

#SMX #14C @PPCKirk

Crealytics: Shopping = 56% Spend Share

#SMX #14C @PPCKirk

Merkle: Shopping = 46% Click Share

https://www.merkleinc.com/thought-leadership/digital-marketing-report

#SMX #14C @PPCKirk

Merkle: Shopping = 46% Click Share

https://www.merkleinc.com/thought-leadership/digital-marketing-report

hot snot, look at that

trend!

#SMX #14C @PPCKirk

Shopping Ads: The future of Ecommerce SERPs

#SMX #14C @PPCKirk

Uhhhhhh….... ...Houston, we have a pwobwem.

#SMX #14C @PPCKirk

Max $1.25 CPC

Search bidding = personal intent!

#SMX #14C @PPCKirk

Max $1.25 CPC

Shopping bidding = errrrrr…. ¯\_(ツ)_/¯

#SMX #14C @PPCKirk

[shoe]

Max $1.25 CPC

#SMX #14C @PPCKirk

[shoe]

[best heels] Max

$1.25 CPC

#SMX #14C @PPCKirk

[shoe]

[best heels]

[buy jimmy choo heels now for wife

in fight need expensive pair]

Max $1.25 CPC

#SMX #14C @PPCKirk

“dash it all, Holmes, how does one bid on

queries in Shopping?!”

#SMX #14C @PPCKirk

Martin Roettgerding @bloomarty http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/

#SMX #14C @PPCKirk

Kirk Williams (me!) @PPCKirk http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309

#SMX #14C @PPCKirk

It’s about filtering queries

#SMX #14C @PPCKirk

4 essential aspects

Campaign Priority

Negative Keywords

Shared Budget

Product Bids

#SMX #14C @PPCKirk

Filter Like Your Coffee Depends On It!

Shopping – Shoes – NB – US

Brand & SKU filter through

#SMX #14C @PPCKirk

Filter Like Your Coffee Depends On It!

Shopping – Shoes – NB – US

Brand & SKU filter through

Shopping – Shoes – BR – US

SKU filter through

#SMX #14C @PPCKirk

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

#SMX #14C @PPCKirk

Does it work?

SKU

BRAND

NO BRAND

#SMX #14C @PPCKirk

Does it work?

SKU

BRAND

NO BRAND

#SMX #14C @PPCKirk

Does it work?

SKU

BRAND

NO BRAND

#SMX #14C @PPCKirk

Does it work?

SKU

BRAND

NO BRAND

#SMX #14C @PPCKirk

Does it work?

SKU

BRAND

NO BRAND

#SMX #14C @PPCKirk

7 Things I’ve Learned From the Query Targeting Strategy

#SMX #14C @PPCKirk

thing 1 = You Be You. (NB > BR > SKU might not work for you)

“I. Just. LOVE.

Product 85049.0091”

#SMX #14C @PPCKirk

NB Converting> NB Non-Converting> Brand TOP>NB>Brand RLSA>NB>Brand

Figure out your filter!

#SMX #14C @PPCKirk

thing 2 = Transition Intelligently

Ideal Product

Grouping (not best, not worst)

Identify

#SMX #14C @PPCKirk

thing 2 = Transition Intelligently

Ideal Product

Grouping (not best, not worst)

New Product Grouping

Campaigns

Identify Build

#SMX #14C @PPCKirk

thing 2 = Transition Intelligently

Ideal Product

Grouping (not best, not worst)

New Product Grouping

Campaigns

Product Groups in Legacy Campaign

Identify Build Pause

#SMX #14C @PPCKirk

thing 3 = Ad groups TRUMP product groups.

“Let’s make

keyword funneling

great again!”

#SMX #14C @PPCKirk

(you right now)

#SMX #14C @PPCKirk

Use Optmyzr for fast Shopping ad group creation.

#SMX #14C @PPCKirk

thing 4 = low bids can kill the setup (google no likey timid bidding)

Priority Settings

#SMX #14C @PPCKirk

thing 5 = Beware of dangling negatives

NB Campaign

-[m]

#SMX #14C @PPCKirk

thing 5 = Beware of dangling negatives

NB Campaign

BR Campaign

SKU Campaign

(add the worst negative KWs to EVERY campaign)

-[m] “don’t forget here!”

“here, too!”

#SMX #14C @PPCKirk

thing 6 = Showcase Shopping Ads??

As of July 31, 2016

#SMX #14C @PPCKirk

thing 7 = Easy Import to Bing

(yay, shared budgets coming to Bing!)

#SMX #14C @PPCKirk

THANK YOU, & SEE YOU AT THE NEXT #SMX!

“NEVER GIVE UP, NEVER SURRENDER.”