thats hot! 3 shopping campaign tips that would make paris hilton proud by purna virji
Post on 20-Jan-2017
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That’s hot!3 Shopping Campaign Tips That Would Make Paris Hilton Proud
Purna Virji
#SMX | #33B | @PurnaVirji
#SMX | #33B | @PurnaVirji
1. Labels are important: Feed optimization
2. Don’t be boring – dress cute: Creative optimization
3. Hire bodyguards: Defensive strategy
Our agenda
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1. Labels are important:Feed optimization
#SMX | #33B | @PurnaVirji
Product Variants
Custom Labels (0-4)
Manufacturer part number
Item identification
Apparel Products
Gender, age_group, color, size
Material, pattern, etc.
Explore new options!
SDKU-7833 Down, synthetic, leather
• High margin• Sale items• Winter
Male / Female
Utilization of optional attributes opens the door for far more powerful segmentation
The Product Catalog: optional attributes
Why custom labels?
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Consider how Apparel House can plan their ad targeting
Custom Labels
High margin Summer Sale Daypacking
The Product Catalog: Powerful eCommerce
Custom labels give you more control
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Product feed not being refreshed
Be strategic: apply bids to high converting campaigns
Optimizing the feedA major electronics retailer is seeing sub-par product ad performance…what’s happening?
Ad groups not segmented appropriately
Top selling products aren’t consistently selling
Stronger bids aren’t resulting in stronger results
Slow sales performance across inventory
Optimizing product feeds: Best practices
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Optimizing product feeds: Best practices
Campaign organization
TVs Desktops
All TVs All speakers All tablets All
desktops
Bluetooth speakers TabletsCampaign
Ad group
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Optimizing product feeds: Best practices
Top sellers High margin SaleLimited
inventory
Bluetooth speakersCampaign
Ad group
Campaign organization
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Optimizing product feeds: Best practices
• Bids can be applied independently• Targeting adjusted to top geos• Increase budget for top selling products• Monitor low-inventory & move products
out
Top sellers
Bluetooth speakersCampaign
Ad group
Campaign organization
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High, low
High demand, low demand
Optimizing the feed
High end, low end, salePrice range
Popularity
Profit margin
Making the most of custom labels
Stock level Limited supply
Seasonal products Winter clothes, swimwear
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Loves it!
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2. “Don’t be boring and dress cute wherever you go”:Creative optimization
Which ad catches your attention?
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Which ad catches your attention?
#SMX | #33B | @PurnaVirji
Which ad catches your attention?
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Sometimes you’re just not cute
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Sometimes you’re just not cute
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Core creative elements for a shopping ad
Image
Enhancements
Price
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Show multiple colors
Core Creative Elements for a Shopping Ad- Image
Show product in use
High resolution images
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Show multiple colors
Core Creative Elements for a Shopping Ad- Image
#SMX | #33B | @PurnaVirji
Show multiple colors
Core Creative Elements for a Shopping Ad- Image
Show product in use
#SMX | #33B | @PurnaVirji
Show multiple colors
Core Creative Elements for a Shopping Ad- Image
Show product in use
High resolution images
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Start with regular price
Core Creative Elements for a Shopping Ad- Price
Add sale price
Or price competitively against other ads
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Core Creative Elements for a Shopping Ad- Price
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Use local, product reviews and merchant promotions
Core Creative Elements for a Shopping Ad- Extensions/Enhancements
Use promo text
Create more than one ad per ad group
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Core Creative Elements for a Shopping Ad- Extensions/Enhancements
#SMX | #33B | @PurnaVirji
Core Creative Elements for a Shopping Ad- Extensions/Enhancements
#SMX | #33B | @PurnaVirji
That’s hot!
#SMX | #33B | @PurnaVirji
3. Hire a team of bodyguards:Defensive strategy
Key defensive strategies
Negative keywords
Bids and bid modifiers
Campaign priority settings
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Negative keywords save you money
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Campaign Priority Settings
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Bids and Bid Modifiers Best seller Low sellerMedium
seller
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Smartphones and tablets
“Everything else”
Geographic bid modifiers
Bids and Bid Modifiers
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Loves it!
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Bonus tip:“What’s Wal-Mart? Do they sell walls?”
Unfortunately,misattribution is not hot
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#SMX | #33B | @PurnaVirji
o Labels are important
o Look hoto Hire bodyguardso Find out where to
buy walls.
Key Takeaways
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The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
Thank you!See you at the next
#SMX!@purnavirji
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